Final Term Paper MK

8/19/2019 Final Term Paper MK

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TERM PAPER ON

PRAN RFL GROUP – THE MARKETING PROFILE OF

PRAN FROOTO MANGO JUICE (250 ml)

TERM PAPER ON

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PRAN RFL GROUP – THE MARKETING PROFILE OF

PRAN FROOTO MANGO JUICE (250 ml)

Prepared !r"

GM Shafayet Ullah

Lecturer iii

BRAC Business School (BRAC University)

Prepared #$"

Seri

al

No

Name ID

1 Seyda Fahmida Sultana 131040242 Syed Helaluddin Ahmed 131040303 Raiyan Rumman 131042414 Fazal-E-Elahi Palash 111040475 Abeer Zaaria 122041226 Fariya !asmin 131040"07 #utadir $illah 1220407"8 Sadman Sa% 142041049 Emad $in #&hammad 1310424'10 Susmita (u)ta 12104140

December 11 !"1#

Le%%er ! A&%'!ra%!*

2


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December 11 !"1#

$he C%&

'RAR*L +rou,

1"- Bir Uttam Rafi.ul /slam Avenue

Dha0a 1!1!

Sub2ect3 Authority letter for my stu4ents for con4uctin+ mar0etin+ research on your ,ro4uct

Sir

5ereby / authori6e my mar0etin+ mana+ement course7s stu4ents for con4uctin+ mar0etin+

research on one of your ,ro4uct 'RA *rooto man+o 2uice !-" ml

$han0in+ you

Sincerely

GM Shafayet Ullah

Lecturer iii

BRAC Business school BRAC University

(Si+nature)

GM Shafayet Ullah

Le%%er ! Tra*+m%%al

3


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Date3 11th December !"1#

$o

G M S5A*A8%$ ULLA5

BRAC Business School (BBS)

BRAC University

Sub2ect" ,m++!* ! pr!-e.% !* %'e mar/e%* pr!le ! PRAN Fr!!%! 250 ml1

Dear Sir

5ere 9e are submittin+ our term ,a,er on PRAN Fr!!%! 250ml3relatin+ the lessons re+ar4in+

mar0etin+ 9e have learne4 in our class from you in your course Mar0etin+ Mana+ement :e

9oul4 li0e to recall 9ith +ratitu4e the tremen4ous su,,ort an4 encoura+ement 9hich 9e

receive4 from you :e have trie4 our best to im,lement the relevant theories that you have

tau+ht in this course

As an /nstructor an4 A4visor to the re,ort you ,rovi4e4 valuable insi+hts an4 aca4emic trainin+

to im,rove the .uality of the 9or0 :e are +rateful for your stimulatin+ +ui4ance an4

encoura+ement 4urin+ the ,erio4 of ,re,aration this term ,a,er :ithout your +ui4ance this

9oul4 sim,ly not have been ,ossible

$here may have many omissions an4 errors on our ,art but 9e have trie4 our level best to

,re,are this re,ort to the re.uire4 stan4ar4 :e are loo0in+ for9ar4 for your 0in4 a,,raisal on

this term ,a,er

Sincerely yours

;;;;;;

Sye4 5elalu44in Ahme4 (Lea4er of the +rou, Mar0etin+ Mana+ement)

A./*!4ledeme*%

4


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All ,raises to the Almi+hty Allah 9ho has sho9e4 5is 0in4ness an4 9e have +ot a chance to

ma0e a com,lete re,ort on a 9ell0no9n com,any an4 ,ro4uct An4 also 9e than0 the almi+hty

to +ive us the time an4 stren+th to com,lete our +rou, 9or0 ,ro,erly

As a ,art of our stu4yin+ Business A4ministration our course instructor of Mar0etin+

Mana+ement ha4 assi+ne4 us to ,re,are a term ,a,er on a SBU relatin+ all the mar0etin+ lessons

9e have learne4 so far

*irst of all 9e 9oul4 li0e to e


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$his re,ort ,rovi4es an overvie9 an4 bac0+roun4 of the 'RAR*L +rou, an4 an analysis of

the mar0etin+ ,rofile of our SBU 'RA *rooto !-" ml Startin+ 9ith the intro4uction firstly 9e

9oul4 be 4iscussin+ the bac0+roun4 of 'RA R*L Grou, follo9e4 by a brief 4iscussion of the

mar0etin+ ,hiloso,hy that our SBU follo9s alon+ 9ith some other to,ics li0e nee4s 9ants an4

4eman4s of our SBU ,ro4ucts an4 services of the com,any value satisfaction an4 .uality

e


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,L NO1 T!p. Name Pae N!

71 T%le Fl$ 7

21 Title page2

81 Letter of Authoriatio!

391 Letter of Tra!"mittal

451 A#$!o%le&geme!t

5:1 '(e#uti)e "ummar*

6;1 I!tro&u#tio!

852

791 MKT 207 .'ap%er 70?77 52>5<

751 MKT 207 .'ap%er 79 5:8

7:1 MKT 207 .'ap%er 75 :8>;9

7;1 MKT 807 .'ap%er 7 ;9>;5

7727221 MKT 807 .'ap%er 79 722>728

281 MKT 807 .'ap%er 75 728>729

291 C!*.l&+!* 725

251 Reere*.e+ 72:>72<

7


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I*%r!d&.%!*

'ran frooto !-" ml is a li.ui4 ,ro4uct s,ecially 4esi+ne4 to satisfy ,eo,le=s noncarbonate4

essence 4rin0s nee4s $he cravin+ satiatin+ flavor 4rin0s ,rovi4es a ran+e of fruit flavor that

contains vitamins an4 +ives taste of fruit 'RA frooto as ,er the a4vertisement su++este4 is

4esi+ne4 a44 on ama6in+ e


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@a./r!&*d

PRANB too0 birth in 1>1 as a ,rocessors fruit an4 ve+etable in Ban+la4esh /n 4ue course of

time the com,any has not only +ro9n its im,ortance but also +reatly contribute4 to the overall

socioeconomic 4evelo,ment 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 ,ro4ucts are ,ro4uce4 as ,er international ,ara4i+m maintainin+ to, class level of

.uality at every sta+es of the ,ro4uction ,rocess

PRAN in mo4ern times ,ro4ucin+ more than !"" foo4 ,ro4ucts un4er 1" 4ifferent cate+ories ie

uices Drin0s Mineral :ater Ba0ery Carbonate4 bevera+es Snac0s Culinary Confectionery

Biscuits Dairy an4 so on The company has adopted !" #001 as a guiding principle of its

management system. The company is complaint to $%P & certified with $%'%' which

ensures that only the best (uality products are reaches to the consumers table across the )lobe

Corporate Headquarters

PRA,-RF .enter/

10* Pr&&ti Sarani

#iddle $adda

haa 1212/ $anladesh

INDUSTRY

F&&d Pr&essin

Employees

*2/000

S&me & the r&&t& )r&duts are illustrated bel&5

'ac0 $y,e Co4e *lavor :ei+htE'ac0 'ac0ECtn Ctn

'


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'%$ Bottle >>F1!1 Man+o !-" ml!#

BottleE$ray!##"


'%$ Bottle >>F1! Man+o -"" ml1! BottleE

$ray11""


'%$ Bottle >>F1!! Man+o 1""" ml 1! BottleE Ctn 1!!-

Pa 6y)e .&de Fla&r 8eiht9Pa Pa9.tn .tn

Ase)ti Pa ''31*+" #an& 12*ml 4+ Pa9.tn 3200


Ase,tic 'ac0 >>F-!#- Man+o !""ml # 'ac0ECtn !"-"

'/TS

AN has earned and seured their )lae as the larest e:)&rter & )r&essed &&d

r&m $anladesh/ had a isi&n & 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 199! PRAN currently exports to over 1" countries.

C'ap%er 07> Mar/e%*" Crea%* a*d Cap%&r* C&+%!mer al&e

MKT 207

7) Need+D 4a*%+ a*d dema*d+"

10


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$he mar0eter must try to un4erstan4 the tar+et mar0et7s nee4s 9ants an4 4eman4s ee4s

are the basic human re.uirements 'eo,le nee4 foo4 air 9ater clothin+ an4 shelter to survive

'eo,le also have stron+ nee4s for e4ucation recreation an4 other services $hese nee4s are not

create4 by society or by mar0eters $hey e


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footI! althou+h this 4efinition 4oesn=t hol4 u, 9hen the ,ro4 asi4e from the in file ,hysical

me4ia on 9hich they e


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Carbonate4 Soft Drin0

Snac0s

Culinary

Confectionary

Biscuits

Dairy

*urthermore com,any7s com,uter systems offer continuous monitorin+ of all manufacturin+ ,rocess to ensure the hi+hest levels of .uality

8) al&eD +a%+a.%!* a*d &al%$"

Kalue satisfaction an4 .uality are interrelate4 conce,t Because customers focus to value .uality

an4 satisfaction 9hile ,urchasin+ the thin+s form the mar0et Customer value is the amount of

benefits 9hich customers +et from ,urchasin+ ,ro4ucts an4 services /t can also be 4efine4 as the

4ifference bet9een the values customers +ain from usin+ a ,ro4uct an4 cost of the ,ro4uct

Satisfaction is the customer7s ,erceive4 ,erformance from a ,ro4uct in relation to the

e


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be 4issatisfie4 if the ,ro4uct 4oes not meet the e


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'RA cares their su,,liers in the follo9in+ 9ays3

By ,rovi4in+ them +oo4 see4s fertili6ers insectici4es etc

By ,rovi4in+ financial su,,orts

By ,rovi4in+ ,ro,er information about 9hat to ,ro4uce more an4 9hat to ,ro4uce less

By collection their ,ro4uces in ri+ht time an4 storin+ them

By collectin+ ra9 materials from them 4irectly an4 savin+ them from mi44le men

By creatin+ a hu+e 4eman4 of our farmers7 ,ro4uces both in nationally an4 +lobally

By ensurin+ ,ro,er ,rice for their ,ro4uces

5) Mar/e%"

/n mar0etin+ it is 4efine4 as an arran+ement 9here buyers of t9o ty,es actual an4 ,otential

come to+ether for satisfyin+ their nee4s an4 9ants

*or our SBU the mar0et is mostly a ,lace li0e +rocery sho,s 4e,artmental stores or su,er stores

