Prepared for Dr. Rafiul Huque
Associate Professor Institute of Business Administration Jahangirnagar University
Prepared by Diponkar Bhowmik Dip ID: 1806
23rd Batch Institute of Business Administration Jahangirnagar University Dae of !ubmi""ion: #uly 1$% &016
July 13, 2016 r!"afiul #u$ue Assistant Professor Institute of Business Administration Jahangirnagar University %avar, ha&a'13(2
!ub'e(: %u)mission of re*ort!
%ir, +ith due res*ect and hum)le su)mission, e ould li&e to su)mit the grou* re*ort on )PR*+ #H*,P-, -he re*ort is ritten as a *art of *artial fulfillment of ./- 202 course!
+e )elieve this re*ort ill hel* to understand all as*ects a)out ready to coo& froen food item P"A J#A-P-4 hich is a concern of P"A grou*!
%incerely yours, i*on&ar Bhomi&, I5 106
*(knowled/emen At first e ant to than& to the Almighty 7od! After that e
ould li&e to e8*ress our dee*
w
gratitude to the course instructor of .ar&eting .anagement Dr. Rafiul Huque for his *atient guidance, enthusiastic encouragement and constructive suggestion for this re*ort! I ould li&e to e8*ress my gratitude to all the *eo*le involved )oth directly and indirectly in the *re*aration of this re*ort! +e also are grateful to those *eo*le ho gave their valua)le time hile )eing surveyed!
23,I4 !355R
P"A'"9: 7rou* is a leading food, )everage ; *lastic industrial conglomerate ; mar&et leader in Ba ngladesh! It is one of the mos t *rof ita)le
com*a nies of Bangl ades h! -hei r
mission and vision is to eliminate *overty and develo* the agricultural sector of Bangladesh as *art of their mission and vision they are using local agricultural *ro du ct to *ro duce dif fe re nt &in ds fo od *r oduc ts ! In this -erm *a*er, e or&ed on one of their ne *roducts PR*+ #H*,P-, hich ready'to' coo& <"-=> froen food segment that has emerged from a fringe alternative to a com*lete home' coo&ed meal! At first e discussed a)out their organiational overvie, history, aim, mission, vision industries, cor*orate office, and methodology !+e too& information from )oth *rimary and secondary sources li&e, total concern, em*loyee, *roduct and other to*ics! +e analye details a)out the *roduct, value added to consumer )y this ready to coo& froen *roduct, mar&et *osition, %+- analysis, mar&eting mi8, ma?or rivals, mar&et challenges, ne mar&eting mi8 to )ecome mar&et leader! 9inally e summed u* the hole to*ic and s*ecified them to different cha*ter and *art!
2haper 1
1.1 Inrodu(ion: -he changing lifestyle is creating a multitude of o**ortunities for mar&et *layers, across industries! -he fast'*aced ur)an lifestyle, rising dis*osa)le income, increasing the num)er of omen in the or&force, and the resultant time'*aucity, along ith the increasing at'home socialiing, the *reference for nuclear families, or that of young *rofessionals for living alone@ the groing acce*tance of estern food, and the need for on'the'move freshly'coo&ed food are often cited reasons given )y firms hile launching froenready'to'coo& foods or microavea)le meals, ranging from samosa to cheese nuggets! P"A have *layed a ma?or role in )ringing this conce*t of ready'to'coo& launching PR*+ #H*,P-, in Bangladesh! -he froen food , hich started )y offering )asic froen vegeta)les and fries, today offers a ide range of *roducts, from *aratha to froen meats and ready'to'coo&, snac&ing and full meal o*tions!
2haper &
&.1 -ri/in: As a student of BBA ( th semester of Institute of Business Administration, Jahangirnagar University, e have to ta&e a fundamental course on 5arkein/ 5ana/emen named ./- 202 and as re$uirement of this course e need to do a final assessment on PR*+ #H*,P-, hich is a concern of PR*+ R7 /roup.
ur honora)le faculty r! "afiul #u$ue
of Institute of Business Administration, Jahangirnagar University anted us to do a re*ort on P"A J#A-P-! %o, e are researching and ma&ing our final re*ort on PR*+ #H*,P-,!
&.& -b'e(i9e" of he *""e""men:
-o study the ideas and methods used in *roducts of PR*+ #H*,P-,.
-o evaluate the value added to customer )y PR*+ #H*,P-,.
-o &no the mar&eting strategies of PR*+ #H*,P-,.
-o &no a)out the mar&eting mi8 used )y PR*+ #H*,P-,!
-o &no the *osition of PR*+ 7R-+ 7--D nationally!
-o &no a)out target mar&et of P"A J#A-P-!
-o find out hat &inds of mar&et challenges are )eing faced )y PR*+ #H*,P-,.
-o learn a)out ma?or com*etitors of this *roduct!
-o o)serve ho to )e the mar&et leader )y ma&ing the )est uses of mar&eting mi8!
