Masters of Business Administration

‘Global Marketing Plan of Pran Mango Juice in India’

Course: MKT633 (Global marketing)

Section- 03

Submitted To
Md Razib Alam, PhD
School of Business and Economics
North South University

Submitted By
Name ID
Md. Wasimul Abrar 192 5436 660
Esmoth Ara Zaman 1835383060
Tasnim Mosharof 2016362060
Syed Fahim Faysal 2016234660
Shafiun Fahad Bayezid 1835188060

Date of Submission: 14/01/2021

Letter of Transmittal

14th January, 2021

Dr. Md RazibAlam

School of Business

North South University

Subject: Submission of the project on ‘Global Marketing Plan of Pran Mango Juice in India’

Dear Sir,

It is our great pleasure to inform you that we have been successful to complete our assigned
project which was to Global Marketing plan of Pran Mango Juice in India for our Global
Marketing course in due time.

We tried heart and soul to bring forth a perfect project planning with our best possible effort. It
is safe to say it has greatly enhanced our skills and insight regarding marketing.

We pray and hope from the bottom of our heart that we were able to meet the requirements to
finish this project. We will always be around and will gladly offer any and all information if
needed.

Sincerely,

_________________ _________________

Md. Wasimul Abrar Fahim Faisal Asif

________________ ________________

Shafiun Fahad Bayezid Esmoth Ara Zaman

_________________
Tasnim Mosharof
 Executive summary

The main purpose of our whole report was to choose a market place where we can expand our
business. To select a market place which is best suited for our business and also where we can
make most profit we researched about many potential markets. After the research, we decided to
choose India. India is best suited for our business to expand. But to do business we had to know
more about India. We researched more about their culture, population, economic condition,
social behaviour, natural resources etc. and prepared the report.
 Table of Contents
CULTURAL ANALYSIS 4
Introduction 4
COMPANY PROFILE 4
TRADE HISTORY WITH INDIA 4
GEOGRAPHICAL SETTING 5
SOCIAL INSTITUTIONS- FAMILY 5
DYNAMICS OF THE FAMILY 5
EDUCATION 6
POLITICAL system 6
LEGAL SYSTEM 7
SOCIAL ORGANIZATION 7
BUSINESS SYSTEM AND PRACTICES 7
RELIGION AND AESTHETICS 7
AESTHETICS 8
LIVING CONDITIONS 8
HOUSE 9
CLOTHING 9
RECREATION, SPORTS AND OTHER LEISURE ACTIVITIES 9
SOCIAL SECURITY 10
HEALTH CARE 10
LANGUAGE 10
ECONOMIC ANALYSIS 11
Introduction: 11
Market Size: 11
Population: 13
Gross National Product (GNP): 13
Gross Domestic Product (GDP): 14
Personal Income Per Capita 15
Distribution of Wealth 15
Income Classes distribution 15
Working Conditions 15
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 Labour Force 16
Transportation 16
Ports 17
Communication Systems 17
International trade statistics 18
Major export 18
Major imports 19
Balance of payment 19
Trade barrier 20
Inflation rate 21
Channel of distribution 21
Media 22
Intermediaries 22
Retailers 22
Government Initiative 22
Wholesale intermediaries 22
Market Audit and Competitive Market Analysis 23
Introduction 23
Total units (sales): 23
The Market 24
Geographic segmentation: 24
Distribution strategy of PRAN juice pack: 24
Target market 25
Advertising and Promotion: 25
Personal selling: 25
Sales promotion: 26
Pricing Strategy: 26
Market Size: 26
Competitor product 26
Preliminary Marketing Plan 27
The Marketing Plan 27
Marketing Objectives 27
Target Market: 28
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 Sales Forecast years 2021-2025 28
Profit forecast years 2021-2025 28
Market penetration and coverage 29
SWOT Analysis 29
Promotional mix 31
Advertising 31
Media mix 32
Sales promotions 32
Personal selling: 33
Other Promotional tools: 33
Distribution: From origin to destination 34
Port selection 34
Mode selection: Advantages/disadvantages of each mode 34
Packaging 34
Unit of Measurement 35
Mark of Origin "Made In" 35
Labelling Requirements 35
Resource requirements 35
Finances 35
I. Market Study 35
Promotional activities 36
a. Advertising & Sales promotions cost: 36
b. Retail Point cost: 37
Personnel 37
References 38

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 CULTURAL ANALYSIS
Introduction –

Culture is the new marketing.

Think of culture marketing as an opportunity to introduce yourself to people through content. It's
an organic way to give a human face to your brand and cultivate a more genuine relationship
with not only the people who need your product/service but potential employees and
collaborators. Also, to develop a successful marketing strategy, an organization must take into
consideration the cultural influences of the society where a new product is being introduced.
People make decisions about consumption of a product based on these cultural influences.

COMPANY PROFILE -

PRAN -RFL GROUP is one of the largest conglomerates in BANGLADESH. Amjad khan
Chowdhury was the founder and Managing director of the company. There are numbers of a
subsidiary company under the PRAN -RFL banner. PRAN food is one of them, it is the largest
significant and most successful food-products corporation based in DHAKA, Bangladesh. Since
it is inception in 1981, PRAN food has grown up in stature and became the largest fruits and
vegetable processor in BANGLADESH. The brand PRAN has established itself in every
category of the food and beverage industry and can boost product range from juice, carbonated
drinks, confectionery, snacks and spices to even dairy products.

The products to be exported as PRAN MANGO JUICE and the country to trade is INDIA.

TRADE HISTORY WITH INDIA-

Bangladesh has a trade relationship with India from the beginning. The geographical
proximity of Bangladesh to India has made it one of its largest trading partners. Bangladesh
trading with India has apparently is speedy growth in recent years. The trade is set to go at $10
billion by 2018 through ports of Bilateral trade between Bangladesh and India. India is the
second large population-wise country after china in importing power. So, it is a great scope for
Bangladesh to making a profit by exporting product.

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GEOGRAPHICAL SETTING-

A. location – India lies on the Indian Plate, the northern part of the Indo- Australian Plate, whose
continental crust from the INDIAN subcontinent. the country is situated north of the equator
between 8.4 north to 37.6 north latitude and 68.7 east to 97.25 east longitude. IT is the seventh-
largest country in the world with a total area of 3,287,263 square kilometres.

