I

LETTER OF TRANSMITTAL

June 19, 2013

To
Md. Zainal Abedin
Lecturer
Department of Business Administration
World University of Bangladesh.

Subject: Submission of Thesis Report.



Dear Sir,
I would like to inform you that I am a student of MBA program (Major in Marketing). I have
successfully completed all of my Thesis Report, in MBA program. Now I would like to submit
my Thesis Report on Marketing Performance, problems & prospects of PRAN
Juice Pack of PRAN-RFL Group under the supervision of Md. Zainal Abedin, Lecturer,
Department of Business Administration.

I, therefore, pray and hope that you would kindly permit me to submit my Thesis Paper and thus
oblige me thereby.




Sincerely Yours



Mohammad Tamzid Khadem
Program: MBA (Major in Marketing)
Roll No: 1042 Batch -38
th

I D No: WUB 04/11/38/1042
Department of Business Administration.
World University of Bangladesh



II
DECLARATION


I do hereby solemnly declare that the work presented in the Report has been
carried out by me and has not been previously submitted to any University/
Institute/Organization for an academic qualification or for professional degree.

I hereby solemnly declare that the work has presented here does not breach any
existing copyright Act of the land.

I further undertake to indemnify the University against any loss or damage arising
from breach of forgery obligations.




Mohammad Tamzid Khadem
Program: MBA (Major in Marketing)
Roll No: 1042 Batch -38
th

I D No: WUB 04/11/38/1042
Department of Business Administration.
World University of Bangladesh









III
CERTIFICATE



This is to certify that Mohammad Tamzid khadem student of World University of
Bangladesh bearing Roll No-1042, Department of Business Administration has done a
thesis report entitled Marketing Performance, Problems and Prospects of
PRAN Juice Pack under my supervision. The student is found to be intelligent, sincere
and hardworking. The student has put a lot of work and has also brought forth his views
and ideas which are being studied for implementation at appropriate time. It is a record of
confide research carried out by Mohammad Tamzid Khadem under my supervision.


I wish him every success in his future endeavor.


Supervisor



Md. Zainal Abedin
Lecturer
Department of Business Administration.
World University of Bangladesh









IV
ACKNOWLEDGEMENTS


At first all praise to The Almighty Allah who enabled me to complete the thesis report
successfully. According to the syllabus of MBA, major in Marketing, World University
of Bangladesh, it is essential task to prepare the thesis report. This program is very
necessary for the student's practical work experience. I am really grateful to the
Department of Business Administration World University of Bangladesh for allowing me
to perform the Thesis in PRAN-RFL Group. I am indebted to my respective supervisor
Md. Zainal Abedin, Lecturer, Department of Business Administration, World University
of Bangladesh for his greet sincere cooperation. In spite of being very busy he has given
me the tremendous mental courage and support in every stage of my Thesis report, which
is really unforgettable. I am thankful to General Manager (Marketing) Mr. Kamruzzaman
Kamal, Manager (HRM) Mr. Md. Nazrul Islam, and other officials and officers of this
company for their kind cooperation during Thesis report.

I am much obliged to the distributors, Wholesalers, Retailers and consumers groups who
gave me information about juice pack and the company. I am also grateful to my
honorable parents, nearest all of best wishes. There could be some mistakes inside this
report. I am fully responsible for these mistakes. I hope that readers of this will consider
it with kind heart.


Sincerely Yours,


----------------------------
Mohammad Tamzid Khadem
Program: MBA (Major in Marketing)
Roll No: 1042 Batch -38
th

I D No: WUB 04/11/38/1042
Department of Business Administration
World University of Bangladesh

.
V
EXECUTIVE SUMMARY
In modern era business is very much complex because of even changing
customer choice, preference, taste etc and for the technological and high
competition. As globalization, the competition is spread over the world. We
know that juice pack is a consumer 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 customer. But the demand becomes high
in the summer. Juice is tasty and nutritious. There is a wide demand and high
prospects for the juice products. PRAN juice pack is one of the items to meet this
demand. The report entitled- Marketing Performance, Problems and
Prospects of PRAN Juice Pack of PRAN-RFL Group focused on the
performing of marketing functions and find out problems and prospects of
operating them. Pran Agricultural Company Ltd. has been operating its business in
Bangladesh for a long time with an admirable reputation. The area of business operation
of the group is large as well as varied which comprises many sector. With intent to
provide high quality food products in competitive price Pran Agricultural Company Ltd.
was added to the company line of this conglomerate. In our country now a days within a
short time this company has ensured its position in whole country . The broad objectives
of this study is to find out major marketing problems and prospects of PRAN juice pack
as well as to give the suggestion for efficient marketing functions.
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 prescribe appropriate recommendations to overcome existing marketing
problems of PRAN juice pack.

To get authentic result both primary and secondary sources of data were utilized. To
make the report more informative and accurate result a survey has been done by a sample
questionnaire served to the wholesalers, retailers and customers.
After analyzing all relevant data and information, researcher got the following findings:
VI
The quality of Pran juice pack is not according to the need and expectations of
consumers as 50% customers opined that quality level of Pran Juice Pack Should
be improved,
The company couldnt differentiate its product (Pran juice) by taste, color,
combination and flavor as 55% customers opined that Pran Juice Pack should
differentiate the brand .
Lack of creative promotional activates to break advertising clutters as 40% of
customer opined that the promotional are not creative.
I think the following suggestion and recommendations are seen feasible for the
improvement of the existing PRAN juice pack marketing in Bangladesh.

The firm should ensure quality of PRAN product according to the consumer need and
expectations.
New segments should be added with the existing market. New segment should be middle
lower and old people.
Taste, color combination and flavor of juice pack should be improved.
The Company may charge the packing design a little bit and the instruction of safetyness,
contents of vitamin on the level will be introduced very soon open grade labeling will be
introduced.
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 extant, 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.




VII
Table of Contents

Serial No. Chapter Page No.
Letter of Transmittal i
Declaration ii
Certificate iii
Acknowledgement iv
Executive Summary v
Chapter-One: Introduction
1
1.1 Introduction 2
1.2 Objectives of the study 3
1.3 Methodology of the study 4
1.4 Scope and Rationale of the study 5

Chapter Two: Corporate Profile at a Glance
8
2.1 Mission, Vision, Goals & Objectives 9
2.2 Background of the company 10
2.3 Human resource and organizational structure 14

Chapter Three: Theoretical Overview
16
3.1 Marketing 17
3.2 Marketing Mix (7p' s) 17
3.3 Marketing Concept 24
3.4 Branding Concept 27

Chapter Four: The Present Marketing
Strategy of PRAN juice Pack
29
4.1 Product policy and Strategies 30
4.1.a Compare Market Share With Others Competitors 42
4.2 Pricing strategies of PARN juice pack 43
4.3 Distribution policies and strategies of PARN juice pack 44
4.4 Promotional policy and strategy of PARN juice pack 49
VIII

Chapter- Five: Analysis of Marketing Performance
and Potentials
52
5.1 The Present Problems in Operating Marketing Function 53
5.2 Problems Faced by the Wholesalers 53
5.3 Problems Faced by the Retailers 55
5.4 Problems Faced by the Customers 56
5.4.a Opinion of the Participants Involving Operating Function 57
5.4.b Prospects f PARAN juice pack. 66

Chapter Six : Summary of Findings, Conclusion
and Recommendations
68
6.1 Findings 69
6.2 Conclusion 70
6.3 Recommendation 72
Bibliography 76

Appendix I
Questionnaires
Appendix II (SWOT analysis of PRAN juice pack)
77