-o realie the secret )ehind the PR*+ 7R-+ 7--D PR-D32,.
&.$ 5ehodolo/y of he "udy:
&.$.1 Daa !our(e":
Both *rimary and secondary data have )een collected for this study!
Primary Daa:
;II <;ey Informan Inerfa(e=
In the method of &ey information interface e tal&ed ith *eo*le of many sectors related to P"A "9: 7rou* directly and indirectly! +e tal&ed ith'
1! 2! 3! (! !
-erritory %ales .anager of P"A J#A-Pealers of P"A J#A-P=ustomers of P"A J#A-P"etailer %ales re*resentative
Primary data has )een collected through intervies at .ir*ur'10!+e tal&ed to territory sales manager of P"A J#A-P- .r! "u)el Ahmed to &no details a)out the *roduct, e also tal&ed to another territory sales manager .r %hofi$ #ossain !Besides e visited different su*er sho*s li&e %avar Avenue su*er sho*, Ideal )aaar to collect sales information, consumer and customers of the *roducts and other information a)out this *roduct!
!e(ondary Daa: I+,R+, -o &no more ela)orately a)out P"A J#A-P- e also ta&e the hel* of internet! -,HR! +e also ta&e informationCs from nes *a*er, articles and *a*ers on P"A 9roen 9ood to ma&e our assessment more informative and rich!
&.> imiaion" of he "udy
-ime is a ma?or factor in this &ind of or&!
ue to secrecy of )usiness strategy, the authority of P"A 7rou* didnCt disclose much in'de*th information regarding organiation!
=or*orate e8ecutives usually remain very )usy! It is difficult to get ade$uate time from them!
Information a)out our "e*ort to*ic DP"A J#A-P-C is not availa)le in the internet that much!
2haper $
$.1 -r/ani?aional -9er9iew of PR*+@R7 Aroup:
P"A'"9: is a conglomerate com*any! It is the largest agro food *rocessor and food e8*orter of Bangladesh! ur economy is )ased on agriculture and P"As target is to develo* our agriculture sector! -hey are trying to create more demand for agro *roduct, *roduced )y our farmers! Pro*er training ; financial su**ort for our *oor farmers could *roduce more agro *roducts! -hey are
trying to enlarge contact farming! In the other side em*loyment is created )y food *rocessing *lant of P"A! -heir vie is to create more em*loyment to eliminate *overty! -heir target is to ma&e their *roduct availa)le to every corner of our country so, every customer get the right to consume! -hey e8*ort their *roducts more than EE countries in the orld and earning a lot of foreign currencies to our country! P"A is trying to accelerate their glo)al mar&et *osition ra*idly!
PR*+' P"A 7rou* as )orn in 1F0! /ee*ing in vie the cor*orate mission of the 7rou*
they have over the years diversified their activities in several areas! P"AGs )iggest asset is their com*etent
team
of
hands'on
managers
and
dedicated
em*loyees!
P"A is BangladeshGs largest groer and *rocessor of fruits and vegeta)les! -heir contract groers cultivate the choicest fruits and vegeta)les, hich are *rocessed in their modern and hygienic factories to highest $uality ; international standards!
R7 @ "9: started its ?ourney ith =ast Iron <=I> *roducts in 1F0! -he initial main o)?ective
as to ensure *ure drin&ing ater and afforda)le irrigation instruments for im*roved rural life! -oday the com*any has its ide ranges of =I *roducts li&e *um*s, tu)e ells, )earings, gas stoves etc and has achieved the *restige as the largest cast iron foundry and light engineering or&sho* in Bangladesh! +ith a vision to serve the common *eo*le of Bangladesh ith $uality necessity *roducts, R7 diversified its
o*eration into PH= category in 1FF6 ; in Plastic %ector in 2003! At *resent it is mar&et leader in all these three sectors'=ast Iron, PH= ; Plastic in the country! %iea)le amount is also e8*orted to different countries! PR*+@R7 AR-3P as )orn in 1F0! /ee*ing in vie the cor*orate mission of the grou* e
have over the years diversified our activities! -oday e are the largest *rocessors of fruits ; vegeta)les in Bangladesh! -hey encourage contract farmers and hel* them gro $uality cro*s ith increased yields and to o)tain fair *rices! -he 7rou* com*rises of 10 com*anies! -he head
offices are located at ha&a ith *roduction facilities around the country! ur management is modern ada*ted to our environment ; culture! ur largest asset is our com*etent team of hands' on'mangers ; dedicated em*loyees! $.1.& Hi"ory: Actually P"A as formed in 1F0 )y *resent = me?! 7! Am?ad /han
=hodhury ; "9: as founded in 1F0! In 1F1 they ere merged and started their grou* named P"A'"9: 7rou*! o they are one of the largest grou*s in Bangladesh! .AI7 of P"A'"9: P"A means Program for "ural Advancement ationally! "9: stand s for "ang*ur 9oundry :imited! PR*+" 4IC@ De9elopmenof rural ; agricultural sector of Bangladesh! PR*+" 5I!!I-+ @Poverty and hunger are curses4 PR*+! *I5 @-o generate em*loyment and earn dignity and self res*ect for our com*etitors4 PR*+! 4I!I-+ Im*roving livelihood! ,P -7 2-5P*+ conglomerate =om*any! .anufacturing and food *rocessing! $.1.$2orporae Informaion:
P"A'"9: has cor*orate office hich is in middle Badda, controlling all the functions of the com*any! -here are a huge num)er of sells offices and center all over Bangladesh!