B. Climate –The climate of India comprises a wide range of weather conditions across vast
geographic scales and varied topography. India is the country where we see a variety of climate
regions. The climate in north India is generally hotter than south India where south India gets
more humid due to nearby coasts and the thar desert in the northwest and the Himalayas in the
north work tandem to create a culturally and economically important monsoonal regime.

C- Topography – India is full of surprises. It has a different kind of geographical combinations.

India has many world's highest mountains, longest rivers, thar desert, tropical forests, caves,
tableland, sea, valleys, and Himalaya.

SOCIAL INSTITUTIONS- FAMILY

A. The nuclear family – Nowadays nuclear family became popular in cities. Single mother
or only a couple families increase day by day also demographic shifting also create more
nuclear family. The employment of women also holds a key to families becoming more
nuclear.

B. The extended family – Extended family is common in the India subcontinent. In extended
family parents and their children's families may often live under a single roof. This type
of joint family often includes multiple generations in the family.

DYNAMICS OF THE FAMILY

a. Parental roles- Parents have traditionally been varied domineering, making choices about
career and marriage for their children. Family obligations are strong. Unmarried people in
the 20s tend to live with their parents rather than on their own
b. Marriage and courtship –. Marriage is not only necessary for the formation of a family
but also for looking after dead family members in the other world. In India, the majority
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 of all the marriage is arranged by the parents after the birth of the child and the children
do have a say if the men do not grow up to be a suitable mate for the bride if they end up
getting married then they would get married after the woman turns 18 and the man turns
22.
c. Female and male roles -Rural men have traditionally done heavy work such as Ploughing,
clearing trees, building homes, as well as planting, and sowing, while women have done
the harvesting and gathering in a family father works 56 hours a week and the mother
work 84 hours doing chores around the home.

EDUCATION

The role of education in society

a) Primary education – the primary has two levels like Lower primary (6 to 10)
and Upper Primary (11 to 12). most of the children go to school for primary
levels educations.
b) Secondary education – high (13 to 15) and higher secondary (17 to 18).
c) Higher education- after secondary levels than 3 years of study for a bachelor's
degree for college. It is all about Indians educations system formed by the
central bored.
d) Literacy rates – Average rate of literacy in India is more than 77 .7 %.

POLITICAL system

Political structure – India's political structure is composed of the Executive, the legislature and
the judiciary. The government of India follows parliamentary democracy.

Political parties – current days Bhartiya Janata Party (BJP) is ruling in India. Indian National
Congress (INC), the communist party of India, etc.

Stability of government – India s ruling party never face any military coup or opposition parties
to create any dramatic step so the ruling party collapse at the midpoint of the year. But most of
the time there will be some news especially about Pakistan and china's situation lead to the
headline.

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Special taxes – Special rate of tax in India is 15 % for short term capital raise.

Role of local government – Local government bodies have the power to prepare a development
plan for the area they serve. they are promoting local economics and social justice.

LEGAL SYSTEM

Organization of the judices system – Supreme court, High court and District court.

Code, Common, Socialist or Islamic – low country – India has a common low country.

Participation in patents, trademarks and other conventions – Act 1970 is applicable for patent
low in India.

SOCIAL ORGANIZATION

Group behaviour – India is a hierarchical society. Societal hierarchy is evident in caste groups,
amongst individuals, and in family and kinship groups. Castes are primarily associated with
Hinduism, but caste-like groups also exist among Muslims, Indians, Christians, and other
religious communities.

Social classes – Indians are divided into many social classes mainly Hindus. Based on four large
categories that include numerous classes. Varna or colour, the Kshatriyas, the Vaishyas, and
Shudras.

Clubs, other organizations – clubs and other organizations also exist in India.

Race, ethnicity, and subculture – India is a diverse country and many different ethnic groups
exist. Race in India is mainly based on the caste system.

BUSINESS SYSTEM AND PRACTICES

Two types of business systems are prevalent like Rural agricultural and Urban industrial.

RELIGION AND AESTHETICS

Religion and other belief systems –

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Orthodox doctrines and structure -Most of the people are Hindus and other different religions,
they have their own religious beliefs and morals.

Relationships with the people – they maintain their cast, classes very strongly so normally their
bondage among caste is strong.

Which religions are prominent? – Hindu

Memberships of each religion – 1 Hindu (80.5%),2 Muslim (13.4%), 3 Christian (2.3%), 4 Sikh
(1.9%), 5 Buddhists (0.5%), 6 Jain (0.4%), and some tribal groups they have their very own
religious beliefs.

Any powerful or influential cult? - Hindus and their SY BABA, GURU RAMJI all are include
in Brahmins who are most sacred.

AESTHETICS

Visual arts – Visual arts are an important aspect of Indian subculture from the very early days.

Music – India has a very rich history with Music. India is blessed with fine arts and music and
musician.

Drama, Ballet, and other performing arts – Drama, dance, and other performing arts are the most
entertaining part of Indian people's daily life.

Folklore and relevant symbols – Folklore and Indian Puran and mythological symbol like OM
plays a significant role in India.

LIVING CONDITIONS

Diet and nutrition – Meat and vegetable consumption rates – In 2020, the consumption of poultry
meat in India was found to be over 3.9 million metric tons. And from 2013 to 2020 in 1000
metric tons.

Typical meals – Roti, dal, vegetables, and a small portion of rice are the typical meals of India.

Malnutrition rates – Many factors, including region, religion, and caste affect the nutritional
status of Indians. living in rural areas and living in urban areas has different nutrition rates .in

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India 44% of children under the age of 5 are underweight,72% of infants and 52% of married
women have anaemia. The national prevalence of under-five stunting is 37.9%, which is greater
than the developing country average of 25%.

Food available – Staple foods of Indian cuisine including pearl millet (bajra), rice, whole – wheat
flour (atta), and a variety of lentils, such as masoor (most often red lentils), tuer (pigeon peas),
urad (black gram) and moong (mugs beans), lentils may be used whole , dehisced – for example,
Dhule moong or Dhule urad – or split.

HOUSE

Types of housing available – 1 palace, 2 Bungalows,3 Hunts,4 Farmhouse,5 Apartment,6

Villas,7 colonies, etc are famous in India.

