CHAPTER ONE

1.0 Introduction
1.1 Background of the study
At present business is very much complex because of even changing
customer choice, preference, taste etc. and for the technological and
high competition. As globalization is on the competition is spread an
over the world. So every organization should be international standard.
Every company or firm wants to make their loyal customer group. Each
firm would like to gain maximum profit through consumer's
satisfaction. To day each company has to face so much competition. To
perform all marketing tasks marketer are to faces. Two types of
environment, one is macro or external and another is micro or internal
environment.
We know that juice pack is a consume goods. It is classified as shopping
goods. People usually drink juice for the refreshment and to reduce
tiredness. In all seasons juice is widely consumed by the customers. But
the demand becomes high in the summer. Juice is tasty and nutrition's.
There is a wide demand and high prospects for the juice products.
PRAN juice pack is one of the items to meet this demand.
This study tries to focus on marketing problems and prospects of PRAN
juice pack. PRAN juice pack is one of the popular brands in Bangladesh
and also in international market recently. It is manufactured and
marketed by Agriculture Marketing Company Ltd. (AMCL) of PRAN
group. PRAN juice pack is selling mainly local market (all over
Bangladesh) already it is exporting in Europe, America and Middle East
also in India. There is much higher demand for locally produced juice
pack in the country than present domestic supply. We see that there is a
shortage of PRAN product in our local market. So Bangladesh imports
some juice from Pakistan, India and other countries. In this situation

AMCL has to face few problems as well as meeting other competing

juice company. AMCL has few problem areas such as distribution
system, Government policy, and import system and wholesale/retailers
sector. In the true sense, marketing management concept is not being
implemented in the existing juice marketing system. There is no
combination among product, price place and promotion.
In spite of few problems, there is increasing demand for PRAN juice
pack all over the country. So we can say that PRAN juice pack has a
bright prospect in the country. Undeniably juice pack of AMCL would
be considered as the most potential juice to give our infrastructure
greater longevity. So company should take to proper action for the
fulfillment of the target of juice pack products of AMCL.

1.2 Importance of the study:

We know PRAN juice pack is a well known brand in juice industry
within Bangladesh. The demand as well as the sales volume of PRAN
juice pack is increasing rapidly day by day. There were 27500000
PRAN juice pack sold in 1997-1998, 30000000 PRAN juice pack in
1998-1999, 32000000 PRAN juice pack in 1999-2000, and 35500000
PRAN juice pack in 2000-2001 and 38500000 PRAN juice pack in
2001- 2002.
Marketing is the key point of the business activities that direct the flow
of goods and services from producer to customer or user in order to
satisfy customer and accomplish the companys objectives. In order to
achieve the customer satisfaction, product must be available in the right
form, at the right time, in the right place.
The importance of this study is to analyze the marketing problems of
PRAN juice pack as well as identify the real problems and what method
should be used in order to overcome those problems. There is much
3

higher demand for locally produced juice in the country than present
domestic supply. Bangladesh is not self sufficient in PRAN juice
product production. Bangladesh has to import a large quality of various
juice product or finished juice products such as bottle, can and pack. We
see that there is frequent shortage of juice product is our local market.
As a result the customers of PRAN juice pack are facing a lot of trouble.
There are many problems in the distribution of PRAN juice pack. The
demand of juice pack is not stable in Bangladesh. There are two ways of
juice pack supply in Bangladesh. 1) Domestic production and 2)
Imported juice products.
The prime objective behind the creation of PRAN juice industry was to
ensure the steady supply PRAN juice and to make it easily available to
the customers when they need at the lower possible price.
Although Bangladesh has a favorable condition for the growth of juice
product industry, yet it is not rich in production due to absence of raw
material and modem machineries. The distribution system is not
developed with respect to the market demand. The price of juice pack is
not determined by the market forces. In this situation, marketing
management concept is not being implemented in the existing juice
pack marketing system. There is no combination among product, price
place and promotion. In case of distribution a lot of irregularities come
out due to lack of marketing management concept. Weak marketing
system is responsible for this kind of error.
However, very few research works have been accomplished in the area
of juice particularly on juice marketing. Although this work is not
providing a specific guideline to overcome the current problems of
PRAN juice pack, but I think this report will be helpful for the
marketers, the customers and the policy makers who are directly
involved in the formulation of the marketing strategy of PRAN juice

pack. Finally a contemporary marketing strategy is proposed to

overcome the current and prospective marketing problems of PRAN
juice pack and also to the develop a marketing plan.

1.3 Background of Agricultural Marketing Company Ltd.

Agriculture Marketing Company Ltd. (AMCL) was set up in 1985 for
farming and marketing of agricultural products for local and foreign
market. Subsequently a modern fruit processing plant with bottling and
canning facilities was added in 1993 to produce fruit juice squash,
sherbet, jam, jelly etc. At present AMCL has forty (40) products in
different types and sizes in existing market in Bangladesh and other
countries in the world. It has a dehydration unit to dehydrate mushroom,
banana, mango, papaya, beans and other fruits and vegetables. The
products of AMCL have good acceptability to the consumer all over the
country. And the turnover of AMCL has been increasing day by day.

CORPORATE MISSION
POVERTY AND HUNGER ARE CURSES
OUR AIM:
TO GENERATE EMPLOYMENT
AND EARN DIGNITY
AND SELF-RESPECT FOR OUR
COMPATRIOTS THROUGH
PROFITABLE ENTERPRISES

The company's processing unit started commercial production on July

1993 and launched its products in the market under the brand name
PRAN.
The company was initially engaged in only agro-business. The company
itself cultivated many types of fruits and vegetables. More over
extensive cultivation of gherkin, mushroom, and body corn were taken
up through contract grousers. Processed gherkin and fresh vegetables
were exported and mushroom and baby corn were canned and marketed
locally.
Continual
Improvement of the
Quality Management
System
Management
Responsibilities

Commitment
Policy

Customer
Requiremen
t

Resource
Management

Objective

HRM & Training

Planning

MIS
Accounts & Fin.

Infrastructure

Review

Purchasing
Production

Mgt. Analysis &

Improvement
Audit

Customer
Satisfaction

Process/Product
Control
Improvement
through analysis

Calibration

Product
Realization

Product

The company processes most of the fruits produced in Bangladesh like

mango, pineapple, banana, guava, lemon, satkora, and many other types
of fruits and vegetables including tomato. The plant facilities includes
canning, pulping, juice making and bottling jam, jelly, pickles etc. It has

also facilities for dehydration of fruits and vegetables and mineral water.
The AMCL has incorporated in Bangladesh on May 1985 as privet
limited company under the company act, 1913 and subsequently in 22nd
June, 1993 the company was converted into public limited company.

PRAN IS SPECIALIZED
IN AGRO PROCESSING
AND THE COUNTRYS
FIRST & LARGEST
AGRO PROCESSOR
HAVING ISO 9001,
HACCP AND HALAL
CERTIFICATION

The company is publicly traded on listed with both Dhaka and

Chittagong stock exchanges since January 1996. Now it has become a
renowned agro- processing industry in food sectors.

Agricultural marketing company limited at a glance:

7

1)

Name of the institution: Agricultural marketing company

limited (An enterprise of PRAN-RFL Group)

2)

Year of establishment: 1985

3)

Head office: Property Heights, 12, R.K. Mission road,

Motijheel C/A Dhaka.