/n case of su,er stores PRAN Fr!!%! 250ml can be or4ere4 via internet $herefore for su,er

store7s online or4er the mar0et 9ill be the internet Moreover PRAN Fr!!%! 250ml7s mar0et is

.uite 9i4e because it can be foun4 almost at every small sho, all over the country

:) Mar/e%* ma*aeme*% p'l!+!p'e+ !ll!4ed #$ %'e PRAN Fr!!%! 250ml"

Pr!d&.%!* .!*.ep%"

$he ,ro4uction conce,t is the i4ea that consumers 9ill buy ,ro4ucts that are available an4 hi+hly

affor4ableEchea, /t 9or0s best in t9o situations3

1*


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1) ) :hen the 4eman4 for a the su,,ly the mana+ement shoul4 increase the ,ro4uction to

res,onse 9ith the 4eman4

!) ) :hen the ,ro4uct7s costs is too hi+h more ,ro4uction can re4uce the ,rice

I% + %! #e %a/e* *%! a..!&*% %'a% pr!d&.%!* .!*.ep% + adap%ed #$ a .!mpa*$ 4'! + %'e

!*l$ !*e +er6* %'a% pr!d&.% * .!l!&r a*d +e a+ r!!%! 'a+ a *&m#er ! .!mpe%%!r +&.'

a+ MaaaD r&%/a a*d +! !* +! %'e$ d! *!% !ll!4 %'+ .!*.ep%1

&ur SBU PRAN Fr!!%! 250ml 4oes not follo9 this conce,t because it is not too e


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$he sellin+ conce,t is the i4ea that consumers9ill not buy enou+h ,ro4ucts unless it un4erta0es a

lar+e scale sellin+ ,romotion effort $he conce,t 9or0s best 9ith unsou+ht +oo4s

Althou+h PRAN Fr!!%! 250ml has a hu+e a4vertisin+ line 9hich covers lots of a4s billboar4s

ne9s,a,er a4s an4 other a4vertisin+ metho4s /t 4oes not fall un4er this conce,t not because

'RA Fr!!%! 250ml follo9s fe9 other mar0etin+ metho4s 9hich may not fulfill all the ,oints

of this conce,t As this ,ro4uct con4ucts this effectively an4 efficiently an4 better than their

com,etitors hence 9e can say that they 4o not follo9 the sellin+ conce,t

T'e Mar/e%* C!*.ep%"

$he Mar0etin+ conce,t hol4s that achievin+or+ani6ational +oals 4e,en4s on 0no9in+ the nee4s

an49ants of tar+et mar0ets an4 4eliverin+ the4esire4 satisfaction better than com,etitors 4o

• /t follo9s a sense an4 res,on4N ,hiloso,hy Rather than ma0e an4 saleN,hiloso,hy

• /t concerns about customer7s nee4

• /t em,hasi6es on buil4in+ stron+ customer relationshi,s

• /t 9or0s best by a,,lyin+ inte+rate4 mar0etin+

• Lac0s social 9ell bein+

PRAN Fr!!%! 250ml d!e+ *!% follo9s the mar0etin+ conce,ts as a 9hole because they havea label on the ,ac0a+in+ 0ee, your country clean sho9s that they are a9are of the

4etrimental effects u,on the human of ,ollutin+ the environment as this is a feature that

,revents it from bein+ a ,art of mar0etin+ conce,t

T'e ,!.e%al Mar/e%* C!*.ep%"

Societal mar0etin+ conce,t see0s that 9hether the ,ure mar0etin+ conce,t overloo0s ,ossible conflicts bet9een shortrunconsumer 9ants an4 lon+ run consumer 9elfare

$his conce,t hol4s that mar0etin+ strate+y shoul4 4eliver value to consumers in a 9ay that

maintains or im,roves both theconsumer7s an4 society7s 9ellbein+ *or instance *ast foo4

in4ustry shoul4not overloo0 customer7s health an4 environmental ,rotection

17


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'RA *rooto !-"ml follo9s this mar0etin+ conce,t at fullest &ur SBU falls un4er this conce,t

because it ,rovi4es a strai+ht cut social messa+e that is Keep !&r C%$ Clea*3 on the bottle

in a 9ritten form /t also a4vises the consumers to 4ro, the em,ty bottle in the bin So 'RA

*rooto !-"ml follo9s the societal mar0etin+ conce,t as this conce,t fulfills the utmost mar0etin+

efforts to9ar4s consumers

C'ap%er 2

MKT207

71 M++!* D +!*D G!al+ ? O#-e.%6e+ ! PRAN"

T'e M++!*"

$o +enerate em,loyment an4 earn 4i+nity an4 selfres,ect for our com,atriots throu+h ,rofitable

enter,rises

T'e +!*"

/m,rovin+ livelihoo4

T'e O#-e.%6e+"

Achievin+ social values 9ithsustainable ,ecuniary a4vanta+e for all our sta0ehol4ers

T'e G!al+"

1+


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$o remain as the mar0et lea4er 9ith consumer items in foo4 bevera+e sector in the

country to be the mar0et lea4er in same sector in abroa4 9ith minimum ' level of

1"@ uality maintenance an4 im,rovement

Satisfie4 customers 5ol4 on to the current customers an4 a+ain +ain customer loyalty

Gain com,etitive a4vanta+e over all the com,etitors

$o 4ouble sales an4 e


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*rooto 9as launche4 in Ban+la4esh in !""? as refreshin+ man+o 2uice .uic0ly 9ent on to

become the lea4er in 2uice cate+ory mar0et /t has hi+h ,rofit ,otential an4 9ith further

investment it can retain its share in the in4ustry :e can see that the a44 telecaste4 sho9s that

firms are invetin+ an4 hol4in+ their ,osition so they are at stars

Ca+' .!4+ $hey are not ,art of cash co9s because they +ro9th rate is lo9 an4 relative mar0et

share is hi+h $hey follo9 harvest an4 hence 'ran frooto is not cash co9s

&e+%!* mar/" As their mar0et share is lo9 but hi+h +ro9th hence 'ran frooto 4oes not fit

here $hey follo9 /nvest an4 buil4

!+" As 'ran frooto7s neither have lo9 mar0et share nor lo9 mar0et +ro9th rate they 4o not

follo9 4o+s that 4ivest resources

51 Pr!d&.%> Mar/e% Epa*+!* Grd

Mar/e% pe*e%ra%!*"

A strate+y for com,any +ro9th by increasin+ sales of current ,ro4ucts to current mar0et se+ments

9ithout chan+in+ the ,ro4uct 'ran *rooto follo9s this ,ro4uct mar0et e


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Mar/e% de6el!pme*%"

A strate+y for com,any +ro9th by i4entifyin+ an4 4evelo,in+ ne9 mar0et se+ments for current

com,any ,ro4ucts 'ran*rooto follo9s this ,ro4ucts mar0et e


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$he customers reco+ni6e4 a nee4 of a fresh man+o 2uice 9hich 9oul4 re,licate the e


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:ith constant a4vertisement an4 uni.ue taste *rooto has 4evelo,e4 a value ,ro,osition lea4in+

to mar0et share ,rofit an4 customer loyalty As they s,onsor concerts an4 events they +aine4

further ,ublic attention throu+h ,ublic relations

;1 9 P+

'rice

!! t0 ,er bottle

Pr!d&.%

'ran*rooto is a man+o 2uice 9hich ,romises to ,rovi4e its customer the best e


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C!+%

'ayin+ the ,rice of the 'ran*rooto is only a ,art of the cost 'eo,le are also +oin+ to a

4e,artment store buyin+ the 4rin0 an4 then comin+ bac0 5ence 'RA havin+ a bran4 name as

a con+lomerate maintains that the cost is lo9er than the satisfaction of the customers by

,rovi4in+ ,ure 2uice 9ith reasonable ,rice an4 convenient location

C&+%!mer

Since launchin+ of *rooto consumers fall in love 9ith its uni.ue taste ,ac0a+in+ :ith ne9

,ac0 +ra,hic clutter brea0in+ communication *rooto create4 a stron+ ,o9erful a,,eal

amon+ the tar+et +rou, of ,eo,le As Ban+la4eshi consumer ha4 a man+o mania 4esire to

have man+o roun4 the year so it 9as rather easier for us to reach consumer insi+ht to have a

+oo4 a,,eal about the ,ro4uct

C!mm&*.a%!*

:ith the launchin+ of Man+o it7s futureN cam,ai+n in !""> it7s victorious taste uni.ue

communication *rooto create4 hy,e in its fiel4 an4 celebrate4 the in4ul+ence in man+oes li0e no

other bran4 have 4one before :hile other ,layers have ,ortraye4 man+o as a sim,le innocent

fruit 2uice *rooto ma4e its synonyms of man+oN 5ence instea4 of 2ust ,romotion they

communicate4 the messa+e an4 a4vanta+es to its au4ience .uite 9ell

C!*6e*e*.e

'ran*rooto is available in several 4e,artmental stores an4 su,ermar0ets $hat is very convenient

for users to have access for it by not travellin+ far

/n su,erstores li0e Meena Ba6aar there is online sho,,in+ as 9ell so customers can or4er

'ran*rooto over the ,hone an4 +et home 4elivery

C'ap%er>5 (C!*+&mer Mar/e%+ a*d @&$* @e'a6!r)

24


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MKT>207D

'RA *rooto is one of the ,ioneer fruit 2uice bran4s in Ban+la4esh that aims for the youth

+eneration $he consumers are mainly the youn+ boys an4 +irls of the urban area of Dha0a an4

other bi+ an4 small cities Consumer Behavior basically is a stu4y of ho9 a ,erson +rou, or an

or+ani6ation selects ,urchases an4 uses any ,ro4uct or services an4 9hat e


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*rom the information that has

been ,rocesse4 in the buyer=s

blac0 bo


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$he 'sycholo+ical factoris 9hat motivates a

consumer to but 'RA *rooto 5is beliefs

,erce,tion an4 attitu4es 9ill have a si+nificant effect

on his buyin+ 4ecision /f the ,erson has

,reconce,tion about color a44e4 he or she mi+ht

avoi4 her ,urchase

T$pe+ ! @&$* e.+!* @e'a6!r

$he 4ecision to buy 'RA *rooto an4 not to buy a

man+o 2uice from another

bran4 can be seen as a

habitual buyin+ 4ecision

$his means the ,urchase

encom,asses lo9

involvement an4very fe9

4ifferences bet9een the

bran4s /n this case the

consumers li0e 'RA7s

Bran4 familiarity 'RA7s convenient ,romotional metho4s are im,ortant too as the buyers see0

,rice an4 sales ,romotions $he *rooto ,urchase re.uires minimal information ,rocessin+ A

,erson fascinate4 9ith 'ran frooto !-" ml as because it is a,rt of his or her re+ular ,urchase it

sho9s lo9 involvement an4 fe9 4ifferences bet9een bran4s /f a ,erson from rural area buyin+

this 4rin0 for the firt time mi+ht sho9e4 u, com,le< buyin+ behavior hi+h involvement an4

si+nificant 4ifferences bet9een bran4s *or a ,erson as ,art of his monthly sho,,in+ may try

frooto instea4 of fruti0a for them it is a variety an4 lastly a ,erson 9ho is calorie consciousmi+ht en4 u, havin+ 4issonances re4ucin+ 9ith hi+h involvements an4 fe9 4ifferences bet9een

bran4s

@&$er e.+!* Pr!.e++ ! PRAN Fr!!%!