Do most people own or rent?- In rural areas, people still have their own houses but in cities lives
in a rent house compared to rural people.

Do most people live in one family dwellings or with other families? In cities, there are mixed
dwellings but in countryside naturally one family lives in one house compound.

CLOTHING

National dress – Dhoti is the national dress of India. This traditional attire is mainly worn by
rural men and the rest of the men in India they worn this only in any traditional function or puja.
A dhoti is from four to six feet long white or colour strip of cotton materials and saree for
women.

Types of clothing worn at work -Sharee or salwar suit for women and formal shirt pant for men.
But megacities like Mumbai, Bangalore, Delhi's women are more comfortable to wear a shirt,
skirt, and pants in the workplace.

RECREATION, SPORTS AND OTHER LEISURE ACTIVITIES

Types available and in demand – Cricket is the most popular game in India.

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Percentage of income spent on such activities – Cricket is a great source of income in India. Lots
of people think it is a big stage to earn money and fame so they spend a lot for them to earn
them.

SOCIAL SECURITY

The Indian social security system includes the Employees provident fund scheme (1952), the
Employees’ pension scheme (1995), and the employee's deposit–linked insurance scheme (1976)
which are covered by the Employees provident funds and miscellaneous provisions Act 1952.

HEALTH CARE

Public health care is free for every Indian resident. Healthcare comprises hospitals, private
clinics, medical devices, clinical trials, outsourcing, telemedical, medical tourism, health
insurance etc.

LANGUAGE

Official language- Hindi is the official language in India.

Spoken vs written language -India has a different state and every state has different local
languages like Bangla in Kolkata, Tamil, Kannar, Malayam in south India, Hindi in Mumbai,
Delhi but the written language is Hindi.

Dialects – Different people in different states speak in several dialects in India. Linguistic
survey.

A BRIEFING ON NEGOTIATION STYLE –

Since Indian culture is relationship focused, using emotional tactics is one of the important
tools in negotiation. Indian people by born tend to use additional bargaining to sell or buy
product. Also, people are very religious minded so religious symbol or explanations can make
big different in negotiations.

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 ECONOMIC ANALYSIS
Introduction:

The economy of India is characterized as a middle income developing market economy. It is the

world's fifth-largest economy by nominal GDP and the third-largest by purchasing power
parity (PPP). According to the International Monetary Fund (IMF), on a per capita income
basis, India ranked 142nd by GDP (nominal) and 124th by GDP (PPP) in 2020. From independence in
1947 until 1991, successive governments promoted protectionist economic policies with extensive state
intervention and economic regulation, which is characterized as dirigisme, in the form of the License
Raj. The end of the Cold War and an acute balance of payments crisis in 1991 led to the adoption of a
broad economic liberalization in India. Since the start of the 21st century, annual average GDP growth
has been 6% to 7%, and from 2014 to 2018, India was the world's fastest growing major economy,
surpassing China.

Market Size:

India’s GDP (at constant 2011-12 prices) was estimated at Rs 26.9 trillion (US$ 363.49 billion)
for the first quarter of FY2020-21, against Rs 35.35 trillion (US$ 477.67 billion) in the first
quarter of FY2019-20, showing a contraction of 23.9%, compared with 5.2% growth in the first
quarter of FY2019-20.
India is the fourth-largest unicorn base in the world with over 21 unicorns collectively valued at
US$ 73.2 billion, as per the Hurun Global Unicorn List. By 2025, India is expected to have ~100
unicorns by 2025 and will create around 1.1 million direct jobs according to the Nasscom-
Zinnov report ‘Indian Tech Start-up’.

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India needs to increase its rate of employment growth and create 90 million non-farm jobs
between 2023 and 2030's, for productivity and economic growth according to McKinsey Global
Institute. Net employment rate needs to grow by 1.5% per year from 2023 to 2030 to achieve 8-
8.5% GDP growth between 2023 and 2030.
India's foreign exchange reserve was Rs 39 .64 trillion (US$ 542.01 billion) in the week up to
September 4, 2020 according to data from the RBI.
With an improvement in the economic scenario, there have been investments across various
sectors of the economy. The mergers and acquisition (M&A) activity in India stood at US$ 35.1
billion in the first half of 2020, while private equity (PE) deals stood at US$ 13 billion. Some of
the important recent developments in Indian economy are as follows:

● India’s overall exports from April 2020 to August 2020 are estimated to be US$ 182.13
billion, (a 19.32% decrease compared with the same period last year). Overall imports
from April 2020 to August 2020 are estimated to be US$ 167.94 billion, (a 38% decrease
compared with the same period last year).
● According to IHS Markit, Purchasing Managers' Index (PMI) for manufacturing stood at
46 in July 2020 against 47.2 in June 2020, showing contraction in the sector because of
coronavirus-related restrictions.
● Gross tax revenue stood at Rs 3.80 trillion (US$ 51.35 billion) in the first quarter (from
April 2020 to July 2020) of 2020-21.
● The first quarter of FY 2021 witnessed four initial public offerings (IPO) worth US$ 2.08
million.
● India's Foreign Direct Investment (FDI) equity inflow reached US$ 469.99 billion
between April 2000 to March 2020, with maximum contribution from services, computer
software and hardware, telecommunications, construction, trading, and automobiles.
● India’s Index of Industrial Production (IIP) for 2019-20 stood at 129.2.
● The combined index of eight core industries stood at 137 in March 2020. Its cumulative
growth was 0.6% in 2019-20.
● Consumer Price Index (CPI) - Combined inflation was 5.9% in March 2020 as compared
to 6.6% in February 2020. The annual consumer price inflation increased to 4.8% in
2019-20 from 3.4% in 2018-19.

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 ● India improved its ranking in World Bank's Doing Business Report by 14 spots over last
year and was ranked 63 among 190 countries in the 2020 edition of the report.
● India is expected to have 100,000 start-ups by 2025, which will create employment for
3.25 million people and generate US$ 500 billion in value as per Mr T V Mohan Das Pai,
Chairman, Manipal Global Education.

Population:

Total Population:

The current population of India is at 132.42 crores (as of 2016) and is the second highest in the
world. Also, this population is what contributes to our socio-economic structure and the diverse
cultural scenario. The current population of India contributes to 17% of the global population.
Also, all these people are unevenly distributed across 3.28 million square kilometers of our
geographical area.

