2.

0 OVERVIEW OF PRAN:
2.1 Company profile:
PRAN stands for
P

Programme for

R =

Rural

A =

Advancement

N =

Nationally.

In Bangla

cMwZ icvqb AMbx bevg

PRAN GROUP was born in 1980 with Rangpur Foundry Limited. Keeping in view the
corporate mission of the group they have over the years diversified others areas. Today they are
the largest processors of fruits & vegetables in Bangladesh. PRAN encourage contract farmers
and help them grow quality crops with increased yields and to obtain fair prices. The Group
comprises of 9 companies. The head offices are located in Dhaka with production facilities
around the country. Various companies under PRAN Group are:

Agricultural Marketing Company Limited (AMCL).

Pran Foods Limited.

Pran Agro Limited.

Banga Agro Processing Limited.

Bangladesh Lift Industries Limited

Property Development Limited.

Rangpur Foundry Limited.

Pran Agro Business Limited.

RFL Plastics Limited.

The management of PRAN group is modern adapted to the environment & culture. Their largest
asset is their competent team of hands-on-mangers & dedicated employees. 10 (Ten) departments
perform PRAN Group's various business activities. These departments are common for the entire
sister companies. For example Marketing Department does the marketing job for all companies
of PRAN Group. Other departments are Legal Department, HR Management. Business
Department, Material Management, Accounts Department, Management Information System
(MIS), Import- Export and Head Office Department. All departments work in coordination with
each other. All the department head directly report to the Deputy Managing Director (DMD),

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who works under Group's Chief.

PRAN in Bangladesh are blessed with a climate ideally suited to agriculture, specially fruits and
vegetables-rich in taste and flavor, sweet, mellow and juicy. Their deltaic plains are among the
most fertile in the world created and drained by the mighty rivers-the Padma, the Jmauna, and the
Meghna. There is plenty of water.
It is the policy of Agricultural Marketing Company Limited to market products of consistent
quality at home and abroad as per the world standards produced hygienically in accordance with
good manufacturing practices in state-of-the-art plants and processes, packed in appropriate
packaging and remain committed to these objectives at all times.
AMCL have adopted ISO-9001 as the model for their quality management system. Accordingly
documented systems of producers and instructions have been established throughout the
organization defining business processes, responsibilities and authorities.
Management is committed to providing the resources and creating environment in which each
employee can contribute his/her skill, talent and ideas in a never-ending process of improvement
and innovation in all aspects of business.
The company initially started its operation by farming-cultivating different fruits like banana,
tomato, pineapple etc in their own lands. They used to sell the fruits directly to the market. But
the business was not profitable as the products were seasonal and were not getting expected price
from the market this led the company to think processing the fruit and increase the shelf life,
which could be used round the year. The increasing demand for products in the market, strong
supply base, and export opportunity for the products helped the company to diversify their
business.
AMCL therefore set up a factory on 8 acres of land in Ghorashal with machinery for bottling and
canning in May 1991. In 1993 the Company redefined their operation and started processing the
fruits into Juice. They launched their first product in 1993 and now it is the largest agro foods
processing company in the country, the factory has expanded substantially over the last several
years in all spheres of food processing e.g. bottling, canning, pulping, pickling, concentrating,
dehydrating as well as installation of Bangladesh's first Tetra-Pak facility. The company is the
first ISO 9001 certified company in food processing industry in Bangladesh. PRAN is the brand
name of the products of the company, which implies "Program for Rural Advancement

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with sustainable pecuniary advantage for all our stakeholders."

Nationally". AMCL and its Brand name "PRAN" have twin objectives - 'achieving social values

2.2 Mission:
The corporate mission of PRAN group is "POVERTY AND HUNGER ARE CURSES".

2.3 Aim:
The prime aim of PRAN group is "To generate employment and earn dignity and self-respect
for our compatriots through profitable enterprises'.

2.4 Management structure of marketing department of PRAN foods:

CHAIRMAN

CHIEF EXECUTIVE OFFICER

(CEO)
MANAGING DIRECTOR (MD)

DEPUTY MANAGING DIRECTOR

(DMD)

Executive Director (PRAN)

HR
Department

Accounts
Department

Finance
Department

MARKETIN
G
DEPARTME
NT

Sales
Department

R&D
Department

MIS
Department

Executive Director (Mktg)

General Manager (Brand)

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Figure: Management structure of marketing department of PRAN foods.

Assistant Brand Manager

2.5 Corporate Directory:

Position
01
02
03
04
05
06
07
08
09

Designation
Chairman
Managing Director
Deputy Managing Director
Director
Director
Director
Executive Director
Executive Director (Accounts)
Company Secretary

Name
Lt Col Mahtabuddin Ahmed (Tetd)
Maj Gen Amjad Khan Chowdhury (Rted)
Mr. Ahsan Khan Chowdhury
Mrs. Sabian Amjed
Barrister Akhtar Imran
Mr. Md. Muniruzzaman
Mr. Md. Eleash Mridha
Mr. Choudhury Atiur Rasul
Mr.Md. Abu Kawser

2.6 Confectionery Product of PRAN: PRAN has several categories of confectionery

products. These are Candy, Wafer, Chocolate, Lollipop, Gum base items and Jell-O.

Deposited Candy

Hard Boil Candy

Medicated Candy

Chocolate

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Chewing Gum

Jell-O

Lollipop
Fruit Bar

2.7 Target Customer Specific:

The main target consumers of PRAN confectionery are children or those who are between 7 year
to 16 year.