27


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$he Buyin+ Decision 'rocess refers to ste,s a customer un4er+oes before he finally buys the

,ro4ucts *or the customers of 'RA *rooto the ,rocess is the same - ste, ,rocess that

customers of all ,ro4ucts +o throu+h $his ,rocess is not very im,ortant for the 'RA

Sales,eo,le but it 9ill hel, to set your sales strate+y accor4in+ly

'RA *rooto as a ,ro4uct is bou+ht by the consumers after vivi4 analy6in+ their nee4s an4

9ants $hey consi4er 9hat 0in4 of 4rin0 they 9oul4 ,refer at that e


29/126

# P&r.'a+e e.+!*"

/n the 'urchase 4ecision the consumer 9ill ,rocessthe information from his information

search an4 4eci4in+ the ,ro4uct he 9ant to buy 9here store ,ayment o,tions More

im,ortantly he is ma0in+ the 4ecision to either move for9ar4 9ith the ,urchase or not

$he thirsty consumer 9oul4 choose a ,ro4uct from the ones mentione4 above 5is

4ecision 9oul4 be ma4e after consi4erin+ a lot of factors li0e taste .uality com,any

+oo49ill an4affor4ability /n this case let7s consi4er that the consumer chose 'RA

*rooto for the bran47s re,utation taste availability an4 costeffectiveness

- P!+%>P&r.'a+e E6al&a%!*"

After buyin+ it the consumer 4etermines if he is satisfie4 or 4issatisfie4 9ith the 'RA

*rooto 5e 9ill evaluate the ,urchase base4 on the 4ifference bet9een e


30/126

sta+e the consumers 9ill have enou+h 0no9le4+e about *rooto $hey 9ill consi4erthe relative

benefits an4 evaluate it base4 on some common factors li0e cost an4 com,etitors7 offerin+

$he #th sta+e is Tral 9hen the consumer 4eci4es to

+ive the ,ro4ucst a try 5e 9ill then 2u4+e 9hether the

4rin0 is 9hat 'RA claims it to be $rials can be

4one by sam,lin+ or 9hen the consumerbuys the

,ro4uct $he final ste, is Ad!p%!* !r Re-e.%!*

4ecision 9hen the consumer 4ecies 9hether to

remain 9ith *rooto or s9itch bac0 to earlier ,ro4uct

or another one $he # th sat+e is not been i4entifie4 4urin+ our research

I*l&e*.e ! Pr!d&.% .'ara.%er+%.+ !* ra%e ! ad!p%!*"

$he a4o,tion ,rocess is hi+hly influence4 by the core characteristics of the !-" ml 'RA

*rooto $his influence on the 4rin07s rate of a4o,tion can be classifie4 into some sub cate+ories

*rooto7s relative a4vanta+e is the im,rove4 taste Divisibility overla,s 9ith the trial ste, of

buyin+ behavior 9here the buyers can try out the ,ro4uct before becomin+ loyal customers

&ther cate+ories are com,atibility com,le;

71 MARKET ,EGMENTATION PROCE,,"

30


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Mar0et se+mentation is the ,rocess of 4ivi4in+ a mar0et into 4ifferent customer se+ments

$ar+etin+ also 0no9n as tar+et mar0etin+ an4 then entails 4eci4in+ 9hich ,otential customer

se+ment the com,any 9ill focus on Mar0et se+mentation ho9ever al9ays ,rece4es tar+etin+

9hich hel,s a com,any be more selective about 9ho they are mar0etin+ their ,ro4ucts to

Mar0et se+mentation an4 tar+etin+ are e.ually im,ortant for ensurin+ the overall success of a

com,any $hese se+mentations can also be relatin+ 9ith the ,ro4uct SBU 'RA *rooto !-"ml

T'e 9 #a+e+ &+ed * mar/e%* +eme*%a%!* are"

Ge!rap'. +eme*%a%!*"

Geo+ra,hic se+mentation involves a business 4ivi4in+ its mar0et on the basis of +eo+ra,hy

$here are several 9ays that a mar0et can be +eo+ra,hically se+mente4 &ne can 4ivi4e the

mar0et by +eo+ra,hical areas such as by city country state or international re+ion /t can also be

4ivi4e4 into si6eE4estiny an4 climate

'RA starte4 its e>1 by e


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several mar0ets to hel, an or+ani6ation tar+et its consumers more accurately :ith this ty,e of

se+mentation an or+ani6ation can cate+ori6e the nee4s of consumers

'ran *rooto has create4 a stron+ an4 ,o9erful a,,eal amon+ the tar+et +rou, of ,eo,le 'ran

*rooto is the first ever fruit 2uice in Ban+la4esh that symboli6es 8outh *un an4 the Real $aste of

*ruit but it has tar+ete4 customers of all a+es 'ran *rooto !-"ml is also affor4able for the

ma2ority of ,eo,le as it costs !!ta0a

P+$.'!rap'. +eme*%a%!*"

'sycho+ra,hic se+mentation is 4ivi4in+ the mar0et base4 u,on consumer ,ersonality traits

values attitu4es interests an4 lifestyles $his se+mentation allo9s 4evelo,ment an4 mar0etin+

of the ,ro4ucts because there 9ill be a more ,recise match bet9een the ,ro4uct an4 each

se+ment=s nee4s an4 9ants

*rooto 9as launche4 in Ban+la4esh in !""? as refreshin+ man+o 2uice an4 .uic0ly 9ent on to

become the lea4er in this cate+ory of the mar0et Since the launch consumers have en2oye4 their

taste an4 ,ac0a+in+ :ith ne9 +ra,hics an4 clutterbrea0in+ communication *rooto has create4

a stron+ an4 ,o9erful a,,eal amon+ the tar+et +rou, of ,eo,le /t means 'ran is successful in

focusin+ the values attitu4es interests an4 lifestyles of their tar+et customers

@e'a6!ral +eme*%a%!*

Behavioral se+mentation 4ivi4es customers into +rou,s base4 on the 9ay they res,on4 to use or

0no9 of a ,ro4uct Behavioral se+ments can +rou, consumers in terms of occasions benefits

32


33/126

user status usa+e rate an4 loyalty status &caasions such as /ftar has been hi+hli+hte4 9ith its

beneficial im,act User rate usa+e rate an4 loyalty status is not relate4 as anyone have +ot access

to this 4rin0

1 O..a+!*+

$his re,resents 9hen a ,ro4uct is consume4 or ,urchase4 *or e


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Mea+&ra#le"

Before embar0in+ on a sales strate+y it is im,ortant to 0no9 the si6e of e


35/126

An i4eal mar0et se+ment shoul4 be internally homo+eneous (ie all customers 9ithin the

se+ment have similar ,references an4 characteristics) but e


36/126

is ,ortable /n +eneral -""ml in ta0a #" is for those 9ho 9ant to 4rin0 more an4 lastly 1Ltr in

ta0a ?" is for family +atherin+ or any 0in4 of occasion

1 ere*%a%ed mar/e%* !r m&l%>+eme*% %are%*"

:hen mar0et se+mentation reveals several ,otential tar+et se+ments that the com,any can serve

,rofitably s,ecific mar0etin+ mi


37/126

/n some mar0ets the re.uirements of in4ivi4ual customers are uni.ue an4 their ,urchasin+

,o9er is sufficient to ma0e 4esi+nin+ a se,arate mar0etin+ mi< for each customer a viable

o,tion Many service ,rovi4ers such as a4vertisin+ mar0etin+ research firms architects an4

solicitors vary their offerin+s on a customer to customer basis /t 4iffers from our SBU7s strate+y

because in this ,rocess ,eo,le 9ill 4iscuss face to face 9ith each customer their re.uirements

an4 tailor their services accor4in+ly 5ence this is not follo9e4

91 C'!!+* a mar/e% .!6erae +%ra%e$ depe*d+ !*"

1 C!mpa*$ re+!&r.e+" Bein+ one of the lar+est com,anies of Ban+la4esh 'ran has

enou+h resources for a4vertisin+ an4 mar0et covera+e

1 Pr!d&.%" *rooto is 4ifferent in taste an4 many other as,ects than their com,etitors /n

their a4vertisements they try to sho9 that ,eo,le cannot obtain man+oes all year roun4 but one can have *rooto 9henever they 4esire

