Report on PRAN RFL GROUP
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INDEPENDENT UNIVERSITY,BANGLADESH ASSIGMENT ON 01 Course name: Brand Management MBA 543 Submitted to Prof.Dr.Serajul Hoque Submitted by MD. MAHADE HASAN SARKER ID 1025064
SEC: 01 Date:9th July , 2012
Company bacground : ‘PRAN’ started its operation in 1981 as a processors fruit and vegetable in Bangladesh. Over the years, the company has not only grown in stature but also contributed significantly to the overall socio-economic development of the country.
“PRAN” is currently one of the most admired food & beverages brand among the millions of people of Bangladesh and other 82 countries of the world where PRAN Products are regularly being exported.
All the PRAN products are produced as per international standards maintaining highest level of quality at every stages of its production process.
PRAN is currently producing more than 200 food products under 10 different categories i.e. Juices, Drinks, Mineral Water, Bakery, Carbonated beverages, Snacks, Culinary, Confectionery, Biscuits & Dairy. The company has adopted ISO 9001 as a guiding principle of its management system. The company is complaint to HACCP & certified with HALAL which ensures only the best quality products are reaches to the consumers table across the Globe. Product Category:
PRAN takes a comprehensive approach to all kinds of agro processed food products, considering all of the ways their lives can be enriched through ensuring hygienic and quality food products. With HACCP compliance to ensure best quality products 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, company’s computer systems offer continuous monitoring of all manufacturing process to ensure the highest levels of quality.
Carbonated Soft Drink
Reason of Customer Brand Preference (PRAN) Consumer Care
PRAN view their consumers’ as king and as their laypeople. PRAN consumers have given such success for so long years. Consumers’ care is the process by which PRAN endorse consumers’ satisfaction and moreover, loyalty. Primarily, it grips managing communication with consumer particularly consumers’ questions and complaints and resolving disputes amicably. The eventual goal of PRAN consumers’ care program is to build long-term relationships with consumers. To meet this goal, PRAN will go to great lengths to build a strong reputation for lavishing consumers with special services, discounts, gifts, or other benefits.
So, PRAN is offering following services for consumer :
• • • • •
Complaint for products Price information Benefits of products Comments for products And any other issues
Objectives of consumers’ care are:
• • • •
To create a culture of customer focus To receive complaints from our consumers on product related matters To achieve customer satisfaction To create rapport and loyalty
High quality Ingredients PRAN-RFL Group is very much selective in case of selecting raw materials. This group has been collective raw material & ingredients from best sources around the globe like – China, Japan, India, Newzeland . In locally PRAN is collecting raw material form Nator, Chapinobabgonj, Comilla, Rajshahi, Bandorban, Pabna through contract framing. So quality is hundred percent ensured here. PRAN RFL group has Halal, Haccap, certification which ensure its quality home & aboard. Technology PRAN is manufacturing product through latest technology Like – 1. Juice & Drinks it is using China Machine
2. Snacks – China & USA machine 3. Toast & Biscuit – Japanese Machine 4.
Candy- Japanese Machine
Pran is continuously updating its technology because it is bringing new product almost every day.
PRAN has near about 300 Products in its product range. Among this range we work on Juice category
Juice: The deliciously 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 fruit, vitamins; mineral and other ingredients make the juice refreshing, natural and nutritious.
Juice category products are
I am particularly surveying on PRAN FROOTO MANGO JUICE PET BOTTLE
PRAN FROOTO MANGO JUICE PET BOTTLE Just after lunching Frooto Mango Juice PET Bottle at 2008 it occupies a distinct position in consumer mind. By contract framing PRAN is collecting mango then by screening & testing PRAN process quality mango PLUP at Nator. From this mango Pulp PRAN is manufacturing mango juice round the year Now 70 percent of PET Bottle market is captured by PRAN. Because of its teast, quality, low prices people prefer Frooto mango juice most. After met up local demand PRAN is export Frooto around 88 counties. So it is becoming a global BRAN.
Customer Responds from the survey
We have completed 28 customer feedbacks from the research. Where 50 percent are male and 50 percent are female. There have three age diversification stage, 20 percent are Bellow 15 years 50 percent are 15-40 years and 30 percent above 40 years. Here almost 90 percent customers are known about the brand named Frooto Mango Juice . Frooto is competing with Frutika, Mangole. In my survey 40 percent people find PRAN available in store, 65 percent agreed about its high quality & teast. 10 percent recommend to change its recipe . 30 percent suggest to change prices 25 percent are in doubt on quality specially on availability of Mango Plup. 5 percent believe that PRAN is cheating . 80 percent people are satisfy with Frooto’s packing. 40 percent people believe
that it is hygienic product. Finally 70 percent customer are considering Frooto as maintained its brand promise.
CustomerRespondsfromsurvey Aware about the brand packaging Hygienic affordable brand promise Taste /Packaging/availability
Conclusion: From my survey I can come up conclusion with. Frooto’s quality & teast is good. Though they have to work on it. PRAN need to be more transparent about mixing up mango Plup. Price can be reduced. Last of all they have to maintain same quality & distribution channel.
The sample questions are given b Iellow. Can you please provide me below information what is your gender? 1 2
May I know your age? 1 2 3
Bellow 15 years 15-40 years Above 40 years
Do you know about the brand named Frooto Mango Juice? 1 2
If the respondent chooses no then cancel the interview.
How responsibly Frooto has maintained its competition in the product market among the other competitive products? 1 2 3
Taste Packaging Brand
4 5 6
Is the packaging of Frooto Mango Juice Attractive? 1 2 3
Yes No Moderate
Is the quality of Frooto Mango Juice is Hygienic? 1 2
Price availability Others
Is the price of Frooto Mango Juice is affordable? 1 2 3
High Price Low price Affordable
Is the quantity provided in the packet of Frooto Mango Juice is good enough? 1 2 3
Yes No Moderate
Do you feel that the taste of Frooto Mango Juice should be changed? 1 2
If yes, then how? 1 2
More sweetness Less sweetness
Has Frooto Mango Juice maintained its brand promise? 1 2