Assignment On

Measurement of Brand Building Blocks:

A study on Pran Group.
Ahsanullah University of Science and Technology

Submitted To
Dr. Imranul Hoque
Associate Professor, Adjunct Faculty

Submitted by Md. Kamrul Islam Khan Shehab

ID 170102010
Program School of Business
Course Title Brand Management

Course No BBA 511

Date of Submission: 05.04.2021

 Table of Contents

Topic Page No
1. Letter of Transmittal Page-01

2. Declaration Page-02
3. Acknowledgement Page-02
4. Executive Page-03
5. Introduction Page-04
6. Background Page-05
7. Product Line of Pran Groups Page-06
8. Retort on Pran Frooto Page-09-10
9. Marketing: Creating & Catering customer valve Page-10-14
10. Mission, Vision & Objective of Pran Group Page-14
11. Marketing Process Page-15
12. Product, Services & Experiences Page-15-16
13. Branding Page-16
Packaging Page-17
Labeling Page-18
14. Service Page-20
15. Brand Building Blocks Page-20-32
16. SWOT Analysis Page-33-34
17. Budgeting Page-34
18. Control Page-35
19. Conclusion Page-35
20. Reference Page-36
 Letter of Transmittal
05 April 2021

Dr. Imranul Hoque

Associate Professor

Subject: Submission of the Assignment Report.

Dear Sir,

I am pleased to submit the final assignment report of the “Brand Building

Blocks” the successful completion of the study.

The assignment report working experience with my own experience conduct the
value chain analysis of the total GDP was an exclusive experience for me. It is my
pleasure to submit the semester Report on “Brand Building Blocks: A Study on
PRAN”. The paper is submitted as part of the partial fulfillment of the BBA
program. As a part of the BBA program, I have completed this report based on my
study on Brand Management course. I have collected all of the essential data from
internet and books. All the data in the report is based on secondary data.
Throughout the report I have tried to show the different marketing communication
techniques for international branding used by PRAN Company.

I want to have the privilege to give answers to your queries, if any.

Sincerely yours,

Kmarul Islam Khan Shehab

ID: 170102010

Page-01
 Declaration
I do hereby solemnly that the assignment report has been carried out me and some
basic information data are collected websites helps, this report has not been
previously submitted to any other organizations academic qualification.
I hereby warrant that the report work I have presented doesn’t breach any existing
copyright acts.
Kamrul Islam Khan Shehab
ID: 170102010
Ahsanullah University of Science and Technology

Acknowledgement

At first we would like to thanks Almighty Allah who made us able to finish this
report at perfect time.
Our heartfelt thanks are due to Dr. Imranul Hoque Sir for giving us support,
courage, opportunity & a new out look to work on Ahsanullah University of
Science and Technology students. Without his help it was quite impossible to
arrange the Data regarding this report.

I am also grateful to those people without whom it was quite impossible to prepare
the report. I am also grateful to some students of Ahsanullah University of Science
and Technology helps me to make this report by providing data as a sample. They
help me lot for prepare this report and gave many important information that is
needed for the preparing the report.

Thank you
Kmarul Islam Khan Shehab
ID: 170102010

Page-02
 Executive Summary
Brand Blocking is a concept related to retail merchandising, store shelf layouts
and planograms. It is a way of organising retail store shelves by grouping together
products of the same brands.

Within these four levels are six building blocks that further help with brand
development. These six building blocks are salience, performance, imagery,
judgments, feelings, and resonance. Branding can build an expectation about the
company services or products, and can encourage the company to maintain that
expectation, or exceed them, bringing better products and services to the market
place.

“PRAN” is currently the most well known household name among the millions of
people in Bangladesh and abroad also. Since its inception in 1980, PRAN Group
has grown up in stature and became the largest fruit and vegetable processor in
Bangladesh. PRAN is the pioneer in Bangladesh to be involved in contract farming
and procures raw material directly from the farmers and processes through state of
the art machinery at our several factories into hygienically packed food and drinks
products. The brand “PRAN” has established itself in every category of food and
beverage industry and can boost a product range from Juices, Carbonated Drinks,
Confectionery, Snacks, and Spices to even Dairy products. After 30 years from its
inception PRAN managed to establish its name in the mind of the customer not
only in Bangladesh but also in abroad by its brand practices. This report basically
deals with the branding practices of PRAN; means it will show the activities to
done by PRAN to establish its name in the heart of the customers.