1 Pr!d&.% le .$.le +%ra%e$" Li0e other ,ro4ucts 'ran *rooto itself focuses on

,ro4uct life cycle strate+ies

61 C!mpe%%!rB+ +%ra%e$" *or bein+ better than their com,etitors they 4o more

,ublicity social 9or0s an4 concerts amon+ others

51 ,!&r.e+ ! dere*%a%!*"

i Pr!d&.%" in 1>1 9hen 'RA an4 R*L mer+e to+ether it became one of the

bi++est business +rou,s in Ban+la4esh 'RAR*L is currently one of the most

a4mire4 foo4 an4 bevera+e bran4s amon+ the millions of ,eo,le of Ban+la4esh

an4 other ?? countries of the 9orl4 9here 'RA 'ro4ucts are re+ularly bein+

e


38/126

1 +%*.%6e" in their ,romotion they also focus on the fact that one can have

*rooto all year roun4 but cannot +et mon+o al9ays $his is 4ifferent than their

com,etitors

iii ,&per!r" better in .uality than other 4rin0s of a similar ty,e $hey are better in

taste than other 2uice61 C!mm&*.a#le" it means 4irect or in4irect contact 9hich they 4o by a4vertisin+

an4 sales ,romotion

61 A!rda#le" 'ran *rooto !-"ml is only !! ta0a 9hich is affor4able for everyone

;1 al&e pr!p!+%!*"

/t is a business or mar0etin+ statement that summari6es 9hy a consumer shoul4 buy a

,ro4uct or use a service $his statement shoul4 convince a ,otential consumer that one

,articular ,ro4uct or service 9ill a44 more value or better solve a ,roblem than other similar offerin+s

'ran *rooto !-"ml +oes 9ith more of the same because it tastes better that other man+o 2uice li0e *ruti0a or Man+olee /t means they +ive more benefits but at the same ,rice

C'ap%er


39/126

selecte4 SBU'RA *rooto !-" ml is a ,ro4uct because it is offere4 for attention ac.uisition

an4 consum,tion to satisfy the nee4 of thirst an4 refreshment /t is ,ro4uce4 an4 sol4 an4 thus

result in the manufacturin+ ,rocess in its factory /t is also tan+ible se,arable from its ,ro4ucer

can be store4 for later useEconsum,tion an4 results in the o9nershi, So 9e can say that it is a

com,lete ,ro4uct

,er6.e+"

A service is any activity or benefit that can be offere4 that is intan+ible inse,arable hi+hly

,erishable an4 variable an4 4oes not result in the o9nershi, of anythin+ &ur selecte4 SBU

'RA *rooto !-" ml is not a service because it 4oes not hol4 any of the characteristics of a

service mentione4 above So it is a ,ro4uct

Epere*.e+"

%


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$he first an4 most basic level is the core benefitEcustomer value 9hich a44resses the .uestion

9hat is the buyer really buyin+NJ $he core an4 ,roblem solvin+ benefit that consumers see0

from 'RA*rooto is satisfyin+ thirst an4 refreshment

$he secon4 level is the actual ,ro4uct At this level ,ro4uct ,lanners must turn the core benefit

into an actual ,ro4uct $hey nee4 to 4evelo, ,ro4uct an4 service features 4esi+n a .uality level

a bran4 name an4 ,ac0a+in+ 'RA *rooto is an actual ,ro4uct /ts features 4esi+n ,ac0a+in+

bottlin+ label .uality level bran4 name an4 all other attributes have been combine4 carefully to

4eliver the core customer value of satisfyin+ thirst an4 refreshment

$he thir4 level is the au+mente4 ,ro4uct At this level ,ro4uct ,lanners must buil4 an au+mente4

,ro4uct aroun4 the core benefit an4 actual ,ro4uct by offerin+ a44itional consumer services an4

benefits Au+mente4 ,ro4uct inclu4es 4elivery an4 cre4it after sale service ,ro4uct su,,ort

9arranty instructions on ho9 to use the ,ro4uct ,rovi4in+ contact number for a44itional

assistance etc 'RA *rooto is a 0in4 of au+mente4 ,ro4uct because on its ,ac0a+in+ there are

some instructions ,rovi4e4 by 'RA re+ar4in+ the use of it for e


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$he fourth an4 last level is the ,otential ,ro4uct 9hich is the true solution that customers are

see0in+ 9hen they buy the ,ro4uctEservice Somethin+ so uni.ue offer that no other com,any

,rovi4es 'RA *rooto our SBU 4oes not ,rovi4e anythin+ of that 0in4 /f the uni.ue feature is

,rovi4e4 by the secon4 com,any this becomes au+mente4 ,ro4uct

T$pe+ ! .!*+&mer pr!d&.%"

Consumer ,ro4ucts3 A ,ro4uct bou+ht by final consumer for ,ersonal consum,tion

Consumer ,ro4ucts are of 4ifferent ty,es3 $hey are3

Convenience ,ro4ucts

Sho,,in+ ,ro4uct

S,ecialty ,ro4uct

Unsou+ht ,ro4uct

Amon+ the 4ifferent ty,es of consumer ,ro4ucts 'RA *rooto is 0in4 of convenience ,ro4uct

/t is fre.uently ,urchase4 9ith little ,lannin+ little com,arison or sho,,in+ effort lo9 customer

involvement /t is also lo9 ,rice4 4istribute4 9i4ely locate4 conveniently an4 ,romote4

9i4es,rea4 by the ,ro4ucer All of this falls un4er the characteristics of convenience ,ro4uct

Consumers ,urchase it fre.uently an4 9ith less ,lannin+ :hen they +o to or ,ass by a small

retail store they 2ust see an4 buy it $hey 4on7t ,lan so much before buyin+ $hey also com,are bet9een bran4s very little an4 4on7t ,ut much sho,,in+ effort an4 their involvement is also very

lo9 at the time of buyin+ this ,ro4uct /t is ,rice4 very lo9 (our SBU 'RA *rooto !-" mlonly

$P !!) /t is 4istribute4 9i4ely so 9e fin4 it in every ,urchase outlet throu+hout the country

ran+in+ from lar+e su,ermar0ets to small retail stores As a result 9e can fin4 it in any

convenient location nearby our home or 9or0,lace /t is also ,romote4 9i4ely :e can see the

a4vertisement of 'RA *rooto in almost every $K channels of our country an4 very fre.uently

in a 4ay /t is also ,romote4 outsi4e of our country as it is e


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an4 9hen buyin+ a 2uice ,eo,le usually 4o not ,lan so much $hey 2ust +o to a store an4 choose a

bran4 $here are so many 2uice bran4s in Ban+la4esh li0e *rooto an4 they are almost same in

terms of taste an4 .uality So consumers 4on7t nee4 to thin0 so much before buyin+ this ,ro4uct

Bran4s similar to 'RA *rooto for e


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# Labelin+

- 'ro4uct su,,ort services

71 Pr!d&.% a%%r#&%e+"

Develo,ment of a ,ro4uct also involves 4efinin+ the benefits that it 9ill offer So ,ro4uct

attribute involve .uality features an4 style an4 4esi+n

uality is the most im,ortant factor of a ,ro4uct an4 also the mar0eter7s ma2or ,ositionin+ tools

uality refers to ho9 +oo4 or ba4 service a ,ro4uct +ives or ho9 customer satisfaction it can

+ive 'RA *rooto is a ,ro4uct ma4e for ,eo,le of all a+e So the com,any tries to ensure +oo4

.uality $he com,any ma4e some a4vertisements sho9in+ that their ,ro4uct is safe hi+h .uality

ma4e from real in+re4ients in their state of art factory by usin+ mo4ern technolo+y an4 by

ensurin+ a safe an4 hy+iene ,rocess

'ro4ucts can be offere4 9ith 4ifferent variety 'RA *rooto is offere4 9ith 4ifferent si6e (!-"

ml -"" ml an4 1""" ml) 4ifferent ,ac0a+in+ (ase,ticEtetra ,ac0s an4 ,et bottle) an4 4ifferent

,rices for 4ifferent ty,es of consumers

'ro4uct style an4 4esi+n is also a very im,ortant factor 'RA *rooto7s bottlin+ an4 ,ac0a+in+

is 4esi+ne4 is such a 9ay that it loo0s attractive to its consumers

21 @ra*d*"

A bran4 is a name term symbol 4esi+n or a combination of these that i4entifies the ,ro4ucts of

one seller or +rou, of sellers an4 4ifferentiates them from those of com,etitors Mana+in+ an4

maintainin+ a bran4 name is very im,ortant for any ,ro4uct 'RA starte4 its 2ourney in 1>1

an4 no9 it is one of the most ,o,ular bevera+e bran4s in our country So it has a stron+ bran4

name an4 to maintain their bran4 name 'RA is constantly ma0in+ efforts by 4evelo,in+ their

,ro4ucts 'RA has its o9n bran4 name 'RAN an4 it i4entifies the +oo4s ,ro4uce4 an4 sol4

43


44/126

by 'RA Com,any $his bran4 name 'RAN also 4ifferentiates the +oo4s ,ro4uce4 an4 sol4

by 'RA Com,any from its com,etitors /t uses the follo9in+ lo+o attache4 belo93

81 Pa./a*"

'ac0in+ refers to the 4esi+nin+ an4 the container or 9ra,,er for a ,ro4uct /t is one of the tools

that can attract consumers to buy the ,ro4uct 'RA also 4o their ,ac0a+in+ very 9ell $he

'RA *rooto is bottle4 an4 ,ac0a+e4 in such a 9ay that it loo0s attractive to the consumers an4

'RA also ensures the safety of this ,ro4uct by ,ac0a+in+ it in an ase,ticEtetra ,ac0

51 La#el*"

Labelin+ means attachin+ ta+s ,uttin+ 4ifferent +ra,hics an4 ,ictures 4escri,tionsEinstructions

on usin+ the ,ro4uct in+re4ients an4 nutritional information on the ,ac0 $he label i4entifies the

,ro4ucts an4 also the bran4 'RA 4oes its labelin+ very 9ell $he 'RA *rooto has its o9n

bran4 name ,ictures of man+o its o9n ta+ an4 these are its labelin+ 'RA Com,any7s labelin+

i4entifies its ,ro4ucts amon+ the ,ro4ucts of com,etitors :e can also see that on the ,ac0a+in+

of our SBU'RA *rooto !-" ml there are instructions re+ar4in+ the use of the ,ro4uct

information re+ar4in+ the in+re4ients from 9hich the ,ro4uct is ma4e an4 also the nutritional

information All these are si+ns of labelin+

44


45/126

Labelin+

Pr!d&.% +&pp!r% +$+%em"