Buyers:
Customer Group:
All general stores and confectionery stores.
All Superstores and fast food store..
Consumer Group:

Mainly children.
Adult are also our consumer.

2.8 Distribution Channel:

To make the Groups products available at the every knock & corner of the country PRAN has
developed the best sales & distribution network all over the country.
The distribution network of the company underwent major restricting through opening of several
sales depots at important locations across the country and appointment of a large number of
distributors at the thana and union levels who are supported by an expanded sales force to
achieve maximum market penetration. With improved management and better logistic support
provided to it the upgraded distribution system of the company is being geared to fully cater to

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the increased requirements that will come up due to inclusion of items of PRAN products.

To ensure fast & smooth distribution companies has set up 9 distribution depots & have
appointed more than 1000 dealers all over the country. The distribution channel of PRAN
confectionery is given below:

PRAN (Manufacturer)

Dealers
Retailers

Consumers
2.9 Imported Items:
As the largest food processing company of Bangladesh usually we import the following to meet
our requirements:

Raw Materials:
Cassava powder, Corn Grits, Orange Concentrate, Potato starch, Potato granules, powder
milk, Peanuts, pulses & beans, onion, Chilli, ginger etc

Chemicals:
Ascorbic Acid, Beta Carotene, CMC, Citric Acid, Caustic Soda, Hotmelt, Pectin,
Potassium Sorbet, Xanthan Gum, Different Flavors, Confectionery raw material.

Packaging Materials:
Aluminum Foil, Crown Cork, Flexible Packing material, Glass Bottle, Glass Jars, HDPE,
Lug Cap (30, 53 & 63mm), PET, Shrink Labels, Shrink caps, Tin Can, U-Straw.

2.10 Exported Items

PRAN Group exports its products in 63 countries all over the world. It is expanding day by day.
All types of products are not exported in all the countries. Juice and mineral water are exported
in India whereas snacks like chanachur, crackers etc are exported in Middle East. There are

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DMD in different countries.

regional managers for export in SAARC countries and India. Attending trade fair and visit of

Major Market:
India, Middle East, UK & US.

PRAN has also been exporting to:

Singapore, Malaysia, Korea, Japan, Switzerland, Germany, France, Italy, Austria, Qatar,
Kuwait, UAE, Pakistan, Sri Lanka, Nepal, Bhutan, Myanmar, Australia, Canada,
Lebanon, Ghana, Gabon, Angola, Oman, Mayetta, Cabe Verde Island, Senegal.

Exported Items:
Fruit Juices in Aseptic Pack & Glass Bottle, Fruit Drinks in Plastic Bottle, Pickles in
Glass Jar & bulk. Canned Fruits & Vegetables, Extruded & Bangladeshi Snacks, Tea,
Rice, Puffed Rice, Flatten Rice, Jam/ Jelly in Glass Jar, Cup & bulk. Spices, Mustard Oil,
Mineral Water, Dehydrated Fruits, Tomato Ketchup / sauce in Glass Jar, Candies, Bubble
Gum, Ball Gum, Lollipop, Cup Jelly, and Vita Plus are exported by PRAN.

2.11 Advertising & Promotion:

Advertising & Promotion is the key to the marketing of any product or brand. To cope up with
the rapid & ever changing market situation & to come up with innovative marketing strategy and
ideas company has set up a full-fledged In-house advertising agency comprises of the best talents
of the country. Company spends a large portion of their promotional budget in brand building

exercises at home & abroad.

2.12 Future Plan:
PRAN may very rightly take pride in having built the largest agro based food product business in
the country. PRAN do not bask under their laurels. In all that we do, or will do. They never forget
that they never forget that they face an increasingly fierce competitive environment. Additionally
as we look ahead, we do not foresee the business environment to improve dramatically. At the
same time as they appreciate many external factors are beyond their control, PRAN also
understand they have influence on their business. To this end, PRAN continue to

re-align their

business strategies to that of shifting market dynamics. It will be pleased to note that
considerable necessary investment have already been made this year to balance the existing plant
capacity for further enhancement of productivity.
AMCL are quite aware of the challenges lying ahead and according they have braced their selves

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to face them. AMCL shall continue to aggressively purpose a strong marketing strategy to secure

and maintain significant growth not only in the domestic market but also in the international
markets through intensification of search for potential new geographic locations. They should
like to repeat that significant investments in new products and markets will be continuously
undertaken. They are poised to further enhance the R&D activities base. Additionally with the
prevailing conducive regional business environment specially relating to the forthcoming
SAFTA, management structure of the company is being recognized to effectively face prevailing
competition and gain more market share in the neighboring countries in order to maximize profit
margins.
2.13 PRAN at a Glance:

PRAN AT A GLANCE
1.

Origin

: Bangladesh

2.

Head office

: PRAN Foods LTD

Property Heights
12 R K Missin Road
GPO BOX : 83
DHAKA 1203
E_mail: pfl@prangroup.com
Web: www.pranfoods.net

3.

Factory

1. Eakdala, Nator.
2. Ghorashal, Tangail.

4.

Corporate Sales office

: 161, Rahman Mansion, (4th Floor), Motijheel

Launching year

: 1980

7.

Business Line

: Consumer products

8.

Status

: Private Limited Company

9.

Position in the Industry

: Ist in the confectionery market

10. Special Achievement

: ISO 9001: 2000

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5.

DHAKA 1000. EXT - 125

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ISO 9001: 2000 CERTIFICATE (2004 - 2006):

HALAL CERTIFICATE:

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HACCP CERTIFICATE: