TERM PAPER ON

PRAN RFL GROUP THE MARKETING PROFILE OF

PRAN FROOTO MANGO JUICE (250 ml)

TERM PAPER ON
1

PRAN RFL GROUP THE MARKETING PROFILE OF

PRAN FROOTO MANGO JUICE (250 ml)

Prepared for:
GM Shafayet Ullah
Lecturer iii
BRAC Business School (BRAC University)

Prepared by:
Seri
al
No
1
2
3
4
5
6
7
8
9
10

Name

ID

Seyda Fahmida Sultana

Syed Helaluddin Ahmed
Raiyan Rumman
Fazal-E-Elahi Palash
Abeer Zakaria
Fariya Yasmin
Muktadir Billah
Sadman Safik
Emad Bin Mohammad
Susmita Gupta

13104024
13104030
13104241
11104047
12204122
13104060
12204076
14204104
13104249
12104140

December 11, 2014

Letter of Authorization
2

December 11, 2014

The CEO
PRAN-RFL group
105 Bir Uttam Rafiqul Islam Avenue
Dhaka, 1212.
Subject: Authority letter for my students for conducting marketing research on your product.
Sir,
Hereby I authorize my marketing management courses students for conducting marketing
research on one of your product, PRAN Frooto mango juice 250 ml.

Thanking you,
Sincerely,
GM Shafayet Ullah
Lecturer iii
BRAC Business school, BRAC University.
(Signature)
GM Shafayet Ullah.

Letter of Transmittal
3

Date: 11th December, 2014

To
G M SHAFAYET ULLAH
BRAC Business School (BBS)
BRAC University
Subject: Submission of project on the marketing profile of PRAN Frooto 250 ml.
Dear Sir,
Here we are submitting our term paper on PRAN Frooto 250mlrelating the lessons regarding
marketing we have learned in our class from you in your course Marketing Management. We
would like to recall with gratitude, the tremendous support and encouragement, which we
received from you. We have tried our best to implement the relevant theories that you have
taught in this course.

As an Instructor and Advisor to the report, you provided valuable insights and academic training
to improve the quality of the work. We are grateful for your stimulating guidance and
encouragement during the period of preparation this term paper. Without your guidance, this
would simply not have been possible.
There may have many omissions and errors on our part but we have tried our level best to
prepare this report to the required standard. We are looking forward for your kind appraisal on
this term paper.
Sincerely yours,
..
Syed Helaluddin Ahmed (Leader of the group Marketing Management)

Acknowledgement
4

All praises to the Almighty Allah who has showed His kindness and we have got a chance to
make a complete report on a well-known company and product. And also we thank the almighty
to give us the time and strength to complete our group work properly.
As a part of our studying Business Administration, our course instructor of Marketing
Management had assigned us to prepare a term paper on a SBU relating all the marketing lessons
we have learned so far.
First of all, we would like to express our deepest gratitude to our honorable faculty Mr. G M
Shafayet Ullah for his valuable contribution. His painstaking effort at importing his students
with the necessary skills and expertise goes far beyond his responsibilities as a teacher, and we
are very grateful to him.
We would also like to thank all our group members who helped us to gather information. It
would have become really a nightmare doing the job without their help. To do that it requires a
great deal of help from others, which we got from our fellows. We are grateful to all of them who
helped us.

Executive Summary

This report provides an overview and background of the PRAN-RFL group and an analysis of
the marketing profile of our SBU PRAN Frooto 250 ml. Starting with the introduction, firstly we
would be discussing the background of PRAN RFL Group followed by a brief discussion of the
marketing philosophy that our SBU follows along with some other topics like, needs wants and
demands of our SBU, products and services of the company, value, satisfaction and quality,
exchange transactions and relationships and the market of our SBU. Secondly, we discuss about
the company and its marketing strategy for our SBU. Thirdly, we discuss about the consumer
markets of our SBU and buyer behavior towards it followed by customer driven marketing
strategy followed by the company, product services and branding strategy of the company and
our SBU, the pricing strategies followed by the company, integrated marketing communication
strategies followed by the company and the SBU and the marketing communication mix
followed by the company. Then we start discussing about the appropriate marketing strategy for
our SBU in the 21st century followed by the development of marketing strategy by the company
for our SBU, analysis of the consumer markets for our SBU, creating brand equity, setting of
product strategy, development of pricing strategies and programs and integrated marketing
communications strategy and finally we end up with conclusion along with references.

Table of content
6

SL NO.
1.
2.

Topic Name

Page No

Title Fly

1
Title page

2
Letter of Authorization

3.
3

Letter of Transmittal

4.
4

Acknowledgement

5.
5

Executive summary

6.
6

Introduction

7.
8

Background of company and product

8.
9

MKT 201 chapter 1

9.
11-17

MKT 201 chapter 2

10.
18-24

MKT 201 chapter 5

11.
25-30
12.
13.
14.
15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.

MKT 201 chapter 7

MKT 201 chapter 8
MKT 201 chapter 10&11
MKT 201 chapter 14
MKT 201 chapter 15
MKT 301 chapter 1
MKT 301 chapter 2
MKT 301 chapter 6
MKT 301 chapter 9
MKT 301 chapter 12
MKT 301 chapter 14
MKT 301 chapter 15
Conclusion
References

31-39
39-52
52-58
58-63
63-74
74-75
75-79
79-81
81-119
119-121
122-123
123-124
125
126-128

Introduction
Pran frooto 250 ml is a liquid product specially designed to satisfy people's non-carbonated
essence drinks needs. The craving satiating flavor drinks provides a range of fruit flavor that
contains vitamins and gives taste of fruit. PRAN frooto as per the advertisement suggested is
designed add on amazing experience to the life of youthful generation. We deduced that our SBU
greatly varies in sizes and prices and two different packaging. PRAN frooto 250 ml in
association to other products exports in 94 countries including India, France etc. PRAN meets
the stipulate of 70% mango juice.. Above all the price of this particular product is very
affordable; it only costs tk22 in Bangladesh

Background
PRAN took birth in 1981 as a processors fruit and vegetable in Bangladesh. In due course of
time, the company has not only grown its importance but also greatly contributed 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 106 countries of the world where PRAN Products are regularly
being exported.
All the PRAN products are produced as per international paradigm maintaining top class level of
quality at every stages of the production process.
PRAN in modern times producing more than 200 food products under 10 different categories i.e.
Juices, Drinks, Mineral Water, Bakery, Carbonated beverages, Snacks, Culinary, Confectionery,
Biscuits & Dairy and so on. The company has adopted ISO 9001 as a guiding principle of its
management system. The company is complaint to HACCP & certified with HALAL which
ensures that only the best quality products are reaches to the consumers table across the Globe.
Corporate Headquarters
PRAN-RFL

Center,

105

Progoti

Sarani

Middle

Badda

Dhaka 1212, Bangladesh

INDUSTRY
Food Processing
Employees
52,000
Some of the frooto products are illustrated below:

Pack Type

Code

Flavor

Weight/Pack Pack/Ctn

Ctn
9

24

PET Bottle

9931281

Mango

250 ml

Pack Type

Code

Flavor

PET Bottle

9931286

Mango

Weight/Pack Pack/Ctn
Ctn
12
Bottle/
500 ml
1100
Tray

Pack Type
PET Bottle

Code
9931282

Flavor
Mango

Weight/Pack Pack/Ctn
Ctn
1000 ml
12 Bottle/ Ctn 1225

Flavor

Weight/Pack Pack/Ctn

Aseptic Pack 9931586

Mango

125ml

Pack Type
Code
Aseptic Pack 9935245

Flavor
Mango

Weight/Pack Pack/Ctn
Ctn
200ml
48 Pack/Ctn 2050

Pack Type

Code

Bottle/Tray

2440

Ctn

48 Pack/Ctn 3200

EXPORTS
PRAN has earned and secured their place as the largest exporter of processed food
from Bangladesh, had a vision of creating a huge demand globally of those agro
based products produced by native farmers. The key was to process the agro
products and increase shelf-life thereby. Starting successful journey to export
market since 1996, PRAN currently exports to over 106 countries.

Chapter 01- Marketing: Creating and Capturing Customer Value

MKT 201
1) Needs, wants and demands:

10

The marketer must try to understand the target markets needs wants and demands. Needs
are the basic human requirements. People need food, air, water, clothing and shelter to survive.
People also have strong needs for education, recreation and other services. These needs are not
created by society or by marketers. They exist in the very texture of human biology and the
human condition.
For PRAN, consumers needs will be the physiological ones in most cases since PRAN focuses
on foods and beverages mostly. For example, in case of our selected SBU, PRAN FROOTO
(250ML), thirst will be the need.
Need becomes want when it is directed to specific object that might satisfy the given need. A
drink, like a glass of water or juice can be the want for thirst. Although peoples needs are few,
their wants are shaped and reshaped by social forces and institutions including families, schools
and business organizations etc.
Demands, they are wants for specific products. They are backed by ability and willingness to
buy. Wants backed by money and willingness to spend the money become demand.
PRAN takes care about the needs and wants of its consumers. Its aim is to provide the consumers
with the highest quality products at the lowest possible cost in a timely manner and in the
shortest possible lead times. PRAN first considers the need/want of customers on which they
provide products to give customers better satisfaction
2) Products and services:
Products and services are two closely aligned concepts, and, in fact, most products have
an element of service in them. However, there is a distinct difference between them and it is
important to establish some working definitions. One way to think of them is from the clients
point of view. When a client asks "what can you make for me?" they are asking about products;
when a client asks "what can you do for me?" they are asking about services. While a product is
something that can be measured and counted, a service is less concrete and is the result of the
application of skills and expertise towards an identified need. A product is something you can
point at, whereas a service, as The Economist defines it, is any activity "you can't drop on your

11

foot"2 although this definition doesn't hold up when the prod aside from the in file- physical
media on which they exist.
PRAN basically concentrates on products. Our SBU PRAN Frooto 250ml is also a product of
the respected company. 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(Hazard analysis and critical control points) compliance to ensure best quality
products reach 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 to check for residual substances both before and after the production process.
Product categories of PRAN are being shown with pictures on the illustration below:

Juice

Drink

Bakery

12

Carbonated Soft Drink

Snacks

Confectionary

Biscuits

Culinary

Dairy

Furthermore, companys computer systems offer continuous monitoring of all manufacturing

process to ensure the highest levels of quality.

3) Value, satisfaction and quality:

Value, satisfaction and quality are interrelated concept. Because customers focus to value, quality
and satisfaction while purchasing the things form the market. Customer value is the amount of
benefits which customers get from purchasing products and services. It can also be defined as the
difference between the values customers gain from using a product and cost of the product.
Satisfaction is the customers perceived performance from a product in relation to the
expectations. Buyer will be satisfied if the product meets or exceeds the expectations. Buyer will
13

be dissatisfied if the product does not meet the expectations. Quality is perception of product
excellence by customers. It is linked to customer need satisfaction. Total quality management is
the set of continuous programs designed to improve the quality product, services and marketing
processes.
PRAN holds a strong position regarding value in the consumers minds. Buying a PRAN product
makes a feeling of satisfaction in the consumer minds since its acceptability is huge. Price is
within the budget which makes proper value in the consumer minds when the product is availed.
For example, purchasing a PRAN Frooto 250ml by 22 taka makes the consumers feel satisfied
since they are getting a healthy fruit drink in a small bottle and in a reasonable price.

4) Exchange, transactions, relationship:

In marketing, fulfilling needs is done by exchange. If I want to get my desired product I have
provide something in return. In a broader perspective consumers give or offer something to get
their desired product in return. Marketers put a lot of efforts to attract the customers for availing
their offers. Transactions are the medium of those exchanges. It is a trade between two parties
that involves at least two things of value, agreed-upon conditions, a time of agreement, and a
place of agreement. Marketer should not remain idle after having a transactional exchange. They
must create a good relationship with the customers. Here the customers can be valued customers,
distributors, dealers, and suppliers.
PRAN always concentrate on these factors in a responsible manner. Not only the consumer
relationship is maintained but also the other stakeholders are treated in a respectful manner by
PRAN. PRAN says,
Our native farmer is our supplier. We collect major portions of our raw materials from them. We
give values to their activities. Most of our farmers were deprived of getting proper price for their
produces. We help them to overcome this situation by practicing contract farming. We are the
pioneer and largest contract manufacturer in Bangladesh.

14

PRAN cares their suppliers in the following ways:

By providing them good seeds, fertilizers, insecticides, etc.
By providing financial supports,
By providing proper information about what to produce more and what to produce less,
By collection their produces in right time and storing them,
By collecting raw materials from them directly and saving them from middle men,
By creating a huge demand of our farmers produces both in nationally and globally,
By ensuring proper price for their produces.
5) Market:
In marketing, it is defined as an arrangement where buyers of two types actual and potential
come together for satisfying their needs and wants.
For our SBU the market is mostly a place like grocery shops, departmental stores or super stores.
In case of super stores PRAN Frooto 250ml can be ordered via internet. Therefore for super
stores online order the market will be the internet. Moreover PRAN Frooto 250mls market is
quite wide because it can be found almost at every small shop all over the country.

6) Marketing management philosophies followed by the PRAN Frooto 250ml:

Production concept:
The production concept is the idea that consumers will buy products that are available and highly
affordable/cheap. It works best in two situations:

15

1) ) When the demand for a

the supply , the management should increase the production to

response with the demand

2) ) When the products costs is too high, more production can reduce the price.
It is to be taken into account that production concept is adapted by a company who is the
only one serving that product in colour and size as frooto has a number of competitor such
as Maaza, frutika and so on so they do not follow this concept.
Our SBU PRAN Frooto 250ml does not follow this concept because it is not too expensive and
thereby its demand is not beyond the supply capability.

Product Concept:
The product is the idea that consumers will favor the most quality, performance and features and
that the organizationshould devote its energy to making continuous product improvements. The
main drawback of product concept is that it can lead to marketing myopia. This bears the idea
that frequently the product is updated with feature and they are not the obly one serving that
market.
Marketing Myopia: Producers becomes too much product centered and does not take into
account the customers want and needs.
PRAN Frooto 250ml does not follow this concept as we have not seen any extra feature added
to this product.