According to the 2001 Census, Uttar Pradesh is the highest populated state in India with a total
number of 166 million people. While on the other hand, states like Sikkim and Lakshadweep
have the lowest population of 0.5 million in Sikkim and only 60000 people in the island state of
Lakshadweep.

Furthermore, about half of the country’s population is concentrated around five major states-
Maharashtra, Uttar Pradesh, West Bengal, Bihar and Andhra Pradesh. Though Rajasthan is the
largest state in size, its population contributes to only 5.5% of the total population of India.

Gross National Product (GNP):

Gross National Product (GNP) is the total value of all finished goods and services produced by a
country’s citizens in a given financial year, irrespective of their location. GNP also measures the
output generated by a country’s businesses located domestically or abroad. It can be defined as a
piece of economic statistic that comprises Gross Domestic Product (GDP), and income earned by
the residents from investments made overseas.

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Gross National Product in India is expected to reach 13942014.00 INR Tens of Million by the
end of 2020, according to Trading Economics global macro models and analysts’ expectations.
India GNP for 2019 was $2,910.84B, a 7.26% increase from 2018.

Gross National Product in India is expected to reach 13942014.00 INR Tens Of Million by the
end of 2020, according to Trading Economics global macro models and analysts’ expectations.
Indian Gross National Product (GNP) was reported at 2,837.458 USD bn in Dec 2019. This
records an increase from the previous number of 2684.20 USD bn for 2018. India Gross National
Product (GNP) data is updated yearly, averaging 264.016 USD bn from Dec 1957 to 2019, with
63 observations. The data reached an all-time high of 2837.45 USD bn in 2019 and a record low
of 28.750 USD bn in 1957.

Gross Domestic Product (GDP):

The Gross Domestic Product (GDP) in India expanded 0.70 percent in the first quarter of 2020 over the
previous quarter. India's gross domestic product (GDP) (at constant 2011-12 prices) was estimated to be
Rs 145.65 lakh crore (US$ 2.06 trillion) for 2019-20, growing 4.2% over the previous year.

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Personal Income Per Capita

India's per capita income (nominal) was $1670 per year in 2016, ranked at 112th out of 164 countries by
the World Bank, while its per capita income on purchasing power parity (PPP) basis was US$5,350, and
ranked 106th. India's per capita income expected to be ₹ 1, 35,048. Expected to grow at the rate of 6.8%
which is slower than the previous growth patterns recorded. The country’s per-capita monthly income is
estimated to have risen by 6.8 percent to Rs 11,254 during 2019-20 according to government data.

Distribution of Wealth

Towns and cities make more than two thirds of the Indian GDP, even though less than a third of the
population live in them.

Income Classes distribution

India's economy continues to grow with its GDP rising faster than most nations. But a rise in national
GDP is not indicative of income equality in the country. Credit Suisse’s Global Wealth Databook for
2014 reports bottom 10 per cent of the Indian society owned merely 0.2 per cent of national wealth while
the richest 10 per cent have been getting steadily richer since 2000.

Working Conditions

India's minimum wage is 176 Indian rupees ($3 or Rs 220.63) for an eight-hour work day, but local
authorities can set their own lower rate and at least six states do so. Besides, the Government announced
to bring changes in the Minimum Wages Act and made sure every person in India whether he/she in
blue/white collar job earns minimum INR 15,000 wage.

Labour Force
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India's Labour Force Participation Rate dropped to 49.2 % in Dec 2020, compared with 49.3 % in the
previous year. India's Labour Force Participation Rate is updated yearly, available from Dec 1990 to Dec
2020, with an average rate of 57.5 %. Unemployment Rate of India increased to 5.4 % in Dec 2019.

Transportation

Surface transport in India indicates the transportation of goods via road and rail. Also, for air and water
transportation there’s airplane and water vehicles. Bangladesh-India border has many land ports through
which import-export between India and Bangladesh occur. Some of those are:

Bangladesh India

Benapole, Sharsha, Jessore Petrapole, Bongaon, 24-Parganas, West Bengal

Burimari, Patgram, Lalmonirhat Changrabandha, Mekhaliganj, West Bengal

Akhaura, Brahmnbaria Ramnagar, Agartala, Tripura

Goainghat, Sylhet Dauki, Shillong, Meghalaya

Tetulia, Panchagarh Fulbari, Jalpaiguri, West Bengal

Tetulia, Panchagarh Fulbari, Jalpaiguri, West Bengal

Sadar Upazila, Comilla Srimantapur, Sunamura, Agartala, Tripura

India’s transport sector is large and diverse; it caters to the needs of 1.1 billion people. In 2007, the sector
contributed about 5.5 percent to the nation’s GDP, with road transportation contributing the lion’s share.
Good physical connectivity in the urban and rural areas is essential for economic growth. Since the early
1990s, India's growing economy has witnessed a rise in demand for transport infrastructure and services.

Transportation industry contributed roughly 6.3% of GDP and is majorly dominated by road sector. More
than 50% of freight and 90% of passenger traffic are handled by road. Government as well private
investments, rising exports, increasing interstate movement of goods and passengers, growing FMCG
sector and rising disposable income are the major drivers of transpiration industry in India. In order to
boost the connectivity across country, 100% FDI has been allowed in roads and Highway sector via
automatic route. In case of aviation sector, government has increased the FDI limit from 79% to 100% of
which up to 49% is available under automatic route.

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However, the sector has not been able to keep pace with rising demand and is proving to be a drag on the
economy. Major improvements in the sector are therefore required to support the country's continued
economic growth and to reduce poverty.