4)

First commercial production: July, 1993

RANGPUR
RANGPUR

NATORE
NATORE

GHORASHAL
GHORASHAL

DHAKA
DHAKA

CHITTAGONGG
CHITTAGONGG

The Head Offices are located in Dhaka with

production facilities around Bangladesh

1.4 Human Resources of PRAN-RFL Group

2009):
Property Development Ltd (PDL)
Agricultural Marketing Company Limited (AMCL)
Common Services Personnel (CS)

(Till December

40
1679
305

Bangladesh Lift Industries Limited (BLIL)

79

Rangpur Foundry Limited- RFL (Head office & Sales)

229

Rangpur Foundry Limited- RFL (Factory)

123

PRAN Foods Ltd. (PFL)

PRAN Agro Ltd- PAL (H/O & Natore)

1712
875

RPL (PVC & Plastic Factory)

1202

PRAN Dairy Limited (PDL)

324

Banga Agro Processing Limited (BAPL)

PBL

20
852

Export

33

Distribution H/O

90

Distribution Ghorashal (PIP & AMCL)

257

Total number of sales Distributors

400
8220

FACTORIES:
1) Ghorashal (AMCL & PIP)
2) Rangpur (RFL)
3) Natore (PAL)
4) Brahmonbaria
5) Chittagong

ORGANIZATIONAL ADMINISTRATIVE FLOW MODEL

Chief Executive

Deputy Chief Executive

Executive
Director

Executive
Director

Executive
Director

Executive
Director

Chief of
Department

Chief of
Department

Chief of
Department

Chief of
Department

General
Manager

General
Manager

General
Manager

General
Manager

Senior
Manager

Senior
Manager

Senior
Manager

Senior
Manager

Manager

Manager

Manager

Manager

Assistant
Manager

Assistant
Manager

Assistant
Manager

Assistant
Manager

Sub-Assistant
Manager

Officer
Junior Officer

Worker

1.5 Limitations of the study

10

Internship program is one kind of procedural program. There are various

factors involved such as time, cost, information etc. As a result I have to face
some problems while doing this internship.
The companys official did not provide sufficient current information like
information on existing market share, industries demands, sales volume of
competitors, accurate financial statement, cash in flow statement, rough
behaviors of some employees etc. When I did survey myself directly to
wholesalers, retailers and customers have not co-operated me as much as I
needed.
I have some personal limitations such as financial problem, time limitation,
lack of sufficient knowledge on the research field and also couldnt find
sufficient research materials on this area. I have tried my best to overcome
these limitations in this study.

11

CHAPTER TWO

2.0 Research Methodology

12

2.1 Objectives of the study:

The objective of this study is to find out major marketing problems and
prospects of PRAN juice pack as well as find out the problem solution for
effective marketing plan.
The specific objectives of this study are shown below:
1. To identify the present marketing strategies of PRAN juice pack in
Bangladesh.
2. To analyze the present problems in operating marketing function of
PRAN juice pack.
3. To analyze the opinion of the participants involving operating marketing
function of PRAN juice pack.
4. SWOT analysis and future prospects of PRAN juice pack.
5. To prescribe appropriate recommendation and suggestion to overcome
existing problems of PRAN juice pack.

2.2 Methodology of the study:

A research methodology is a must to follow for doing a research project or to
solve a research problem. Without following a scientific method it is
impossible to solve a research problem. This study is conducted by following
some predicated steps in the use of sources of data collection method and
selection of sample. Those are discussed below:

Sources of a nature of data:

13

I have collected necessary data from the following sources, which are given
below:
1) Primary data
2) Secondary data
1) Primary Data: The information, which is collected directly from the field
for a study is called primary data. Generally the following methods are used in
collection of primary data.
a) Survey questionnaire: I prepared two types of questionnaire, which are Open-ended questionnaire.
Close-ended questionnaire.
b) Observation: I observed many stores (wholesales, retailer) with sales
representative. I directly observed consumer attitudes and behavior.
c) Personal communication: I had communicated personally with the
executive of the firm and other officials who were the most important for this
study.
2) Secondary data: Different types of secondary data are used for this study. I
have collected secondary data from the following sourcesa) Annual report of PRAN, AMCL: 2004-05
b) Marketing Department of PRAN-RFL Group.
c) Human Resources Management Department of Common Services.
c) Website of PRAN-RFL group: www.pranrflgroup.com

Analytical tools
To present the data I have used the following analytical tools:
i) Table
ii) Chart
iii) Graph etc.

2.3 Data Collection Method:

14

For primary data collection, survey questionnaire, observation and personal

communication method is followed:
a) Sample: Sample is the most important representative part of the population.
If sample is not correct, study will be wrong. When I have selected sample then
I consider few factors, such as age, sex, occupation, rate, income etc.
b) Sample area: I have selected sample area in Dhaka City and Jessore
Town. Most of the data has collected from Dhaka at New market, Nilkhet,
Kalabagan, Palton, Fakirapul & Motijheel and Jessore at Barabazar, Jess
Tower, Chaurasta, Daratana & M. M. College.
c) Sample size: I have selected my sample size, the sample size that I have
taken is enough and representative, the following table illustrates my sample
size:

Number of wholesalers

Number of retailers

Number of consumers

10

50

50

d) Sample selection method: I have used cluster sampling method and random
sampling method for collecting primary data.

15

CHAPTER THREE

16

3.0 Organization Setup

3.1 The Present Marketing Strategy of PRAN Juice
Pack:
Product policy and strategy:
Agriculture Marketing Company Ltd. is producing six types of juice pack.
Juice pack of PRAN is dominating the juice pack market of Bangladesh. There
are six types of juice pack (Including price rate) which are given below:

No.

Products name

Contents Price (Tk.)

1.

PRAN Lemon Juice Pack

250 ml

12

2.

PRAN Orange Juice Pack

250 ml

12

3.

PRAN Guava Juice Pack

250 ml

12

4.

PRAN Mango Pine Juice Pack

250 ml

5.

PRAN Mango Juice Pack

250 ml

12

6.

PRAN Pineapple Juice Pack

250 ml

12

7.

PRAN Fruit Cocktail

250 ml

12

Source: Official index book

Product Matrix of PRAN Juice Pack:

Juice pack of AMCL has already used the product matrix policy of market
penetration for juice pack. Product matrix of juice pack of AMCL is shown in a
table:

17

Existing

Existing Product

New product

Market Penetration

Product development

Market

At present

New

Market development

Diversification

Market

Market penetration:
A strategy for company is growth by increasing sales of current products to
current market segment without changing the product quality.

Market development:
A strategy for company growth by identifying and developing new market
segments for current company product.

Product Development:
A strategy is for company growth by offering modified or new products to
current market segment.

Diversification:
The strategy is for company growth by starting tip or acquiring business
outside the company's current products and markets.

18

The company is trying to develop market development growth strategy for

juice pack.