The selling concept:

16

The selling concept is the idea that consumerswill not buy enough products unless it undertakes a
large scale selling promotion effort. The concept works best with unsought goods.
Although PRAN Frooto 250ml has a huge advertising line which covers lots of ads, billboards,
newspaper ads and other advertising methods. It does not fall under this concept not because
PRAN Frooto 250ml follows few other marketing methods which may not fulfill all the points
of this concept. As this product conducts this effectively and efficiently and better than their
competitors hence we can say that they do not follow the selling concept.

The Marketing Concept:

The Marketing concept holds that achievingorganizational goals depends on knowing the needs
andwants of target markets and delivering thedesired satisfaction better than competitors do.

It follows a sense and respond philosophy. Rather than make and salephilosophy.
It concerns about customers need.
It emphasizes on building strong customer relationships.
It works best by applying integrated marketing.
Lacks social well being

PRAN Frooto 250ml does not follows the marketing concepts as a whole because they have
a label on the packaging keep your country clean shows that they are aware of the
detrimental effects upon the human of polluting the environment as this is a feature that
prevents it from being a part of marketing concept.

The Societal Marketing Concept:

Societal marketing concept seeks that whether the pure marketing concept overlooks
possible conflicts between short-runconsumer wants and long run consumer welfare.
This concept holds that marketing strategy should deliver value to consumers in a way that
maintains or improves both theconsumers and societys well-being. For instance, Fast food
industry shouldnot overlook customers health and environmental protection.
17

PRAN Frooto 250ml follows this marketing concept at fullest. Our SBU falls under this concept
because it provides a straight cut social message that is, Keep Your City Clean on the bottle
in a written form. It also advises the consumers to drop the empty bottle in the bin. So PRAN
Frooto 250ml follows the societal marketing concept as this concept fulfills the utmost marketing
efforts towards consumers.

Chapter 2
MKT201
1. Mission , Vision, Goals & Objectives of PRAN:
The Mission:
To generate employment and earn dignity and self-respect for our compatriots through profitable
enterprises.
The Vision:
Improving livelihood
The Objectives:
Achieving social values withsustainable pecuniary advantage for all our stakeholders.

The Goals:

18

 To remain as the market leader with consumer items in food & beverage sector in the
country & to be the market leader in same sector in abroad with minimum NP level of

10%.
Quality maintenance and improvement.
Satisfied customers.
Hold on to the current customers and again gain customer loyalty.
Gain competitive advantage over all the competitors.
To double sales and expand production capacity every 7-8 years.
To become one of the biggest names in international fruit and vegetable processing
industry.

2. Product Oriented Mission Statement:

To regain the lost brand identity and continue to be the market leader in the beverage sector.
3. Market Oriented Mission Statement:
To occupy the market as a market leader through creating brand equity and to earn customer
satisfaction and build positive image by maintaining the quality of product and transparency in
dealings with high quality of service.
4. BCG MATRIX

Stars:

19

Frooto was launched in Bangladesh in 2007 as refreshing mango juice & quickly went on to
become the leader in juice category market. It has high profit potential and with further
investment it can retain its share in the industry. We can see that the add telecasted shows that
firms are inveting and holding their position so they are at stars.
Cash cows They are not part of cash cows because they growth rate is low and relative market
share is high. They follow harvest and hence Pran frooto is not cash cows
Question mark: As their market share is low but high growth hence Pran frooto does not fit
here, They follow Invest and build.
Dogs: As Pran frootos neither have low market share nor low market growth rate they do not
follow dogs that divest resources.

5. Product- Market Expansion Grid

Market penetration:
A strategy for company growth by increasing sales of current products to current market segments
without changing the product. Pran Frooto follows this product market expansion grid. They
produce products and sale in same market segmentation. They produce Pran Frooto and sale it
inside Bangladesh and try to increase its sales via promotion and a lot of distributors.

20

Market development:
A strategy for company growth by identifying and developing new market segments for current
company products. PranFrooto follows this products market expansion grid. Pran group starts
business in the country. Now they are exporting their products outside the country.
Diversification : Pran frooto is not an entirely new product operating in a new market is they are not
diversification.
Product development: We consider product development in terms of size and packaging the aseptic and pet
bottle as product development- developing the product in the same market.

6. THE MARKETING PROCESS

Segmentation: Segmentation refers to segmenting the market into different forms in terms of
age, geography and so on. This is because as w see that the add telecast that the drink is only
consumed by people aged between 20-30 hence youth segmentation prevails. In term of
geography we analyze that Pran frooto not only sells in Bangladesh but also in India and either
parts of the world such as Bangladesh.
Target marketing: When A target market is a group of customers towards which a business has
dedicating its marketing efforts and ultimately its merchandise. A well-defined target market is
the first step to a marketing strategy. The marketing mix variables of product, place
(distribution), promotion and price are the four elements of a marketing mix strategy that
determine the success of a product in the marketplace.
Positioning: Positioning is a everlasting location. It's where your product or service blends into
the marketplace. Effective positioning puts you first in line in the minds of potential customers.
Positioning is a powerful tool that allows you to create an image. And image is the outward
representation of being who you want to be, doing what you want to do, and having what you
want to have. Positioning yourself can lead to personal realization. Being positioned by someone
else restricts your choices and limits your opportunities. Pran frooto 250 ml is secured by
positioning them in term of television adds as Shomoy Osomoy and TVC advertisement.
Understanding the marketplace and the customer needs and wants:
21

The customers recognized a need of a fresh mango juice which would replicate the experience of
indulging in a mango throughout the year. Frooto, along with the brand of PRAN aspired to meet
the needs and soon they succeeded. Therefore, they fulfilled the culture, preference and weather
condition of the target market and came up with Frooto which would satisfy customers under
these factors.
Designing a customer- driven strategy:
After defining the target market who are low income- earners and more, Frooto has set the price
low for its targeted customers affordability. Also the small size leads to further ease of portability
and hence created more demand on people who are on the go and would want to grab a drink to
highlight their days. Frooto uses customer feedback to create further improvement.

Construct a marketing program that delivers superior value

This is to implement the marketing strategy into action. Frooto used ads and public relations to
attract customers. They go for fresh themed advertisement with striking taglines which influence
their audience to think of frooto as the substitute of mango. By delivering superior quality mango
and convenient availability of the product, Frooto has the highest market share in the juice
industry of Bangladesh
Build

profitable

relationships

and

create

customer

delight

Frootos relationship management is the overall process of building and maintaining profitable
customer relationships by delivering superior customer value and satisfaction. The aim of
customer relationship management is to produce high customer equity, the total combined
customer lifetime values of all of the companys customers. The key to building lasting
relationships is the creation of superior customer value and satisfaction.
Capture value from customers to create profits and customer quality:

22

With constant advertisement and unique taste, Frooto has developed a value proposition leading
to market share, profit and customer loyalty. As they sponsor concerts and events, they gained
further public attention through public relations.
7. 4 Ps
Price
22 tk per bottle
Product
PranFrooto is a mango juice which promises to provide its customer the best experience and taste
of

having

mango

all

through

the

year.

The 250ml bottle is fulfilling the need of customers by providing a refreshing drink for daily life
and also for supplementing the absence of real mango which is often unavailable.
It is small, portable and is very easy to consume
Promotion
Pran Frooto does a lot of TV advertisements with catchy and ineffective tagline such as Shomoy
Oshomoy Frootomoy Foler Raja Aamar Aamer Raja Frooto. They also used emotional and
rational appeal to strike the audience and create demand. All the advantages of the juice are well
conveyed

in

the

advertisements.

Their social media presence is really poor. However they give very limited billboards and
frequent print media ads on newspapers.
Also they put on stalls in various festive events like PohelaBoishakh. Furthermore, they sponsor
concerts and school events are getting better exposure.
Place
The juice is available in departmental stores and supermarkets in all over Bangladesh and other
countries as well.

8. 4 Cs
23

Cost
Paying the price of the PranFrooto is only a part of the cost. People are also going to a
department store, buying the drink and then coming back. Hence, PRAN having a brand name as
a conglomerate maintains that the cost is lower than the satisfaction of the customers by
providing pure juice with reasonable price and convenient location.
Customer
Since launching of Frooto, consumers fall in love with its unique taste & packaging. With new
pack graphic & clutter breaking communication, Frooto created a strong & powerful appeal
among the target group of people. As Bangladeshi consumer had a mango mania & desire to
have mango round the year so it was rather easier for us to reach consumer insight to have a
good appeal about the product
Communication
With the launching of Mango & its future campaign in 2009 its victorious taste & unique
communication Frooto created hype in its field and celebrated the indulgence in mangoes like no
other brand have done before. While other players have portrayed mango as a simple & innocent
fruit juice, Frooto made its synonyms of mango. Hence, instead of just promotion they
communicated the message and advantages to its audience quite well.
Convenience
PranFrooto is available in several departmental stores and supermarkets. That is very convenient
for

users

to

have

access

for

it

by

not

travelling

far.

In superstores like Meena Bazaar, there is online shopping as well so customers can order
PranFrooto over the phone and get home delivery.

Chapter-5 (Consumer Markets and Buying Behavior)

24

MKT-201,
PRAN Frooto is one of the pioneer fruit juice brands in Bangladesh that aims for the youth
generation. The consumers are mainly the young boys and girls of the urban area of Dhaka and
other big and small cities. Consumer Behavior basically is a study of how a person, group or an
organization selects purchases and uses any product or services and what exactly influences this
decision to buy.
For improving the brand, and to augment profit, analysis of Consumer Behavior on Frooto is
important. It is essential to understand that for PRAN, the customers are the king and this is the
right attitude for any organization that wants to survive in the market. The task is to understand
and update, based on the customer bases needs and demands. PRAN must keep in consideration
that needs continue to change because of the availability of numerous of options that prevail in
the market.
Model of Buyer Behavior
The Black Box acts as the information box in buyers mind which are bombarded by the
advertisements, which are exposed radioactively in their everyday life. Model of Buyer
Behaviour recognizes the process in which consumers will commence when deciding whether to
purchase the PRAN Frooto 250ml or grab the one bedside it, arranged in stack in departmental
shops. The first part of this model illustrates how consumers will start identifying the marketing
stimuli which would be Product, Place, Price and Promotion. Other stimuli that the consumer
may take into account during this process are PEST factors. The consumers personal
characteristics will be taken into account in order for them to begin the Buyer Decision Process.
The characteristics that can have an effect on the behaviour of the buyer are:

Cultural Influenced by specific cultures and religions

Social Influenced by family and reference groups
Personal Influenced on basis of age & lifecycle stage, economic status.
Psychological Influenced by beliefs, perception, attitudes and motivation.

25

From the information that has

been processed in the buyer's
black box, they will then be able
to provide a response as to
which specific product/brand
they wish to purchase and assess
other factors such as pricing and
if the timing for the purchase is
right.
Factors Affecting Products
Consumer Behavior
Based on Cultural, Social, Personal and Psychological factors, buyersmental conditioning
happens. If consumers want to buy a 250 ml Pran Frooto, the following factors will frame their
purchase decision.
One of the major factors that affect the consumers to buy PRAN Frooto is the Cultural factor.
They feel reassurance that the juice is natural and 100% halal, especially because it comes from a
brand which has been around for many years now. The reputation of PRAN reassures the quality
of the product.
Another factor that affects the decision making is the Social factor, which includes opinions from
reference group, family, etc. If a person is used to consuming PRAN Frooto at home, it is more
likely that he will buy the 250 ml Frooto bottle when he is outside and feels the need for a drink.
This choice can be labelled as inherent too.
The Personal factor is a persons age, occupation and economic well-being. In case of Frooto, the
youth, who are the target market, will be more driven to buy the drinks. The ads, taste and
pricing of the product have been set while keeping them in mind. It is more likely that a 23 year
old University student will buy Frooto 250ml than a 60 year old passerby.

26

The

Psychological

factoris

what

motivates

consumer to but PRAN Frooto. His beliefs,

perception, and attitudes will have a significant effect
on his buying decision. If

the person has

preconception about color added he or she might

avoid her purchase.

Types of Buying Decision Behavior

The decision to buy PRAN Frooto, and not to buy a
mango juice from another
brand, can be seen as a
habitual buying decision.
This means the purchase
encompasses

low

involvement andvery few

differences

between

the

brands. In this case, the

consumers

like

PRANs

Brand familiarity. PRANs convenient promotional methods are important too as the buyers seek
price and sales promotions. The Frooto purchase requires minimal information processing. A
person fascinated with Pran frooto 250 ml as because it is aprt of his or her regular purchase it
shows low involvement and few differences between brands. If a person from rural area buying
this drink for the firt time might showed up complex buying behavior- high involvement and
significant differences between brands. For a person as part of his monthly shopping may try
frooto instead of frutika for them it is a variety and lastly, a person who is calorie conscious
might end up having dissonances reducing with high involvements and few differences between
brands.

Buyer Decision Process of PRAN Frooto

27

The Buying Decision Process refers to steps a customer undergoes before he finally buys the
products. For the customers of PRAN Frooto, the process is the same 5 step process that
customers of all products go through. This process is not very important for the PRAN
Salespeople but it will help to set your sales strategy accordingly.
PRAN Frooto, as a product, is bought by the consumers after vivid analyzing their needs and
wants. They consider what kind of drink they would prefer at that exact moment. The buying
decision could be an instant decision to drink any fruit drink but the chances are that the
consumer will go through the5 stages that all consumer go through before making a buying
decision for PRAN Frooto.

Problem

Recognition:

In Frootos Problem Recognition stage, the consumer recognizes that his desired state is
different from thepresent condition. For example, he may feel thirsty and might want a
drink. Moreover, he might be craving a drink which will quench his thirst and refresh
him.
2

Information

Search:

In the next stage, after the consumer recognizes his need, or want, to drink something he
decides to take action. In this case, he will search for a refreshing to satisfy his problem.
He will come across a wide range of soft drinks, natural juices, mineral water and nonaerated flavored drinks like Frooto, ACME Juice and Starship. At the end of Information
Search, he may decide that he wants mango flavored non-aerated drinks.
3

Evaluation

of

Alternatives:

In the Evaluation stage, the consumer already knows what he wants. Now, he will look at
the different options that themarket offers. He will evaluate the features of the various
juices and brands. For example, he will choose a mango drink from Frooto, ACME
Mango Juice, Starship Mango Juice, Slice and Maaza. All these products will satisfy his
problem.They belong to the same product family anyways.