Ports

▪ Kandla port, Gujarat – The Bustling One - It is the biggest container port in India when it
comes to the value and amount of cargo that travels through it each year.
▪ Mumbai Port, Maharashtra – Largest Indian Sea Port - Handling about 20-percent of India’s
foreign trade, Mumbai Port is critical to the Indian economy and trade operations.
▪ Chennai Port, Tamil Nadu – Third Oldest in Country - handles over 100 million metric tons of
cargo per year.
▪ Port Blair Port, Andaman And Nicobar Islands - is an official shipping and cargo port
▪ Haldia Port, Kolkata – Biggest in the State - manages cargo that arrives from Australia and
Southeast Asia. It utilizes two dock systems, Haldia docks and Kolkata docks.
▪ Tuticorin Port, Tamil Nadu – Built on Artificial Sea
▪ Cochin Port, Kerala – One of the Largest - it moves 11 million metric tons of imported goods
alone each year. Imports and exports consist mainly of tea, coffee, spices, fertilizers, and mineral
oils.
▪ Ennore Port, Chennai - handles large volumes of coal (over 16 million metric tons per year).
▪ Panambur Port- it moves many major imports like fertilizer, timber, wood pulp, petroleum, and
more. Exports include coffee, iron ore, manganese, and cashew nuts.
▪ Vizag Port, Visakhapatnam – Counted Amongst the Oldest shipyard.

Communication Systems

The communication system of India includes post and telegraph services, telecommunication systems,
television and broadcasting, and also information services, etc. India's telecommunication network is the
second largest in the world by number of telephone users (both fixed and mobile phone) with 1.1724
billion subscribers as on 31 Dec 2019. It has one of the lowest call tariffs in the world enabled by mega
telecom operators and hyper-competition among them. As on 31 Dec 2019, India has the world's second-
largest Internet user-base with 661.94 million broadband internet subscribers in the country.

Modern telecommunication systems are quite capable of transmitting large volume of information over
long distances through telephone, fax, radio, television etc. India is the fourth largest telecom market in

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Asia after China, Japan and South Korea. The Government of India recognizes that provision of world-
class telecommunications infrastructure and information is the key to rapid economic and social
development of the country. It is critical not only for the development of the Information Technology
industry, but also has wide-spread consequences on the entire economy of the country. The Indian
telecom sector is one of the fastest growing in the world. There is a huge demand for qualified and skilled
professionals with knowledge and technical know-how in these fields. The telecom sector is vast and
offers a range of career opportunities. Telecommunication being a very highly technical and professional
sector requires handling by professionally qualified and experienced personnel.

International trade statistics

Major export

The accompanying export products bunch order the most noteworthy dollar esteem in Indian
worldwide shipments during 2019. Likewise demonstrated is the rate share each export
classification speaks to regarding in general exports from India.

⮚ Mineral fuels including oil: US$44.1 billion (13.7% of total exports)

⮚ Gems, precious metals: $36.7 billion (11.4%)
⮚ Machinery including computers: $21.2 billion (6.6%)
⮚ Organic chemicals: $18.3 billion (5.7%)
⮚ Vehicles: $17.2 billion (5.3%)

India’s top 5 exports accounted for roughly more than (43%) of the overall value of its global
shipments.

For recent updates there are new eye capturing and fastest growing exports taking place in top
ten categories electrical and machinery products which has been estimated up 23.6% around
from the year of 2018 to 2019. Also, revenue in the Juices segment is projected to reach
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US$2,323m in 2021. The market is expected to grow annually by 7.8%. And comparing across
with the global market India ranked in 10th position with the project market volume of
USD$2323m.

Major imports

The following product groups represent the highest dollar value in India’s import purchases
during 2019. Also shown is the percentage share each product category represents in terms of
overall imports into India.

⮚ Mineral fuels including oil: US$153.5 billion (32% of total imports)

⮚ Gems, precious metals: $60 billion (12.5%)

⮚ Electrical machinery, equipment: $50.4 billion (10.5%)

⮚ Machinery including computers: $44.1 billion (9.2%)

⮚ Organic chemicals: $20.5 billion (4.3%)

India’s top 10 imports accounted for about four-fifths (79.4%) of the overall value of its product
purchases from other countries. Imported fertilizers posted the fastest increase in value among
India’s top 10 import categories, up 23.3% from 2018 to 2019. The other top category to gain
was machinery including computers via a 1.6% improvement.

Balance of payment

Since independence, India's balance of payments on its current account has been negative. India's
trade deficit narrowed sharply to USD 6.77 billion in August of 2020 from USD 13.86 billion in
the same month last year, in line with market forecasts of USD 6.75 billion, amid a prolonged
coronavirus lockdown.

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Trade barrier

India maintains a nontariff regulation on three categories of products: banned or prohibited

items (e.g., tallow, fat, and oils of animal origin); restricted items that require an import license
(e.g., livestock products and certain chemicals); and “canalized” items (e.g., some
pharmaceuticals) importable only by government trading monopolies and subject to cabinet
approval regarding import timing and quantity. Sectors like textiles and apparel, paper, rubber,
toys, leather goods and wood products receive subsidies considering the exemptions from
customs duties and internal taxes that helps in determining the export performance. The Indian
Government has strong ownership in major service sectors like banking and insurance. Foreign
investments made in business in certain service sectors that include financial services and retail.
Foreign participation in professional services has also been restricted, and in the case of legal
services, it is prohibited entirely. Equity restrictions and other trade-related investment measures
result in an unfair advantage to domestic companies. The Indian Government had restricted FDI
in sectors like retail trade and agriculture.

Inflation rate

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Inflation is generally defined as the increase of prices of goods and services over a certain period
of time, as opposed to deflation, which describes a decrease of these prices. Inflation is a
significant economic indicator for a country. It influences the interest rates paid on savings and
mortgage rates but also has a bearing on levels of state pensions and benefits received. A 4
percent increase in the rate of inflation in 2011 for example would mean an individual would
need to spend 4 percent more on the goods he was purchasing than he would have done in 2010.

India’s inflation rate has been on the rise over the last decade. However, it has been decreasing
slightly since 2010. In 2019, the inflation rate in India was around 4.54 percent compared to the
previous year.

Channel of distribution

PRAN stands for Program for Rural Advancement Nationally. The largest fruit and vegetable
processing industry in Bangladesh with countrywide distribution network AMCL’s PRAN is an
established brand of Bangladesh with an extensive sales force all over the country. PRAN have a
well-developed infrastructure for production, sales and distribution. PRAN has proven itself as –
Local product but of international standard.
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Pran, one of the leading food processing companies in the country, wants to invest around Rs
300 crore (Tk450 crore) to set up five food processing plants in parts of India with a vision to
stand up as a regional brand. The reason behind that this a tried and tested method and what
works with Indian mind-set is that they would still prefer and trust a Human Being selling them
product and also now they are selling through online through Indiamart.