Page-03
 Introduction

A brand is the idea or image of a specific product or service that consumers

connect with, by identifying the name, logo, slogan, or design of the company who
owns the idea or image. Branding is when that idea or image is marketed so that it
is recognizable by more and more people, and identified with a certain service or
product when there are many other companies offering the same service or
product.

“PRAN” is currently the most well known household name among the millions of
people in Bangladesh and abroad also. Since its inception in 1980, PRAN Group
has grown up in stature and became the largest fruit and vegetable processor in
Bangladesh. PRAN is the pioneer in Bangladesh to be involved in contract farming
and procures raw material directly from the farmers and processes through state of
the art machinery at our several factories into hygienically packed food and drinks
products. The brand “PRAN” has established itself in every category of food and
beverage industry and can boost a product range from Juices, Carbonated Drinks,
Confectionery, Snacks, and Spices to even Dairy products. After 30 years from its
inception PRAN managed to establish its name in the mind of the customer not
only in Bangladesh but also in abroad by its brand practices. This report basically
deals with the branding practices of PRAN; means it will show the activities to
done by PRAN to establish its name in the heart of the customers.

Page-04
 Background
Frooto was launched in Bangladesh in 2007 as refreshing mango juice & quickly
went on to become the leader in juice category market.

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 Global.

Page-05
Corporate Headquarters

Pran-Rfl Group

105 progoti sarani

Meddil Badda

Dhaka 1212, Bangladesh

Product line of Pran

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.

Some samples of different Product lines/categories of PRAN are shown below:

Beverages
PRAN has a wide range of refreshing beverage lines. Beverage brands like PRAN
Frooto, PRAN UP, Power, PRAN Lassi are some of the famous beverage brands
from the company produced in 3 factories situated in different locations and 16
depots to carry out the production and distribution movements. Future plans for
beverages include introducing Lassi in HDPE line, milk added drinks, drinking
water jar & pouch business. PRAN is also introducing juice in carbonated soft
drinks (CSD), and different type of category extension.

Page-06
Carbonated Soft Drinks

PRAN has introduced a wide range of refreshing carbonated drinks, producing

Cola, Lime and Lemon. CSD products are widely accepted in local and
international markets, especially consumed as refreshment at events and festivals,
and PRAN has gloriously lived up to those expectations. Its carbonated soft drink
products come with attractively labeled plastic bottles in SKU 250ml to 1000ml.

Drinking Water

PRAN Drinking Water is hygienically processed promising quality and ensuring

latest technology in production using 13 steps of purification system with RO
(Reverse Osmosis) technology providing fresh water in labeled plastic bottles.

Fruit Drink

PRAN fruit drinks are processed non-carbonated beverage consisting of fruit

Page-07
flavor, vitamin and minerals. Fruit drinks are usually great refreshers during
summer. Fruit Drinks can be found in local shops around the world in SKU
ranging from 250ml to 1000ml.

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, company’s 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 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
Page-08
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:

Report on Pran Frooto

Frooto was launched in Bangladesh in 2007 as refreshing mango juice & quickly
went on to become the leader in juice category market.

Page-09
Pran frooto 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 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 tk25 in Bangladesh.

Marketing: Creating and Capturing Customer Value

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 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 Frootoo 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

Page-10
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.

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
customer’s perceived performance from a product in relation to the expectations.
Buyer will be satisfied if the product meets or exceeds the expectations. Buyer will
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.

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

Page-11
case of super stores PRAN Frooto can be ordered via internet. Therefore for super
store’s online order the market will be the internet. Moreover PRAN Frooto’s
market is quite wide because it can be found almost at every small shop all over
the country.

Marketing management philosophies followed by the PRAN Frooto:

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:

1) When the demand for a the supply , the management should increase the
production to response with the demand

2) When the product’s 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 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

Page-12
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 does not follow this concept as we have not seen any extra feature
added to this product.

