Case Study On

PRAN
Presented By "Group-03"
 ID- 61
Core Competencies of
PRAN
Strong
Manufacturin Agricultural
Distribution
g capabilities expertise
Network

Diversified
Quality
Product Brand Equity
Assurance
Portfolio

Corporate
Technological
social
Innovation
responsibility
 ID- 61
SWOT Analysis Of
PRAN

• Government support. • • Expansion into new markets. •Competitor can produce the
Internal conflict.
• Good reputation. • • Diversification into new
Unequal promotional same product. 
• Maintain labor productivity strategy. product categories. •Downward pressure on
• & increasing sales. • • Growing demand for healthy
Perceived pricing.
• Biggest market share. inconsistency in & • Political instability, economy
• Export to other countries. product quality. organic food options. etc. 
• Demand in global and local
market.
• Increased demand for
convenience foods.
BCG Matrix for PRAN ID- 16

Beverages Relative Market Share

• Pran drinking water

• Crystal Premium drinking water • Coffee house
• Pran Litchi drink • Ice lolly
• Sundrop • Bulldozer
• Frutixx
• Fazlee
Relative Market Growth

• Pran Up • Frooto
• Tango • Mango
• Cheer up • Fruitfun • Power
• Maxx • Robust • Oscar
• Fizz • Robo drinks • Braver
• Colors
• Drinko

Source: Karmaker, Sudipta. (2023). Exploring the Business Level Strategies of PRAN-RFL Group: A Case Study Analysis. 10.13140/RG.2.2.16500.22406, Page 21-23
 Market Product Expansion Grid for
PRAN Beverages
 Offer discounts and loyalty programs to
retain current customers for all products.
 Expand the availability of in regions where Existing
Product
they are less commonly found.
 Introduce limited-time or seasonal flavors for

Existing
Market
existing products to generate excitement and Market Penetration
interest.

ID- 16
 Market Product Expansion Grid for
PRAN Beverages (Cont’d)

 Customize product flavors to suit the local

taste preferences of new market.
Existing
 Develop partnerships with local retailers Product
and distributors to increase distribution in
new markets.

New Market
Market Development
 Target specific demographic groups in new
markets with targeted advertising
campaigns, such as health-conscious
consumers and young adults.

ID- 62
 Market Product Expansion Grid for
PRAN Beverages (Cont’d)
 Develop new beverage products that are
complementary to the current product line, such as
smoothies or protein shakes.
New Product
 Launch more health-focused products, such as low-
sugar or sugar-free versions of existing products, to
cater to health-conscious consumers.

Existing
 Introduce new coffee and tea products to expand the

Market
Product Development
product line, including different flavors and formats like
latte or iced tea.
 Develop products for special occasions, such as ice lolly
for summer or holiday-themed drink.

ID- 62
 Market Product Expansion Grid for
PRAN Beverages (Cont’d)

 Consider expanding into the bottled water

market with products like Crystal Premium
drinking water and PRAN drinking water, given New Product
the growing demand for bottled water.
 Launch a delivery service for PRAN Beverages

New Market
products to increase convenience for Diversification
customers.
 Develop absolutely a new line of branded
drinkware or accessories, such as reusable
water bottles or tumblers, to expand the PRAN
brand beyond just beverage products.

ID- 62
 ID- 58
Develop a New brand to compete with PRAN’s any beverage item
• Poco Boost is a sweet healthy malted
milk drink that boost up the children
physical improvement.
• It contains essential nutrients that
can provide enough energy and boost
your children everyday.
• It comes in a plastic bottle in a liquid
formation.
• Motto-
Healthy kids, happy parents - Poco
Boost makes it easy!
• It will compete with Robust.
 ID- 58
How we compete with Robust?
Segmentation

GEOGRAPHIC DEMOGRAPHIC PSYCHOGRAPHIC

Urban & rural area of Age : 3-15 (children) Active and require a
Bangladesh. and 24-40 (parents) high nutritional value
in their diet.
Gender: Boys and girls.
toddlers, preschoolers,
and young children
and their parents.
Occupation : Student/
Job holders.
 ID- 58
Segmentation (Cont’d)
1. Occasion: Parents who are looking for a nutritious drink
for their children during breakfast or after-school snack
time.
2. Benefits sought: A drink that provides essential
nutrients for their children's growth and development.
3. Usage rate: Parents who buy nutritious drink on a
BEHAVIORAL
regular basis.
4. Loyalty: Parents who have a strong preference for the
brand, by offering loyalty programs or discounts.
5. Readiness to buy: Advertising in health and wellness
magazines, or through social media platforms.
 ID- 58
Targeting
1. Picky Eaters: Provides essential nutrients that may be
missing from their diet.
2. Underweight Children: Provide underweight children with a
nutritious beverage that helps them gain weight in a healthy
way.
3. Active Children: Target parents of children who are active
and require additional nutrients to support their energy levels
and growth.
4. Health-conscious Parents: Marketed towards parents who
are health-conscious and want to provide their children with a
nutritious and tasty beverage.
 ID- 58
Positioning
1. “Poco Boost: The healthy growth drink for active kids"
This positioning statement emphasizes the nutritional value of
the product, and positions it as a drink that supports healthy
growth and development in children who are active and
energetic.

2. "Healthy kids, happy parents - Poco Boost makes it easy!"

This positioning statement emphasizes the nutritional
benefits of the product, and positions it as a convenient and
tasty option for parents who want to ensure their children are
getting the nutrients they need to thrive.
 ID- 48
Price
Quantity Price (BDT)

200 gm 195

400 gm 350

Quantity Proposed Price (BDT)

170 ml 90
250 ml 195
500 ml 340
 ID- 48
Campaign Idea
 Campaign Type: Influencer marketing
campaign on social media platforms
 Young children influencers (Age 7-15)
 Campaign tagline: “Make nutrition fun with
Poco Boost!”
 Influencers creates short videos, reels and posts
based on poco boost with hashtags on the
caption #pocoboost
# Make_nutrition_fun_with_ Poco_Boost and
explain it’s benefits.
 Goal: Creation of brand awareness.
 ID- 48
Distribution
•Door to door selling.
•Internet selling through website or social media
platform.
•Mail order selling.
•Retail outlet selling.
•Telemarketing.
•Wholesaling.
•Trade fair occasion.
Thank You!