Positioning of PRAN Juice Pack

Positioning is the act designing the company's offering and image so to occupy
a meaningful and distinctive place in the target market's mind.
PRAN Company (especially for juice pack) is following positioning which is
given below:

1) Identify possible competitive advantages:

a) Products differentiation
b) Services differentiation
c) Personnel differentiation
d) Channel differentiation
e) Image differentiation
We find out market of juice pack is promising. Its demand increasing day by
day so in this movement PRAN Company is following differentiation strategy
for positioning of their juice pack. So company considers few differentiation
variables which are given below:

19

Product

Services

Personnel

Channel

Image

Form (Size,
shape or
physical
structure of
product)

Features
Performance

Conformance

Durability

Reliability

Repair ability

Ordering ease

Delivery
timely
Installation
Customer
Training
Customer
Consulting
Maintenance
& Repair

Competence

Coverage

Symbols

Country

Expertise

Media

Credibility

Performance

Atmosphere

Reliability

Events

Responsiveness

Communication

Miscellaneous

Style
Design

2) Selecting the right competitive advantages

20

(Method for competitive advantage selection):

(1)

(2)

(3)

. (4)

(5)

(6)

(7)

Affordability
and speed
Low
Medium
Law
High

Competitive
ability to
improve
standing

Recommen
ded action.

Medium
Medium
111gb
Low

Hold
Monitor
Monitor
Invest.

Competitive
Advantage

Company
Standing

Competitor
standing

Importance
Improving
standing

Technology
Cost
Quality
Services

8
6
8
4

8
8
6
3

Low
High
Low
High

3) Positioning according to RIES AND TROUT:

The world positioning was popularized by two advertising executives, AL
RIES AND JACK TROUT. So PRAN Company has considered their strategy
to be successful. So PRAN (AMCL) Company has creative exercise with an
existing product, which is given below by a chart.

Company
Product

Target consumers

Benefits

Quality Conscious
consumer of young.
(Age within 3-30)

Tasty
and
healthy

PRAN
(Juice
pack)

Price

Value proposition

10%
premium

The tasty, most healthy

juice in which your
family can rid to
disease.

21

4) Communicating the company's positioning:

Company communicates positioning effectively. Suppose a company choose
the "best-in-quality" is communicated by choosing these physical signs and
cues that people normally use to judge quality.
Further, company should be followed consumers perceptual mapping properly.

Product life cycle

The market of PRAN juice pack is not new at present PRAN juice pack of
AMCL takes position in the Rapid Growth stage in the product life cycle. This
can be shown in a figure:
Product life cycle of PRAN juice pack:

Sales

PRAN Juice Pack

Introduction

Early

Rapid

Growth Growth

Mature

Saturation

Decline

Stage

Time

22

The market size

An industry sale of juice pack is Tk. 36.5 crores at present. The of AMCL is
Tk. 35.7 crores at present. The company's sales of the last five year are given
below:
Year
2000-01
2002-03
2003-04
2004-05
2005-06
2006-07
2007-08
2008-09

Sales Volume (Tk.)

10,00,00,000
12,00,00,000
13,00,00,000
16,00,00,000
18,50,00,000
21,50,00,000
28,50,00,000
35,70,00,000

Source: Official record, Annual report of AMCL 2008-2009

The information is presented in a diagram chart below:

Sales Volume of Juice Pack

600000000

Value in Taka (000)

500000000

400000000

300000000

200000000

100000000

2000-01

2001-02

2002-03

2003-04

2004-05

2005-06

2006-07

2008-09

23

Market size characteristics:

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 drinks
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)

1999-00

27500000

2000-01

30000000

2001-02

32000000

2003-04

35500000

2004-05

39500000

2005-06

43500000

2006-07

46000000

2007-08

51500000

2008-09

55200000

Sources: Official Record, Annual Report of AMCL 2008-09

24

Growth share matrix:

Product portfolio of juice pack of AMCL is developed here using the approach
of Boston consulting group (BCG) based on relative market share and market
growth rate:
Company Sales
Relative Market Share = ------------------------------------Leading Competitors Sales
3,570,00,000
= -------------------2,760,00,000
= 1.29
Total Market (Current year Previous year)
Market Growth Rate = ---------------------------------------------------------- X
100
Total Market Sales of Previous year
5, 15,00,000 4,60,00,000
= ------------------------------------ X 10051500000
4,60,00,000
= 11.96

25

The figure of growth share matrix is shown:

24%

Market Growth Rate

20%

Question Mark

16%

Star

12%
8%
4%

Cash Cow

Dog

2%

10x 4x 2x 1.5x 1x

0.5x 0.4x 0.2x 0.4x 0.2x 0.1x

Relative Market Share

Juice pack of AMCL occupies the place of Star. So, juice pack is usually
profitable. It has high market share and high market growth rate. This product
is absorbing a high level of cash to support increasing advertising, sales
coverage, sales support and additional machinery.

26

Market share:
Market share of the last eight years are given below:
Year
2000-01
2002-03
2003-04
2004-05
2005-06
2006-07
2007-08
2008-09

Market Share (%)

36.5
40
42
45
49.5
50.3
52
54.4

Source: Official record, Annual report of AMCL 2008-2009

2000-01
2002-03
2003-04
2004-05
2005-06
2006-07
2007-08
2008-09

27

Compare Market Share of Others Competitors:

PRAN Juice Company mainly competes with Star Ship, Shezan and Danish.
Two of them are foreign companies. So the style of competition that is faced by
PRAN, which are price, quality and foreign image.
Now three leading companies market share of previews year given below:
Year
2004-05
2004-05
2004-05

Company Name
PRAN JUICE
STARSHIP
OTHERS

Market Share (%)

54.4%
35.5%
10.1%

Source: Official Report, Annual report of AMCL 2004-2005.

This market share presented by diagram, which is given below:

3.2 Pricing policy and strategy of PRAN juice pack

28

Price is the sum of all the value that consumers exchange for the benefits of
having or using the product on serves. Historically, price has operated as the
major determination of buyer's choice.

a) Pricing policy:
As the company has an objective to stay in the market as long as possible with
this business, it has adopted the penetration price policy some both domestic
and international market.
Another viewpoint is that the company has adopted a fixed pricing strategy.
The cause behind this strategy is that the target consumers generally do not like
bargaining. As because the PRAN products users perceive high status.

b) 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.
There are three stages at which the prices are fixed to the market in
Bangladesh.
Firstly, the price, which is fixed by the factory, is called factory prices.
Secondly, the wholesalers collect PRAN juice product from the factory then
they fix a price for juice pack and then sell to the retailers on sub dealers. This
type of pricing is called wholesale pricing. The wholesalers pricing system are
given below:
Wholesaler Price = Issue price + transportation cost + storage cost + packing
cost
+ Physical losses + other costs + profit margin.

29

Thirdly, the retailers then collect PRAN juice pack from the wholesalers. After
keeping a certain profit margin, they fix a price. This type of pricing is called
retail pricing.

3.3 Distribution policy and strategy of PRAN juice

pack:
Distribution Channel:
A set of interdependent organizations involved in the process of making a
product or services available for use on consumption by the consumer or
business user.
Channel characteristics of PRAN juice pack: The juice industry of
Bangladesh generally maintain a four-tier distribution channel. The PRAN
Company does not more retail sale directly from the production center, 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 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.

PRAN juice packs distribution system:

30

The company has two types of distribution system for juice pack. One is
domestic regarding distribution system and other is international regarding
distribution system.