28

Purchase

Decision:

In the Purchase decision, the consumer will processthe information from his information
search and deciding the product he want to buy, where store, payment options. More
importantly, he is making the decision to either move forward with the purchase or not.
The thirsty consumer would choose a product from the ones mentioned above. His
decision would be made after considering a lot of factors like taste, quality, company
goodwill andaffordability. In this case, lets consider that the consumer chose PRAN
Frooto for the brands reputation, taste, availability and cost-effectiveness.
5

Post-Purchase

Evaluation:

After buying it, the consumer determines if he is satisfied or dissatisfied with the PRAN
Frooto. He will evaluate the purchase based on the difference between expected outcome
and actual outcome. If Frooto managed to really satisfy what he actually wanted then the
consumer might turn into a loyalist and stick with the brand for a sustained period of
time.
Cognitive dissonance occurs in this stage and he questions if he made the right decision.
This is often unlikely for PRAN Frooto and most users are familiar with the drink and it
is consumed very quickly. Pran frooto 250 ml does not directly approaches to reduce in
cognitive dissonance but the add broadcasted in Star plus creates the preview that it is a
drink exported abroad hence they have made the right decision by purchasing it.

Stages in the Adoption Process

The adoption process is a cognitive process which all the consumers have to pass before they
actually buy the product. The process comprises of 5 stages, all of which a PRAN Frooto
consumer will follow. At first, the potential customers will hear about the Frooto drink by PRAN.
This stage is called Awareness stage and consumers do not have a detailed knowledge about the
drink. In the next step, calledInterest, the Frooto will grab the consumers attention. The
targetted consumers will try discover more and more about the mango drink.In the Evaluation

29

stage, the consumers will have enough knowledge about Frooto. They will considerthe relative
benefits and evaluate it based on some common factors like cost and competitors offering.
The 4th stage is Trial, when the consumer decides to
give the producst a try. He will then judge whether the
drink is what PRAN claims it to be. Trials can be
done by sampling or when the consumerbuys the
product. The final step is Adoption or Rejection
decision, when the consumer decies whether to
remain with Frooto or switch back to earlier product
or another one. The 4 th satge is not been identified during our research.

Influence of Product characteristics on rate of adoption:

The adoption process is highly influenced by the core characteristics of the 250 ml PRAN
Frooto. This influence on the drinks rate of adoption can be classified into some sub categories.
Frootos relative advantage is the improved taste. Divisibility overlaps with the trial step of
buying behavior where the buyers can try out the product before becoming loyal customers.
Other categories are compatibility, complexity and communication. All has been ensured because
it is compatible with the taste of Bengali people, not much complex and effective communication
through mass media.

CHAPTER -7

1. MARKET SEGMENTATION PROCESS:

30

Market segmentation is the process of dividing a market into different customer segments.
Targeting, also known as target marketing, and then entails deciding which potential customer
segment the company will focus on. Market segmentation, however, always precedes targeting,
which helps a company be more selective about who they are marketing their products to.
Market segmentation and targeting are equally important for ensuring the overall success of a
company. These segmentations can also be relating with the product SBU PRAN Frooto 250ml.
The 4 bases used in marketing segmentation are:
Geographic segmentation:
Geographic segmentation involves a business dividing its market on the basis of geography.
There are several ways that a market can be geographically segmented. One can divide the
market by geographical areas, such as by city, country, state or international region. It can also be
divided into size/destiny and climate.
PRAN started its export operation back in 1991 by exporting their products to France. From then
on, they have expanded their export business worldwide and now, they are exporting their
products in more than 94 countries in the world. PRAN Export Limited was formed with a view
to join global business and to create a strong representation of Bangladesh in the worlds
economic map. At present, PRAN Export limited has divided their export market in 6 units.
Those are India, Asia, Middle East, Africa, Europe and America. Along with 13 factories in
Bangladesh, PRAN has industrials unit in India and soon new units are to be opened in Nepal
and UAE. Torun a successful operation, it has overseas offices in India, Malaysia, UAE, KSA,
Oman, Qatar, Angola, USA, Canada, Spain, Italy and Singapore. Along with other products, the
SBU PRAN Frooto 250ml is being produced in these countries.

Demographic segmentation:
Demographic segmentation occurs according to age, race, religion, gender, family size,
occupation, generation, nationality, income, and education. Demographics can be segmented into
31

several markets to help an organization target its consumers more accurately. With this type of
segmentation, an organization can categorize the needs of consumers.
Pran Frooto has created a strong and powerful appeal among the target group of people. Pran
Frooto is the first ever fruit juice in Bangladesh that symbolizes Youth, Fun and the Real Taste of
Fruit but it has targeted customers of all ages. Pran Frooto 250ml is also affordable for the
majority of people as it costs 22taka.

Psychographic segmentation:
Psychographic segmentation is dividing the market based upon consumer personality traits,
values, attitudes, interests and lifestyles. This segmentation allows development and marketing
of the products because there will be a more precise match between the product and each
segment's needs and wants.
Frooto was launched in Bangladesh in 2007 as refreshing mango juice and quickly went on to
become the leader in this category of the market. Since the launch, consumers have enjoyed their
taste and packaging. With new graphics and clutter-breaking communication, Frooto has created
a strong and powerful appeal among the target group of people. It means Pran is successful in
focusing the values, attitudes, interests, and lifestyles of their target customers.

Behavioral segmentation
Behavioral segmentation divides customers into groups based on the way they respond to, use or
know of a product. Behavioral segments can group consumers in terms of occasions, benefits,
32

user status, usage rate, and loyalty status. Ocaasions such as Iftar has been highlighted with its
beneficial impact. User rate, usage rate and loyalty status is not related as anyone have got access
to this drink.

i. Occasions
This represents when a product is consumed or purchased. For example, Pran Frooto 250ml has
traditionally been marketed as a juice product. It has always encouraged consumers to consume
this juice on every occasion all year long. More recently, they have tried to extend the
consumption of their juice by promoting the product as an ideal anytime drink.
ii. Usage
Some markets can be segmented into light, medium and heavy user groups.
iii. Loyalty
Loyal consumers are those who buy one brand majority of the time, and are sO valuable
customers. Like many other companies, Pran Frooto also tries to segment their markets into
those where loyal customers can be found and retained compared with segments where
customers rarely display any product loyalty.
iv. Benefits Sought
This is an important form of behavioral segmentation. Benefit segmentation requires marketers
to understand and find the main benefits customers look for in a product. An excellent example is
the Pran Frooto 250ml market where research has found the benefit segments of economic and
taste.

2. Fulfillment of 5 requirements of effective segmentation:

33

Measurable:
Before embarking on a sales strategy it is important to know the size of existing sales in that
segment. A firm also needs to know how product sales are growing in the chosen segment. If one
cannot measure the growth rate, it will be difficult to assess whether they have chosen segment is
profitable or not. For example, Pran Frooto 250mls sales are growing rapidly.
Accessible:
Accessibility is about communicating with customers and being able to get things to them.
Communication is usually through the Internet, TV, and radio. However, if target customers do
not use these things it will be difficult to communicate with them. Postal mail is also a challenge
unless you can determine where majority of the people in the market segment reside. If you
cannot target your segment effectively through marketing communication, you will be unable to
tell them about your product or firm.
The other aspect of accessibility is being able to distribute your product to your chosen segment.
For example, Pran Frooto 250ml has been selling to customers through the internet by online
shops and of course by print media. TV, radio and the Internet are among the most
important electronic media.
Substantial:
Firms need to ensure that the segment is suitable. This means that the characteristics of the
people making up the segment are likely to buy the product and have the spending power to buy
the product.
There needs to be an opportunity to increase product sales within the chosen segment. Using our
SBUs example it can be said that, it is made for different age groups and the target can be to
obtain a larger percentage of each group.

Differentiable:
34

An ideal market segment should be internally homogeneous (i.e. all customers within the
segment have similar preferences and characteristics), but externally heterogeneous. Differences
between market segments should be clearly defined, so that the campaigns, products and
marketing tools applied to them can be implemented without overlap.
For example, Pran Frooto 250ml is taka 22, 500ml is taka 40 and 1Ltr is taka 70. Their external
size, price, and target market is different but are similar in taste and quality.
Actionable:
Even if all of the criteria listed above are satisfied a segment is unsuitable unless the business has
the resources to provide for the needs of the segment. For example, Pran is a huge company and
they have the human resources. They take proper action for every prospect of their company and
thus their employee turnover rate is also very less.
3. 4 target marketing strategies:
i.

Undifferentiated marketing:

There may be no strong differences in customer characteristics. Alternatively, the cost of

developing a separate marketing mix for separate segments may outweigh the potential gains of
meeting customer needs more exactly. Under these circumstances, a company will decide to
develop a single marketing mix for the whole market. There is absence of segmentation. This
strategy can occur by default. Companies which lack a marketing orientation may practice this
strategy because of lack of customer knowledge. It is convenient since a single product has to be
developed. A company using an undifferentiated targeting strategy essentially adopts a massmarket philosophy. It views the market as one big market with no individual segments. The
company uses one marketing mix for the entire market. The company assumes that individual
customers have similar needs that can be met with a common marketing mix. The first company
in an industry normally uses an undifferentiated targeting strategy. There is no competition at this
stage and the company does not feel the need to tailor marketing mixes to the needs of market
segments. Our SBU does not match this strategy because they focus on the need of different
target consumers. For this reason, they offer Frooto 250ml in taka 22, which is easy to hold and
35

is portable. In general, 500ml in taka 40 is for those who want to drink more and lastly 1Ltr in
taka 70 is for family gathering or any kind of occasion.
ii.

Differentiated marketing or multi-segment targeting:

When market segmentation reveals several potential target segments that the company can serve
profitably, specific marketing mixes can be developed to appeal to all or some of the segments. A
differentiated marketing strategy exploits the differences between marketing segments by
designing a specific marketing mix for each segment.
Our SBU definitely suits this strategy and for this reason they offer Frooto 250ml in taka 22
which is easy to hold and portable. In general, 500ml in taka 40 is for those who wants to have
more of it and lastly 1Ltr in taka 70 is for family gathering or any kind of occasion
iii.

Focus or concentrated targeting:

Several segments may be identified but a company may not serve all of them. Some may be
unattractive or out of line with the companys business strengths. A company may target just one
segment with a single marketing mix. It understands the needs, and motives of the segments
customers and designs a specialized marketing mix. Companies have discovered that
concentrating resources and meeting the needs of a narrowly defined market segment is more
profitable than spreading resources over several different segments. Starbucks became successful
by focusing exclusively on customers who wanted gourmet coffee products. The strategy is
suited for companies with limited resources as these resources may be too stretched if it
competes in many segments.
Large organizations like Pran may not be interested in serving the needs of this one segment or
their energies may be so dissipated across the whole market that they pay insufficient attention to
the requirements of this small segment. One danger that such niche marketers face is attracting
competition from larger organizations in the industry if they are very successful. Thats why Pran
doesnt follow this process for any of their products.
iv.

Micro marketing:
36

In some markets, the requirements of individual customers are unique and their purchasing
power is sufficient to make designing a separate marketing mix for each customer a viable
option. Many service providers such as advertising, marketing research firms, architects and
solicitors vary their offerings on a customer to customer basis. It differs from our SBUs strategy,
because in this process people will discuss face to face with each customer their requirements
and tailor their services accordingly. Hence this is not followed.
4. Choosing a market coverage strategy depends on:
i.

Company resources: Being one of the largest companies of Bangladesh, Pran has

ii.

enough resources for advertising and market coverage.

Product: Frooto is different in taste and many other aspects than their competitors. In
their advertisements they try to show that, people cannot obtain mangoes all year

iii.

round but one can have Frooto whenever they desire.

Product life cycle strategy: Like other products, Pran Frooto itself focuses on

iv.

product life cycle strategies.

Competitors strategy: For being better than their competitors, they do more
publicity, social works, and concerts, among others.

5. Sources of differentiation:
i.

Product: in 1981 when PRAN and RFL merge together it became one of the
biggest business groups in Bangladesh. PRAN-RFL is currently one of the most
admired food and beverage brands among the millions of people of Bangladesh
and other 77 countries of the world where PRAN Products are regularly being
exported. These things help their product like, Pran Frooto, to have the privilege

ii.
iii.

of a trustworthy product.
Service: services basically go for intangible products.
Image: Pran Frootos image is specifically different from their competitors

iv.

because of their brand value.

Installation: installation works for electronic products mainly. Like Rahimafrooz
IPS gives free installation.

6. Differences used to promote:

i.

Important: their tagline is Shomoi Ashomoi frootomoi; here they show that
one can have Frooto at anytime.
37

ii.

Distinctive: in their promotion they also focus on the fact that, one can have
Frooto all year round but cannot get mongo always. This is different than their

iii.

competitors.
Superior: better in quality than other drinks of a similar type. They are better in

iv.

taste than other juice.

Communicable: it means direct or indirect contact, which they do by advertising

v.

and sales promotion.

Affordable: Pran Frooto 250ml is only 22 taka, which is affordable for everyone.

7. Value proposition:
It is a business or marketing statement that summarizes why a consumer should buy a
product or use a service. This statement should convince a potential consumer that one
particular product or service will add more value or better solve a problem than other
similar offerings.

Pran Frooto 250ml goes with more of the same because it tastes better that other mango
juice like Frutika or Mangolee. It means they give more benefits but at the same price.

Chapter 8(Product, Service and Branding Strategy)

Products, services and experiences:
Product:
A product is anything that can be offered for attention, acquisition, use or consumption to satisfy
a need or want. A product is produced and sold and results in the manufacturing process. A
product is also tangible, separable, has less perishability and results in the ownership. Our
38

selected SBU-PRAN Frooto 250 ml is a product because it is offered for attention, acquisition
and consumption to satisfy the need of thirst and refreshment. It is produced and sold and thus
result in the manufacturing process in its factory. It is also tangible, separable from its producer,
can be stored for later use/consumption and results in the ownership. So we can say that it is a
complete product.
Services:
A service is any activity or benefit that can be offered that is intangible, inseparable, highly
perishable and variable and does not result in the ownership of anything. Our selected SBUPRAN Frooto 250 ml is not a service because it does not hold any of the characteristics of a
service mentioned above. So it is a product.
Experiences:
Experiences are moments created by the products which are memorable. In the Shomoy
Oshomoy AD of PRAN Frooto it is shown that consumers can experience a moment of joy,
happiness and refreshment at any time by drinking PRAN Frooto. So it creates experience.