The selling concept:

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 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 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 achieving organizational goals depends on

knowing the needs and wants of target markets and delivering the desired
satisfaction better than competitors do.

• It follows a “sense and respond” philosophy. Rather than “make and sale
Page-13
 “philosophy.
• It concerns about customer’s need.
• It emphasizes on building strong customer relationships.
• It works best by applying integrated marketing.
• Lacks social well being

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 with sustainable pecuniary advantage for all our
stakeholders.

The Goals:

• 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.

Page-14
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.

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 perish
ability and results in the ownership. Our selected SBU-PRAN Frooto is a product
because it is offered for attention, acquisition and consumption to satisfy the need
Page-15
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 SBU-PRAN Frooto is not a service because it does not hold
any of the characteristics of a service mentioned above. So it is a product.

Levels of products:
A product or service has four levels. They are the following:
1. Core benefit/customer value
2. Actual product
3. Augmented product.
4. Potential 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
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
4. Labeling
Page-16
 5. Product support services

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 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:

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.

Page-17
 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 Company’s
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.

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.
Page-18
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. Manufacturers/national brand
2. Private or store brands
3. Licensing
4. Co-branding

Brand Development Strategies:

Product category

Existing New

Line extension Brand extension

Multi brands New brands

Existing

Brand name

New

Page-19
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. Intangibility
2. Inseparability
3. Variability
4. Perishability

Brand-Building Blocks
The brand resonance model provides a road map and guidance for brand building,
a yardstick by which brands can assess their progress in their brand-building
efforts as well as an guide for marketing research initiatives. With respect to the
latter, one model application aids in brand tracking and providing quantitative
measures of the success of brand-building efforts .
Contains a set of candidate measures for the six brand building blocks.
The brand resonance model also reinforces a number of important branding tenets,
five of which are particularly noteworthy. We discuss them in the following
sections.

Page-20
 Salience

Resonance Performance

Feeling Imagery

Judgment

1. Salience
Brand salience is the degree by which your brand is thought of or noticed by
consumers when they make a purchase decision. Typically, strong brands have
higher brand salience, whereas weak brands have little or none.

Salience Person- P-2 P-3 P-4 P-5 Overall %

1
What brands of product or service Pran Pran Frutika Pran Frutik PranFrooto
category can you think of? Froot Froot Froot a 60%
o o o Frutika 40%
Have you ever heard of these brands? Yes Yes No Yes Yes Yes 80%
NO 20%
Which brands might you be likely to use Pran Pran Frutika Pran Pran Pran Frooto
under the following situations? Froot Froot Froot Frooto 80%
o o o Frutika 20%
How frequently do you think of this Yes YesYes No Yes Yes 80%
brand? NO 20%
Note: Agree(Yes)=75%, Disagree(No)=25%,Neutral=0%

Page-21
 75%

25%
0%
Agree(Yes)= Disagree(No)= Neutrar=

From the above table: This brand salience condition is very strong agree in
customers.

2. Performance
Brand performance is the measure of a brand’s results against the goals initially
set. Brand performance is highly personal and can vary drastically from
one brand to the next. Brand performance is typically measured using a
combination of the following metrics: Audience growth.

Page-22
Performance Person-1 P-2 P-3 P-4 P-5 Overall %

Compared with other brands in the Most Most Most Dislike Most Most80%
category, how well does this brand Dislike20%
provide the basic functions of the Neutral0%
product or service category?
Compared with other brands in the Most Dislike Most Most Most Most80%
category, how well does this brand Dislike20%
satisfy the basic needs of the product Neutral0%
or service category?
How reliable is this brand? Most Most Most Dislike Most Most80%
Dislike20%
Neutral0%
How effective is this brand’s service? Most Most Dislike Dislike …… Most40%
Does it completely satisfy your Dislike40%
requirements? Neutral0%
How much do you like the look, feel, Most Most Most Dislik Dislike Most60%
and other design aspects of this Dislike40%
e
brand? Neutral0%
How stylish do you find this brand? Most Most Most Dislik Dislike Most60%
Dislike40%
e
Neutral0%
Compared with other brands in the Most ……. Most Most Most Most80%
category with which it competes, do Dislike0%
this brand’s prices change more Neutral20%
frequently, less frequently, or about
the same amount?
Note: Agree(Most)=68.6%, Disagree(Dislike)=25.7%,Neutral=5.7%