Address of cor*orate office5
P"A'"9: =-", 10, .I: BAA, #A/A 1212,
BA7:A%#, 7P BK '3 -:5 L0'2'1F20F K-! '2E1, .BI:5 01F12'2E2F, 9AK' 0'2'3E(6(, 'mail' hrm1FM*rangrou*!com, +e)5 !*ranrflgrou*!com
5P- @ >0%000. I+D3!,R! @ 6
$.& ,oal 2on(ern" of PR*+@R7 Aroup:
P"A is one of the rising mar&et giant of Bangladesh! After founding in 1F1, P"A'"9: 7rou* is increasing their )usiness ra*idly! o they are one of the largest conglomerate merger com*anies! P"A'"9: 7rou* has a total num)er of 3E concerns!
i" of (on(ern": 2on(ern" of R7:
1! 2! 3! (! ! 6! E!
PB=: And 16 moreN • Plastics .-A:'1 .-A:'2 #anger "e'=ycle "=:
2on(ern" of PR*+:
1! 2! 3! (! ! 6! E!
A.=: Pac& .ate PA: BB: BAP: P9: PAB:
-her (on(ern" of PR*+@R7 Aroup:
1! P: 2! =har&a 3! Pro*erty :ifts
$.$ Produ(" of PR*+@R7 Aroup:
P"A ta&es a com*rehensive a**roach to all &inds of agro *rocessed food *roducts, considering all of the ays to ma&e their *roducts hygienic and $ualita)le!
P"A food and )everage industry *roduces over (22 *roducts and ith their margering *artner "9: they *roduce 0ver 2000 &inds of *roducts!
:ist of P"A *roducts'
#ui(e"
Drink"
'Juice in glass )ottle ' Juice in Ase*tic Pac& ' Juice in hot filled P- )ottle ' Juice in tin can
2arbonaed "of drink 'P- )ottle
'In #P %ha*e Pa& 'In #P Bottle 'In P- )ottle 'Instant Poder drin&
!na(k"
Bakery '=ustard ca&e 'Pie ca& ':ayer ca&e 'Bread
2ulinary
'9ried snac&s
%*ice
'Pallet %nac&s
.i8 %*ice
'ther thnics
Pic&le
'nergy drin&s
'=hutney
%auce, /etchu* ; Paste Jam ; Jelly .ustard il "ice ; Allied Products .ushur al Pa*ar #oney oodles ; thers!
Bi"(ui
Dairy
Biscuits
:i$uid .il&
+ater
.il& Poder
-oast
.il& rin&s .il& Allied Products
5ineral waer
,*B 1: PR-D32,! -7 PR*+ R7
2haper >
7ro?en 7ood of PR*+: P"A J#A-P-
In this ?ourney of 32 years P"A has come u* ith some really good *roducts hich are high in $uality and su*reme in standard! o P"A has almost (22 *roducts availa)le in mar&et*lace!
+e are focusing here the froen snac&s *roducts hich are instantly coo&a)le! -he froen food of this com*any is &non as P"A J#A-P- .. -he detailed information of this *roduct is folloing5
>.1 Produ(":
Products under this category are semi'coo&ed, *recoo&ed or half coo&ed food, then froen, Gready to coo& in an oven or coo&ed, then froen ready to microave and ready'to'eat! It as first launched on January, 2013 in the mar&et of Australia! :ater it as launched in Bangladesh on august, 2013! Products are froen and *ac&ed under P"A trademar& or *rivate la)els! "eady to eat and
ready to coo& foods are gaining *o*ularity among the city dellers! Products of P"A J#A-Pare hassle'free and delicious character! -he *eo*le of the city can )e heavily de*endent on such foods for their )rea&fast, lunch, dinner and even -iffin, they added! +o men are gradually )ecoming engaged either in ?o)s or in different ty*es of income'generating activities hich lessen their time to s*end in households and they can easily use this *roduct hich ill save their time and hassle! -hey are distri)uted domestically through modern trade, convenience store, food service, a com*any'oned distri)ution channel! 8*ort is done through im*orters!
>.1.1
Produ(" +ame:
-here are total 3 *roducts of P"A J#A-P- including the *roducts availa)le under -his )rand name are'
2hi(ken +u//e"
4e/eable De"hi !in/ara Paraha
// Paraha
4e/eable !amo"a
5ini Dal Puri
2hi(ken Bur/er Pay
4e/eable Ri(e Roi Roll
Beef 5ini !amo"a
4e/eable Paraha
*loo Puri
Beef Bur/er Pay
2hi(ken 5ini Roll
Roi 2hapai
Beef 5ini Roll
2hi(ken Conon.