/n the ,ro4uct strate+y customer service is also a very im,ortant element But 'RA 4oes not

have any ,ro4uct su,,ort system for their ,ro4ucts So this ,oint cannot be relate4 to our SBU

Pr!d&.% l*e de.+!*+"

'ro4uct line is a +rou, of ,ro4ucts that are closely relate4 because they function in a similar

manner are sol4 to the same customer +rou,s are mar0ete4 throu+h the same ty,es of outlets or

fall 9ithin +iven ,rice ran+es 'RA has a number of ,ro4uct lines $hey are uice 4rin0

ba0ery carbonate4 bevera+es snac0s culinary biscuits confectionary 4airy health foo4 4rin0

fro6en foo4s brea0fast an4 refreshment rehy4ration etc

'ro4uct Line of 'RA *oo4s Lt4 is sho9n belo93

4*


46/126

Pr!d&.% l*e le*%'"

Line stretchin+3 A44in+ ,ro4ucts that are hi+her or lo9er ,rice4 than the e


47/126

'et bottle Ase,ticE$etra ,ac0

!-" ml -"" ml 1""" ml

Pr!d&.% l*e 4d%'"

'ro4uct line 9i4th is the number of 4ifferent ,ro4uct lines carrie4 by the com,any 'RA has a

number of ,ro4uct lines $hey are uice 4rin0 ba0ery carbonate4 bevera+es snac0s culinary

47


48/126

biscuits confectionary 4airy health foo4 4rin0 fro6en foo4s brea0fast an4 refreshment

rehy4ration etc

Some sam,les of 4ifferent 'ro4uct linesEcate+ories of 'RA are sho9n belo93

Ba0ery Carbonate4 bevera+e Biscuits

Confectionary Culinary Dairy ,ro4ucts

Drin0 uice Snac0s Mineral 9ater

Pr!d&.% l*e dep%'"

'ro4uct line 4e,th is the number of 4ifferent versions of each ,ro4uct in the line 'ro4uct line

4e,th inclu4es 4ifferent flavors colors of the ,ro4uct &ur SBU 'RA*rooto !-" ml has only

one flavor /t has no other variations So this theory cannot be relate4 to our ,ro4uct

4+


49/126

Pr!d&.% l*e .!*++%e*.$"

'ro4uct line consistency is ho9 closely relate4 the ,ro4uct lines are $he ,ro4uct lines of 'RA

*oo4s Lt4 are closely relate4 because all the ,ro4uct lines inclu4e foo4 an4 bevera+es only

@ra*d +p!*+!r+'p"

$here are four ty,es of bran4 s,onsorshi,s $hey are3

1 ManufacturersEnational bran4! 'rivate or store bran4s

F Licensin+

# Cobran4in+

Ma*&a.%&rer+*a%!*al #ra*d+" A ,ro4uct may be launche4 as a national bran4 9hen a

Com,any sells their ,ro4uct un4er their o9n bran4 names &ur SBU'RA *rooto !-" ml is a

manufacturers bran4 because it is sol4 un4er 'RA Com,any7s o9n bran4 name'RA *rooto

Pr6a%e !r +%!re #ra*d+" A ,rivate bran4 is a bran4 9hen a reseller +ives the manufacturers

bran4 a ,rivate bran4 name 'RA *rooto !-" ml is not a ,rivate bran4 because it is sol4 un4er

the com,any7s o9n bran4 name 'RAN /t is a manufacturer7s bran4

L.e*+*" 'RA *rooto is not a license4 bran4 /t a national bran4 because it is sol4 un4er the

com,any7s o9n bran4 name 'RAN

C!>#ra*d" Cobran4in+ occurs 9hen t9o establishe4 bran4 names of 4ifferent com,any7s are

use4 on the same ,ro4uct *irst time in Ban+la4esh R&B/ 'RA intro4uces CoBran4e4

Scratch Car4 Bonus ,ro,osition 9ith %


50/126

%


51/126

C'ara.%er+%.+ ! a +er6.e"

,er6.e

A service is any activity or benefit that one ,arty can offer to another that essentially intan+ible

an4 4oes not result in the o9nershi, of anythin+

A service has four characteristics $hey are the follo9in+3

1 /ntan+ibility! /nse,arability

F Kariability

# 'erishability

I*%a*#l%$"

Services cannot be seen teste4 felt hear4 or smelle4 before ,urchase &ur SBU'RA *rooto

!-" ml is not a service /t is a ,ro4uct because it can be seen teste4 felt or smelle4 /t is not

intan+ible rather it is tan+ible So it is a com,lete ,ro4uct

I*+epara#l%$"

Services cannot be se,arate4 from their ,rovi4ers &ur SBU is not a service because it is

se,arate4 from the ,ro4ucers an4 than mar0ete4 So 9e can say that it is se,arable from its

,ro4ucers 9hereas services cannot be se,arate4 from their ,rovi4ers

*1


52/126

ara#l%$"

uality of services 4e,en4s on 9ho ,rovi4es them an4 9hen 9here an4 ho9 it is ,rovi4e4 $he

variability of the services is very hi+h then the ,ro4ucts 'RA *rooto is a ,ro4uct an4 it is not

variable li0e a service /t is ,ro4uce4 un4er only one ,ro4ucer an4 its .uality is the same

re+ar4less of 9here 9e buy it /t is not 2ust that the *rooto 9hich 9e fin4 in bi+

su,ermar0etsE4e,artmental stores is of hi+h .uality an4 the one 9hich 9e fin4 in small retail

store in near our house is of lo9 .uality $he .uality is the same every9here

Per+'a#l%$"

Services are hi+hly ,erishable $his means that they cannot be store4 for later sale or use $his

also 4oes not +o 9ith our SBU because it is a ,ro4uct an4 it can be store4 for later sale or use

%ven if the ,ro4ucer 4ies the ,ro4uct still 4oes not ,erishes 9hereas services ,erishes 9ith the

4eath of the ,rovi4er

Mana+in+ the bran4 is another most im,ortant ,art of bran4 4evelo,ment $he bran47s

,ositionin+ must be communicate4 to customers continuously 'RA Com,any is also mana+in+

their bran4 name very carefully an4 successfully $hey are continuously communicatin+ to the

customers throu+h television a4vertisements intro4ucin+ ne9 ,ro4ucts an4 ensurin+ the safety

of their ,ro4ucts

C'ap%er 70?77 (MKT207)

Pr.* Pr!d&.%+

e*%!*+"

Pr.e" $he amount of money char+e4 for a ,ro4uct or service or the sum of the values that

customers e


53/126

the +overnment has set a ,rice level 9hich may not be chan+e4 for in4ivi4ual sales 'ran frooto

has fi


54/126

ar+ument is that the mar0eter shoul4 chan+e ,ro4uct ,lace or ,romotion in some 9ay before

resortin+ to ,rice re4uctions 5o9ever ,rice is a versatile element of the mi< as 9e 9ill see

Pe*e%ra%!* Pr.*

$he ,rice char+e4 for ,ro4ucts an4 services is set artificially lo9 in or4er to +ain mar0et share

&nce this is achieve4 the ,rice is increase4 $his a,,roach 9as use4 by *rance $elecom an4 S0y

$K $hese com,anies nee4 to lan4 +rab lar+e numbers of consumers to ma0e it 9orth their 9hile

so they offer free tele,hones or satellite 4ishes at 4iscounte4 rates in or4er to +et ,eo,le to si+n

u, for their services &nce there is a lar+e number of subscribers ,rices +ra4ually cree, u,

$a0in+ S0y $K for e


55/126

Mar0ets0immin+ ,ricin+ is a strate+y un4er 9hich ,ro4ucer sets a hi+h ,rice for a ne9 hi+h

en4 ,ro4uct or a uni.uely 4ifferentiate4 technical ,ro4uct $he aim of this strate+y is to obtain

ma


56/126

Pr!d&.% M Pr.* ,%ra%ee+"

Pr!d&.% L*e Pr.*"

'ro4uct line is a +rou, of relate4 ,ro4ucts manufacture4 by a sin+le com,any Com,anies

usually 4evelo, ,ro4uct lines rather than sin+le ,ro4ucts

'RA also has various ,ro4uct lines :e can ta0e their 2uice sector for e


57/126

'ro4uct bun4le ,ricin+ is a mar0etin+ ,loy in 9hich several ,ro4ucts are offere4 for sale in one

combine4 unit that is often mar0e4 at a re4uce4 ,rice com,are4 to the sum of their se,arate

,urchase ,rices /n case of international tra4e fair 9e can consi4er 'ran 2uice biscuit an4 man+o

bar to be bun4le ,ricin+ at lo9er ,rice in com,arison to in4ivi4ual buyin+ if those ,ro4ucts

Pr.e Ad-&+%me*%+ ,%ra%ee+"

+.!&*% a*d All!4a*.e Pr.*"

Discount is a strai+ht re4uction in ,rice on ,urchases 4urin+ a state4 ,erio4 of time or of lar+er

.uantities Discount can be available in various forms cash 4iscount .uantity 4iscount

functional 4iscount seasonal 4iscount Althou+h cash 4iscount in association 9ith robi frooto has

ensure4 t0 off u,on ,urchase of any t0- or t0 ! rechar+e car4 /f they ,urchase from ru,oshi

4o0an at least 1"" units they +et t0 -" off so .uantity 4iscount e


58/126

,eo,le are +oin+ to buy a 'RA 2uice because at a lo9er ,rice they are +ettin+ .uality for that is

the strate+y 'RA follo9s *rooto is available at t0 !! 9hich a ,art of ,ricin+ cues that sets in a

9ay as if it ran+es amon+ t0 !" so ,sycholo+ical ,ricin+ e


59/126

often in a facetoface manner or by tele,hone %


60/126

sales ,romotion an4 combines them to ,rovi4e clarity consistency an4 ma


61/126

• A O Attention (A9areness)3 attract the attention of the customer

• / O /nterest3 raise customer interest by focusin+ on an4 4emonstratin+ a4vanta+es an4

benefits (instea4 of focusin+ on features as in tra4itional a4vertisin+)

• D O Desire3 convince customers that they 9ant an4 4esire the ,ro4uct or service an4 that

it 9ill satisfy their nee4s

• A O Action3 lea4 customers to9ar4s ta0in+ action an4Eor ,urchasin+

Usin+ a system li0e this +ives one a +eneral un4erstan4in+ of ho9 to tar+et a mar0et effectively