68.60%
25.70%
5.70%
Most Dislike Neutral

Page-23
From the above table: This brand performance quality is very strong condition in
customers. Because it is always good product provide in customers.
3. Imagery
Brand imagery are the tangible or intangible elements that consumers associate
with a brand. It could be a package, an experience, a small, a feeling, a taste, and
so on. Brand imagery is visual, auditory, olfactory, or tactile. Brand imagery
depends on the extrinsic properties of the product or service, including the ways in
which the brand attempts to meet customers ‘psychological or social needs.

Imagery Person-1 P-2 P-3 P-4 P-5 Overall %

To what extent do people you Agree Disagree Agree Agree Disagree Yes60%
admire and respect use this No20%
brand? Neutral0%
How much do you like people Disagree Agree Agree Disagree ……. Yes40%
who use this brand? No40%
Neutral20%
How appropriate are the Agree Disagree Agree Agree Agree Yes80%
following situations to use this No20%
brand? Neutral0%
To what extent do you feel you Disagree …….. Agree ……. Agree Yes40%
grew up with the brand? No20%
Neutral40%
Note: Agree=75%, Disagree=25%,Neutral=0%

75%
25.00%
0.00%
Agree (Yes) Disagree (No) Neutral

Page-24
 From the above table: This brand imagery position is very strong in customers.
Because it is always good product provide in customers.

4. Judgments
Brand judgments are customers’ personal opinions about and evaluations of the
brand, which consumers form by putting together all the different brand
performance and imagery associations. Customers may make all types of
judgments with respect to a brand, but four types are particularly important:
judgments about quality, credibility, consideration, and superiority.

Quality Person-1 P-2 P-3 P-4 P-5 Overall %

What is your overall opinion of this Good Good ….. Good Bad Good60%
brand? Bad20%
Neutral20%
What is your assessment of the Good Bad Good Bad Good Good60%
product quality of this brand? No40%
Neutral0%
To what extent does this brand fully Good Good Bad Bad Bad Good40%
satisfy your product needs? Bad60%
Neutral0%
How good a value is this brand? Bad Good Good Bad Good Good60%
Bad40%
Neutral0%
Note: Agree(Good)=55%, Disagree(Bad)=40%,Neutral=5%

60%
50%
40%
30%
20%
10%
0%
GOOD BAD Neutral

Page-25
From the above table: This brand judgment in customer for their product and
service condition is very good in our market.
Credibility
Credibility Person-1 P-2 P-3 P-4 P-5 Overall %
How knowledgeable are the makers of Yes Yes ….. No Yes Yes60%
this brand? No20%
Neutral20%
How innovative are the makers of this Yes Yes ….. No No Yes40%
brand? No40%
Neutral20%
How much do you trust the makers of Yes …. No Yes Yes Yes60%
this brand? No20%
Neutral20%
How much do you like this brand? Yes …. Yes Yes …. Yes60%
No0%
Neutral40%
How much do you admire this brand? Yes …. Yes No …. Yes20%
No20%
Neutral40%
How much do you respect this brand? Yes Yes Yes No …. Yes60%
No20%
Neutral20%
Note: Agree(Yes)=47%, Disagree(No)=26.3%,Neutral=26.7%

47%
26.70% 26.30%

Agree (Yes) Disagree (No) Neutral

From the above table: This brand credibility in customer for their product and
service condition is very good in our market.
Page-26
 Consideration:
Consideration Person-1 P-2 P-3 P-4 P-5 Overall %
How likely would you be to recommend Yes NO No Yes Yes Yes60%
this brand to others? No40%
Neutral0%
Which are your favorite products in this Yes Yes No No No Yes40%
brand category? No60%
How personally relevant is this brand to Neutral0%
you?
To what extent does this brand offer Yes No Yes …… No Yes40%
advantages that other brands No40%
cannot? Neutral20%
How superior is this brand to others in the Yes Yes No Yes Yes Yes80%
category? No20%
Neutral0%
Note: Agree(Yes)=55%, Disagree(No)=40%,Neutral=5%

70%
15%
15%

Agree (Yes) Disagree (No) Neutral

From the above table: This brand Consideration in customer for their product and
service condition is very good in our market.