// 2hap
2hi(ken !amo"a
Dal Puri
2hi(ken Pop 2orn
,andoori +an Roi
*loo P araha
*""ored !in/ara E
!amo"a
5ini "prin/ Roll 2hi(ken
Poao 2hap
-nion Par 5ini Beef
2hi(ken 5ea
4e/eable Ri(e Roi !prin/ Roll
PR*+ Premium Buer
*loo Puri
Pa"y " hee
2hi(ken !au"a/e"
2hi(ken B oll
2hi(ken Bur/er pay
-AB: 25 P"U=-=% 9 P"A J#A-P-
>.1.&
Produ( Fualiy:
P"A *laces utmost im*ortance to *roduct $uality4 that meets standards, serves variety needs, tasty and hygienic, and most im*ortant is safe for consum*tion! P"A J#A-P- em*hasies $uality of ra materials! -hus, P"A has a system to randomly chec& the $uality of ra materials and *roducts throughout the *roduction *rocesses! =ontrol systems at every stage of *roduction ill hel* inform management of *roductivity in each stage and ena)le it to trace )ac& to the ra materials used in *roduction *rocesses! %&illed and e8*erienced *ersonnel select finished *roducts hich are then e8amined in a la)oratory to verify their $uality and to chec& for residual su)stances )oth )efore and after the *roduction *rocess!
>.1.$
2erifi(aion:
P"A J#A-P- is committed to continuous im*rovement in *roduction *rocesses to meet internationally recognied standards! All the goods of P"A J#A-P- are #alal! Products of P"A J#A-P- are authoried )y I%5 F00152012, #A==P <#aard analysis critical control *oint> and #A:A:, a *roduction and management system!
>.1.>
Raw maerial":
P"A *laces great im*ortance on hygienic manufacturing *rocesses! -his encom*asses everything from choosing $uality materials to the use of storage facilities and careful monitoring of *roducts using electronic sorting! "a materials vitamins' and minerals'fortified flour, vegeta)les, s*ices are collected from native farmer! -hey colle ct ma?or *ortions of our ra materials from them! =hic&en and )eef meat are collected from Bengal .eat! A vegeta)le oil named 5ar/arine is an imitation )utter s*read used for s*reading, )a&ing, and coo&ing! .argarine oil is im*orted from .alaysia!
>.1.>
Home Deli9ery !er9i(e":
PR*+ #H*,P-, has its on home delivery services! =onsumer can easily contact ith regional sales re*resentative and *lace order! -here is no service charge for home delivery service!
>.1.G
Durabiliy:
-he *roduct of P"A J#A-P- should )e &e*t in refrigerator to use in a long *eriod of time! -he *roducts remain usa)le for 1 year if those are &e*t on refrigerator! It remains fresh and usa)le for 2'3 hours ithout refrigerator!
>.1.6 PR*+ #H*,P-, Brandin/ Deep 7ree?er in'e( o reail 5arke: =om*any has in?ected 13 Pieces of dee* fridges to the retail mar&ets to serve consumers from the outlets!
>.& Pri(e:
-he *rice of P"A J#A-P- is less than other froen food *roduct availa)le in Bangladesh! -he *rice of P"A froen foods is reasona)le and afforda)le for middle class *eo*le to higher income grou* *eo*le! Price range is 60 t&! -o 230 t&!-he *rice of *roducts of P"A J#A-Pare folloing5
Produ( Pri(e i"
%:
+eight
Price <-/!>
1 2
Assorted%ingara;samosa
0
10gm
130
.ini s*ring "oll =hic&en
200 gm
120
(
-andoorinan
Pieces
0
=hic&en +onton
10 Pieces
10
6
nionParatha
0Pieces
0
E
.ini Beef %*ring roll
2 Pieces
1(0
.ini Beef %amosa
2 Pieces
13
F
P"A Premium Butter
200 gm<99>
162
10
P"A Premium Butter
100 gm<99>
F0
11
Pasty sheet
<(0 gm >' 30 Pieces
10
12
Plain Paratha
<(00> 0 Pieces
0
3
13
Po*corn=hic&en
12Pieces
Plain Paratha
<1600 gm > 20 Pieces
2E0
1(
Beef Burger Patty
( Pieces
1
1
%ingara
10Pieces
F0
16
H! %*ring "oll
1E
"oti=ha*ati
20Pieces
130
1
"ice"oti
10Pieces
0
1F
=hic&en uggets
20 Pieces
160
20
.ini =hic&en samusa
2 Pieces
120
21
.ini al Puri
(00 gm
20 *ac&s
F0
0
22
=hic&en Burger *atty
( Pieces
1(
23
%amosa
10Pieces
F0
2(
Hegeta)leParatha
2Pac&s
2
Paratha Premium
10 Pieces
120
26
.ini%ingara
20*ac&s
E0
2E
Parata "egular *ac&
Pieces
6
2
Parata 9imily *ac&
20 Pieces
230
2F
al Puri
<((gm> '10 Pieces
30
Aloo Puri
<((gm> '10 Pieces
31
Aloo *aratha
<20gm> '2 Pieces
6
32
Paratha conomy *ac&
<((gm>
33
=hic&en.eatBoll
3(
gg =ha*
3
=hic&en %ausages
36
Potato=ha*
(0
60
<20gm>10Pieces <(00gm> Pieces
160 0
<3(0gm>
1F0
<(00gm>10Pieces
6
-AB: 35 P"U=- P"I= 9 P"A J#A-P-
>.$ Pla(e:
PR*+ #H*,P-, is only availa)le in ha&a and %ylhet district! -here are more than 2100 outlets in ha&a and %ylhet here *roducts of P"A J#A-P- are availa)le! !uper "hop": Almost all the su*er sho*s in ha&a and %ylhet shocase ready to eat and coo& foods along ith their regular items! -hese *roducts are availa)le folloing su*er sho*s5
=!%!