Levels of products:
A product or service has four levels. They are the following:
1.
2.
3.
4.

Core benefit/customer value

Actual product
Augmented product.
Potential product

39

The first and most basic level is the core benefit/customer value which addresses the question
what is the buyer really buying? The core and problem solving benefit that consumers seek
from PRAN-Frooto is satisfying thirst and refreshment.
The second level is the actual product. At this level product planners must turn the core benefit
into an actual product. They need to develop product and service features, design, a quality level,
a brand name and packaging. PRAN Frooto is an actual product. Its features, design, packaging,
bottling, label, quality level, brand name and all other attributes have been combined carefully to
deliver the core customer value of satisfying thirst and refreshment.
The third level is the augmented product. At this level product planners must build an augmented
product around the core benefit and actual product by offering additional consumer services and
benefits. Augmented product includes delivery and credit, after sale service, product support,
warranty, instructions on how to use the product, providing contact number for additional
assistance etc. PRAN Frooto is a kind of augmented product because on its packaging there are
some instructions provided by PRAN regarding the use of it, for example, keep in a cool and
dry place, keep away from direct sunlight. Its manufacturing date, expire date, retail price and
batch no are also mentioned on its bottle and tetra pack. The address of PRANs office and
factory, telephone, fax number of PRANs head office (PRAN-RFL Center) and also the web
address of the companys website is given on PRAN-Frootos bottles and tetra packs. PRAN also
has a Facebook page on which consumers can post their comments regarding the product. All
these make PRAN Frooto an augmented product.
40

The fourth and last level is the potential product which is the true solution that customers are
seeking when they buy the product/service. Something so unique offer that no other company
provides PRAN Frooto our SBU does not provide anything of that kind. If the unique feature is
provided by the second company this becomes augmented product.
Types of consumer product:
Consumer products: A product bought by final consumer for personal consumption.
Consumer products are of different types: They are:

Convenience products
Shopping product
Specialty product
Unsought product

Among the different types of consumer products PRAN Frooto is kind of convenience product.
It is frequently purchased with little planning, little comparison or shopping effort, low customer
involvement. It is also low priced, distributed widely, located conveniently and promoted
widespread by the producer. All of this falls under the characteristics of convenience product.
Consumers purchase it frequently and with less planning. When they go to or pass by a small
retail store they just see and buy it. They dont plan so much before buying. They also compare
between brands very little and dont put much shopping effort and their involvement is also very
low at the time of buying this product. It is priced very low (our SBU PRAN Frooto 250 ml-only
TK 22). It is distributed widely so we find it in every purchase outlet throughout the country
ranging from large supermarkets to small retail stores. As a result we can find it in any
convenient location nearby our home or workplace. It is also promoted widely. We can see the
advertisement of PRAN Frooto in almost every TV channels of our country and very frequently
in a day. It is also promoted outside of our country as it is exported..For example, in India and
many other countries of the world where it is exported.
PRAN Frooto is not a shopping product because it is purchased frequently whereas shopping
products are less frequently purchased. Shopping products are purchased with much planning
and shopping effort but PRAN Frooto is not such a product. Frooto is a mango fruit drink/juice
41

and when buying a juice people usually do not plan so much. They just go to a store and choose a
brand. There are so many juice brands in Bangladesh like Frooto and they are almost same in
terms of taste and quality. So consumers dont need to think so much before buying this product.
Brands similar to PRAN Frooto, for example, frutika, mangolee etc are more or less same in
terms of price and quality. So comparison on price and quality is not much needed. Shopping
products are relatively higher priced but the price of our SBU is not so high. Shopping products
are distributed in fewer and selected outlets but PRAN has a widespread distribution channel so
PRAN Frooto is available in any convenient location throughout our country. PRAN Frooto is
promoted by the producer but not by the resellers.
PRAN Frooto is not a specialty product because it is not high priced and it does not have any
exclusive distribution in only one or a few out lets in per market area.
PRAN Frooto is not a unsought product because consumers of Bangladesh are more or less
aware of this product because it is a product of PRAN Foods Ltd. and PRAN is one of the
renowned food and beverage industry of Bangladesh.

Product and service decisions:

Individual Product and service decisions:
We can define individual product decisions as the important decisions in the development and
marketing of individual products.
1. Product attributes
2. Branding
3. Packaging
42

4. Labeling
5. Product support services

1. Product attributes:
Development of a product also involves defining the benefits that it will offer. So, product
attribute involve quality, features and style and design.
Quality is the most important factor of a product and also the marketers major positioning tools.
Quality refers to how good or bad service a product gives or how customer satisfaction it can
give. PRAN Frooto is a product made for people of all age. So the company tries to ensure good
quality. The company made some advertisements showing that their product is safe, high quality,
made from real ingredients in their state of art factory by using modern technology and by
ensuring a safe and hygiene process.
Products can be offered with different variety. PRAN Frooto is offered with different size (250
ml, 500 ml and 1000 ml), different packaging (aseptic/tetra packs and pet bottle) and different
prices for different types of consumers.
Product style and design is also a very important factor. PRAN Frootos bottling and packaging
is designed is such a way that it looks attractive to its consumers.
2. Branding:
A brand is a name, term, symbol, design, or a combination of these that identifies the products of
one seller or group of sellers and differentiates them from those of competitors. Managing and
maintaining a brand name is very important for any product. PRAN started its journey in 1981
and now it is one of the most popular beverage brands in our country. So, it has a strong brand
name and to maintain their brand name PRAN is constantly making efforts by developing their
products. PRAN has its own brand name PRAN and it identifies the goods produced and sold
43

by PRAN Company. This brand name PRAN also differentiates the goods produced and sold
by PRAN Company from its competitors. It uses the following logo attached below:

3. Packaging:
Packing refers to the designing and the container or wrapper for a product. It is one of the tools
that can attract consumers to buy the product. PRAN also do their packaging very well. The
PRAN Frooto is bottled and packaged in such a way that it looks attractive to the consumers and
PRAN also ensures the safety of this product by packaging it in an aseptic/tetra pack.
5. Labeling:
Labeling means attaching tags, putting different graphics and pictures descriptions/instructions
on using the product, ingredients and nutritional information on the pack. The label identifies the
products and also the brand. PRAN does its labeling very well. The PRAN Frooto has its own
brand name, pictures of mango, its own tag and these are its labeling. PRAN Companys labeling
identifies its products among the products of competitors. We can also see that on the packaging
of our SBU-PRAN Frooto 250 ml, there are instructions regarding the use of the product,
information regarding the ingredients from which the product is made and also the nutritional
information. All these are signs of labeling.

44

Labeling
6. Product support system:
In the product strategy customer service is also a very important element. But PRAN does not
have any product support system for their products. So, this point cannot be related to our SBU.

Product line decisions:

Product line is a group of products that are closely related because they function in a similar
manner, are sold to the same customer groups, are marketed through the same types of outlets, or
fall within given price ranges. 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.

Product Line of PRAN Foods Ltd. is shown below:

45

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 priced
than the existing lines. For example, PRAN launched three sizes of PRAN Frooto with different
prices (250 ml-Tk.22, 500 ml-Tk.40, 1000ml/1 litter-Tk.70). Hence they stretched the line with
varying sizes.
Line filling: Adding more items within the present price range. For example PRAN Frooto has 1
liter, 250 ml and then 500 ml between these two to fill the line. So among the two 250ml and 1
liter they have 500 ml to fill the lines.

46

Pet bottle

250 ml

Aseptic/Tetra pack

500 ml

1000 ml

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,

47

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

Confectionary

Drink

Biscuits

Culinary

Juice

Dairy products

Snacks

Mineral water

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.
48

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.
Brand sponsorship:
There are four types of brand sponsorships. They are:
1.
2.
3.
4.

Manufacturers/national brand
Private or store brands
Licensing
Co-branding

Manufacturers/national brands: A product may be launched as a national brand when a

Company sells their product under their own brand names. Our SBU-PRAN Frooto 250 ml is a
manufacturers brand because it is sold under PRAN Companys own brand name-PRAN Frooto.
Private or store brands: A private brand is a brand when a reseller gives the manufacturers
brand a private brand name. PRAN Frooto 250 ml is not a private brand because it is sold under
the companys own brand name PRAN. It is a manufacturers brand.
Licensing: PRAN Frooto is not a licensed brand. It a national brand because it is sold under the
companys own brand name PRAN.
Co-brand: Co-branding occurs when two established brand names of different companys are
used on the same product. First time in Bangladesh ROBI & PRAN introduces Co-Branded
Scratch Card Bonus proposition with Exclusive recharge bonuses. In that cross-promotion
camping it was declared that, all ROBI prepaid users including easy load, uddokta, SME and
corporate can enjoy scratch card and recharge bonus and discount in PRAN Frooto and Power
(250 ml) drinks.
Brand Development Strategies:
Product category
Existing

New

49

Line extension

Existing
Brand extension

Brand

name
New
Multi brands

New brands

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 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 companys current brand name is appropriate. It occurs when firm
uses an entirely new brand name to enter a very different type of product category. PRAN Frooto
does not follow this.
50

Characteristics of a service:
Service
A service is any activity or benefit that one party can offer to another that essentially intangible
and does not result in the ownership of anything.
A service has four characteristics. They are the following:
1.
2.
3.
4.

Intangibility
Inseparability
Variability
Perishability

Intangibility:
Services cannot be seen, tested, felt, heard or smelled before purchase. Our SBU-PRAN Frooto
250 ml is not a service. It is a product because it can be seen, tested, felt or smelled. It is not
intangible rather it is tangible. So it is a complete product.
Inseparability:
Services cannot be separated from their providers. Our SBU is not a service because it is
separated from the producers and than marketed. So we can say that it is separable from its
producers whereas services cannot be separated from their providers.
51

Variability:
Quality of services depends on who provides them and when, where and how it is provided. The
variability of the services is very high then the products. PRAN Frooto is a product and it is not
variable like a service. It is produced under only one producer and its quality is the same
regardless of where we buy it. It is not just that the Frooto which we find in big
supermarkets/departmental stores is of high quality and the one which we find in small retail
store in near our house is of low quality. The quality is the same everywhere.
Perishability:
Services are highly perishable. This means that they cannot be stored for later sale or use. This
also does not go with our SBU because it is a product and it can be stored for later sale or use.
Even if the producer dies the product still does not perishes whereas services perishes with the
death of the provider.

Managing the brand is another most important part of brand development. The brands
positioning must be communicated to customers continuously. PRAN Company is also managing
their brand name very carefully and successfully. They are continuously communicating to the
customers through television advertisements, introducing new products, and ensuring the safety
of their products.

Chapter 10&11 (MKT201)

Pricing Products
Definitions:
Price: 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
52

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 upon 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 about 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 competitors
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 value products and services to retain sales e.g. value meals at McDonalds
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 added value 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
53

argument is that the marketer should change product, place or promotion in some way before
resorting to price reductions. However 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. This approach was used by France Telecom and Sky
TV. 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.

54

Market-skimming pricing is a strategy under which producer sets a high price for a new highend 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 can't consume a 500 ml
juice. So 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 in the
market. Hence they follow market penetration.

55

Product Mix Pricing Strategies:

Product Line Pricing:
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 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 doesn't practice optional product pricing strategy.
Captive Product Pricing:
Captive product pricing is the strategy in item made specifically for use with another item,
usually from the same manufacturer.
PRAN doesnt 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 off and have little value. But in by product
pricing, the by product has significant value and the manufacturer can gain competitive
advantage by reducing the price of the main product or recovering some of his expenses by
selling the valuable by product.
PRAN doesn't have the strategy.
Product Bundle Pricing:

56

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 case of international trade fair we can consider Pran juice, biscuit and mango
bar to be bundle pricing at 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 6 off upon purchase of any tk58 or tk 28 recharge card. If they purchase from ruposhi
dokan at least 100 units they get tk 50 off so quantity discount existed. Fuctional and seasonal
discount was not identified during our reaserch.
Allowance is promotional money paid by manufacturers to 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 doesn't 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 have 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
57

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 sets in a
way as if it ranges among tk 20, so psychological pricing exists.
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 changaa bonus with tk 6 off with
the purchase of Robi scrath 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
Chapter 14 (Integrated marketing communication strategy) (marketing 201)
Promotional mix
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:

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 through the use of an oral presentation,
58

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 predetermined 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 programmes and sales promotional programmes as
well. For example: they use billboards, television and radio to promote their product.

Integrated marketing communication

It is an approach to achieving the objectives of a marketing campaign, through a well
coordinated use of different promotional methods that are intended to reinforce each other.
As defined by the American Association of Advertising Agencies, integrated marketing
communications " ... recognizes the value of a comprehensive plan that evaluates the strategic
roles of a variety of communication disciplines advertising, public relations, personal selling, and
59

sales promotion and combines them to provide clarity, consistency, and maximum
communication impact.
PRAN uses Integrated Marketing Communications in order to communicate with its target. The
communication plan is adapted regarding the market, the society, the potential, the product
positioning etc.
Buyer reading stages
Six stages through which a consumer passes on way to adopting a good or service are given
below:
(1) Awareness of its existence,
(2) Knowledge of its benefits,
(3) Initial interest,
(4) Preference over the competing products,
(5) Conviction of its suitability to purpose, and finally
(6) Purchase.
Knowing at which stage the good or service is helps determine which promotional message or
medium is most suitable for a marketing campaign.

At first through the advertisements people came to know about the product, PRAN frooto. After
making people aware of it, the company tried to get the people interested to buy it. For that, they
started showing the benefits such as it is said to be preservative free. As it is represented as fresh
juice, people preferred this product to others. So they decided to buy and drink it.

AIDA Concept
AIDA is an acronym used in marketing and advertising that describes a common list of events
that may occur when a consumer engages with an advertisement.
60

A Attention (Awareness): attract the attention of the customer.

I Interest: raise customer interest by focusing on and demonstrating advantages and

benefits (instead of focusing on features, as in traditional advertising).