Page-27
 5. Feelings
Brand feelings are customers’ emotional responses and reactions to the brand.
Brand feelings also relate to the social currency evoked by the brand.
The Brand feelings means, what customers feel, for the product or how the
customer is emotionally attached to the product? The consumer can develop
emotions towards the brand in terms of fun, security, self-respect, social approval,
etc.
Feelings Person-1 P-2 P-3 P-4 P-5 Overall %

Does this brand give you a feeling of Yes Yes …… Yes Yes Yes80%
warmth? No0%
Neutral20%
Does this brand give you a feeling of fun? Yes Yes ….. ….. No Yes40%
No20%
Neutral40%
Does this brand give you a feeling of self- Yes Yes No No Yes Yes60%
respect? No40%
Neutral0%
Does this brand give you a feeling of social Yes No Yes No ….. Yes40%
approval? No40%
Neutral20%
Note: Agree(Yes)=55%, Disagree(No)=25%,Neutral=20%

70%

15% 15%
Agree (Yes) Disagree (No) Neutral

From the above table: This brand feelings is customers’ emotional responses and
reactions to the brand 55% agree to customers.
Page-28
 6. Resonance

Resonance refers to the relationship that a consumer has with the product and how
well he can relate with it. The resonance is the intensity of customer's
psychological connection with the brand and the randomness to recall the brand in
different consumption situations.
Loyalty Person-1 P-2 P-3 P-4 P-5 Overall %
I consider myself loyal to this brand. Yes Yes NO Yes No Yes60%
No40%
Neutral0%
I buy this brand whenever I can. Yes Yes NO Yes No Yes60%
No40%
Neutral0%
I feel this is the only brand of this Yes ….. Yes NO Yes Yes60%
product I need. No20%
Neutral20%
Note: Agree(Yes)=60%, Disagree(No)=33.33%,Neutral=6.66%

70% 15% 15%

Agree (Yes) Disagree (No) Neutral

From the above table: This brand Loyalty background conditions is very strong
in customers.
Page-29
Attachment Person-1 P-2 P-3 P-4 P-5 Overall %
I really love this brand. Yes Yes Yes Yes NO Yes80%
No20%
Neutral0%
I would really miss this brand if it went Yes Yes Yes …… NO Yes60%
away. No20%
Neutral20%
This brand is special to me. Yes NO Yes Yes Yes Yes80%
No20%
Neutral0%
This brand is more than a product to me. Yes Yes Yes …… …… Yes60%
No0%
Neutral40%
Note: Agree(Yes)=70%, Disagree(No)=15%,Neutral=15%

70%
60%
50%
40%
30%
20%
10%
0%
Agree (Yes) Disagree (No) Neutral

From the above table: This brand Attachment background conditions is very
strong in customers.

Page-30
Community Person-1 P-2 P-3 P-4 P-5 Overall %
I really identify with people who use this Yes Yes Yes …. Yes Yes80%
brand. No0%
Neutral20%
I feel as if I almost belong to a club with Yes Yes No Yes No Yes60%
other users of this brand. No40%
Neutral0%
This is a brand used by people like me. Yes Yes No No Yes Yes60%
No40%
Neutral0%
I feel a deep connection with others who use Yes …. Yes Yes No Yes60%
this brand. No20%
Neutral20%
Note: Agree(Yes)=65%, Disagree(No)=25%,Neutral=10%

65%
25%
10%
Agree(Yes)= Disagree(No)= Neutrar=

From the above table: This brand Engagement position is very strong agreed
in customers.