Agora
andan .ega %ho*
<7ulshan> Prince Baar :td
"oots .ar&eting
Oeasin -rading
=arry 9amily
Uni .art
/rishi)id Baar
Big Baar
Pic& ; Pay
7! .art
:avender %u*er %tores :td .ehedi .art
%Avar avenue
A=I :ogistics :td!
%%
Ideal BAar
-AB: (5 A. 9 %UP" %#P%
Besides the *roduct is availa)le in most of the moderate retail stores hich are e$ui**ed ith refrigerator! Dealer Poin: 1 dealer *oint in ha&a and one dealer *oint in %ylhet! 7a(ory lo(aion: Pran airy :td! Bagh*ara, Polash, orshindi! 5a'or imporin/ (ounrie" are the U%, Australia, Ja*an, U/ and =anada! .odern e$ui*ment and technology are em*loyed to meet international standard and assure $uality and food safety integrity of *roducts!
>.> Promoion:
Promotions ty*ically include advertising, *u)licity, sales *romotions and other tactics! -he &ey to *roducing results through *romotions is ensuring that com*anies target the right consumers '' those ho are more a*t to )uy their *roducts! P"A has ta&en very little initiative to *romote their froen food *roduct P"A J#A-P-!
>.>.1 -nline ad9eri"emen:
-hey underta&e some internet )ased *romotional activities! A *romotional video as made hich is availa)le only in youtu)e! Besides their e)site give some details information a)out the *roduct! A face)oo& *age is also availa)le ith around (0 li&es!
>.>.& Billboard":
-here ere to )ill)oards availa)le of P"A J#A-P- at .ir*ur and hanmondi area )ut it is not availa)le no!
>.G 5arke !e/menaion of PR*+ #H*,P-,:
P"A J#A-P- uses .ulti segment targeting strategy hich means that the com*any has more than single, ell' defined, mar&et segment! 7eogra*hic, emogra*hic, Psychogra*hic and Behavioral segmentations are seen in the targeting strategy of P"A J#A-P- !
>.G.1 Aeo/raphi( !e/menaion:
Although all the *roducts of P"A are availa)le throughout the country, P"A J#A-P*roducts are availa)le in ha&a city only! Almost all the su*er'sho*s and grocery stores in ha&a have its froen foods! %ince P"A J#A-P- is a ne launched *roduct of P"A , it is currently availa)le only in the ca*ital city initially!
>.G.& Demo/raphi( !e/menaion:
Age5 =hildren , Ooung <1'2F>, .iddle Aged <30'36> 7ender5 Both male and female Income5 .iddle income grou*, U**er middle income grou*, u**er income grou* ccu*ation5 #ome'ma&ers, em*loyed *ersons, Bachelors, %tudents!
>.G.$ Beha9ioral !e/menaion:
P"A J#A-P- is for those ho ant to )uy instant ready'to'coo& foods for faster *re*aration of food! Peo*le ill )uy this *roduct for serving sudden arrival of guests, tea'time snac&s, get together, or hen they donCt have enough time to ma&e initial *re*aration for coo&ing li&e' ma&ing dough!
>.G.>: P"y(ho/raphi( !e/menaion:
+or&ing class *eo*le@ the *eo*le ho li&e )oth fast'foods@ ho li&e snac&s hile atching -H or gossi*ing@ ho have regular snac& time every day@ and those ith )usy lifestyles are the consumers of P"A J#A-P-!
>.6 ,ar/e 5arke of PR*+ #H*,P-,:
Corkin/ (la"" people: Both male and female ho are )usy in ?o)s are into foods that are easy to *re*are and ta&es less time to coo&! %o P"A J#A-P- froen foods are good choice for them!