Domestic:
Domestic distribution structure of PRAN juice pack in Bangladesh is given
below:

Domestic Distribution Structure

Manufacturer

Agent / Dealer / Distributor

Wholesalers

Retailer

Consumer

Consumer

SALES REPRESENTATIVES

700
DISTRIBUTORS

400
DISTRIBUTION NETWORK

ZONAL MANAGERS

80
REGIONAL MANAGERS

17

31

32

PRAN SALES
NETWORK

RANGPUR

Existing Regions
Dhaka-1
Dhaka-2
Narayangonj

SYLHET

BOGRA

MAULAVIBAZAR
DHAKA-2

Comilla
Noakhali
Chittagong

DHAKA-1
N. GONJ
FARIDPUR

Mymensing

Out Chittagong

COMILLA

Sylhet

JESSORE

Maulovi Bazar

BARISHAL
NOAKHALI

CHITTAGONG

Jessore
OUT CHITTAGONG

Barisal
Bogra
Rangpur
Faridpur

Existing Depots
COMILLA

Ghorasal
Tongi
Natore
NATORE
MOULOVIBAZAR
TONGI

GHORASHAL

Moulovibazar
Chittagong
Barisal
Noapara, Jessore

COMILLA
NOAPARA
BARISHAL
CHITTAGONG

To be Opened
Comilla
Rangpur

International:
33

PRAN Company uses foreign agent distributors to distribute juice pack.

Manufacturer

I
t
a
l
y

Agent / Distributor

Foreign Consumer

MAJOR EXPORTS
All over the world

Canada

USA

France Belgium
Austria
London
Switzerland Germany

Japan
Pakistan
Kuwait
Nepal
Qatar
Bhutan
India
Saudi Arabia
Malaysia
UAE
Sri Lanka
Sierra Leone
Singapore
Congo
Lebanon

Madagascar

INDIA UAE
CANADA USA
FRANCE BELGIUM

Australia

AUSTRIA ITALY
GERMANY AUSTRALIA
JAPAN PAKISTAN
KUWAIT QATAR
CONGO SAUDI ARABIA
BHUTAN UK MALAYSIA
SRI LANKA SINGAPORE
MALAGASY REP.
SIERRA LEONE NEPAL
LEBANON SWITZERLAND
DJIBOUTI

34

3.4 Promotional policy & strategy of PRAN juice

pack:
Promotional Mix consists of 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:

Advertising:
Advertising is one of the most common tools that the company uses to direct
persuasive communications to longer target buyers, consumer and public. It is
aware of the consumer about its quality, price and consumption pattern.

Advertising can be done in various ways such as:

a) Television: TV is the biggest media in Bangladesh to reach the consumer.
The firm realized it and started to spend for TV advertising of PRAN juice
pack.

35

b) Radio: Most of the people of Bangladesh live in village. Radio is now

available everywhere. Radio can build up good appeals. So, the company
emphasizes advertisement on radio.
c) Newspaper: Newspaper is an important media .A company can easily reach
to the target customer through newspaper. Almost all the daily newspapers have
been used for the advertising of PRAN juice pack marketing in Bangladesh.
Such as, The Daily Prothom-Alo, The Daily Ittefaq, The Daily Amar Desh, The
Daily Shamokal, The Daily Nayadiganta, The Daily Observer, The Daily Star,
The Daily Jugantor, The Daily Janakantha, The Daily Manobjomin etc.
d) Cinema: Some people especially middle lower class enjoy cinema. So to
increase sales volume the company has to arrange advertisement through
cinema.
e) Magazine: Various kinds of Magazine are published in Bangladesh and a
specific target group of (PRAN juice pack) is reading these magazines. So to
create attention of PRAN juice pack the company has spent a large number of
amounts for advertising in the magazine.

2) 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.

3) 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 to buy PRAN Juice

36

Pack others trade promotion and Consumer promotion such as discount,

incentives, coupon gift etc.

Publicity:
PRAN juice pack in Bangladesh uses some publicity, the company frequently
provides the material for publicity in the form of news releases, press
conference and photograph.

5) Out Door Advertising:

Neon signs, bell signs, billboards, walling art etc are used to aware the people.

37

CHAPTER FOUR

38

4.0 Marketing Strategy

4.1 The present problems in operating marketing
function of PRAN Juice Pack
The second objective in this study was to analyze the problem faced by the
distribution participants in operating marketing functions. The problems faced
by the wholesalers, the retailers and customers have been discussed. Different
questionnaires were made to know the problems faced by the wholesalers, the
retailers and the customers. We have divided this section into three parts. The
wholesalers, the retailers and the customer's problems have been presented in
the three different parts separately. Marketing related problems have been
mainly discussed here. The main functions of the marketing are buying, selling,
storages, transportation, pricing distribution, promotional and services. The
participants have to face a lot of troubles in operating these functions.

4.2 The problems faced by the wholesalers:

(1) Buying problem: Buying is one of the important activities of the

wholesalers. The main buying problems of the wholesalers are financial
problem. The wholesalers of PRAN juice pack may not have available current
cash for doing current buying activities. So, the wholesalers may fall into a lot
of troubles in operating these buying functions.

(2) Selling problems: The main selling problems of the wholesalers are sales
on credit, sales forecasting:
39

Sales on credit: The distribution mainly depends upon the retailers for selling
PRAN juice pack. So, the wholesaler has to face some of the demand of the
retailers. Most of the retailers want to buy PRAN juice pack on credit. There
are many risks involved in sales on credit of PRAN juice pack. Retailer does
not want to take risk. So, most of the retailers buy the PRAN juice pack on
credit.

Sales forecasting: We know that now the business arena is much

competitiveness. Most of the firm would like to gain challenge this
competition. So, here sales forecasting is the main problems in the case of
selling. The wholesaler does not use any method for determining sales
forecasting most of the wholesaler sales forecast on the basis of last year sales.

Retailer's pressure: The retailer's pressure is a great problem of the

wholesalers in the case of selling. The wholesalers cannot supply the PRAN
juice pack to the retailers regularly. At this time, the retailers give a lot of
pressure to the wholesalers.

Territory: Determining sales territory in an important matter for the

wholesalers. No sales territory has been fixed for the wholesalers. The
wholesalers buy and sell PRAN juice pack in their own responsibility.
Sales motivation: There is no sales motivational program in the PRAN juice
pack marketing in Bangladesh. On the other hand, the wholesalers see that in
the other business motivational program has become popular. So most of the
wholesalers are frustrated and they do not know what will be happened.

40

(3) Transportation: It is one of the most important problems faced by

wholesalers. They have not available vehicle. So the can not supply PRAN
juice pack to retailers in due time.

(4) Storage: The wholesaler of PRAN juice pack has no warehouse. So they do
not stock a large amount of PRAN juice pack at a time.
High distribution cost: It is one of the most important problem faced by
wholesaler. There are involved many policy and procedure. So wholesalers
have to pay big amount that makes great trouble of wholesalers high
distribution cost involves handling cost, physical losses, tax and financial cost.

(5) Government Policy: Sometime government imposes various policies in

business. And businessmen are to abide by those policies carefully . For this
reasons, the wholesalers are directly being affected with there policies. It
creates a great trouble for wholesalers.
(6) Communication system: The communication system of PRAN
wholesalers is very traditional. Now they don't follow modernize system.
Order placed and orders maintained are operated without any modern
communication system.

4.3 The problem faced by the retailers:

(1) Buying problem: Retailers have faced various buying problem. It involves
various problems such as sources, prices, finance, buying cost, quality and
others.

41

(2) Sourcing problem: The retailers have not available source, so they could
not get available marketing and product related information. Sometimes they
do not know what have to be done?