Movin+ from ste, to ste, one loses some ,ercent of ,ros,ects

A/DA is a historical mo4el rather than re,resentin+ current thin0in+ in the metho4s of

a4vertisin+ effectiveness

Me%'!d+ !r +e%%* T!%al #&de%"

'romotional bu4+ets are often 4etermine4 usin+ a more sim,listic a,,roach such as

4eterminin+ ho9 much money is available or basin+ ,romotional e


62/126

21 Per.e*%ae ! ,ale+ me%'!d" /n this metho4 com,anies set their bu4+et at a certain

,ercenta+e of current or forecaste4 sales $he ,ercenta+e of sales metho4 is sim,le to use an4

hel,s mana+ement thin0 about the relationshi,s bet9een ,romotion s,en4in+ sellin+ ,rice an4

,rofit ,er unit

81 C!mpe%%6e Par%$ me%'!d" Settin+ bu4+ets to match com,etitors= outlays an4 fun4s $hey

monitor com,etitors7 a4vertisin+ an4 follo9 it

91 O#-e.%6e a*d Ta+/ me%'!d" $he most lo+ical bu4+et settin+ metho4 is the ob2ective an4 tas0

metho4 9hereby the com,any sets its ,romotion bu4+et base4 on 9hat it 9ants to accom,lish

9ith ,romotion $his metho4 entails 4efinin+ s,ecific ,romotion ob2ectives the tas0s nee4e4 to

achieve these ob2ectives an4 estimatin+ the costs of ,erformin+ these tas0s

Pr!m!%!* M ,%ra%ee+

A4vertisin+ is a non,ersonal ,resentation an4 ,romotion of i4eas +oo4s or services /t is the

most effective tool to 4rive consumer behavior in a ,articular 9ay in re+ar4 to a ,ro4uct service

or conce,t &ver the years 'on47s has come u, 9ith numerous successful a4vertisements /t has

enable4 them to im,rove their sales thus their ,rofit /t has also enable4 them to create a ,ositive

reco+nition 9orl49i4e

A4vertisements are usually the first +lance a consumer +ets to9ar4s the ,ro4uct thus it must be

both un4erstoo4 an4 a,,reciate4 by the consumers $he com,any has to select the best ,ossible

me4ia of a4vertisement to attract their consumers

T'ere are %4! %$pe+ ! +ale+ pr!m!%!* +%ra%ee+"

• A ,ush strate+y

• A ,ull strate+y or

"2


63/126

A P&+' ,%ra%e$"

A H,ush7 sales ,romotion strate+y involves H,ushin+7 4istributors an4 retailers to sell your

,ro4ucts an4 services to the consumer by offerin+ various 0in4s of ,romotions an4 ,ersonal

sellin+ efforts :hat ha,,ens here is that a com,any ,romotes their ,ro4uctEservices to a reseller

9ho in turn ,romotes it to another reseller or to the consumer $he basic ob2ective of this strate+y

is to ,ersua4e retailers 9holesalers an4 4istributors to carry your bran4 +ive it shelf s,ace

,romote it by a4vertisin+ an4 ultimately H,ush7 it for9ar4 to the consumer $y,ical ,ush sales

,romotion strate+ies inclu4e buybac0 +uarantees free trials contests 4iscounts an4 s,ecialty

a4vertisin+ items

A P&ll ,%ra%e$"

A H,ull7 sales ,romotion strate+y focuses more on the consumer instea4 of the reseller or

4istributor $his strate+y involves +ettin+ the consumer to H,ull7 or ,urchase the ,ro4uctEservices

4irectly from the com,any itself $his strate+y tar+ets its mar0etin+ efforts 4irectly on the

consumers 9ith the ho,e that it 9ill stimulate interest an4 4eman4 for the ,ro4uct $his ,ull

strate+y is often use4 9hen 4istributors are reluctant to carry or 4istribute a ,ro4uct $y,ical ,ull

sales ,romotion strate+ies inclu4e sam,les cou,ons cash refun4s or rebates loyalty ,ro+rams

an4 re9ar4s contests s9ee,sta0es +ames an4 ,ointof,urchase 4is,lays

$he 'RA follo9s the P&ll +%ra%e$ 'ull strate+y is 4irectin+ the ,romotional mi< at ultimate

consumers to encoura+e them to as0 the retailer for the ,ro4uct

C'ap%er>75 Mar/e%* C!mm&*.a%!* M

Ad6er%+*

A4vertisin+ refers to any ,ai4 form of a4vertisement of non,ersonal ,resentation an4 ,romotion

of i4eas +oo4s an4 services by an i4entifie4 s,onsor /f 9e ta0e a loo0 at the 'ran a44 of !-"ml

title4 as Shomoy &shomoyN by the use of an i4entifie4 s,onsor such as the 'ran use4 the non

,ersonal ,resentation ( no re,resentative the com,any of involve4) an4 ,ai4 the channel to

broa4cast their a44 an4 hence they con4uct 9hat is calle4 ad6er%+eme*%1

T$pe+ ! ad6er%+eme*%

"3


64/126

71 I*!rma%6e Ad6er%+eme*%

• $ells the mar0et about their ne9 ,ro4uct

• Su++est ne9 i4eas

• /nform about the ,rice chan+e

• %


65/126

they remin4s about the nee4 of their ,ro4uct 'ran frooto of !-" ml is not fitte4 as the

informative a4vertisin+ this is because informative a4vertisin+ a,,licable for a ne9

,ro4uct but frooto is not recently because it 9as launche4 in !""? &ur ,ro4uct 4oes have

any ne9 uses e


66/126

$he 'ran frooto ha4 also ma4e a very effective a4vertisement /f 9e ta0e a closer loo0 9e

9ill see all the characters involve are in a 2oyous moo4 9hether it is in a beach or

9al0in+ across the roa4 in a hot sunny 9eather 9hat refreshes them is frooto $he ,erson

seatin+ besi4e enhances his moo4 by a si, of frooto %ven the ,erson e


67/126


68/126

sales activities by ,rovi4in+ lar+er cou,on values more 4ramatic ,oint of ,urchase an4 the use

of interactive me4ias such as internet or cell ,hones

"+


69/126

/n case of a4vertisement 9e can see that it is not at all sales ,romotion because it is a ,ai4 form

of non,ersonal ,resentation to ,romote i4ea +oo4s an4 services Secon4ly from the above

,icture 9e can also 4e4uce that this is sales ,romotion as it is referre4 to short term incentive as

mentione4 above the offer on 'ran frooto is vali4 till Ja*&ar$ 87D2079

5 Ma-!r %rade pr!m!%!* %!!l+"

1 Discounts

! Allo9ance

F *ree Goo4s# 'ush Money

51 ,pe.al%$ Ad6er%+* I%em+

o tra4e ,romotions use4 by our SBU 'ran frooto !-" ml

70 Ma-!r C!*+&mer ,ale+ pr!m!%!* %!!l+

1 Sam,les

! Cou,onsF Cash Refun4s

# 'rice 'ac0s

- 'remiums A4vertisin+ S,ecialities

? 'atrona+e Re9ar4s

'ointof,urchase Dis,lays An4 Material

> Contest1" S9ee,sta0es

"'


70/126

As 9e 0no9 .!&p!*+are certificates that +ive buyer a savin+ 9hen they ,urchase s,ecifie4

,ro4ucts so here 9e can see if users of Robi rechar+e t0 - an4 t0! usin+ scratch car4s only

they 9ill be ,rovi4e4 9ith $0 less on 'ran frooto !-" ml or 'o9er ener+y 4rin0 so it +ives

savin+ to the buyer Ad6er%+* +pe.al%e+ are calle4 ,romotional ,ro4ucts are useful articles

im,rinte4 ai4e4 9ith ,ro4ucts or com,anies name lo+o or messa+e they may inclu4e $shirts

mu+s ,ens ,encils an4 calen4ar an4 so on 5ere 9e can see in the year !"1F 'ran frooto

s,onsore4 BSA Me4ia cu, cric0et 9here they create4 some $shirts im,rinte4 9ith 'ran frooto

lo+o an4 name an4 hence a4vertisin+ s,ecialities is foun4 /n a44ition they also intro4uce4

frooto +reetin+s car4 as +iven above another si+nificance of a4vertisin+ s,ecialities $hey in the

year !"1F intro4uce4 'ran*rooto BSA Me4ia Cu, Cric0et or+ani6e4 by Ban+la4esh S,orts

ournalists Association (BSA) be+ins to4ay at the Maulana Bhasani ational 5oc0ey Sta4ium

in the city :here channels li0e e9 A+e vs Paler Pontha 'rothom Alo vs e9 ation (>3F"

am) Channel !# vs Alo0ito Ban+la4esh an4 Channel i vs BSS com,ete4 an4 hence fi+htN 9ith

each other as result .!*%e+% has been i4entifie4

e6el!p* %'e +ale+ pr!ram depe*d+ !*"

Si6e of the incentive

Con4itions for ,artici,ation

5o9 to ,romote 4istribute the ,romotion ,ro+ram

Len+th of the ,romotion ,ro+ram

%valuation

5ere if 9e consi4er the sales ,romotion of 'ran frooto 'o9er ener+y 4rin0 an4 Robi as sales

,ro+ram they nee4 to 4evelo, hi+hli+htin+ on the above factors 5ere they 'ran frooto !-"ml

nee4s to 4etermine 9hat is the +e ! %'e *.e*%6e they are ,rovi4in+ in this case the si6e is asmuch as $0 u,on ,urchase of scratch car4 of Robi of $0- an4 $0! $he con4ition have also

been fin4 to be very much s,ecific such as only Robi customer 9ill +et an4 they nee4 to buy

scratch car4s as loa4 9ill not 4o an4 scratch car4 either of $0- or $0! So all the .!*d%!*+

!r par%.pa%!* have been clearly consi4ere4 9hen con4uctin+ the ,ro+ram $hey have also

4eci4e4 ho9 to ,romote an4 4istribute their ,ro+ram usin+ me4ia such as the telecom ne9 b4

