VISION, MISSION AND MARKETING STRATEGY OF PRAN-RFL

1. 1 | P a g e
VISION, MISSION
AND
MARKETING STRATEGY
OF
PRAN-RFL

2. 2 | P a g e
VISION
Improving Livelihood.
MISSION
Poverty & hunger are curses. Our aim is to generate employment and earn dignity
& self-respect for our compatriots through profitable enterprises.
AIM
To Generate Employment and Earn Dignity & Self Respect for our Compatriots
through Profitable Enterprises.
CORE VALUES
PRAN - RFL believes in providing quality by considering the customers’ demands and
Expectations. Continuous innovation and improvement is the motive of this
organization by focusing customers and tries to maintain fairness and transparency
in all segments.
The Corporate values for PRAN - RFL are-
• Consumer care
• Supplier care
• Employee care
• Trade care.
GOALSL:
 Quality maintenance and improvement.
 Satisfied customers.
 Hold on to the current customers and again gain customer loyalty.
 Gain competitive advantage over all the competitors.
 To double sales and expand production capacity every 7-8 years.
 To become one of the biggest names in international fruit and vegetable
processing industry

3. 3 | P a g e
REVIEW OF COMPETITORS:
Currently there are so many juice companies in our country.
Close Competitors of PRAN-RFL group:
• Square food and beverage
• ACI Foods and Beverage
• GAZI plastic
• AKIJ food and beverage
 Among them pran is the leader of juice sector in Bangladesh. Except pran, Mojo,
RC cola, Pepsi, URO Cola, Virgin, Fruti, Coca cola, 7up, Tiger, Shezan Juice, Rasna.
MARKETING STRATEGY OF PRAN-RFL
POSITIONING
 Pran always try to position their product through image differentiation, because
related marketing, and product differentiation.
 Pran will use logo and short advertisement so that people can consistently see the
advertisement so the product will occupy a clear, distinctive, and desirable place in the
mind of the consumer relative to competitors’ product.
 Pran will use USP (Unique Selling Proposition) for their product.
PRODUCT MARKETING:
 For launching a product in the market, there is some procedure that should be
followed by every marketer to move in the long run.
 Product will enable customers to have a different experience to try our juice.
 They will be able to differentiate our product in quality which is unique in the soft
drinks market.
 They will not be able to feel the same way for the other soft drinks in the market.

4. 4 | P a g e
PRICING STRATEGIES:
 We shall charge based on “Overhead Expenses” and “Cost Plus”. Overhead Expenses
include rent, gas and electricity, business telephone calls, packing and shipping
supplies, delivery and freight charges, cleaning, insurance, office supplies, postage,
payroll taxes, repairs, and maintenance.
 The accuracy of our costing will depend on estimating logical amounts for all
categories of expenses.
PLACE OR DISTRIBUTION:
 We will primarily use our existing distributors for distributing our new product Pran
Juice then; we will make some new channels and assign some distributors to promote
our product to all over the country.
 We are using mobile shop in the shopping malls, offices and crowded areas so that
people can purchase the product easily when they like to consume. We will make our
consumer by Value Delivery Network.
ADVERTISING AND PROMOTION:
 The most successful advertising will be through BTV, NTV, Channel I, ATN Bangla and
RTV which are the most popular television channels in the country.
 We will also use some bill-boards and leaflets and we will hold a sport event to
promote the product.
 We will also use our experience so that we can create attention to the customers.
TARGET MARKET
 Their main target market people are the young age’s 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 their main target market is young people but we also prefer the people of
adult and old ages people.

5. 5 | P a g e
Why RFL
 POWER GENERATION
Self-generating power units of 45 MW are more feasible in terms of economics of cost
and operation. Also it intend to 24 x 365 non-stop production to meet the deadline.
 RAW MATERIAL
They only import virgin raw material. So as a buyer with the potential of 4800
MT/month can assess to find the best supplier for the best price in the market.
 PRODUCTION CAPACITY
Maximum utilization of their actual capacity lowering the per unit cost of production.
 LOGISTIC AND TRANSPORTS
Their own set of transportation system having 700 vehicles & 2 workshop also helps to
reduce the transport cost & ensure safety & timely delivery of goods from factory to
shipment compared to rental system.
 QUALITY CONTROL:
• A team of 35 researcher & chemists are devoted to control quality starting
from raw material selection to final shipment.
• Modern lab facility along with international standards instruments helps us to
do the job more scientifically.
 ISO CERTIFICATE:
• ISO-14001:2004 (Environmental Management System)
• ISO-9001:2008 (Quality Management System)
 AUDIT PASSED:
• Carrefour– social, ethical, technical & security
• Trudeau Corporation - Audited by Bureau VERITAS, Bangladesh
• KIK – Audited By STR, Bangladesh
• Walt Disney – Audited by Bureau VERITAS, Bangladesh
• BSCI certifications
• SEDEX

6. 6 | P a g e
Conclusion
THE BEST PRODUCTS WITH BEST QUALITY
AT THE BEST PRICE IN THE BEST DELIVERY TIME.