Page-31
Engagement Person-1 P-2 P-3 P-4 P-5 Overall %

I am always interested in learning more Yes Yes No ….. Yes Yes60%

about this brand. No20%
Neutral20%
I am proud to have others know I use this Yes Yes …. …. Yes Yes60%
brand. No0%
Neutral40%
I like to visit the Web site for this brand. NO Yes Yes Yes Yes Yes60%
No20%
Neutral0%
Compared with other people, I follow news Yes Yes Yes ….. Yes Yes60%
about this brand closely. No0%
Neutral400%
Note: Agree(Yes)=60%, Disagree(No)=10%,Neutral=30%

65%

25%
10%
Agree(Yes)= Disagree(No)= Neutrar=

From the above table: This brand Engagement position is very strong agreed
in customers.

Page-32
 SWOT Analysis
Strengths
Government Support:
Being the biggest local force in the industry AMCL has government by its side.
Government has supporting PRAN in many ways like subsidies, export subsidies,
tariffs on foreign competitors etc.
First Movers Advantage:
PRAN entered the market when the product was still very new to the consumers
and there was little or no presence of any other local companies with such
investment. Therefore PRAN has the first mover’s advantage which they are still
enjoying till now.
Internal Strength:
AMCL has a very powerful management team to guide a strong gigantic
workforce. Despite its huge size PRAN has been able to maintain labor
productivity and increasing sales. Its labor productivity is twice as much as any other
local company in the market.

Market Share:

PRAN AMCL has a great competitive advantage over the other

competitors. As mentioned earlier it is the largest fruit and vegetable
processing industry in Bangladesh and holds the biggest share in
markets in Bangladesh among the local companies. PRAN h as the
largest sales in fruit drinks after Coca-Cola and PepsiCo.

Weaknesses:

External Threats: Too much competition from international organizations,

for example Coca Cola, PepsiCo, RC Cola, Virgin Cola, Rasna (India), Shezan
(Pakistan) etc.
Internal weaknesses: Large size of the business and workforce makes it
difficult to manage perfectly. As a result it often causes intern al conflict.

Page-33
Opportunities:

Existing competitor of the current market is not that much strong which the
pran company has
Pran can be export to other countries.
Existing distribution channel is being u sed.
High growth rate in this industry.

Budgeting:
This section will offer a financial overview four company as it relates to our
marketing activities. We have shown break-even information.

Sales Forecast:
The sales forecast is broken down into the three main revenue streams direct sales
web sales, consignment sales. The sales forecast for the upcoming years is based
on 30% growth rate. Growth rate for year 2016 to 2020 are 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.

Page-34
Profit/Loss:
January 31,2021, AMCL (PRAN)
As per un-audited half yearly accounts as on 31.12.20 (July20 to Dec 20), the
company has reported net profit after tax of tk. 19.44 million with EPS of tk. 24.29
as against tk. 17.05 million and tk. 21.31 respectively for the same period of the
previous year.

Control:

Our control depends on the customer satisfaction. If customer demand different

things with which feel comfortable, them we simply change our controlling
techniques.

Conclusion:

As the term paper takes turn towards an end it takes a shape defining that PRAN
FROOTO 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 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.

Page-35
 Reference:

• Koshy, A., Jha, M., Kotler, P., & Keller, K. Marketing management
• (n.d.). Retrieved from Meena Bazar website:
http://www.meenabazar.com.bd/TWIX%20MINNIATURES%20PACK%20
150GM?keyword=frooto%20250
• (n.d.). website: http://ruposhi-
dokan.com/index.php?id_product=163&controller=product&id_lang=1
• (n.d.).
• PRAN Rfl Company, pranfoods.net, from
http://www.pranfoods.net/tv_commercials.php
• Pran Rfl Company.
StudyMode.com.http://www.studymode.com/essays/Pran-Rfl-Company-
1420765.html
• Product Category:. (n.d.). http://www.PRANfoods.net/product.php
• The Largest Grower & Processor of Fruits & Vegetables in Bangladesh -
PRAN Foods Ltd. (n.d.). http://www.PRANfoods.net/
• PRANFrooto. (n.d.). http://www.PRANfrooto.com/brand.php
• New Arrival Product:. (n.d.). http://www.PRANfoods.net/new_arrival.php

Page-36