70


71/126

( internet 9ebsites) $hey have also 4eci4e4 the len+th of ,romotion that it is vali4 till Ja*&ar$

87D20791 An4 finally e6al&a%ed further

@&+*e++ pr!m!%!*

Convention an4 tra4e sho9s

Sales contest

/f 9e consi4er tra4e sho9s at /nternational tra4e fair 'ran frooto informs about their ne9 an4

e


72/126

,lace a ne9s9orthy information about me4ia cu, cric0et /n a44ition to that they as ,er the

,icture belo9 use4 Paler 0ontho ne9s,a,er me4ia to create an4 convey the ne9s that tic0et

9orth $0 !" (for a4ults) can be sol4 at $01-" if they brou+ht any label of 'ran frooto $hey

have 'RA *rooto arran+es vehicle su,,ort to 5a22 'il+rims usin+ me4ia such as the

#a*lade+'*!1.!m 'RA *rooto Ki.arunnisa oon 1th Science *estival o,enin+ on 1! Se,t

!"1! 9as ,ublishe4 by allmedal*/+1.!m

SA?E 6HE

.H


73/126

• 8ritten9Published #aterial

• Audi&isual #aterial

•

.&r)&rate


74/126

suh as2 t& em&ti&nally &nnet ith their &nsumers;


75/126

/n re+ar4s to 'ran *rooto !-"ml 9e can analy6e that it is satisfyin+ the Hstate4 nee4s7 an4

H4eli+ht nee4s7 of the costumers State4 nee4s because the costumers are as0in+ for a ne9 fresh

an4 fruity refreshment an4 they also 9ant it even 9hen it is not the man+o season an4 that is

9hat 'ran *rooto is offerin+ them $he state4 nee4 is very 9ell 4is,laye4 in the 'ran *rooto

$KC calle4 Sera aamN An4 the 4eli+ht nee4s are satisfie4 because in one of the other $KCs of

'ran *rooto calle4 Shomoy &shomoyN 9e can see that the sur,rise ,resence of the 2uice 9hen

you are in your recreational time or leisure time or on a sunny 4ay or 9hen you are stuc0 in a

traffic 2am ma0es it more interestin+ or less hectic res,ectively

All in all out of the five ty,es of nee4s 'ran *rooto !-"ml is satisfyin+ t9o nee4s that are the

state4 an4 the 4eli+ht nee4s

CHAPTER >2 (C!mpa*$ ? mar/e% ,%ra%e$)

MKT> (807)

7 C!re .!mpe%e*.e+ %'a% are #e* &%led #$ !&r ,@UB+ (PRAN Fr!!%! 250ml)

.!mpa*$"

A core com,etency is a com,any=s uni.ue characteristic or ca,ability that ,rovi4es it a

com,etitive a4vanta+e in the mar0et,lace allo9s it to 4eliver value to its customers an4

contributes to its continue4 +ro9th Core com,etencies ty,ically com,rise fun4amental

0no9le4+e ability or e


76/126

.&l% %! m%a%e" *rooto is 4ifficult to imitate because of their bran4 value as

9ell as their bran4 name lo+o an4 the colour that may lea4 to ,atent violation

2 ,%ra%ee+ +&e+%ed #$ A*+!B+ pr!d&.% mar/e% epa*+!* rd"

/an Ansoff has ,ro,ose4 a useful frame9or0 calle4 the ,ro4uctEmar0et ee6el!pme*% ,%ra%e$"

:hen the 'ran *rooto 9as first launche4 in Ban+la4esh in !""? in a ne9 mar0et

there 9ere three a,,roaches to 4evelo, their mar0et3

$hey ee6el!pme*% ,%ra%e$"

:hen as a ne9 ,ro4uct it 9as launche4 in the current mar0et 'ran *rooto ha4

brou+ht F ,et bottles in 4ifferent si6es an4 in 4ifferent ,rice $hey trie4 to 4evelo,

ne9 features $hey also im,rove4 their technolo+y

7"


77/126

6 6er+.a%!*"

:hen a ne9 ,ro4uct is launche4 in a ne9 mar0et 4iversification ma0es +oo4 sense

as better o,,ortunities are foun4 outsi4e the ,resent business $he 4iversification

strate+ies are of three ty,es3

1 Concentric Diversification Strate+y3 Develo, ne9 ,ro4ucts 9ith the earlier

technolo+y for ne9 se+ments 'ran *rooto 4oes not follo9 this strate+y

! Con+lomerate Diversification Strate+y3 Develo, ne9 ,ro4ucts for ne9 mar0ets /t

4oes not match our SBU

F 5ori6ontal Diversification Strate+y3 Develo, ne9 ,ro4ucts 9ith ne9 technolo+y

for ol4 customers 'ran follo9s this ,rocess earlier they ha4 'ran man+o uice 'ran

Man+o uice 'ac0 an4 'ran oy After9ar4s they 4evelo,e4 ne9 ,ro4uct li0e 'ran

*rooto 9ith ne9 technolo+y for ol4 customers

&LD 'R&DUC$S %: 'R&DUC$S

&LD MARP%$S Mar0et 'enetration 'ro4uct Develo,ment

%: MARP%$SMar0et

Develo,ment Diversification

F Ca%e!re+ ! mar/e%* Alla*.e+ %'a% are #e* &%led #$ !&r ,@U"

Sometimes a com,any may not 9ant or be able to com,ete in a mar0et s,ace by itself

Businesses often form strate+ic alliances for various ,ur,oses Potler an4 Peller (!"">)

4escribe4 four ma2or cate+ories of strate+ic mar0etin+ alliances3 ,ro4uct or service alliances

,romotional alliances lo+istics alliances an4 ,ricin+ collaborations

i Pr!d&.% !r +er6.e alla*.e+"

&ne com,any licenses another to ,ro4uce its ,ro4uct or t9o com,anies 2ointly mar0et

their com,lementary ,ro4ucts or a ne9 ,ro4uct $he ,arent bran4 of &ur SBU 'ran is

9or0in+ 2ointly 9ith R*L an4 has become 'ranR*L

77


78/126

ii Pr!m!%!*al alla*.e+ "

&ne com,any a+rees to carry a ,romotion for another com,any7s ,ro4uct or

service 'ran *rooto for e


79/126

$he reference +rou,s utili6e4 by 'ran *rooto are the Hmembershi, +rou,s7 amon+ 9hich are the

H,rimary +rou,s7 an4 also the Has,irational +rou,s7 As seen in the $KCs Shomoy &shomoyN

Amar onyo naamN an4 Sera aamN the characters they have use4 are basically family frien4s

teacher etc 'eo,le 9ith 9hom you interact on a re+ular bases An4 in the other $KCs of ,ran

frooto they caste4 celebrities li0e Mosharaf Parim an4 also the famous Ban+la4eshi cric0eter

5abibul Bashar sho9casin+ that the a44ition of 'ran *rooto is of +reat im,ortance in to him an4

has very 9ell raise4 the stan4ar4 of the 2uice to the costumers es,ecially to his fans 5ence 9e

sa9 the ,resence of as,irational +rou, as mentione4 above

$here are nine sta+es in the *amily Life Cycle they are3

1 @a.'el!r +%ae" youn+ lo9 income 4ecisions influence4 by ,eers or reference +rou,s

! Ne4l$ marred .!&ple+3 youn+ no chil4ren better off financially

F F&ll *e+% 7" chil4 un4er si


80/126

mersmerizin taste & real man& and natural &l&r m&tiates the )urhase & Pran

r&&t& 2*0 ml;

er#eptio! theorie"

Sele#ti)e Atte!tio!Seletie Attenti&n reers t& seletiely )ayin attenti&n t& the drin here

&ur attenti&n hae been seletiely dran t&ards their &n )r&dut Pran

r&&t& 2*0 ml/ as inerred r&m the add Sh&m&y Bs&m&y;

Sele#ti)e Di"tortio!

8e seletiely dist&rt s&me & the ats &ther )arts & the add suh as the

Sh&m&y Bs&m&y the m&dels used in this add as seletiely dist&rted

r&m &ur mind e tend n&t t& remember them;

Sele#ti)e ete!tio!

8hat e tend t& remember the term that has been stressed suh as Sh&b

Sh&m&y/ Fr&&t& #&y hene they tatully )layed the &ne)t & seletie

retenti&n;;

N!*>C!mpe*+e*a%!r$ m!del ! .'!.e

C!*-&*.%6e" $he consumer set a minimum acce,atable cut off level attribute in case of frooto it

can be that it must rate at least - in term of taste ,ac0a+in+ an4 color

Le.!rap'." $he consumer choose because of some s,ecific attributes that is im,ortant such

as the frooto is may be choose4 because consumer ,refers ,ro4uct of his home country so for

him it mi+ht be an im,ortant attribute to choose frooto

Elm*a%!* #$ a+pe.%" $hey may choose one for it im,ortant attribute an4 for+oe the other 4ueunfulfillin+ miminum cut off level such as Maa6a in this case may be re2ecte4 as it not a

Ban+la4eshi ,ro4uct $hus choose frooto a+ainst it

+0


81/126

C'ap%er" =

Crea%* #ra*d e&%$ a*d #&ld* +%r!* #ra*d+

A #re de+.rp%!* a#!&% !&r ,@U a*d I%B+ pare*% .!mpa*$"

H'RA7 stan4s for 'ro+ram for Rural A4vancement ationally 'RA GR&U' 9as born in

1>" Since then over the years H'RA has 4iversifie4 their activities $o4ay they are the

lar+est ,rocessors of fruits ve+etables bevera+e bran4 in Ban+la4esh an4 have also been

e


82/126

PRAN>RFL Gr!&p"

PRAN>RFL Gr!&p is the Ban+la4eshi foo4,ro4ucts cor,oration base4 in Dha0a Ban+la4esh

foun4e4 in 1>1 by Ma2 Gen (Ret4) Am2a4 0han Cho94hury /t is the lar+est foo4 an4

nutrition com,any of Ban+la4eshit is the lar+est e


83/126

1 A brand name is that ,art of a bran4 that can be s,o0en inclu4in+ letters

9or4s an4 numbers a bran4 name is often a ,ro4uct7s only 4istin+uishin+

characteristic *rooto !-" ml uses the follo9in+ ima+es to cast its bran4 name as

in4icate4 belo9

! A brand mar- is an element of a bran4 that cannot be s,o0en often a

symbol or 4esi+n

F A trademar- is a le+al 4esi+nation in4icatin+ that the o9ner has e


84/126

# A trade name is the full le+al name of an or+ani6ation rather than thename of a s,ecific ,ro4uct

Different ,eo,le have 4ifferent value of Bran4s /t 4iffers from ,erson to ,erson Mainly 9e are

