Organization Overview

The term PRANstands for Program for

Rural Advancement Nationally.
PRANstarted its operation in 1981 in
Bangladesh.
Bangladeshs largest grower and processor
of fruits and vegetables.
PRAN Export 82 Countries of the world
recently.

PRAN At A Glance
Company Name
Started its operation
Brand Mantra
Business Type
Mission

Vision
Product/Service
Number of Employees
Export Inception
First Export Country
Total Export Countries
Total Customer Reach

PRAN foods ltd.

1981
Eat delicious. Live healthy
Manufacturer, Trading Company,
Buying
Office,
Distributor/Wholesaler
Is to generate employment and
earn dignity and self respect for
competitors through profitable
enterprises.
Improving livelihood
Juice,
Drinks,
Confectionary,
Dairy, Ethnic Snacks, Powder
Packed Spices
30,000
1991
France
82
300 million (approx)

Product and Export

Operation

Best National Export Award for 8 consecutive

fiscal years
In Recent Times,PRANhas Got the UDC
BUSINESS AWARDS 2011 as the Best Food &
Beverage Products Manufacturer in Malaysia
PRAN is Currently Producing More Than
200 Food Products Under 10 Different
Categories.

Product Items Used In Exporting

Juice

Confectionary

Drink

Culinary

Product Items Used In

Exporting

Beverage

Snacks
Dairy

Countries Served by the Company

Stages of Global
Orientation
PRAN marketers are always aware to satisfy the
need of the consumers and established their
preferences.
PRAN uses a number of media tools to promote
its brand and create awareness about the
products
Recently PRAN is doing great in India by their
promotional Activities.

Contribution of Export
Market In Relation to
Domestic
Sales
PRAN is the market leader of juice sectors in Bangladesh

In Economic Recession PRAN Company has 20% growth

rate in relation to domestic sales
Growth rate for year 2006 to 2010 were based on
percentage increases as follows.
Direct sales 20% growth rate per year.
Web sales 50% growth rate per year

Consignment sales 20% growth rate year.

Consignment sales 20% growth rate year.

Evaluation of Marketing Mix

Pricing
Competitors in Foreign Markets
Product
Promotion

Level of Engagement of Top

Management
The Top Management of PRAN is Very Much
Involved With Their International Business
PRAN Already Set Up a Production Plant in India
and Production is likely to Start There Shortly
Other Countries Especially like UAE, Oman,
Malaysia and Singapore PRAN Have Got Their
Own Sales and Distribution Network Equipped
with Full-Fledged Office

Amount of Budget
There is no fixed amount of budget for
conducting international marketing or
export
When PRAN finds a scope to create a
brand value on a larger scale in a
particular country considering their trade
restrictions, the investment rate is
generally higher than other countries.

Distribution Strategy
PRAN employed the channels of
distribution in the foreign market
depending on the market requirement.
For some countries PRAN use wholesales
or retailers and for some countries they
hire an importer for making the firms
products available to the end users

Searching New Markets

PRAN is looking for new markets by
applying different marketing strategies to
increase their market share as much as
possible

Malaysia International Food and

Beverage Fair, 2011

Poster of Gulf Food

Exhibition, 2012

Limitations

Geographical Distance
Tariff & Tax Barriers
Quality Control
Lack of skilled people in the
foreign destination
Immigration problem

Opportunities
PRAN exports different types of product in
different countries
In todays business world online business has
become an efficient medium for business
PRAN has a high growth rate in their industry.
For international marketing program, sports
have become one of the very useful media.

Recommendation

PRAN can reduce transportation costs

For trade and tariff barriers PRAN can come up with an

agreement with foreign country clients

Bangladesh Government should come forward by ensuring

and providing an international seal by Standards and Testing
Institution (BSTI)

For the immigration problem Government of both home and

foreign countries can take necessary steps by negotiating for
allowing immigrants in their countries.

For reducing the training cost PRAN can send some of their
expertise and trainers to foreign countries

Thank You