(3) Financial problem: Most of retailer is not strong financially. But the
retailers need a lot of many for PRAN juice pack business. The retailers cannot
collect required capital from any reliable sources.

(4) Timely supply problem: The retailers have to face various problems.
Supply of PRAN juice pack is a long term and time consuming process.
Sometimes the retailers do not supply the PRAN juice pack according to the
demand of the customers.

(5) Selling problem: The retailers have to face various selling problems. The
main selling problems of the retailers are to sale forecasting. They are not
actual measurement of target sale. Most of the retailers of PRAN juice pack
depend on wholesalers.

(6) Pricing problem: Price determination is a different task for the retailers.
The retailers collect PRAN juice pack from the wholesaler and they are
depending on the price that is determined by wholesalers. There are no scopes
to determine the price of juice pack by retailers.

(7) Storage problem: The 35% retailers face many storage problems with their
PRAN juice pack. Most of the wholesalers do not allow the retailers to use
their shops. So due to the lack of modern facilities their PRAN juice pack can
not maintain properly.
42

4.4 The problems faced by the customers:

We have defined few problems of the customer of PRAN juice pack after
survey of sample customer groups. The main problems of the customers are
sources, quality, and time, pricing system, weight, packing and leveling, poor
services and irregular supply.

(1) Sources: The customer cannot get available information related PRAN
juice pack. They have no permanent sources. Few information collections
from local retail stores.

(2) Quality: At present the customers are more careful about product quality.
They want to buy quality product. So the customers are in a big problem
with the quality of PRAN juice pack. These imitated PRAN juice pack are
coming to the customers in many ways. Identification of PRAN original
juice pack and PRAN imitated juice pack are great problems for the
customer. In this causes PRAN juice pack cannot provide quality ensure of
their juice pack.

(3) Packaging labeling and weight of PRAN juice pack: At least 30%
customer complained packaging and labeling of PRAN juice pack as well
as the 25% customer complained weight PRAN juice pack would like to
change their existing packaging system. When company packed juice pack
then they cannot properly maintenance weight that is written with the
labeling of juice pack.

43

(4) Poor services and irregular supply: The Company does not provide actual
services that are expected by target customer and retailers. Company supply
juice pack wholesaler but wholesalers does not maintenance regularity to
supply sometimes it is seen that there are available PRAN juice pack stock
in the market and sometimes crisis seen in the market. The customer and the
retailers in Bangladesh fully depend on the wholesalers.

44

CHAPTER FIVE

45

5.0 Market - Product Focus

5.1 Opinion of The Participant Involving Operating
Marketing Function Of PRAN Juice Pack
The 3rd objective in this study was to analysis the opinion of the participants
involving operating marketing function of PRAN juice pack. To fulfill this
objective some selected issues that are influencing the existing marketing
system have been discussed. These issues are product, price, place, government
policy and the performance of the participants. In this purpose I have made
three types of survey questionnaire regarding to wholesalers, retailers and
customers to know the participant attitudes.

(1) Opinions of the sample participant about the existing juice pack
(PRAN):
Their opinions have been presented in table.

Table-1
Sample
Wholesalers

Questions

Sample
Retailers

Sample
Customers

Yes
6
(60%)

No
4
(40%)

Yes
30
(60%)

No
20
(40%)

Yes

No

5
(50%)

5
(50%)

30
(60%)

20
(40%)

40
(80%)

10
(20%)

Do you have selling

problem?

4
(40%)

6
(60%)

25
(50%)

25
(50%)

Do you think the

product
is
being
imitated in Bangladesh?

10
(100%)

0
(0%)

38
(75%)

12
(25%)

40
(80%)

10
(20%)

Do you need loan?

Do you
problem?

have

buying

Source: Survey data.

46

Different participants have commended differently. Maximum participants

opinion is that they have financial capability is not strong. 60% wholesalers,
60% retailers opinion is that they have need loan from another financial source.
40% wholesalers and 40% retailers expressed their opinion they have not need
loan. At least 50% wholesalers, 60% retailers and 80% customers complained
that they have buying problem.
About selling problem 40% wholesalers and 50% retailers opinion is they have
selling problem and 60% wholesalers and 50% retailers expressed their opinion
they have no selling problem.

'Though Bangladesh has to import large quantity of various types of juice pack
from foreign countries like SHEZAN (PAKISTAN), DANISH (DENMARK).
So, 100% wholesalers, 75% retailers and 80% customers opinion in that the
juice pack is being imitated. They cannot recognize that actual PRAN juice
pack imitated one.
(2) Opinion of the sample participants about distribution appropriateness:
Their opinions have been presented in table.
Table-2
Opinions

Wholesalers

Retailers

Customers

Appropriate

6 (60%)

30 (60%)

35 (70%)

Not appropriate

4 (40%)

20 (40%)

15 (30%)

Total

10 (100%)

50 (100%)

50 (100%)

Source: Survey data.

40% Wholesalers, 40% Retailer, and 30% customer think that the existing
distribution system of PRAN juice packs to be not appropriate for the present
situation. In their opinions the present distribution system in not customer

47

oriented. 60% Wholesaler, 60% retailer, and 70% customers think that the
existing distribution system is reasonable.
(3) Opinion of the sample participants about different distribution related
questions:
From the evaluation of the participants we see that 80% wholesalers and 90%
retailers does not carry PRAN juice pack to their store. According to 90% of
wholesalers and 75% of retailers opinion, that has no major problem in the
case of product transportation. 90% wholesalers and 60% retailers have no
storing problem. There is no conflict seen between the others distribution
participants. 50% wholesalers, 50% retailers and 20% customers expressed
their opinion that they are not depended one others participants.

Table-3
Questions

Wholesalers
Yes

Retailers

Customers

No

Yes

No

Yes

No

8
(80%)

5
(1O%)

45
(90%)

6
(60%)

12
(25%)

38
(75%)

7
(70%)

20
(40%)

30
(60%)

Do you face any problem in

the case of storage?

2
(1O
%j
4
(4O
%j
3
(3O
%j

Do you have any conflicts

with the other participants?

0
(0%j

10
(100%)

0
(0%)

50
(100%)

How much are you depended

on the participants?

5
(5O
%j

5
(50%)

25
(50%)

25
(50%)

40
(10%)

10
(20%)

Do you carry product to your

store?
Do you face any problem in
the case of transportation?

Source: Survey data

48

(4) Opinions of the sample participants about the price appropriateness:

Table-4
Opinions

Wholesalers

Retailers

Customers

Appropriate

10 (100%)

38 (75%)

30 (60%)

Not appropriate

0 (0%)

12 (25%)

20 (40%)

Total

10 (100%)

50 (100%)

50 (100%)

Source: Survey data

25% retailers, and 40% customer do not think the existing pricing to be
appropriate for the present situation. So there are few pricing problem has exist
in present situation and it has made the marketing system complex.

(5) Opinion of the sample participants about the various price related
issues:
Their opinions are given below:

Table-5

Questions
Are you increasing the
price any time?
Do you prefer fixed price?

Sample
Wholesalers

Sample
Retailers

Sample
Customers

Yes
0
(0%)

No
10
(100%)

Yes
0
(0%)

No
50
(100%)

Yes

No

9
(90%)

1
(10%)

50
(100%)

0
(0%)

45
(90%)

5
(10%)

Source: Survey data.