Media

Digital is increasingly becoming the preferred mode in marketing of beverage as it helps brands
to establish an engaging connecting with the millennial. This includes TV, radio, and social
media. India is famous for media marketing and they have very strong media channel and giving
sponsor at gaming activities like cricket, IPL etc.

Intermediaries

Retailers

India is the world’s fifth largest global destination in the retail space. Retail industry reached
US$ 950 billion in 2018 at CAGR of 13 per cent and is expected to reach US$ 1.1 trillion by
2020. Online retail sales were forecast to grow 31 per cent y-o-y to reach US$ 32.70 billion in
2018. Revenue generated from online retail is projected to reach US$ 60 billion by 2020.
Revenue of India’s offline retailers, also known as brick and mortar (B&M) retailers, is expected
to increase by Rs 10,000-12,000 crore (US$ 1.39-2.77 billion) in FY20.

Government Initiative

Government may change Foreign Direct Investment (FDI) rules in food processing in a bid to
permit E-commerce companies and foreign retailers to sell Made in India consumer products

Wholesale intermediaries

Wholesalers mainly operate through offline and online platforms, distributor hub center and
indiamart where the payment methods include credit transfer, cash on delivery and so on. Pran
use wholesale or retailers and they also they hire an importer for making the firms products
available to the end users.

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Market Audit and Competitive Market Analysis
Introduction

India fruit juice market is majorly driven by the factors such as rising health consciousness, as a
result of which the consumers now prefer more organic beverages over carbonated drinks which
are free from added sugar and artificial flavors and preservatives. Children centered fruit juice
market is one of the high potential market, which is barely promoted by any producer of fruit
juices. As a major market for fruit drinks, children fruit drink market majorly consists of protein
drinks and milk beverages. Under the requirement of higher nutrient values, children fruit juices
fascinate consumers with attractive packaging and designs, which ensures positive market
prospects. Market of juice pack is promising. It’s increasing day by day. All sorts of people
usually drink juice pack. But the children and the young people drink most of them. They are
very fond of drinking juice pack. The people of 3-35 years old age usually drink, upper of
middle-class people like juice pack. Most of people prefer tasty juice; they are price sensitive,
want to get easily from any retail shop.
Total units (sales):

Total units (sales) for the last eight years are given below:

Year Total Units (Sales)

2004-05 39500000

2005-06 43500000

2006-07 46000000

2007-08 51500000

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 2008-09 55200000

The Market

Geographic segmentation:

Geographic segmentation involves a business dividing its market on the basis of geography.
There are several ways that a market can be geographically segmented. One can divide the
market by geographical areas, such as by city, country, state or international region. It can also
be divided into size/destiny and climate. PRAN started its export operation back in 1991 by
exporting their products to France. From then on, they have expanded their export business
worldwide and now, they are exporting their products in more than 94 countries in the world.
PRAN Export Limited was formed with a view

to join global business and to create a strong representation of Bangladesh in the world’s

economic map. At present, PRAN Export limited has divided their export market in 6 units.
Those are India, Asia, Middle East, Africa, Europe and America. Along with 13 factories in
Bangladesh, PRAN has industrials unit in India and soon new units are to be opened in Nepal
and UAE. Torun a successful operation, it has overseas offices in India, Malaysia, UAE, KSA,
Oman, Qatar, Angola, USA, Canada, Spain, Italy and Singapore. Along with other products, the
SBU PRAN Frooto 250ml is being produced in these countries.

Distribution strategy of PRAN juice pack:

The juice industry of Bangladesh generally maintains a four-tier distribution channel. The PRAN
Company does not more retail sale directly from the production centre, PRAN juice pack move
form factory to dealer’s agents, agents to wholesalers, wholesalers to retailers and finally
retailers to consumers. The industrial buyers mainly sell juice pack to the wholesalers. They also
sell juice pack to retailers besides the wholesalers. ‘The wholesalers mainly sell juice product to

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the customers besides the retailers. They also sell juice pack to the customers beside the retailers.
The customer mainly collects juice pack from retailers.

Wholesalers of the company are trained and contractual. The company divides sales territories
among the wholesales. It provides commission and other financial facilities to the wholesalers to
motivate them. The company does exclusive distribution. It has power of controlling
wholesalers.

Target market

Our main target market people are the young ages people who like to drink juice very much.
Mostly the school going students and the children. Beside that we also focus the young
generation people. Although our main target market is young people but we also prefer the
people of adult and old ages people.

Advertising and Promotion:

Product advertising is the major part for any business. Our competent marketing team will work
to increase the sales. The main platform that we will use in order to advertise our product is
Television. Television advertisements and celebrity endorsement are an effective and quick way
to reach brand’s key consumers. Other than that, we will advertise in a way that will build
emotional and behavioural connections with our consumers and will help us in driving our sales.
Also, we will run advertisement mostly on digital marketing. We will do sponsored ads in
Facebook and of course there will be YouTube videos about the awareness about face skin.

Personal selling:

Personal selling is one of the most important to the firm. Personal selling creates a good
relationship to the dealers, distributors, wholesales, retailers, with customer or others of PRAN.
So, the company’s sales people also play a vital role there.

Sales promotion:

Sales promotion is another essential ingredient in marketing campaigns. Such promotion consists
of diverse collection of incentive tools, mostly short term, designed to stimulate quicker and for
greater purchase of particular products or services by customer, where advertising offers a reason

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to buy PRAN Juice Pack others trade promotion and Consumer promotion such as discount,
incentives, coupon gift etc.

Pricing Strategy:

Considering consumer satisfaction, markets demand etc. the company follows the prices of juice
pack is “Cost-pricing” strategy. The pricing strategy is very specific and straight according to
present market situation. Pricing decision is made through the discussion among the Managing
Directors.

Market Size:

Goldstein Market Intelligence analyst forecast fruit juices have created a space for themselves in
Indian household menus, as a part of a family’s breakfast, social gatherings, and evening snacks.
Further, the market is anticipated to grow at a CAGR of 17.1% over the forecast period backed
by the significant adoption of health drinks by young consumers in India.