+oin+ to 4escribe the value of bran4in+ from F ,ers,ectives

1 *rom buyers ,oint of vie9

! *rom sellers ,oint of vie9

F *rom cultural ,oint of vie9

• al&e ! @ra*d*

71 r!m#&$er+B p!*% ! 6e4

a) Bran4s hel, customers i4entify s,ecific ,ro4ucts that they li0e an4 4o not li0e 9hich

facilitates the ,urchase of those items that satisfy in4ivi4ual nee4s

b) A bran4 hel,s a buyer evaluate the .uality of ,ro4ucts es,ecially 9hen the ,erson lac0s

the ability to 2u4+e a ,ro4uct7s characteristics that is a bran4 may symboli6e a certain .uality

level to a ,urchaser an4 the ,erson in turn lets that ,erce,tion of .uality re,resent the .uality of

the item

+4


85/126

c) A bran4 hel,s buyers re4uce their ,erceive4 ris0 9hen ma0in+ a ,urchase A bran4 hel,s

re4uce a buyer7s ,erceive4 ris0 of ,urchase

4) A bran4 can +ive buyers the ,sycholo+ical re9ar4 that comes from o9nin+ a bran4 that

symboli6es status

21 r!m+eller+B p!*% ! 6e4

a) Sellers7 bran4s i4entify each firm7s ,ro4ucts 9hich ma0es re,eat ,urchasin+ easier for

consumers Bran4in+ also facilitates ,romotional efforts because each bran4e4 item im,licitly all

similarly bran4e4 items

b) $o the e

a) Most bran4 e


86/126


87/126

F&re" @ra*d* +%ra%e$

Epla*a%!* ! @ra*d* ,%ra%e$

Most of the ,eo,le in our country ,refer bran4e4 ,ro4ucts in or4er to buy ,ro4ucts /f the

,ro4ucts that customers are buyin+ belon+s to a bran4 then they 4on7t thin0 t9ice before buyin+

As the @ra*d3 is alrea4y establishe4 an4 +ot ,ositive fee4bac0 from the customers A Bran4strate+y can be 4evelo,in+ by 0ee,in+ %4! a.%!r+ in notice $hey are @ra*d *ame a*d

pr!d&.% .a%e!r$1 Com,any shoul4 also focus on 9hether the pr!d&.% .a%e!r$ they are

launchin+ is it *e4 !r e+%* Also the #ra*d *ame they are +oin+ to launch is it *e4 !r

e+%*1 Line e


88/126

$his is as o,,ose4 to bran4 e


89/126

Up>Mar/e% ,%re%.'

Com,anies may 9ish to enter the hi+h en4 of the mar0et for more +ro9th hi+her mar+ins or

sim,ly to ,osition themselves as fullline manufacturers 'RA *rooto is no9 a 9ell establishe4

bran4 an4 their com,etitor has lost their mar0et to 'RA*rooto So *rooto is no9 the only

@ra*d that7s rulin+ the mar0et ote that they invente4 entirely ne9 names rather than usin+ or

inclu4in+ their o9n names

T4!>a$ ,%re%.'

Com,anies servin+ the mi44le mar0et mi+ht 4eci4e to stretch their line in both 4irections

'RA*rooto never use4 this line $hey first intro4uce4 themselves as a lo9 en4 ,resti+e ,ro4uct

an4 then 9hen they +ot the mar0et share they enter into hi+h en4 ,resti+e ,ro4ucts cate+ory

M&l% #ra*d+> $he Com,any 4eci4es to intro4uce more bran4s into an e


90/126

Iuie

(lass$&ttle

Pet$&ttle

6in.an

rin

Pet$&ttle

SahetPa

HPESha)ePa

#ineral8ater

PRA,PurerininaterJPlasti$&ttleK

$aery

$read

ayer.ae

Pie.ae

.ustardae

.arb&natedbeerae

S&tdrinsEneryrins

Snas

,&&dles

FriedSnas

BtherEthnis

.hutney

PalletSnas

.ulinary

#ustardBil

Saue

Pa)ad

H&ney

IamLIelly

Pile

#i:s)ie

S)ie

$isuit

8aer

.ream

.raers

6&ast

airy

CH6Pasturised

#ilAllied)r&duts-(hee/.heese/#ilbaseddrin;

Fullreammilman

#ildrins

.&neti&nary

&llyP&)

.h&&late

.andy

Fruitbar

.hein(um

EdibleIelly

HealthF&&dLrin

R&bustJSahetPa/IarK

$reaastandRereshment

Rereshment5BranePlusH&t5&%H&use

Rehydrati&n

Saesalteddrin-Sahet)a

Fr&zenF&&d

Ihat)atPlain)aratha/r&tiha)ati/G&urr&ti/al&&)aratha/dal)uri/al&&)uri/shinara/s)rin

communication *rooto create4 a stron+ ,o9erful a,,eal amon+ the tar+et +rou, of

,eo,le

:ith the launchin+ of Man+o it7s futureN cam,ai+n in !""> it7s 9innin+ taste

uni.ue communication *rooto create4 a +reat 4eal of e250ml

a1 @ra*d L*e" A bran4 line consists of all ,ro4ucts ori+inal as 9ell as line an4 cate+ory

e PRAN F!!d @ra*d L*e

'0

PRA,

$RA, ine


91/126

J&.e"

$he 4elicious natural an4 s9eet taste fruit 2uice is 4erive4 from the local orchar4 4urin+ the

harvest to ensure the freshness an4 .uality of the 2uice

/t +ives natural ,ul, s.uee6in+ fresh fruits vitamins minerals an4 other in+re4ients ma0e the

2uice refreshin+ natural an4 nutritious

Glass Bottle

'et Bottle

$in Can

'1


92/126

O&r ,@U PRAN Fr!!%! 250 ml + a6ala#le * mar/e% * 2 !rm+>

71 A+ep%. Pa./ 21 PET #!%%le

r*/"

PRAN 4rin0s are li.ui4 s,ecially ,re,are4 to fulfill ,eo,le7s non carbonate4 flavore4 4rin0s

nee4s $he thirst .uenchin+ flavor 4rin0s ,rovi4e a +oo4 ran+e of fruit flavor that contains

vitamins an4 +ives taste of fruit

HPE ,'ape Pa./

Pe% @!%%le

,a.'e% Pa./


93/126

M!#le ,'ape

90ml

Fr&% ,'ape

90ml

I.e L!ll$

90ml

I.e Pa*da

90ml

I* HPE @!%%le

Ma*!

7;0ml

Ora*e

7;0ml

P*eapple

7;0ml

Fr&% C!./%al

7;0ml

L%.'

7;0ml

I* PET @!%%le

'3

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L%.'

7 L%er

L%.'

250 ml

Ora*e

7 L%er

PRAN ITA Pl&+ > ,a.'e% ? Paper Pa./

ITA Pl&+

75m

ITA Pl&+

250m

M*eral a%er

PRANhas mineral 9ater in ,lastic bottle ,ac0

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a%er

500ml

a%er

7000ml

a%er

7500ml

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2000ml

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250ml 500ml 7000ml 2000ml

PRAN Ma C!la

Ma C!la

250ml

Ma C!la

500ml

Ma C!la

2 L%er

er! Ma C!la

7 L%er

,*a./+

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Snac0s foo4 are seen in Asian culture as a ty,e of foo4 not meant to be eaten as a main meal of

the 4ay brea0fast lunch or 4inner but one rather that is inten4e4 to assua+e a ,erson7s hun+er

bet9een these meals ,rovi4in+ a brief su,,ly of ener+y for the bo4y $he term may also refer to

a foo4 item consume4 bet9een meals ,urely for the en2oyment of its taste

PRAN snac0s are ty,ically 4esi+ne4 to be ,ortable .uic0 an4 satisfyin+ PRAN snac0 foo4s are

4esi+ne4 to be less ,erishable more 4urable an4 more a,,ealin+ than ,re,are4 foo4s

Fred ,*a./+

Palle% ,*a./+

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C'a*a.'&r

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Palle% ,*a./+

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25m

T!m T!m Cra./er

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C'raLadd&

80 m

M&r M!a

20 m

C'ra@'a-a

750 m

J'alM&r

750 m

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PRAN C'&%*e$

Te%&l C'&%*e$

20m

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20m

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,a&.e

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M&+%ard Ol

Papad

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,p.e (* Jar)

C'll P!4der

200m

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200m

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200m

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200m

101

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P./le

@!r! P./le

850m

Garl. P./le

800m

Ma*! P./le

800m

Med P./le

800m

,a&.e

,a&.eD Ke%.'&p ? Pa+%e

H!% T!ma%! ,a&.e

890m

Tamar*d ,a&.e

890m

T'a C'll ,a&.e

890m

T!ma%! Ke%.'&p

102

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Jam ? Jell$

Jam ? Jell$

Apple Jell$

200m

Ora*e Jell$

200m

Ma*! Jam

850m

P*eapple Jam

850m

@+.&%

103

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Crac0ers

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104


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Dairy ,ro4ucts are +enerally 4efine4 as foo4 stuffs ,ro4uce4 from mil0 $hey are usually hi+h

ener+yyiel4in+ foo4 ,ro4ucts

PRAN collects ra9 mil0 from farmers an4Ethen PRAN 4airy factory ,rocesses it into a variety

of 4airy ,ro4ucts Mil0 is se,arate4 by lar+e machines in bul0 into cream an4 s0im mil0 $he

cream is ,rocesse4 to ,ro4uce various consumer ,ro4ucts 4e,en4in+ on its thic0ness its

suitability for culinary uses an4 consumer 4eman4

UHT Pa+%&r+ed

F&ll.ream ml/ma*

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10"

8/19/2019 Fin

Documents

Final Term Paper MK