Here, mention, 90% wholesaler, 100% Retailers and 90% customer like fixed
price the participant are facing various kind of trouble with market price. So we

49

think that the price of PRAN juice pack should be fixed 100% wholesalers and
100% retailer are not increasing their juice pack price any time.

(6) Opinions of the sample participant about the wholesaler:

Table-6
Question
What kind of Wholesaler are
you?

Special

General

Local

Regional

4
(40%)

5
(50%)

1
(10%)

Source: Survey data

Here mention, we have collected from 10% wholesaler's participants.

According their opinion is that 40% wholesalers are general, 50% wholesalers
be are local are 10% wholesalers are regional.

(7) Opinion of the sample participants about relations:

Table-7
Question
What kind of Retailer are you?

Large

Medium

Small

5
(10%)

20
(40%)

25
(50%)

Source: Survey data

Here, we have collected from 20 relaters opinion. 10% retailers are large, 40%
retailers are medium and 50% retailers are small.
(8) Opinion of the sample participants about the marketing problem:
Their opinions are given below:

Table-8
Question

Wholesalers

Retailers

50

Do you have any other marketing

problem?

Yes

No

Yes

No

4
(40%)

6
(60%)

20
(40%)

30
(60%)

Source: Survey data

The participants are questioned whether they have faced any other marketing
problems, 60% wholesaler, 60% retailers opinion is that they have no
marketing problem.

(9) Opinion of the sample participants about existing packaging and

labeling system of PRAN juice pack:

Table-9

Questions

Sample
Wholesalers

Sample
Retailers

Sample
Customers

Yes

No

Yes

No

Yes

No

Do you think has a major

defect of the existing
packaging and labeling?

1
(10%)

9
(90%)

5
(10%)

45
(90%)

15
(30%)

35
(70%)

Do you think need to

increase quality of PRAN
Juice Pack?

5
(50%)

5
(50%)

25
(50%)

250
(50%)

25
(50%)

25
(50%)

Source: Survey data.

Here mention 90% wholesalers, 90% retailers and 70% customers have
expressed their opinion that the existing packaging and labeling of PRAN Juice
Pack is not major defects. 10% wholesalers, 10% retailers and 30% customers
complained that existing packaging and labeling system. They have claimed,
the existing packaging and labeling is more improved.

51

50% wholesalers, 50% retailers and 50% customers opinion is that need to
increase quality of PRAN juice pack as well as same percent participants
opinion is that need not to increase quality of PRAN juice pack.

(10) Opinion of the sample participants about government policy:

Table-10

Questions

Sample
Wholesalers

Sample
Retailers

Sample
Customers

Yes

No

Yes

No

Yes

No

Is the role of the Govt.

policy in favor of your
business?

7
(70%)

3
(30%)

38
(75%)

12
(25%)

Have you complain about

your problem to the
authority any time?

3
(30%)

7
(70%)

10
(20%)

40
(80%)

10
(20%)

40
(80%)

Source: Survey data.

Here, 70% wholesalers and 75% retailers think that the role of government policy is
favor of their business. The participant's opinion is that the government has no control
over this policy. While taking interview of the participants they are asked whether
they have complained to any authority about their problems 30% wholesaler 20%
retailer, not 20% customer have complained to they have asked help from the
authority, but they have not got any positive result how ever, 80% wholesaler has said
that our business should free from political instability 50%. Retailers have said our
government should increase business loan to solve business problem.

52

CHAPTER SIX

53

6.0 Analysis
6.1 SWOT ANALYSIS OF PRAN JUICE PACK
The SWOT analysis is having identified the company's external opportunities
and threats as well as internal strength and weakness. In other word the over all
evaluation of a company's strength, weakness, opportunities, and threats is
called SWOT analysis. It can be develop new function business or corporate
strategies to accomplish this change. A SWOT analysis for juice pack of PRAN
is as follows:

First, I have defined strengths of PRAN juice pack which are given in below:

Strengths
1) Management competence.
2) Good marketing skills.
3) Good materials management systems.
4) Competence of information system.
5) Competence of human research.
6) Brand name reputation.
7) Differentiation advantages.
8) Innovation effectiveness.
9) Appropriate organizational style.
10)Appropriate management style.
11) A large market share.

54

Secondly, I defined weaknesses of PRAN juice pack which are given in below:

Weaknesses:
1) Partial poor marketing plan and maximum time emphases on only TV
advertisement not on other promotional mix.
2) Conflict in between pure marketing knowledge and application.
3) Decline in research and development for innovation.
4) Don't feel necessity of market survey and not eager to understand
consumer behaviors.
5) Not eager to redesign or reformat the product.
6) Lack of technical manufacturing skill.
7) It has no attractive advertisement.
Thirdly, I have defined opportunities of PRAN juice pack which are given in
below:

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

55

Finally, I have defined threats of PRAN juice pack which are given below:

Threats:
1) Increasing foreign companies domination.
2) Changes in consumer tastes.
3) Rapidly rising and invention of new or substitute products.
4) New forms of vigorous industry competition.
5) Political instability and government regulation.
6) Economic depression.

56

6.2 PROSPECTS OF PRAN JUICE PACK

After analysis SWOT of PRAN juice pack, I find out few prospect of PRAN
juice pack, which are discussing sequentially.

1) Geographical diversification:
I think that the PRAN juice pack has also high demand in all over the market of
Bangladesh. The customer for whom the products are producing, they have
scattered everywhere in the country and they have the same liking for this
product. Beside it has goodwill in the whole country. So I think that there is a
great opportunity of geographical diversification in domestics and foreign
markets.

2) Opportunity to increase sales through advertising:

The firm as well as their competitor's do not effective advertises their products
in various media. I think most of the consumer of PRAN juice pack watch TV
as well as TV is a popular media in Bangladesh. So, if the advertisement is
given in television most effectively its demand will be increased day by day.

3) Increasing purchasing power:

The economic condition of the country and purchasing power of the customers
are increasing. Consumer purchasing power is increasing day by day. As a
result the financial condition will be improved in future as well as the demand
and consumption of PRAN juice pack will be increased.

57

4) Opportunity of product differentiation:

Most of the competition positions of the markets are alike. And they produce
some quality juice pack, some differentiation and approximately some price of
products. So there is a much opportunity to increase market share through the
differentiation of products. Its may be related, or conglomerate differentiation.

5) Competitive advantages:
Fully competition is not started in the market of PRAN juice pack. STARSHIP,
SHEZAN & DANISH is the existing competitor of PRAN juice pack.
Especially, company has to face two styles of competitions: i) Price and, ii)
foreign image. So, there is an opportunity to take competitive advantages and
increase market share.

6) Market extension:
Most of the people of Bangladesh are lower middle classes and some are upper
class. The lower middle classes are highly price sensitive to high price. They
usually want various qualities and design of juice pack at a lower price. There
is a great chance of increasing the market share, if a great produce attractive
qualities and designs but in lover price.

So, this will indicate the firm has a bright future and prospect. Above these
viewpoints the company can expand its markets.