Competitor product

The main competitors are –

● Tropicana
● Real Fruit Juices
● Minute Maid
● Ceres Fruit Juices
● Slice

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 Preliminary Marketing Plan
The Marketing Plan

The marketing plan includes marketing objectives, SWOT analysis, Advertising mix, sale mix,
promotion cost, sale cost among others. Here, we have tried to come up with a concrete
advertising strategy like TV ads, banners, billboards, free sample distribution and so on. At the
time of building the marketing plan we will focus on four major modem of communication these
are: Advertising, personal selling, sales promotion and publicity.

PRAN Juice Company uses all above promotional strategy to enhance its sales:
Marketing Objectives

The objective is to encourage every classes of consumers and make sure the products availability
so that the feature juice product underneath Pran Mango Juice to be more victorious in India.

Target Market:

Our main target market people are the young ages people who like to drink juice very much.
Mostly the school going students and the children. Beside that we also focus the young
generation people. Although our main target market is young people but we also prefer the
people of adult and old ages people

Sales Forecast years 2021-2025

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Expected sales in 2021 will be approximately 20 Crore with increases expected. Follow the first
couple of years when it finds it place in India, for instance, consumers begin to know this brand.
Expected sales for the first five years are as the table:

Year Sales (rounded off) in

Rupees (Crore)

2021 20

2022 30

2023 37

2024 43

2025 50

Profit forecast years 2021-2025

As we enter in to the market for the first time and there are lots of local competitor first year
profit expectations will be lowest; the first year is the repair year, due to the highest cost
associated with setting up the requirements. Follow the sales operating and distribution systems
start to work, in the following years, the profit expectations will be higher step by step

Year Profit (rounded off) in Rupees

(Crore)

2021 (0.75)

2022 2.05

2023 7.14

2024 11.49

2025 16.13

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Market penetration and coverage

Our main target market people are the young ages people who like to drink juice very much.
Mostly the school going students and the children. Beside that we also focus the young
generation people. Although our main target market is young people but we also prefer the
people of adult and old ages people

We will arrange numerous campaigns around the local school and colleges where we can
understand the behaviour of our target customers. We will provide some amenities are as
following:

● Leaflets about the advantages of mobile technology.

● Local Outlets

SWOT Analysis

Strengths
● Management competence.
● Good marketing skills.
● Good materials management systems.
● Competence of information system.
● Competence of human research.
● Brand name reputation.

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 ● Differentiation advantages.
● Innovation effectiveness.
● Appropriate organizational style.
● Appropriate management style.
● A large market shares.
Weaknesses
● Partial poor marketing plan and maximum time emphases on only TV advertisement not
on other promotional mix.

● Conflict in between pure marketing knowledge and application.

● Decline in research and development for innovation.

● Don’t feel necessity of market survey and not eager to understand consumer behaviors.

● Not eager to redesign or reformat the product.

● Lack of technical manufacturing skill.

● It has no attractive advertisement.

Opportunities
● Company can expand its product line by introducing differentiation or introducing new
items for various using purposes.
● Can apply research and redevelopment in new areas.
● Diversity into new growth business.
● Extend cost or differentiation advantages.
● Widen product range.
● Exploit new market segments.
● Overcome barriers to entry.

Threats
● Increasing foreign companies’ domination.
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 ● Changes in consumer tastes.
● Rapidly rising and invention of new or substitute products.
● New forms of vigorous industry competition.
● Political instability and government regulation.
● Economic depression.

Promotional mix

Advertising

Advertising will be the first choice for a company to communicate with potential customers.
Advertising can send the information quickly to the audiences and has a huge reach. It always
accesses the mass media and makes affection in a short time. Advertising can develop the market
and reinforces the brand and helps us sell our products. The main advertising plan is to use
television, radio, newspapers and billboards. After economic analysis and research, television is
the highest used media in India. On TV sets, ads can be viewed by one person or whole families
or in tea stalls. The number of the audience can be huge and the affection will be deep. The other
way of TV advertisements is in a form of product placement. Placing the product advertisements
before or behind the news or other TV programs like movies, sports will increase the reach for
our product. Another form of advertising used will be billboards. There is a great form of
outdoor advertising which is to use a painting on a building beside the freeways where they
command high-density consumer exposure. Radio advertisings is a form of advertising via radio.
Local radios in India have a big range of audiences. The newspaper and magazine
advertisements will be a continuation of the television and radio advertisements using pictures.

Objectives:
⮚ Let the consumers understand our product and connect with each other.
⮚ To make an impact in the target market in those areas we have chosen to promote Pran
Mango Juice, using different media.

Media mix

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Firstly, we will use TV advertisements to open the market, make consumers know us. Radio,
billboards and printing ads are the second step to make consumers understand what we provide
that not only just sell juice but also provide nutrition.

I. Costs

Description Designing Cost with Subtotal (in Rupees) Total (in Rupees)
print (in Rupees)

IPL ads expense 12.5 lac 12.5*20 lac 2,50,00,000

Billboards 70,000 per month 70,000*100*12 8,40,00,000

Paper ads 3,500 per sq. cm 3,500*100 3,50,000

TVC making Rs 1.5 crore 1.5 crore 1,50,00000

Total 124350000

Sales promotions

There are two types of sales promotions: Trade sales promotion and consumer sales promotion.
Trade sales promotion is known as “push” the products through the retailers, induce retailers into
“stocking and supporting” certain products.

Consumer sales promotion attempts to “pull” a response from consumers directly to brands to
encourage them into “action”. The trade sales promotion strategy to the selected outlets will
include discounts and surrender part of the profits. In another way, the push strategy used will be
for staff of retailers to give them push money for not only stocking products but also supporting
them.

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 I. Objectives
● A push strategy to retailers by surrendering part of the profits.
● A pull strategy to promote to new customers by offering extended warranty.

Personal selling:

Personal selling is one of the most important to the firm. Personal selling creates a good
relationship to the dealers, distributors, wholesalers, retailers, with customer or others of PRAN.
So, the company’s sales people also play a vital role there.

Other Promotional tools:

● Vehicle display board (VAN)-

● Outdoors Print Media
● Special Events Sponsorship (Puja, Concert)
II. Coupons
● Scratch Card to win Gifts
● Lottery

III. Costs

Description Designing Cost with print in Rupees

Banner in bus stoppage 9000 per banner

Wall paint 7000 per sq. ft.