D Desire: convince customers that they want and desire the product or service and that
it will satisfy their needs.

A Action: lead customers towards taking action and/or purchasing.

Using a system like this gives one a general understanding of how to target a market effectively.
Moving from step to step, one loses some percent of prospects.
AIDA is a historical model, rather than representing current thinking in the methods of
advertising effectiveness.

Methods for setting Total budget:

Promotional budgets are often determined using a more simplistic approach, such as
determining how much money is available or basing promotional expenditures on a percentage
of a company's or brand's sales revenue. At this stage, the budget is often only tentative and may
not be finalized until specific promotional mix strategies are developed.

Four common methods are used to set the total budget for advertising:
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.
61

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 promotion. This method entails defining specific promotion objectives, the tasks needed to
achieve these objectives and estimating the costs of performing these tasks.
--------------------------------------------------------------------------------------------------

Promotion Mix Strategies

Advertising is a non-personal presentation and promotion of ideas, goods or services. It is the
most effective tool to drive consumer behavior in a particular way in regard to a product, service
or concept. Over the years Ponds has come up with numerous successful advertisements. It has
enabled them to improve their sales thus their profit. It has also enabled them to create a positive
recognition worldwide.
Advertisements are usually the first glance a consumer gets towards the product thus it must be
both understood and appreciated by the consumers. The company has to select the best possible
media of advertisement to attract their consumers.
There are two types of sales promotion strategies:

A push strategy

A pull strategy or

62

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.
Chapter-15 Marketing Communication Mix
Advertising
Advertising refers to any paid form of advertisement of non-personal presentation and promotion
of ideas, goods and services by an identified sponsor. If we take a look at the Pran add of 250ml,
titled as Shomoy Oshomoy by the use of an identified sponsor such as the Pran used the nonpersonal presentation ( no representative the company of involved) and paid the channel to
broadcast their add and hence they conduct what is called advertisement.
Types of advertisement
63

1. Informative Advertisement
Tells the market about their new product.
Suggest new ideas
Inform about the price change
Explain how it works
Describe available service
Correcting a false impression
Reducing consumers fear
Building a company image
2. Persuasive Advertisement
Building brand preference
Encourage brand switching
Changing consumer perception of brand attributes
Persuadig consumers to purchase now
Persuading consumers to receive a sales call.
3. Reminder Advertising
Reminding consumers of need
Reminding where to buy products
Keeping product top-of-mind and out of season.
4. Comparison Advertising
Compares one brand with another brand.
From the above four types of advertising Pran frooto 250 ml as per our analysis is best
described as conducting persuasive advertising this is because add telecasted is highly
persuasive as they state that there is no specific time to indulge yourself in the taste of
frooto. They also highlighted their brand preference by broadcasting that a people at
traffic jam, a girl walking during a heated weather even a person at the sea beach prefers
to take sips of frooto hence they try to create strong brand preference. The add also plays
a vital role changing consumer perception that there is a specific time they mean frooto
time can come at any time hence their perception is amended. To add on further frooto is
currently at the growth stage because they are creating adds selling their products to
abroad such as England. In contrast, to reminder advertising where they tell consumers of
need, reminds where to buy the product from and keeping it among top-of-mind in and
out of season. The frooto add does not remind the shops or place they are available in nor
64

they reminds about the need of their product. Pran frooto of 250 ml is not fitted as the
informative advertising this is because informative advertising applicable for a new
product but frooto is not recently because it was launched in 2007. Our product does have
any new uses except that it is a drinkable juice. Reference, to the add shomoy osomoy
they neither suggest price change nor shows how the product works and so on. Thus for
these reason we asses that Pran frooto 250 ml does not conduct informative advertising.
And as there is only one brand so no comparison advertisement.

Message strategy

Identify consumer benefits to be used in appeals

Develop a creative concept
Advertising appeals: Meaningful, Believable and Distinctive.

The Pran frooto has clearly picturized the use of strong message strategy. Whenver you
are stuck in a traffic jam or at a beach anything that can refresh your mood is Pran frooto
250 ml and sweetens even the boring time of your lifes, hence they appealed that their
every experiences can be further delighted with Pran frooto so benefits of it are stated.
They by the use of mango trees used a creative concept to the audience that they were
into a product that uses mango directly from trees and hence it does not bear the risk of
mango with preservatives added. Hence, the advertisement was made meaning that the
product is as natural as if it have directly came from trees making it believable and
distinctive in terms of idea

Other issues:
Tone of Advertisement
Format Elements

65

The Pran frooto had also made a very effective advertisement. If we take a closer look we
will see all the characters involve are in a joyous mood whether it is in a beach or
walking across the road in a hot sunny weather what refreshes them is frooto. The person
seating beside enhances his mood by a sip of frooto. Even the person exhausted in hours
of traffic jam gets access to sweetened mood with frooto. All throught the commercial we
get to see always a refreshing mood so a tone of freshness is maintained all the way.
In this add format elements is also viewed to maintained that is a sequential basis the first
thing that the consumer views some tress and audio visual play that draws the attention of
the consumers initially. Then present the condition in which frooto provides a joyful
experience such as in a beach, in public bus. And finally they ended the add with their
family name if Pran. So a certain sequences are being followed.

9 types of Message Execution Styles:

Slice of life
Lifestyle
Mood or image
Musical
Personality symbol
Technical expertise
Scientific evidence
Testimonial evidence

Reference to the add conducted by our SBU Pran frooto, Shomoy Osomoy had followed some
of the message execution styles. We saw a person sitting inside a public bus gets access to frooto
this shows slice of life-highlighting on a certain section of our daliy lifes. We as students or
office worker almost everyday travel by bus so it has highlighted in this section. Whether for bus
traveller or a person enjoying at the at the beach side it provides a fruitful mood and refreshing
mood. So we find the presence of mood as well. An audio song is also executed so musical
portion is present. However it is not target to some target personality, does not shows the role of
technical persons involved nor any such scientific evidence. Testimonial was also not highlighted
in his add.

66

Deciding on Reach, Frequency and Impact:

Reach is a measure of the percentage of people in the target markets are exposed to the ad
campaign in a given period of time. Here we can see that our SBU (Pran frooto 250ml) has
broadcasted in one leading channels in Bangladesh such as Desh tv, ATN Bangla and so on.
Apart from that some international channels like StarPlus also broadcast frooto add hence
approximately 70% of their target market are exposed to the add for that duration. Frequency is
the measure of how many times the average person in a target market is exposed to the message.
In this add campaign of frooto on average a person might be exposed to a refreshing drink at
least three times when a girl take a sip in the hot sunny weather and a boy sitting in traffic jam
and a boy at the beach. Use of television had greatly contributed Pran frooto to have a
remarkable impact using the audio visual impact- sight and sound. Youngsters preferring bangle
movie are more likely to engage in this add as it is broadcasted by well known channels. In terms
of international channels all youngsters who watches hindi serial also get engaged as broadcasted
by StarPlus.

Sales Promotion
Sales promotion refers to short term incentives to encourage the purchase or sales of a product or
service.
Rapid growth of Sales promotion is targeted at

Final Consumers
Business Customers
Retailers
Sales force

Limitation:
The problem of promotion clutter. As the sales promotion becomes so common that gives
consumer to deviate immediate purchase and hence wait till the best arrives. In some places this
sales fixtures becomes so common that retailers and manufacturers are going beyond the usuhal

67

sales activities by providing larger coupon values, more dramatic point of purchase and the use
of interactive medias such as internet or cell phones.

68

In case of advertisement we can see that it is not at all sales promotion because it is a paid form
of non-personal presentation to promote idea, goods and services. Secondly, from the above
picture we can also deduce that this is sales promotion as it is referred to short term incentive, as
mentioned above the offer on Pran frooto is valid till January 31,2014
5 Major trade promotion tools:
1.
2.
3.
4.
5.

Discounts
Allowance
Free Goods
Push Money
Speciality Advertising Items **

No trade promotions used by our SBU Pran frooto 250 ml

10 Major Consumer Sales promotion tools
1. Samples
2. Coupons
3. Cash Refunds
4. Price Packs
5. Premiums
6. Advertising Specialities
7. Patronage Rewards
8. Point-of-purchase Displays And Material
9. Contest
10. Sweepstakes.

69

As we know coupons-are certificates that give 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 specialities 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 specialities is found. In addition they also introduced
frooto greetings card as given above another significance of advertising specialities. 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.

Developing the sales program depends on:

Size of the incentive
Conditions for participation
How to promote & distribute the promotion program
Length of the promotion program
Evaluation
Here if we consider the sales promotion of Pran frooto, Power energy drink and Robi as sales
program they need to develop highlighting on the above factors. Here they Pran frooto 250ml
needs to determine what is the size of the incentive they are providing in this case the size is as
much as Tk6 upon purchase of scratch card of Robi of Tk58 and Tk28. The condition have also
been find to be very much specific such as only Robi customer will get and they need to buy
scratch cards as load will not do and scratch card either of Tk58 or Tk28. So all the conditions
for participation have been clearly considered when conducting the program. They have also
decided how to promote and distribute their program using media such as the telecom new bd
70

( internet websites). They have also decided the length of promotion that it is valid till January
31,2014. And finally evaluated further.
Business promotion
Convention and trade shows
Sales contest
If we consider trade shows at International trade fair Pran frooto informs about their new and
existing products with banners educate customers and not only to encourage existing consumers
but also new consumers and customers, hence they conduct convention and trade shows. Sales
contest is promoting the sales person to encourage and maximize sales no such is conducted by
our SBU.

Public Relation
It refers to maintaining a good relation with companies various publics by obtaining favourable
publicity, building high-quality corporate image and handling or heading off unfavourable
rumours, stories and events.

6 Public Relation Functions:

Press Relations
Product Publicity
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 knowm
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
71

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.

In accordance to this they also publicize specific products in their facebook

page including the cocktail juice, lichi juice and frooto of as well so they
conduct product publicity. They also conduct national or local community
relation such as stated above giving vehicle support to Hajj Pilgrims so public
affairs are maintained. They also make some promises to community by
Dairy development, Education development and other social support such as
they work with Working together with Red Crescent. Working with SAVE THE
CHILDREN and

airport support for the Hajj Pilgrims every year from

Bangladesh to KSA. They also maintained development by working NGOs

like Red Crescent. Lobbying and Investor relations are not parts conducted by
our SBU- Frooto 250ml.
Public Relations Tools:
News, Speeches
Special Events

72

Written/Published Material
Audiovisual Material
Corporate Identify
Public Service Activities
Websites
Sponsorship
News being one of the major taska of PR professionals is to find or create
favourable new about the company, its products and its and involved people
and get accepte press release and attend press conference. Such as PRAN
Frooto arranges vehicle support to Hajj Pilgrims they tend to create a
favorable

image

to

encourage

press

release

in

websites

such

as

bangladeshinfo.com. Pran has also different sections of press release at the

following websites to publicize favorable and important news. 1 They can also
use the Hajj pilgrims as special events in assisting the Hajj pilgrims. With the
aid of Kaler kontho they used public relation for a concert by LRB- famous
Bangladeshi musical band, the show cost tk 280 for adults but with any
frooto label it will cost only tk 150 so we saw sponsorship. Written material
on the label of frooto it contains a part with customer relation department
with email and contact number. Published media may also incorporate the
support to Hajj Pilgrims. Reference to the add of Pran frooto 250 ml Shomoy
Osomoy we get to listen and deduce the musical influence that shows that
audiovisual material has been effectively used. The special red and yellow
logo highlights the corporate identity has been taken into consideration by
Pran frooto. The public service activities may include the societal marketing
concept as inferred from the Pran frooto packaging which has a label Keep
your country clean. Websites on the Pran have a effectively used websites
1 http://www.pranfoods.net/press_release.php
73

such as2 to emotionally connect with their consumers. Identity media

companies like Pran frooto as our SBU creates visual identity formal logo red
and yellow with.

MKT 301 THEORIES ARE AS FOLLOWS:

Chapter 1: (Defining marketing for the 21st century)

Needs are the basic human requirements. People need air, food, water, clothing and shelter to
survive. People also have strong need for recreation, education, and entertainment.
The frequent criticism that marketers create needs or marketers get people to buy things they
dont want has to be shed light on because, marketers do not create needs. Needs are
preexisting. Marketers with other social factors influence wants. Marketers might promote the
idea for example, the satisfaction from the need for social status. They do not, however, create
the need for social status.
It is not always simple to understand costumer needs. Some costumers have needs that they are
not fully conscious or they cannot articulate these needs or they use words that require some
interpretations. Therefore we can distinguish among five types of needs:

Stated needs: What the consumer asks for.

Real needs: What the stated need actually mean.

Unstated needs: What the costumer also expects but does not ask for.

Delight needs: Needs that are not essential but would delight if met.

Secret needs: Needs that the costumer does not express often intangible in nature.

2 http://www.pranfrooto.com/
74

In regards to Pran Frooto 250ml, we can analyze that it is satisfying the stated needs and
delight needs of the costumers. Stated needs because the costumers are asking for a new, fresh
and fruity refreshment and they also want it even when it is not the mango season and that is
what Pran Frooto is offering them. The stated need is very well displayed in the Pran Frooto
TVC called Sera aam. And the delight needs are satisfied because in one of the other TVCs of
Pran Frooto called Shomoy Oshomoy we can see that the surprise presence of the juice when
you are in your recreational time or leisure time or on a sunny day or when you are stuck in a
traffic jam makes it more interesting or less hectic, respectively.

All in all, out of the five types of needs Pran Frooto 250ml is satisfying two needs that are the
stated and the delight needs.
CHAPTER -2 (Company & market Strategy)
MKT- (301)
1

Core competencies that are being utilized by our SBUs (PRAN Frooto 250ml)
company:
A core competency is a company's unique characteristic or capability that provides it a
competitive advantage in the marketplace, allows it to deliver value to its customers, and
contributes to its continued growth. Core competencies typically comprise fundamental
knowledge, ability or expertise in a specific subject area or skill set, allow a business to
reach a wide range of markets, and cannot be easily replicated by competitors.
i

A source of competitive advantage:

Being a part of Pran-RFL group, Pran Frooto has the advantage of obtaining
attention from consumers. In addition, they have focused on many new ideas for
this process. With the launching of Mango and its future campaign in 2009, the
winning taste and unique communication Frooto created a great deal of
excitement in its category and celebrated the indulgence in mangoes like no other

ii

brand has done before.