>. 5a'or Ri9al" of PR*+ #H*,P-,:
-here are already a num)er of froen food )rands that came earlier in the mar&et in Bangladesh! %ome of them ell esta)lished and have *otential mar&et! %ome of these are e8*orted *roducts and some are Bangladeshi )rands! %o P"A J#A-P- has to com*ete strongly to )eat them continue its *o*ularity! -he ma?or rivals are discussed )elo5
>..1 ;a?i 7ood Indu"rie":
/ai 9ood Industries :imited is a recent venture of the /ai 9arms 7rou*! :ocated in Beron, Ashulia! /ai 9arms :imited as esta)lished in 1FF6 as a hatchery for im*orted eggs@ the folloing year it started its on *arent farms! In 200( *roduction started in the grand'*arent <7P> farms hich ere res*onsi)le for BangladeshGs first e8*orts of hatching eggs and day'old chic&s in 200(!
A range of froen food *roducts are sold under the )rand name /ai 9arms /itchen! -hese are all guaranteed to not contain any anti)iotic residues, as chic&ens are not fed any anti)iotics ithin E days of slaughter, as *er international *ractice! -he meat is also guaranteed to )e *roduced from chic&ens raised on feed not containing .B. as *er
uro*ean standards! -he meat *roducts are also guaranteed to )e .%7 and nitrate'free, as e do not use any of these chemicals during food *re*aration! -heir *roducts range is as follos5
2hi(ken: =hic&en uggets , %ausage , =hic&en -easers, =hic&en %tri*s, .eat)all, rumstic&s, =utlets, /orma, o*iaa, Burger //: #ealthy 9resh ggs <hole eggs> 7lour@ba"ed: Hegeta)le %*ring "oll, Heg %amosa, Paratha, al Puri, =hic&en %amosa, Aloo Puri!
Price ranges from B- E'20'
>..& Aolden Har9e":
7olden #arvest is one of BangladeshCs leading )usiness grou* ith diversified interests in 9ood! 7olden #arvest has )een a *ioneering force in the froen food sector in Bangladesh and is the countryCs first com*any to develo* its on =old =hain netor& in colla)oration ith U%AI! 7olden #arvest is also the Joint Henture *artner of i**on 8*ress, AsiaCs largest logistics com*any ith netor& in over (0 locations orldide! -he com*any sells a variety of items that include sauces, *ic&les, crac&ers, munchies, dried mango )ars and more, under the )rand of 7olden #arvest! -he com*any is already catering to over 10,000 outlets around the country! 7olden #arvestCs *roduct list are'
2hi(ken: uggets, %amosa, %ausage, %*ring "oll, .eat Ball, Burger Patty, +ings, Po*s, %tri*s, Beef: %amosa, Burger Patty, 7lour: Paratha, al Poori, =ha*ati,
4e/eable: 9rench 9ries, Aloo Puri, %*ring "oll, %amosa, 7i"h: 9ish 9inger, 9ish Ball
Price ranges from B- E0'2F0'
>..$ *7,*B 7R-+ 7--D! I5I,D:
9roen 9oods :imited has )een designed for collection, *rocessing and *ac&aging of froen shrim*, fresh ater fish and seafood *roducts in its *ant at 7olonda? "oad, %outh &attali, #alishahar, =hittagong! -hey *roduce in the modern mechanied ; scientific factory and trained *rofessionals for ensuring $uality out*ut chec& the *roduct! 99: has )uyers in =hina, -aian, %audi Ara)ia, /uait, UA, U, U%A and =anada! -hey also su**ly :o)ster and $uality chilled seafood to different countries! -hey have ide range sources of $uality *roducts in home and a)road as *er re$uirements of )uyers!