58

CHAPTER SEVEN

59

7.0 Recommendation & Conclution

7.1 SUGGESTIONS AND RECOMMENDATIONS
I think the following suggestion and recommendation are seen feasible for the
improvement of the existing PRAN juice pack marketing in Bangladesh. These
are given in below:

Suggestion and recommendation related to product:

a) Quality ensures:
The firm should ensure quality of PRAN product according to the consumers
need and expectations. Quality of a product is of attributes that the consumer
expects in a particular product. In case of PRAN juice pack these attribute may
be design color combination, taste, etc. So quality should be selected from
consumer viewpoint.

b) Target market:
New segments will be added with the existing market. New segment will be for
middle lower and old people.

c) Product positioning:
The Company will make position of juice pack as economic and quality
product for large market share.

d) Product differentiation:
Taste, color combination and flavor of juice pack will be improved.

60

e) Packaging and labeling:

The Company may charge the packing design a little bit and the instruction of
safety ness, contents of vitamin on the level will be introduced very soon open
grade labeling will be introduced.

Suggestion and recommendation related to pricing:

Pricing policy: The Company will follow the penetration pricing policy as they
do. To keep the firm running it must set a low price. Because the consumer in
domestic market is high price sensitive to high price.
Production cost will be reducing: Consumer usually wants to better quality and
varied designed products at a lower price production cost one of the major
components of price. To minimize the production cost, it is recommended that
the expert and skilled workers should be appointed which will reduce the rate
wastage and volume of defective production.
Establishing the fixed price: The same price should be fixed all through the
county. As a result, the participants should not have to fall into trouble about
price control. Besides, 100% participants expect establishing the fixed price.
To add high commission system: Dealers, agents, wholesalers and retailers
should be given high commission. According to the participants they want high
commission from the authority. The commission system will reduce the
business task of the participants.
Competitive price: Finally, the company will offer competitive price. The
company will fixed a reduced price that will be lower than other competitors.

61

Suggestion and recommendation related to distribution:

The company will look for intensive distribution the company wants all the
retail shop store juice pack. The firm should develop a clear cut combination
between channel members to distribution of properly PRAN juice pack. For the
cordial co-operation of channel and sellers and wholesalers in distributing and
selling PRAN juice pack successfully. It is recommended that the firm would
like to get more benefit to profit share and profit margin might be increased.

The distribution pattern needs to be changed the company have to added few
pickup vans for proper timely distribution. A juice pack is a very necessary
product for the customer; demand oriented distribution should be introduced.
Firstly it is necessary to estimate the number of customer in a certain area. And
then to estimate their annual demand. Then it is necessary to appoint a dealer
distributor for a certain area.

Suggestion and recommendation related to promotion:

The PRAN Company has to create creative advertisements that will create
more attention to target customer. The company can participate in trade fair in
different places where consumers are concentrated. These activities will help to
create image and consumer awareness in flavor of its PRAN juice. Besides, the
firm can advertise through the print media and electronic media.

The company will be taken sales promotion program. Cash discount quality
discount and gift will be given to the sales forces. Sales promotional budget
will be increased as for as possible.

Current adverting theme will be change a little bit the company is eager to
make brand advertising on the front page of daily national newspaper.
62

Suggestion and recommendation related to research and

development:
Research and development (R&D) is very essential for every business world.
Information is very necessary for designing effective marketing program. The
firm may collect information regarding consumer's needs, choices, attitude and
exceptions through the R&D.

Other suggestions and recommendations:

We see that the participants in the business have very little knowledge about
marketing field. The participants should be properly trained. The intracommunication system will be developed if the distributors /wholesalers are
trained well. Sometimes workshop and seminars should be arranged for the
participants.

Customer and services are being completely ignored in the existing system.
There are no extra facilities given to the customers. The complains of the
customers are considered. Customer oriented marketing should be established.

Though the existing product life cycle, PRAN juice pack position is rapid
group stage. So there are some additional suggestion has been given to keep
this position. During this stage the firm uses several strategies to sustain rapid
market growth as long as possible.

It improves product quality and adds new product features and

improved styling.

63

 It adds new models and flanker products (i.e. products of different

sizes, flavors, and so forth that protect the main product).
It enters new market segments.
It increases its distribution coverage and enters new distribution
channels.
It shifts from product awareness advertising to product preference
advertising.
It lowers prices to attract the next layer of price sensitive buyers.

64

CONCLUSION

65

PRAN juice is one of the most popular brands in Bangladesh as well as in

international market recently. In all reasons juice is widely consumed by the
customers the demand becomes high to the customers. There is a wide demand
and high prospects for the juice packs. PRAN juice pack is one of the items to
meet this demand.

Now the firm is facing various types of marketing problems. In this paper some
suggestions and recommendations have been given so that the firm can
overcome those problems. I believe that the management of PRAN is more
experience as well as they are also thinking about those problems. I think
management should be took care this problem. If the firm produces PRAN
juice as for the customer's choice and demand oriented, the consumers will be
highly motivated to purchase the juice of the firms.

So, through the observation of the activities and information collected from the
interview of participant such as wholesalers, retailers, customers it can be said
that this firm is being profitable conduct becomes the firm is not to strong on
counter remarkable competition, workers dissatisfaction, and for sufficient
demand in comparison with the manufactured goods. But the firm is not being
able to perform its marketing activities with efficiency. In this condition
continues the firm will be endangered and undergo less in the long run. But it is
possible to expand this firm to a greater extent, if it can make use of its present
opportunities and facilities properly and it will be possible for it to earn more
profit than it is earning now. Therefore, the firm will have to give importance to
perform the marketing activities efficiently.
PRAN Juice Company is no doubt one of the basic companies in Bangladesh.
So we glad to know the locally produced juice in now in a position to fulfill the
total of PRAN juice pack in the country. The PRAN juice has that success of

66

business depends on the strength of its existing marketing policy is appropriate

for the present situation. The major problems arising in the PRAN juice in
Bangladesh are as follows. The distribution system is being changed complex
government policy. Through the company wants most of the retail shop to store
juice pack. So the company will have to make intensive distribution. The
effective marketing system can be solving present problems.

67

REFERENCES
1) Kotler Philip, Principles of Marketing, 10th Edition, Prentice Hall
International, Inc, 2001.
2) Kotler, Philip, Marketing Management, Millennium Edition, Prentice Hall of
India Private Limited, 1999.
3) Stantion. J. Willam, Fundamental of Marketing, 9th edition, 1998.

6. Yoram. J. Wind, Product Policy, Concept, Method and strategy,

7. Boyd Harper. W. Westfall Ralph, Marketing Research text and case, 3rd Edition
1972.

8. Potter. Michael, Edeco, Competitive advantage and strategy, The Free Press.
9. Annual Report of AMCL: 1998-99, 1999-2000, 2000-2001, 2001-2003, 200304, 2004-05.

10. PRAN website: www.pranrflgroup.com

68

APPENDIX

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Questionnaire for company officials

General Questions:
1. When have you start your business?
2. Which raw materials needed for juice pack?
3. From where do you collect these raw materials?
4. How many different raw materials are purchased every year?
5.

What factor do you consider for selecting the source of raw materials?

6. What problems are faced collecting /purchasing raw materials?

7. How do you think to solve these problems?
8. Is there any problem for storage of product?
9. What method is used for demand Forecasting?
10.

Do you have any segment in market? Please mention?

11.Would you please tell me the reasons?

12.

Do you organization participation in social development activities?

13.

What is the amount of annual expenditure for there purpose?

Market, Product and Production Related Question:

1.

What is reason to produce the existing product?

2.

Are you thinking of diversification your product?

3.

Have you made simplification of your products line at present?