Applications in a wide variety of markets: As per our analysis this is not
conducted by our SBU.
75

iii

Difficult to imitate: Frooto is difficult to imitate because of their brand value as

well as their brand name, logo and the colour that may lead to patent violation.

Strategies suggested by Ansoffs product market expansion grid:

Ian Ansoff has proposed a useful framework called the product/market expansion grid for
detecting new intensive growth opportunities. There are four strategies which can be related with
our SBU.
i

Market

Penetration

Strategy:

When the product is in the current market, it can still grow. There are three major
approaches

to

increasing

current

product's

market

share:

1. Encourage current customers to buy more: by advertising, sponsoring,

arranging concerts, Pran Frooto tries to encourage their customers more.
2. Attract competitors customers: in one of their TV commercials, they focused on
the fact that they are better than others by saying ekta e aam baki shob amra. It
means

they

are

the

best

and

healthy

others

are

adulterated.

3. Convince non-users to use the product: by arranging Dhaka Club Boishakhi

festival, HSC Result Celebration 2012, Mango Trip, and other events they try to grab
the attention of non-buyers to buy their product.

ii

Market-Development

Strategy:

When the Pran Frooto was first launched in Bangladesh in 2007 in a new market,
there were three approaches to develop their market:
They expanded their distribution channels through all the places in Bangladesh. They
sold their products in new locations such as England. Lastly, they identified the
potential customers, especially the youth.
iii

Product-Development

Strategy:

When as a new product it was launched in the current market, Pran Frooto had
brought 3 pet bottles in different sizes and in different price. They tried to develop
new features. They also improved their technology.
76

iv

Diversification:
When a new product is launched in a new market, diversification makes good sense
as better opportunities are found outside the present business. The diversification
strategies

are

of

three

types:

1. Concentric Diversification Strategy: Develop new products with the earlier

technology for new segments. Pran Frooto does not follow this strategy.
2. Conglomerate Diversification Strategy: Develop new products for new markets. It
does

not

match

our

SBU.

3. Horizontal Diversification Strategy: Develop new products with new technology

for old customers. Pran follows this process, earlier they had Pran mango Juice, Pran
Mango Juice Pack, and Pran Joy. Afterwards, they developed new product like Pran
Frooto with new technology for old customers.
OLD PRODUCTS

NEW PRODUCTS

OLD MARKETS Market Penetration Product Development

NEW MARKETS

Market
Development

Diversification

Categories of marketing Alliances that are being utilized by our SBU:

Sometimes a company may not want or be able to compete in a market space by itself.
Businesses often form strategic alliances for various purposes. Kotler and Keller (2009)
described four major categories of strategic marketing alliances: product or service alliances,
promotional alliances, logistics alliances, and pricing collaborations.
i

Product or service alliances:

One company licenses another to produce its product, or two companies jointly market

their complementary products or a new product. The parent brand of Our SBU Pran is
working jointly with RFL and has become Pran-RFL.
77

ii

Promotional alliances :
One company agrees to carry a promotion for another companys product or
service. Pran Frooto, for example, teamed up with BRAC university business club
BIZ BEE for their club fair as beverage partners.

iii

Logistics alliances :
One company offers logistical services for another companys product. It doesnt
match our SBU.

iv

Pricing collaborations:
One or more companies join in a special pricing collaboration. Pran Frooto and
its competitors Frutika, Mangolee they charge same amount of 22taka for their
250ml pet bottle.

A business that chooses to form strategic alliances needs to continually evaluate the value of
each alliance. If the market or conditions between allied companies change, the business must
modify the alliance to match current conditions.

Chapter 6: (Analyzing consumer market)

A persons reference groups are all the groups that have a direct (face-to-face) or indirect
influence on their attitudes or behavior. Groups having direct influence are called membership
groups. Some of these are primary groups with whom the person interacts fairly continuously
and informally, such as family, friends, neighbors and coworkers. People also belong to
secondary groups, such as religious, professional, and trade-union groups, which tend to be more
formal and require less continuous interaction. Reference groups influence members in at least
three ways. They expose an individual to new behaviors and lifestyles, they influence attitudes
and self-concept, and they create pressures for conformity that may affect product and brand
choices. People are also influenced by groups to which they do not belong Aspirational groups
are those a person hopes to join: dissociative groups are those whose values or behavior an
individual rejects.
78

The reference groups utilized by Pran Frooto are the membership groups among which are the
primary groups and also the aspirational groups. As seen in the TVCs, Shomoy Oshomoy,
Amar onyo naam and Sera aam the characters they have used are basically family, friends,
teacher, etc. People with whom you interact on a regular bases. And in the other TVCs of pran
frooto they casted celebrities like Mosharaf Karim and also the famous Bangladeshi cricketer
Habibul Bashar, showcasing that the addition of Pran Frooto is of great importance in to him and
has very well raised the standard of the juice to the costumers especially to his fans. Hence we
saw the presence of aspirational group as mentioned above.
There are nine stages in the Family Life Cycle, they are:
1

Bachelor stage: young, low income, decisions influenced by peers or reference groups.

Newly married couples: young, no children, better off financially.

Full nest 1: child under six, low income, high debts.

Full nest 2: child older than six, improving income, lower mortgage burden.

Full nest 3: dependent children, older children in higher education, financially stable.

Empty nest 1: no children, older married couple, income at highest level.

Empty nest 2: head of family retired, cut-off income

Solitary survivor 1: widow or widower still in labor force, adequate income.

Solitary survivor 2: widow/widower, retired, dependent on other for financial

management.

The stages of Family life Cycle utilized by Pran Frooto are all the stages, as they have
maintained the price of the juice being 22taka in such a manner that all ages and stages in life
cycle can enjoy it without being concerned of it being an extra expense in their daily life budget.

Herzberg Two Factor theory

As the theory suggest that the absence of dissatisfies is not enough to stimulate to
buy the product but the presence of satisfiers is must. So in case of Pran frooto 250
ml the low price and bottle design only reduces the level os dissatisfaction but the

79

mersmerizing taste of real mango and natural color motivates the purchase of Pran
frooto 250 ml.
Perception theories

Selective Attention
Selective Attention refers to selectively paying attention to the drink here
our attention have been selectively drawn towards their own product Pran
frooto 250 ml, as inferred from the add Shomoy Osomoy.

Selective Distortion
We selectively distort some of the facts other parts of the add such as the
Shomoy Osomoy the models used in this add was selectively distorted
from our mind we tend not to remember them.

Selective Retention.
What we tend to remember the term that has been stressed such as Shob
Shomoy, Frooto Moy hence they tactfully played the concept of selective
retention.
.

Non-Compensenatory model of choice

Conjunctive: The consumer set a minimum accepatable cut off level attribute in case of frooto it
can be that it must rate at least 5 in term of taste, packaging and color.
Lexicographic: The consumer choose because of some specific attributes that is important such
as the frooto is may be choosed because consumer prefers product of his home country so for
him it might be an important attribute to choose frooto.
Elimination by aspect: They may choose one for it important attribute and forgoe the other due
unfulfilling miminum cut off level such as Maaza in this case may be rejected as it not a
Bangladeshi product . Thus, choose frooto against it.

80

Chapter: 9
Creating brand equity and building strong brands
A brief description about our SBU and Its parent company:

PRAN stands for Program for Rural Advancement Nationally. PRAN GROUP was born in
1980. Since then, over the years, PRAN has diversified their activities. Today they are the
largest processors of fruits, vegetables, beverage brand in Bangladesh and have also been
exported to 100countries.PRAN Foods, A subsidiary of PRAN-RFL Group, produces a number
of agro products under the banner of PRAN in Bangladesh. They have shown the way of
contract farming in Bangladesh for the first time and procure raw material directly from the
farmers and processes through high-tech machinery at their several factories into hygienically
packed food and drink products. As they are the largest contract manufacturer, they promote
contract farmers and help them produce quality crops with increased yields and to obtain fair
prices.
The head offices are located at Dhaka. Their management is trendy and able to be tailored to
their environmental

cultural change. Their largest asset is their competent team of hands-on

mangers dedicated employees.

81

PRAN-RFL Group:
PRAN-RFL Group is the Bangladeshi food-products corporation based in Dhaka, Bangladesh,
founded in 1981 by Maj. Gen. (Retd.) Amjad khan Chowdhury. It is the largest food and
nutrition company of Bangladesh;it is the largest exporter of processed agro products with the
compliance of HALAL & HACCP to more than 100 countries.The Company's principal activity
is

the

manufacture

and

sale

of

Juice, Drink, Mineral

Water, Bakery, Snacks, Culinary, Confectionary, Biscuit,Dairy, Health Food Drink, Breakfast
and Refreshment, Rehydration, Frozen Food etc.

What is Branding??

Branding
A brand is a name, term, symbol, design, or other feature that identifies sellers
goods or services as distinct from those of other sellers.

82

1.

A brand name is that part of a brand that can be spoken, including letters,

words, and numbers; a brand name is often a products only distinguishing

characteristic. Frooto 250 ml uses the following images to cast its brand name as
indicated below.

2.

A brand mark is an element of a brand that cannot be spoken, often a

symbol or design.

3.

A trademark is a legal designation indicating that the owner has exclusive

use of the brand or part of that brand and that others are prohibited by law from
using it.

83

4.

A trade name is the full legal name of an organization rather than the

name of a specific product.

Different people have different value of Brands. It differs from person to person. Mainly we are
going to describe the value of branding from 3 perspectives.
1. From buyers point of view
2. From sellers point of view
3. From cultural point of view

Value of Branding

1. frombuyers point of view

a)

Brands help customers identify specific products that they like and do not like, which

facilitates the purchase of those items that satisfy individual needs.

b)

A brand helps a buyer evaluate the quality of products, especially when the person lacks

the ability to judge a products characteristics; that is, a brand may symbolize a certain quality
level to a purchaser, and the person in turn lets that perception of quality represent the quality of
the item.

84

c)

A brand helps buyers reduce their perceived risk when making a purchase. A brand helps

reduce a buyers perceived risk of purchase.

d)

A brand can give buyers the psychological reward that comes from owning a brand that

symbolizes status.
2. fromsellers point of view
a)

Sellers brands identify each firms products, which makes repeat purchasing easier for

consumers. Branding also facilitates promotional efforts because each branded item implicitly all
similarly branded items.
b)

To the extent that buyers become loyal to a specific brand, the firms market share for that

product achieves a certain level of stability, which allows the firm to use its resources more
efficiently and to attract repeat customers.
3.

Cultural dimension to branding-

a)

Most brand experiences are individual, and each consumer confers his or her own social

meaning onto brands.

b)

The term cultural branding has been used to explain how a brand conveys a powerful

myth that consumers find useful in cementing their identities.

It is important to recognize that because a brand exists independently in the consumers mind, it
is not directly controlled by the marketer. Each aspect of a brand is subject to a consumers
emotional involvement, interpretation and memory. So, producer of PRAN Frooto or any other
companies should keep these things in mind in order to develop branding strategies.
Branding Strategy

85

 Brands identify the source or maker of a product and allow consumers- either
individuals or organizations- to assign responsibility for its performance to a
particular manufacturer or distributor. Consumers may evaluate the identical
product differently depending on how it is branded. They learn about brands
through past experiences with the products and its marketing program, finding out
which brands satisfy their needs and which do not. As consumers lives become
more complicated, rushed, and time starved, the ability of a brand to simplify
decision making and reduce risk is individual. Brands also perform valuable
functions for firms.

A firms branding strategy reflects the number and nature of both

common and distinctive brand elements it applies to the products it sells.

i.
ii.
iii.

When a firm introduces a new product, it has three main choicesIt can develop new brand elements for the new product,
It can apply some of its existing brand elements,
It can use a combination of new and existing brand elements.

Product category
Existing

Line extension

Brand extension

Brand

New

Existing
name

Multi brands

New brands

New

86

Figure: Branding strategy

Explanation of Branding Strategy

Most of the people in our country prefer branded products in order to buy products. If the
products that customers are buying belongs to a brand, then they dont think twice before buying.
As the Brand is already established and got positive feedback from the customers. A Brand
strategy can be developing by keeping two factors in notice. They are- Brand name and
product category. Company should also focus on whether the product category they are
launching is it new or existing. Also the brand name they are going to launch is it new or
existing. Line extension, Brand extension,

Multi brands and new brands falls under different

segments of Branding Strategy.

Line extension- A product line extension is the use of an established product brand
name for a new item in the same product category.
Line Extensions occur when a company introduces additional items in the same product category
under the same brand name such as new flavors, forms, colors, added ingredients, package sizes.
87

This is as opposed to brand extension which is a new product in a totally different product
category. Like PRAN Frooto has introduced different forms, sizes and packaging (pet bottles,
aseptic packs/tetra packs), different sizes (250 ml, 500 ml and 1 liter).
Brand extension- A brand extension is a new product in a totally different product
category. Line extension occurs when the company lengthens its product line beyond its
current range. The company can extend its product line down-market stretch, up-market
stretch, or both ways.

Down-Market Stretch
A company positioned in the middle market may want to introduce a lower-priced line for any of
the 3 reasons
1. The company may notice strong growth opportunities as mass retailers such as Wal-Mart,
Best Buy, and others attract a growing number of shoppers who want value-priced goods.
2. The company may wish to tie up lower-end competitors who might otherwise try to move
up-market. If the company has been attacked by a low-end competitor, it often decides to
counterattack by entering the low end of the market.
3. The company may find that the middle market is stagnating or declining.
Our SBU PRANFrooto has entered into the market using this line. Frooto was launched
in Bangladesh in 2007 as refreshing mango juice and the price was 16tk (250 ml). They
have Shejan mango juice as their competitor at that time. Their price was 20 tk (250 ml)
Shejan holds a very good position by that time. SO, in order to compete with them
PRANFrooto has settled their price lower than their competitors.
88

Up-Market Stretch
Companies may wish to enter the high end of the market for more growth, higher margins, or
simply to position themselves as full-line manufacturers. PRAN Frooto is now a well established
brand and their competitor has lost their market to PRANFrooto. So, Frooto is now the only
Brand thats ruling the market. Note that they invented entirely new names rather than using or
including their own names.