>..> Har9e" Ri(h */ro Indu"rie" d.:
"ichC is the mar&et leader in Bangladesh for further *rocessed meat *roducts hich dominates ma?or mar&et share! #arvest "ich Agro Industries :td further meat *rocessing factory is the first of its &ind of factory to )e esta)lished in Bangladesh! "ich as aarded the %*ecial Prie in the Dha&a International -rade 9air 2012C )y the #onora)le =ommerce .inister, 7ovt! of the *eo*le "e*u)lic of Bangladesh .r! 7 . /ader .P, for 8cellent Brand =ommunication and PresentationC! "I=# as featured in the D-o* 00 =om*anies of BangladeshC *u)lished )y un ; Bradstreet "ating Agency Bangladesh! -heir Products are'
2hi(ken: Burger, =hic&en =heese and -omato %ausage, Jum)o nuggets, .ini uggets, .eat )all, Po*corn, %andich, %amosa, %ausage Beef: Burger, Jum)o uggets, .eat )all, %amosa, %andich,
4e/eable: Aloo *uri, Potato 9inger, al Poori, 9rench fries, #ash Brons, Paneer %amosa, "oti! Paratha, Potato =ho*s, Heg %amosa! 7i"h: 9ish 9inger, 9ish Ball, Jum)o uggets, Pran Ball
Price ranges from B- '230'
>..G ami"a:
%aint .artin 9isheries is a unit of %aint .artin 7rou* of com*anies :td, the com*any *roduces froen snac&s for the local mar&et as ell as for e8*ort under the )anner of :A.I%A )rand! -he com*any is mar&eting ready to coo& froen fish *roducts and traditional items as ell! %aint .artin 9isheries :td is the largest manufacturer of froen fish *roducts and froen snac&s in Bangladesh! -hey *roduce froen snac&s for consumers, ho *refer to lead a healthy life and are eco'conscious! -heir *roducts are as follos'
Beef: Beef /ima =ho*, Beef -i&&a 2hi(ken: =hic&en +onthon, uggets, =hic&en Ball, =hic&en Po* !hrimp: %hrim* +onthon, %hrim* Ball, %hrim* .ini %amosa, %hrim* %*ring "oll 7lour: al Poori, Paratha, "oti 4e/eable: Aloo Poori, Potato =ho*, Hegeta)le %*ring "oll, %amosa, %ingara, 7i"h: 9ish Ball, 9ish 9inger
Product *rice ranges from B- E0'2F0'
>..6 2P:
=P adds value to its )asic *rocessed meat ith additional *rocess of )oiling, steaming, frying, )a&ing or grilling de*ending on customerCs re$uirements! Products are then *ac&ed, froen and distri)uted to retailers and holesalers, fast food o*erators and modern trade, e!g!, convenience stores, su*ermar&ets and su*ercenters! %ome of their coo&ed *roducts are availa)le domestically and internationally including froen chic&en carriage, seaeed'ra**ed chic&en, teriya&i chic&en, roast duc&, froen steamed chic&en )reast, green curry chic&en ith rice, soya *or& ith noodles, egg tofu, meat)all and sausage! =PB *roduces and )rands its *roducts under =P, H Por&, /itchen Joy, -hai, 9ive %tars, B/, and B/P as ell as *rivate la)els! Pricing for *rivate la)el is agreed at time hen contract is made =PB *laces utmost im*ortance to *roduct $uality4 that meets standards, serves variety needs, tasty and hygienic and most im*ortant is safe for consum*tion! =PB em*hasies $uality of ra materials!
>.8 5arke *naly"i":
.ar&et for "eady to =oo& froen foods in Bangladesh is groing at an e8*onential rate ith groth of ur)aniation and incremental income level of consumers along ith their *reference to convenience! In s*ite of high groth of this mar&et, there is scarcity of investment in this sector hich creates a huge demand'su**ly ga* resulting in very e8*ensive im*orts! International mar&et for "eady to =oo& froen food sector is already matured and is groing further at a high rate! PR*+ #H*,P-,is one of entrants in international mar&et ith very *romising and loyal customer )ase in U%A, =anada, Aust ralia, U/ and .iddle ast! In Bangladesh mar&et, PR*+ #H*,P-, has made a ra*id *enetration and has ca*tured the third *osition in terms of sales ith its uni$ue )randing and *ositioning strategy ta&ing o**ortunity of this fast groing mar&et! /ai food industries is currently holding leading *osition in this sector and their monthly sales is a**ro8imately 1! crore t&! 7olden harvest is in second *osition and their monthly sales is a**ro8imately 1! crore!.onthly sale PR*+ #H*,P-,is a**ro8imately 1!1 crore t&! .onthly sales of Afta) 9roen 9oods :imited and "ich harvest is a**ro8imately ! and !E crore t&! res*ectively!
Monthly Sales (CRORE) Tk. 2 1.8 1.6 1.4 1.2 1 0.8 0.6
Monthly Sales (CRORE) Tk.
0.4 0.2 0
7IA3R 1: 5-+,H !*! <2R-R= ,; >. 5arkein/ 2hallen/e fa(ed by PR*+ #H*,P-, in Ban/lade"h:
>..1 a(k of proper Promoion and Brand awarene"":
Promotions such as television, radio and magaine advertising increase )rand aareness! .ore *eo*le tend to learn a)out a *articular com*any or its )rands if they fre$uently see or hear a)out them! e com*anies *articularly have to advertise to a**rise consumers ho they are and hat they offer! -his is true ith local or even national com*anies, as )rand aareness can )e measured )y mar&et, regionally or nationally! It can ta&e many month s or even years for com*anies to )uild )rand aareness levels that match esta)lished com*etitors! -he )iggest and most nota)le challenge that P"A J#A-P- is facing at the moment is Dlac& of *ro*er advertisement and *romotionC! %ince the launch of the *roduct, it hasnCt conducted any
-H commercial! An advertisement is found on Oou-u)e hich has only 2( vies so far! -his commercial has not )een shon in the -H channels till no! %o *eo*le hardly &no a)out this *roduct! But the other rivals of P"A J#A-P- have conducted various *romoting measures li&e' -H=, n %*ot Promoting! =P had a *romoting cam*aign of (' days, here they ent to the su*er sho*s and offered instantly coo&ed froen foods to the *eo*le )y themselves! ue to the lac& of *ro*er advertising P"A has to give much effort to com*ete ith its rivals in the current mar&et of Bangladesh!%ome su*er sho* sellers informed that customers often )ecome confused ith the name P"A J#A-P-4 itself! -hey $uestion to sellers if it is a *roduct of P"A or of some other )rand! -his is a result of their *oor advertising and *romoting!