4.

What types of juice pack do you produce?

5.

What is the industrial demand of juice pack?

6.

What are your target markets? What is the reason?

7.

What is the amount annual expenditure for the quality control of your
products?

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8.

Do you have now any step to development the quality of existing

product?

9.

What is your annual production target (juice pack)?

10.

What was the amount of production in the last 5 years?

11.

If the target was not fulfilling, what was the reason for that?

12.

What is the nature of market?

Questions Relating To Distribution:

1. Which areas are you now selling juice pack to?
2. What sort of middleman do you engage?
3. How do you appoint middleman?
4. Do you provide middleman's with others facilities?
5. What factor do you consider in case the appointment middleman?
6. How many representatives have engaged now?
7. Do the representatives work area-wise?
8. How many sales Representatives work in each area?
9. What sort of facilities do you provide with them?
10. Do you face problem from middleman?
11. Hodo you solve the problem?
12. What kind of helps do you offer to the middleman?
13. What kind of transportation do you use? Is it of your Own or fare?
14. What is the annual expenditure for transportation in fare?
15. What is the reason if you used transpiration of your own or
transportation in fare?

Promotion Related Questions:

1. What kind of media do you use advertising?
2. What is reason to use this media?
3. How much does each media cost annually?
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4. Do you Asses the effectiveness of your advertising?

5. What kind of problems do you face in case of assessing advertising
activities?
6. What kind of sales promotion activities do you use?
7. What do you think how to solve these problem?

Questions Relating To Price:

1. What method do you follow usually to set price?
2. What are you expenditure sectors? What is the amount of current annual
expense sector wisely?
3. Do you have any program to control the expenses?
4. What types of problems do you face in case setting prices?
5. What is the way do you think to solve this problem?
6. What policy do you follow for pricing?

Sales Related Questions:

1. How is the annual sales amount the different juice pack?
2. What factor do you consider for sales juice pack?
(a) In cash

(b) in credit

(c) In cash credit

(d)

others.
3. What problems do you faced in transportation of products?
4. What is the way do you think to solve this problem?
5. How do you collect order from customer or Buyer?
6. What were the sales volumes last 5 years?
7. What is the districts amount?

Management related questions:

1. How many employees are there in the company?
2. Would you pleas tell me the number & name of different department?
3. What is your organizational structure?
72

4. Do you take Training program for employee and workers? If you, so

them, what is about that?
5. How is the training expense?

Competition related Question:

1. Which company do you complete with to?
2. What is the style of competition?
a) Price b) quality c) others

Financial Related Questions:

1. What is the quantity of this company total capital?
2. How is your capital structure?
3. What kind of problem do you face to collect capital?
4. What is the way do you think to solve this problem?
5. Do you have to increase your capital in future?

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Survey Questionnaire Regarding To Wholesaler

Name:
..
Wholesalers Shop Name:
Location:

...

Date:

..

1) What kind of wholesaler are you?

Local Regional
Yes
No
3) Do you have selling problem?
Yes
No
4) Do you think the product is being imitated in Bangladesh?
Yes
No
5) Do you think that existing distribution system of PRAN products is
Special
General
2) Do you need loan?

appropriate for the present situation?

Yes
No
7) Do you face any problem in the care of product Transportation?
Yes
No
8) Do you face any problem in the case of storage?
Yes
No
9) Do you have any conflicts with the other Wholesaler?
Yes
No
10)How much are you depended on the participants?
Yes
No
11) What is your co-operation with the participants?
Yes
No
12) Do you think the existing pricing system of PRAN products is
Yes
No
6) Do you carry product to your store?

appropriate for the present situation?

Yes
No
13) Do you think the existing pricing control system of PRAN products is
reasonable for the present situation?
74

Yes
No
15) Do you think has a major defect of the existing pricing system of
Yes
No
14) Are you increasing the price anytime?

PRAN products?

Yes
No
16) Do you think the existing pricing system of PRAN products is high
buying price System?

Yes
18) In the

No
of government

Yes
No
17) Do you prefer fixed pricing?
role
business?

policy in Bangladesh favor of your

Yes
No
19) Are you satisfied with the role of the government policy in
Bangladesh, especially VAT System?

Yes
No
21) Do you have face any other marketing problem?
Yes
No
22) Do you think that there is a major defect of the existing packaging
Yes
No
20) Have you complain about your problems to the authority any time?

and labeling system of PRAN products?

Yes

No

75

Survey Questionnaire regarding to Retailer

Name:
..
Wholesalers Shop Name:
Location:

...

Date:

..

1)

What kind of wholesaler are you?

DoLarge
Medium
Smaller
you need loan?
Yes
No
3) Do you have selling problem?
Yes
No
4) Do you think the product is being imitated in Bangladesh?
Yes
No
5) Do you think that existing distribution system of PRAN products is
2)

appropriate for the present situation?

DoYesyou carry product

No to your store?
Yes
No
7) Do you face any problem in the care of product Transportation?
Yes
No
8) Do you face any problem in the case of storage?
Yes
No
9) Do you have any conflicts with the other Wholesaler?
Yes
No
10) How much are you depended on the participants?
Yes
No
11) What is your co-operation with the participants?
Yes
No
12) Do you think the existing pricing system of PRAN products
6)

is

appropriate for the present situation?

Yes

No

Yes
No
13) Do you think the existing pricing control system of PRAN products is
reasonable for the present situation?

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14) Are you increasing the price anytime?

Yes
No
15) Do you think has a major defect of the existing pricing system of
PRAN products?
Yes
No
16) Do you think the existing pricing system of PRAN products is high
buying price System?

Yes
18) In the

No
of government

Yes
No
17) Do you prefer fixed pricing?
role
business?

policy in Bangladesh favor of your

Yes
No
19) Are you satisfied with the role of the government policy in
Bangladesh, especially VAT System?

Yes
No
21) Do you have face any other marketing problem?
Yes
No
22) Do you think that there is a major defect of the existing packaging
Yes
No
20) Have you complain about your problems to the authority any time?

and labeling system of PRAN products?

Yes

No

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Survey Questionnaire regarding to Customer

Name:
..
Occupation: Age: Male/Female: ..
Address/Location: .... Date: ..

1)

Do you have purchasing problem?

Yes
Yes
3)
2)

No
you think

No
Do you think the product is being imitated in Bangladesh?

Do
the existing distribution s stem of PRAN
products is appropriate the present situation?

Yes
Yes
5)
Yes
6)
4)

No
What is your cooperation with the participants?
No
Do you think the existing pricing system of PRAN products is
No
How much are you dependent on the participants?

appropriate or the present situation?

7)

8)

9)

Yes

Yes

Yes

No
Do you think the existing pricing control system of PRAN
products is reasonable for the present situation?
No
Do you think has a major defect of the existing pricing system
of PRAN products?
No
Do you think the existing pricing system of PRAN products is
high purchasing price?

Yes
Yes
11)
10)

No
In the role of government policy in Bangladesh favor of your
No
Do you prefer fixed pricing?

business?
12)

Yes

Yes

No

No
Are you satisfied with the role of the government policy in
Bangladesh especially VAT System?

78

13)

Have you complain about your problem to the authority any

time?

Yes
Yes
15)
14)

No
Do you think has a major defect of the existing packaging and
No
Do you have face any other marketing problem?

labeling system of PRAN products?

Yes

No

79