Two-Way Stretch
Companies serving the middle market might decide to stretch their line in both directions.
PRANFrooto never used this line. They first introduced themselves as a low end prestige product
and then when they got the market share they enter into high end prestige products category.

Multi brands- The Company decides to introduce more brands into an existing category.
Multi-branding can allow an organization to maximize profits, but a company needs to be
weary over their own brands competing with each other over market share. PRAN has
many product categories and the company has introduced many different brands in each
of its product categories. Product categories- such as- Juice, Drink,
Water, Bakery, Snacks, Culinary, Confectionary, Biscuit,

Dairy, Health

Mineral
Food

Drink, Breakfast and Refreshment, Rehydration, Frozen Food etc.

New brands: An organization may decide to launch a new brand into a market. A new
brand may be used to compete with existing rivals and may be marketed as something
new and fresh.
Our SBU has fallen under this category when it was first launched in 2007. That time
PRAN has several juice products in different flavors including mango also but they didnt
have any separate brand for mango flavor. Since launching of Frooto, consumers fall in
love with its unique taste & packaging. With new pack graphic & clutter breaking
89

communication, Frooto created a strong & powerful appeal among the target group of
people.
With the launching of Mango & its future campaign in 2009 its winning taste &
unique communication Frooto created a great deal of excitement in its category and
celebrated the indulgence in mangoes like no other brand have done before. While other
players have portrayed mango as a simple & innocent fruit juice, Frooto made its
synonyms of mango. As Bangladeshi consumer had a mango mania & desire to have
mango round the year so it was rather easier for us to reach consumer insight to have a
good appeal about the product.

1. Brand terms for PRAN Frooto-250ml

a. Brand Line: A brand line consists of all products- original as well as line and category
extensions- sold under a particular brand.
Juice

Drink

MineralW
ater

Bakery

Carbonatedbeverage

Snacks

Culinary

Biscuit

Dairy

Confectionary

HealthFood&Drink

BreakfastandRefreshment

Rehydration

FrozenFood

Safesalteddrink-Sachetpack

JhatpatPlainparatha,roti chapati,flourroti,alooparatha,dalpuri,aloopuri,shingara,springroll.

PRAN
PRANPureDrinkingwater(PlasticBottle)

Robust(SachetPack,Jar)

BRAND Line
Softdrinks
EnergyDrinks

GlassBottle
PetBottle
TinCan

Refreshment:OrangePlus
Hot:KofiHouse

PetBottle
SachetPack
HDPEShapePack

Bread
LayerCake
PieCake
Custardcake

W
afer
Cream
Crackers
Toast

UHTPasturised
MilkAlliedproducts-Ghee,Cheese,Milkbaseddrink.
Fullcreammilkman
Milkdrinks

Noodles
FriedSnacks
OtherEthnics
Chutney
PalletSnacks
LollyPop
Chocolate
Candy
Fruit bar
ChewingGum
EdibleJelly

MustardOil
Sauce
Papad
Honey
Jam&Jelly
Pickle
Mixspice
Spice

Figure- PRAN Food Brand Line

90

Juice:
The delicious, natural and sweet taste fruit juice is derived from the local orchard during the
harvest

to

ensure

the

freshness

and

quality

of

the

juice.

It gives natural pulp squeezing fresh fruits, vitamins, minerals and other ingredients make the
juice refreshing, natural and nutritious.

Glass Bottle

Pet Bottle

Tin Can

91

Our SBU PRAN Frooto 250 ml is available in market in 2 forms1. Aseptic Pack 2. PET bottle
Drink:
PRAN drinks are liquid specially prepared to fulfill peoples non carbonated flavored drinks
needs. The thirst quenching flavor drinks provide a good range of fruit flavor that contains
vitamins and gives taste of fruit.

HDPE Shape Pack

Pet Bottle

Sachet Pack

In HDPE Shape Pack:

92

Mobile Shape

Fruit Shape

Ice Lolly

Ice Panda

40ml

40ml

40ml

40ml

In HDPE Bottle
Mango

Orange

Pineapple

Fruit Cocktail

Litchi

170ml

170ml

170ml

170ml

170ml

In PET Bottle

93

Litchi

Litchi
Orange

1 Liter

250 ml
1 Liter

PRAN VITA Plus - Sachet & Paper Pack

VITA Plus

VITA Plus

15gm

250gm

Mineral Water
PRANhas mineral water in plastic bottle pack.

94

Water

Water

Water
Water

500ml

1000ml

1500ml
2000ml

Bakery
4 different categories in bakery brand line extension.

Custard cake

Pie Cake

Layer Cake

Bread

95

Carbonated Soft Drink:

PRAN keeps its presence in carbonated soft drink producing cola, Lime and lemon. Its
refreshing CSD products are widely accepted in local and international market.
1. Soft Drinks ( PET Bottle)
2. Energy Drinks

PRAN Up

PRAN Up

PRAN Up

PRAN Up

96

250ml

500ml

1000ml

2000ml

Maxx Cola

Maxx Cola

Maxx Cola

Zero Maxx Cola

250ml

500ml

2 Liter

1 Liter

PRAN Maxx Cola

Snacks

97

Snacks food are seen in Asian culture as a type of food not meant to be eaten as a main meal of
the day - breakfast, lunch, or dinner - but one rather that is intended to assuage a persons hunger
between these meals, providing a brief supply of energy for the body. The term may also refer to
a food item consumed between meals purely for the enjoyment of its taste.
PRAN snacks are typically designed to be portable, quick and satisfying. PRAN snack foods are
designed to be less perishable, more durable, and more appealing than prepared foods.

Fried Snacks

Pallet Snacks

Other Ethnics

Noodles

Chutney

Fried Snacks
Chanachur

Hot Chanachur

Dal

BadamBhaja

350gm

350gm

30gm

30gm

98

Pallet Snacks
Potato Cracker

Tom Tom Cracker

Chicken Bite
Potato Sticks

25gm

25gm

25gm
14gm

Other Ethnics
ChiraLaddu

Muri Moa

ChiraBhaja
JhalMuri

30 gm

20 gm

150 gm
150 gm

99

PRAN Chutney
Tetul Chutney

Boroi Chutney

Mango Chutney

Mixed Fruit Chutney

20gm

20gm

20gm

20gm

Culinary
PRAN culinary foods has a unique model of sourcing and displaying Bangladeshs finest foods
on a custom-designed stand in some of the best food shops.

Spice

Mix spice

Pickle
100

Sauce

Jam & Jelly

Mustard Oil

Papad

Honey

Spice (in Jar)

Chilli Powder

200gm

Turmeric Powder

Coriander Powder

Cumin Seed Powder

200gm

200gm

200gm

101

Pickle

Boroi Pickle

Garlic Pickle

Mango Pickle

Mixed Pickle

350gm

300gm

300gm

300gm

Sauce

Sauce, Ketchup & Paste

Hot Tomato Sauce

Tamarind Sauce

Thai Chilli Sauce

Tomato Ketchup

340gm

340gm

340gm

102

Jam & Jelly

Jam & Jelly

Apple Jelly

Orange Jelly

Mango Jam
Pineapple Jam

200gm

200gm

350gm
350gm

Biscuit
103

Crackers

Cream

Toast

Wafer

Dairy

104

Dairy products are generally defined as food stuffs produced from milk. They are usually highenergy-yielding

food

products.

PRAN collects raw milk from farmers and/then PRAN dairy factory processes it into a variety
of dairy products. Milk is separated by large machines in bulk into cream and skim milk. The
cream is processed to produce various consumer products, depending on its thickness, its
suitability for culinary uses and consumer demand.

UHT Pasturised

Fullcream milkman

Milk drinks

Milk Allied products- Ghee, Cheese, Milk based drink.

Confectionary

Candy

Chocolate

Chewing Gum

Lolly Pop

105

Edible Jelly

Fruit bar

Health Food & Drink

Robust (Sachet Pack, Jar)

Breakfast and Refreshment

Hot: Kofi House

106

Refreshment: Orange Plus

Kofi House Sachet

Orange Plus

15gm

250gm

Rehydration

Safe salted drink- Sachet pack

Safe Salted Drink Sachet

250gm
107

Frozen Food

Jhatpat Plain paratha, roti chapati, flour roti, alooparatha, dal puri,
aloopuri, shingara, spring roll.

b. Brand Mix: A brand mix is the set of all brand lines that a particular seller makes
available to buyers. Its like family brand. In brand mix almost all the product of family
made available for the customers. The parent brand of our SBU is PRAN Foods
Company, and PRAN Frooto is a family brand of PRAN Food. There are some more
family

brands

along

with

PRAN

Frooto.

They

are-Juice, Drink,

Water, Bakery, Snacks, Culinary, Confectionary, Biscuit,Dairy, Health

Mineral
Food

Drink, Breakfast and Refreshment, Rehydration, Frozen Food etc.

108

c. Brand Extension: When a firm uses an established brand to introduce a new product, the
product is called a brand extension. PRAN has announced some upcoming products by
using their existing corporate name.

New Arrival Product:

Forzade Plus 250ml

Green Chili Sauce

Nazirshail Rice

Krako Chips
Salty Biscuit

TikkaChanachur

Cup Pudding

109

d. Sub-brand:When a marketer combine a new brand with an existing brand that extension
is called Sub-Brand.PRANhas launched some products by using their brand name. This
falls under sub-brand category. Like- PRANAchar, PRANChanachur, PRAN Toast
Biscuit etc.

e. Parent Brand: The existing brand that gives birth to a brand extension or a sub-brand is
called the parent brand. The Parent brand of PRANFrooto is the PRAN Group. PRAN
Group is the father of every product that is being produced under PRAN brand Name.
f. Family Brand: When the parent brand is associated with multiple products through
brand extensions is called family brand.
-

Each & every product under PRAN food brand line belongs to family brand.
For example- PRAN energy drink, PRAN Mineral water, PRAN candy, PRAN sauce
etc.

Family Brand= Parent Brand + Sub Brand

PRANFrooto = PRAN + Frooto
Brand extensions are divided into 2 categoriesi.
ii.

Line Extension
Category Extension

g. Line Extension: The parent brand covers a new product within a product category it
currently serves, such as with new flavors, forms, colors, ingredients and package sizes.
PRAN Frooto 250 ml has shaped its product into different sizes and two different
packaging. Such as pet bottle and aeseptic pack.

110

Juices in Hot Filled PET Bottle:

Frooto Mango Juice

Mango

Mango
Mango

250ml

500ml
1 Liter

Juices in Aseptic Pack:

PRANFrooto
Mango
Mango

125ml
200ml

h. Category Extension: The parent brand is used to enter a different product category from
the one it currently serves.PRAN is well known for food products but along with PRAN111

RFL group they have extended their product category in furniture side with Regal
furniture and with RFL plastic ltd. RFL is nationally recognized brand for plastic, pvc and
iron product.

RFL Best-Buy Plastic Products

Regal Furniture

PVC Pipe

RFL UPVC Pipe

i. Branded Variants:Which are specific brand lines supplied to specific retailers or

distribution channels. They result from the pressure retailers put on manufacturers to
provide distinctive offerings.PRANFrooto hasnt used this one yet. As, manufacturers
createbrandedvariants by making special variants of their nationally branded products for
different retailers andencouraging retailers within the same region not to carry the same
variants of the product. Branded variants may be created with changes in color, design,
flavor, options, style, stain, motif, features and layout. And PRAN Frooto do not use any
of these elements. They use the same price limit and same features, packaging, options,
112

design, flavor etc to their each and every retailers. So PRAN Frooto does not fall under
branded variants category.
j. Licensed Product: The brand name has been licensed to other manufacturers that
actually make the product.PRANdoes not have such licensed product. Their product is
popular but not at that range that someone will take license in order produce the product
and then selling.PRAN produce their every product by themselves.
k. Brand Dilution: Occurs when consumers no longer associate a brand with a specific
product or similar products and start thinking less of the brand. PRAN have some dilutive
products. Such as- from food section; Bubble Gum, PRANBadamBhaja etc. Our SBU in
particular does not but PRAN as a whole dilute as they formed PRAN-RFL they produce
mugs, bowl, chair and food items on the other hand as a whole they diluted their brand.

l. Brand Portfolio: The set of all brands and brand lines a particular firm offers for sale in
a particular category or market.

113

2. PRAN Group uses the Blanket Family Names and Corporate Brand Names naming
practices.
Individual names: When the brand has several different brands in different
product category. If we consider the brand name PRAN-RFL then we can state
that PRAN-RFL they make plastic bowls, gas stove , chair , bucket from RFL
whereas PRAN focuses on food item such as juice, cake, sauce and so on. So
considerably PRAN making sauce, tiffin cake, nuts , peanut bar, choco choco all
belong do different category so individual name might be followed by them
Separate family names: Uses separate family names for various product. We can
consider the family name frooto in this case to be a family name for mango juice
and tiffin to be a family name of cake.

114

 Blanket Family Names:The firms that use their corporate brand name in a
diverse category as mentioned below.
- Development costs are lower here, as there is no need to run name research
-

or spend heavily on advertising for recognition.

PRAN Group uses their corporate brand name PRAN in their every product.

For example- PRANAchar, PRAN Mango juice, PRANFrooto, PRANLolly Pop, PRANGura
Masala etc. We may consider frooto as a separate family name because it has different sizes
1000ml, 500ml and 250ml and different packages such as tetra packs and pet bottles.

Corporate Brand Names: The firms that use their corporate name to all of their
products.
- Development costs are lower, no need of publicity at a wider range.
-

PRAN Group uses their corporate brand name PRAN in their every product.

For example- PRAN Chanachur, PRAN Up, PRANFrooto, PRAN Dal Vaja,
PRAN Mango Juice, PRAN Junior juice, PRAN peanut bar etc.

3. Brand Portfolios:All brands have boundaries- a brand can only be stretched so far, and
all the segmentsthe firm would like to target, may not view the same brand equally.
Marketer often needs to continue multiple brands to pursue those multiple segments.

Flankers

Cash cows

115

Low-end entry level

High- end prestige

Figure: Brand roles in Brand Portfolio

Flankers:

Flankers are fighters. Fighter brands are positioned to

competitors so that more important and more profitable flagship brands

can retain their desired positioning.PRAN Frooto plays a role of flankers.
In our country we have so many local mango juice companies along with
foreign companies. Like- Slice, Frutika,Maaza etc. In order to compete
with local and foreign countrys companies PRANFrooto introduced their
mango juice product in order to earn profit and retain their desired
position.

Cash Cows: Some brands may be kept running despite dwindling sales,
because they still manage to hold on to enough customers and maintain
their profitability with virtually no marketing support. Some family
brands line extension products of PRAN are not selling that much. LikePRAN Bubble Gum, kofi house, orange plus, safe salted drink etc. But,
whether they are earning more profit or not, at least they are not facing
any loss. So, PRAN is a cash-cow too. But PRAN Frooto is not a cash
cow. As PRAN Frooto is doing business well. They are also earning profit
for their company. So, PRAN Frooto is not a cash cow. Its Parent Brands
some sub brands might fall under cash cows but not PRAN Frooto itself.
They are putting forward considerable effort to enhance sales such as the
add of PRAN Frooto Shomy Osomoy add.

116

Low-end entry level: The role of a relatively low priced brand in the
portfolio often may be attracting customers to brand franchise. Retailers
like to feature these traffic builders because they are able to trade up
customers to a higher-priced brand.

They are generally traffic builders.

They are not significantly profitable.
These brands stepping stone to attract customers.

PRAN- Frooto when they have introduced their 250 ml bottle. The price of their juice was
comparatively lower (16 tk) than their competitors. Their motive was to attract customers. Once
they got recognition, juice was popular among people; gradually they have higher (22 tk) their
products price.

HighEnd Prestige: The role of a relatively highly priced brand often is

to add prestige and credibility to the entire portfolio.

Brands that add prestige to portfolio.PRAN does not have that much highly
priced product. So, PRAN does not play the role of High-End Prestige.

Frooto was launched in Bangladesh in 2007 as refreshing mango juice & quickly went on to
become

the

leader

in

juice

category

market.

Since launching of Frooto, consumers fall in love with its unique taste & packaging. With new
pack graphic & clutter breaking communication, Frooto created a strong & powerful appeal
among

the

target

group

of

people.

With the launching of Mango & its future campaign in 2009 its winning taste & unique
communication Frooto created a great deal of excitement in its category and celebrated the
indulgence in mangoes like no other brand have done before. While other players have portrayed
117

mango as a simple & innocent fruit juice, Frooto made its synonyms of mango. As
Bangladeshi consumer had a mango mania & desire to have mango round the year so it was
rather easier for them to reach consumer insight to have a good appeal about the product.

Chapter-12 (Setting Product Strategy)

MKT 301
PRODUCTS
PRAN takes a comprehensive approach to all kinds of agro processed food products considering
all of the ways to make their products hygienic and qualitable With HACCP compliance to
ensure best quality products reach 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 to check for residual substances both before and after the production process.
Furthermore, companys computer systems offer continuous monitoring of all
manufacturing process to ensure the highest levels of quality. PRAN food and beverage industry
produces over 422 products and with their merging partner
Product line
1. Juices
2. Mineral water
3. Bakery
4. Drinks
5. Carbonated soft drink
6. Snacks
7. Culinary
8. Confectionary
Product Line Filling
118

Juices
-We can consider Frooto 500 ml as line filling when 250 ml and 1000 ml at both the end.
-Juice in glass bottle
- Juice in Aseptic Pack
- Juice in hot filled PET bottle
- Juice in tin can
Product line stretching:
We can consider stretching as
the as from 500ml if we stretch
down we get 250 ml and if we
stretch it upward we get 1000
ml

so

the

line

is

being

stretched.

Product mix pricing

Frooto bottles of tk 22 and tk
70 so the price is being
mixed .

Product line analysis

In offering a product line, companies normally develop a basic platform and modules that can be
added to meet different customer requirements and lower production costs. Product line
managers need to know the sales and profits of each item in their line to determine which items

119

to build, maintain, harvest, or divest. They also need to understand each product lines market
profile.

PRAN frootos product line analysis was not identified as per our research

120

MKT 301 THEORIES

Chapter-14

Price Adaption Strategies:

Discount/ Allowances:
Cash discount: A price reductions to buyer who pays bill promptly.
Quantity discount: A price reduction to buyer those who buys larger volumes.
Functional discount: Discounts offered by a manufacture to trade channel
Seasonal discount: A price reduction to those who buy merchandise out of season.
Allowance: Trade in allowance give an old take a new and Promotional allowances
reward dealer for participating in such sales support programs.
Pran frooto 250 ml does not give cash discount, that is reduce price for buyer who pay bills
promptly. But in addition we found that if Pran frooto is purchased from ruposhi dokan online
they get tk 50 off on purchase of 100 cases. As we have not seen the banner of pran frooto so is
yet to defone that they follow functional discount. When it comes to seasonal discount Pran
frooto does not price reduction to those who purchase goods even out of season. Trade in
allowance and Promotional allowances although may not involve reseller but during
International trade fair they give certain amount of discounts, as in special programs.
Differentiated Pricing
Customer-segment pricing- Different customer pays different prices for the same
product or services. Pran Frooto 250 ml it uses a single price of Tk 22 to all of its
customers hence they do not follow customer segment pricing.
Product-form pricing-Different versions of the product are priced differently but not
pro-portionately to their respective costs. In case of Pran frooto we may consider that
although there is only in one state that is liquid but their versions vary as it is available at
asterisk pack and pet bottle and their versions may include the different sizes, if version
refers to size then they seem to have different price for different bottles.
Image pricing- Some companies may charge prices of the same product at two levels on
image differences. Frooto 250 ml charges same price at the same level and does not
discriminate price on the basis image.
121

 Channel pricing-Frooto 250 ml does not vary their price whether in a fine restaurant,
fast food restaurant or through any kind of vending machine.
Location pricing- Although the cost of offering at each location is same they priced
differently based on locations. Frooto 250 ml is not fitted as because the cost of offering
frooto at different location may vary in price and they do not charge differently on the
basis of location.
Time pricing- Price are varied by season, day or hour. Frooto 250 ml have one single
price of Tk 22 valid for all season, day and hour hence they do not follow time pricing.
Yield pricing- This is the pricing done in order to grab maximum profit. It may include
discounts on limited early purchase and higher price for later purchases. Frooto of 250 ml
does not vary their price on the basis of early purchase or later purchases hence they do
not conduct yield pricing.
Chapter 15 (Integrated Marketing Communications Strategy)
Explanation for the following Integrated Marketing Channels Strategies for Pran Frooto 250ml

Number of Intermediaries: Companies must take decision on the numbet of

intermediaries to use and at each channel level. The following three strategies available:
Exclusive: This refers to extreme limitation for number of intermediaries used. It is a
usual scenario in cases when the producers look forward to have strict control over the
service level and output offered by its reseller, so they conduct exclusive dealing
arrangements. Suitable in cases for designer dress such as Gucci-Italian designer, took
some steps for exclusive intermediaries due to overexposure from licensing and discount
stores. Pran frooto 250 ml does not follow exclusive distribution there not severe
limitation on the number of intermediaries used. And Pran being the manufacturer of
frooto 250 ml do not have strict control over their reseller; hence they do not follow

exclusive distribution.
Selective: This is the one that prefers somewhat more than few but less than all of the
intermediaries. Selective are preferable to established as well as new companies looking
for distributors. Pran frooto 250 ml does not conduct selective distribution because they
do not seek for moderate number of intermediaries instead they have supply to local and
departmental stores, to bigger outlets such as Shopno and Meena Bazar.

122

Intensive: This accounts for the idea that the manufacturers prefers to place its good and
services neither few or less then all intermediaries, instead they allocate their goods and
services to as many outlet possible. Our SBU Pran frooto 250 ml perfectly fits into this
category. The reason includes by our physical survey as well online search with respect to
the perspectives of Bangladesh, that Pran frooto 250 ml is available in our local
departmental stores in accordance to bigger supermarket chain such as Meena Bazar and
Shopno.

Channel Power
Coercive power: Manufacturer threatens to take out a resource or may quit relationship
in case they fail to oblige.
Reward power: Performing an specific acts or function results in extra benefit by the
manufacturer.
Legitimate power: In such circumstances, manufactuerer prefers a behaviour that
permitted under the contract. As long as the intermediaries obersve manufacturer as a
legitimate legislation power exists.
Expert power: Manufacturer has special knowledge the intermediaries value
Referent power: This holds the content that manufacturer is so highly respected that
intermediaries would prefer to associate with them

Conclusion:
As the term paper takes turn towards an end it takes a shape defining that PRAN FROOTO 250
ml to some extent maintained most of the appropriate and relevant marketing strategies. We also
came to know that, through its hard work and efficient operations and marketing efforts, it has

established itself as one of the major foods company in Bangladesh. Now its position is the market
123

leader of the country, and it has covered the maximum market share of the country in respective to

the field. An organization like PRAN-RFL pursues customer driven strategy, developing
marketing strategies and plans at different levels to achieve superior performance and to provide
it with a competitive advantage.
Few enlighten activities of this company are support and bus services Hajj Pilgrims, Changa
bonus offer co-branded by Robi, Concert of LRB at reduced ticket prices and Customer relations
department in packaging with e-mail and contact number had significantly touched areas of
advertising, sales promotion and public relations. This had definitely a solid ladder for Frooto
250 ml to connect with not only with consumers but its customers as well. Hence, we state that
Frooto 250ml made some commendable blend of marketing mix that posses them at a
competitive edge.
Lastly, we identified that all the intensive was the best choice made as in case of snacks and
juices should be made in as many as possible outlet possible; hence the choice was accurately
justified. This term paper also proves that PRAN Frooto is doing great business in our country as
well as internationally. They are also using their parent company in order to promote their
product. Which is a very good idea. As we know the people of Bangladesh are very fond of
mango, PRAN has taken the opportunity and flourished their business in this sector. They should
spent more in research and development sector in order to supply variations of their products to
its customers.

Reference:
Koshy, A., Jha, M., Kotler, P., & Keller, K. (2013). Marketing management
(n.d.).
Retrieved
from
Meena
Bazar
website:
http://www.meenabazar.com.bd/TWIX%20MINNIATURES%20PACK%20150GM?
keyword=frooto%20250
124

 (n.d.).

website:

http://ruposhi-dokan.com/index.php?

id_product=163&controller=product&id_lang=1
(n.d.). website: http://www.alibaba.com/product-detail/Pran-Frooto-MangoJuice_127352632.html
(n.d.).
website:
http://www.telekothon.com/2013/10/robi-28tk-and-58tkrecharge-bonus-offer.html
(n.d.). website: http://www.alibaba.com/countrysearch/BD/pran.html
(n.d.).website:
http://www.bing.com/images/search?q=Matchbooks%20by
%20PRAN%20Bangladesh&qs=n&form=QBIR&pq=matchbooks%20by
%20pran%20bangladesh&sc=0-0&sp=1&sk=&id=F78C79AB7F6D8A9C414352FC3F3CE1A19AB7F2C5&selectedInde
x=0#view=detail&id=F78C79AB7F6D8A9C414352FC3F3CE1A19AB7F2C5&se
lectedIndex=0
Kotler, P., & Armstrong. Principles of marketing.

Koshy, A., Jha, M., Kotler, P., & Keller, K. (2013). Marketing management
(n.d.). Retrieved from Meena Bazar website: http://www.meenabazar.com.bd/TWIX
%20MINNIATURES%20PACK%20150GM?keyword=frooto%20250
(n.d.).
website:
http://ruposhi-dokan.com/index.php?
id_product=163&controller=product&id_lang=1
(n.d.).
website:
http://www.alibaba.com/product-detail/Pran-Frooto-MangoJuice_127352632.html
(n.d.). website: http://www.telekothon.com/2013/10/robi-28tk-and-58tk-recharge-bonusoffer.html
(n.d.). website: http://www.alibaba.com/countrysearch/BD/pran.html
(n.d.).website:
http://www.bing.com/images/search?q=Matchbooks%20by%20PRAN
%20Bangladesh&qs=n&form=QBIR&pq=matchbooks%20by%20pran
%20bangladesh&sc=0-0&sp=1&sk=&id=F78C79AB7F6D8A9C414352FC3F3CE1A19AB7F2C5&selectedIndex=0#v
iew=detail&id=F78C79AB7F6D8A9C414352FC3F3CE1A19AB7F2C5&selectedIndex=
0
Kotler, P., & Armstrong. Principles of marketing.
Assignmentpoint.com,
Retrieved
November

28,

2014,

from

http://www.assignmentpoint.com/business/marketing-business/sales-promotionalstrategies-pran-mango-juice.html
Mindtools.com,
Retrieved

November

28,

2014,

from

http://www.mindtools.com/pages/article/AIDA.html
125

 Marketing-schools.org, Retrieved November 28, 2014, from http://www.marketingschools.org/types-of-marketing/integrated-marketing.html

PRAN Rfl Company, pranfoods.net, from http://www.pranfoods.net/tv_commercials.php
Pran Rfl Company. StudyMode.com. Retrieved November 28, 2014, from
http://www.studymode.com/essays/Pran-Rfl-Company-1420765.html
Product
Category:.
(n.d.).
Retrieved
November
28,

2014,

from

http://www.PRANfoods.net/product.php
The Largest Grower & Processor of Fruits & Vegetables in Bangladesh - PRAN Foods
Ltd. (n.d.). Retrieved November 28, 2014, from http://www.PRANfoods.net/
PRANFrooto.
(n.d.).
Retrieved
November
28,
2014,

from

http://www.PRANfrooto.com/brand.php
New Arrival Product:. (n.d.). Retrieved

from

November

28,

2014,

http://www.PRANfoods.net/new_arrival.php
Keller First Class Wintergardens | Keller.lu Ratings. (n.d.). Retrieved December 6, 2014,
from http://www.pageinsider.com/keller.lu
PRAN
Frooto.
(n.d.).
Retrieved
http://www.pranfrooto.com/brand.php
Pran
Frooto.
(n.d.).
Retrieved

December
December

6,

2014,

from

6,

2014,

from

http://www.priyo.com/products/food/5422
Pran Frooto 2013 TVC - Shomoy Oshomoy. (n.d.). Retrieved December 6, 2014, from
https://www.youtube.com/watch?v=fT_Qro5oAyY

126