Poster 7000 per sq. ft.

Sticker 5000 per sq. ft.

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 Leaflet 7000 both side

Festoon 5000

Shopping Bag 5000

Bunting 13000

Dangler 10000

T-Shirt & Cap 3000

Pocket Calendar 3500

Walton store on wheels/Van 80,000 per month

Distribution: From origin to destination

Port selection

Origin port: Benapole, Akhaura.

Destination port: Petrapole, Ramnagar.

Mode selection: Advantages/disadvantages of each mode

I. Railroads:
Advantages Disadvantages

● Dependable in any weather ● Inflexible timing and routes

situations ● Lack of door to door service
● Cheapest mode of transport ● Involves much time and labour
● Large quantity can be in booking and taking delivery
transported in a single run of goods
● Fastest mode of transport

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 II. Moto carriers:
Advantages Disadvantages

● Need less capital than the ● Dotted with frequent accidents

railways ● Inadequate Roads
● Provides door to door service ● Heavy tax burden on motor
● Useful in small distances transport in India
● Rising Cost of Petrol and Diesel
Packaging

Marketing and labelling regulations

I. Packaging
All pre-packaged commodities imported into India must carry the following declarations on the
label:

▪ Name and address of the importer,

▪ Generic or common name of the commodity packed,
▪ Net quantity in terms of standard unit of weights and measurement,
▪ Month and year of packing in which the commodity is manufactured, packed or
imported,
▪ The maximum retail sales price (MRP) at which the commodity in packaged form may be
sold to the end consumer. Languages Permitted on Packaging and Labelling English
and/or Hindi.

Unit of Measurement

All imported goods as well as transport documents must show standard units of measurement
and weight.

Mark of Origin "Made In"

In the case of foodstuffs and drinks and also where preferential import duties are claimed the
made in mark should be on the package.

Labelling Requirements

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The packaging and labelling requirements for packaged food products is laid down in the Part
VII of the Prevention of Food Adulteration (PFA) Rules, 1955, and the Standards of Weights and
Measures (Packaged Commodities) Rules of 1977.

II. Costs
Resource requirements

Finances

I. Market Study

a. Potential market size determining cost: As per a renowned market surveyor, ‘’the
minimum budget for a small territory will never be less than €10,000 and a competition
study based on a field study in several countries can easily exceed €50,000’’ - Kantar.
This figure after conversion to Indian Rupees amounts to around Rs.9 lacks.
b. Cost of determining the competition: A competition analysis with a field investigation
will require an average of 15 days/man. The addition of additional market research
techniques (Facebook profiling, online survey) can quickly increase the workload to 25
man/days. All of these amounts to an average of €12,000 or around INR 10.5 lacks.

Promotional activities

a. Advertising & Sales promotions cost:

Description Designing Cost with Subtotal (in Rupees) Total (in Rupees)
print (in Rupees)

Banner in bus 9,000 per banner 9,000*100 9,00,000

stoppage

Wall paint 7,000 per sq. ft. 7,000*100 7,00,000

Poster 7,000 per sq. ft. 7,000*10 70,000

Sticker 5,000 per sq. ft. 5,000*10*10 5,00,000

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Leaflet 7,000 both side 7,000*10,000 7,00,00,000

Festoon 5,000 5,000*1,000 50,00,000

Shopping Bag 5,000 5,000*30,000 15,00,00,000

Bunting 13,000 13,000*1,000 1,30,00,000

Dangler 10,000 10,000*1,000 1,00,00,000

T-Shirt & Cap 3,000 3,000*30,000 9,00,00,000

Pocket Calendar 3,500 3,500*30,000 10,50,00,000

LED Display Van 4,000 per sq. ft. 4,000*20*100 80,00,000

IPL ads expense 12.5 lac 12.5*20 lac 2,50,00.000

Billboards 70,000 per month 70,000*100*12 8,40,00,000

Paper ads 3,500 per sq. cm 3,500*100 3,50,000

TVC making Rs 1.5 crore 1.5 crore 1.5 crore

Total 57,75,20,000

b. Retail Point cost:

Description Total (in Rupees)

Kiosk 14,000*100=14,00,000

Salesman/girl 10,000*100=10,00,000

Total 24,00,000

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Personnel

Employees at retail points:

- 100 employees with fixed salary and 1% sales commission.

References
● Irfan, M.M., 2014. Employees Reflection of PRAN Export Limited. Available at:
https://www.business/marketing-business/marketing-strategy-of-pran-juice-pack.html
● Rabbi, F., 2018. An Analysis of Marketing Activities of PRAN Juice. Available at:
https://www.business/marketing-business/marketing-plan-in-pran.html
●
● Geography of India Retrieved from https://en.wikipedia.org/wiki/Geography_of_India

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 ● How the nature of Indian families is changing Retrieved from
https://www.thehindu.com/news/national/how-the-nature-of-indian-families-is-changing/
article28281107.ece
● Bangladesh exports to India cross 1bn mark Retrieved from
https://www.dhakatribune.com/business/economy/2019/07/10/bangladesh-exports-to-india-
cross-1bn-mark
● Courtship and marriage in the Indian culture Retrieved from
https://prezi.com/qnvweurhywki/courtship-and-marriage-in-the-indian-culture/#:~:text=In
%20India%20the%20majority%20of,and%20the%20men%20turns%2022Courtship and marriage
in the Indian culture Retrieved from https://prezi.com/qnvweurhywki/courtship-and-marriage-
in-the-indian-culture/#:~:text=In%20India%20the%20majority%20of,and%20the%20men
%20turns%2022.
● Retrieved from https://www.dw.com/en/indias-caste-system-weakened-but-still-influential/a-
39718124#:~:text=In%20the%20system%2C%20Hindus%20are,)%3B%20and%20the%20Shudras
%20(manual
● Retrieved from http://factsanddetails.com/world/cat55/sub354/item1358.html
● India poultry meat consumption Retrieved from
https://www.statista.com/statistics/826711/india-poultry-meat-consumption/

Nutrition profiles Retrieved from

https://globalnutritionreport.org/resources/nutrition-profiles/asia/southern-asia/india/
#:~:text=India%20experiences%20a%20malnutrition%20burden,developing%20country
%20average%20of%2025%25

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