>..&: 3na9ailabiliy all o9er he (ounry:
-he foods are *rimarily availa)le in ur)an areas and that too, mostly in a)ove average retail sho*s! "eady to coo& is ne to industry and consumer involvement across the value chain is lo! P"A J#A-P- is availa)le only in ha&a city and %ylhet! Oet P"A isnCt s*reading its mar&et hich is hindering them to earn enough *rofit and to com*ete ith rivals! ther froen food )rands li&e 7olden #arvest, /ai 9arms /itchen etc! are found all over the country! %o this is also another reason )ehind its lagging )ehind in the froen food mar&et!
>..$ Healh *warene"":
"ise in health aareness has )een a glo)al *henomenon since the last decade! .ore consume rs have come forard to ta&e a call on their health! As such, one of the challenges that ready to coo& *roducts )ring for Bangladeshi customers is the freshness of food! "eady to coo& foods are also assumed to contain chemicals and *reservatives that is one of the factors that &ee* true loyal from latent loyal! >..> Durabiliy and hi/h Pri(e:
"eady to coo& froen foods do re$uire cold storage, it remain usa)le only for 2'3 hours ithout cold storage! 9or this also fall *rey to inefficient su**ly chain management and fre$uent *oer cuts, hich lead to rise in *roduction costs, in turn translating into higher ready to coo& *roduct *rices resulting in loer demand for such
>.10
!
ren/h
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A)undant availa)ility of ra material Priority sector status for agro' *rocessing given )y the central 7overnment Hast netor& of manufacturing facilities all over the country Hast domestic mar&et
!C-, *naly"i":
C •
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•
• •
•
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,
pporuniy
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:arge cro* and material )ase A vast *otential for agro
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*rocessing "ising income level and consum*tion *attern 9avora)le demogra*hic *rofile
• •
2haper G
eakne""
:o availa)ility of ade$uate infrastructural facilities :ac& of ade$uate $uality control and testing methods as *er international standards! Inefficient su**ly chain due to a large num)er of intermediaries #igh re$uirement of or&ing ca*ital!
hrea
Afforda)ility and cultural *references of fresh food #igh inventory carrying cost #igh ta8ation #igh *ac&aging cost
+ew 5arkein/ 5iJ of PR*+ #H*,P-,
G.1 +ew ,ar/e 5arke:
=urrently target mar&et of PR*+ #H*,P-, is only or&ing class *eo*le! +e ant to focus on another to target mar&et!
G.1.1 Ba(helor": Bachelors loo& for the foods that are easy to coo& here P"A J#A-P)rings the *erfect ready'to'coo&! All they have to do is fry those *ieces that come in their *ac&ets!
G.1.& oun/ Aeneraion: Ooung )oys and girls li&e fast'food! P"A J#A-P- is an easy solution for them to satisfy these cravings hile gossi*ing, atching -H or s*orts
G.& +ew 5arkein/ 5iJ:
G.&.1 Produ(:
P"A J#A-P- has much to do in the *roduct side! Its rivals have launched various *roducts li&e shrim* items , sausages! Peo*le are confused a)out the P"A logo itself! And this )eing a snac&s or fast food ty*e of *roduct can confuse the health conscious consumers a)out hether )uy it or not! 9olloing are the things that are to )e included in the *roduct5
i= +ew produ( feaure":
P"A #H*,P-, is no *roducing and distri)uting a)out 3 *roducts! It can increase its *roduct items )y *roducing some other different items such as5 9rench fry, =hic&en =heese and -omato %ausage, .ini uggets, .eat )all, %andich, Jum)o uggets, 9ish 9inger, 9ish Ball, Beef /ima =ho*, Beef -i&&a , %ausage , =hic&en -easers, =hic&en %tri*s, .eat)all, rumstic&s, =utlets, /orma, o*iaa!
ii= 4ariaion:
P"A J#A-P- can )ring variation in their *roduct! -hey can add different *ac&ages for different age grou* *eo*le li&e &ids, old aged *eo*le, and youngster! Besides they can launch different flavored *roducts to match the customerCs need li&e s*icy, *lain, =hinese flavor and other international flavor!
iii= Healh *warene"": #ealth *otions should )e highlighted in the *ac&aging !-hey can launch health conscious *roduct li&e sugar release control atta, cholesterol free foods! i9= Pa(ka/in/ and Durabiliy:
m*hasiing in the logo of P"A Pac&aging can )e more innovative in terms of color *allets and structure and ma&e sure higher dura)ility of the *roduct!
G.&.& PRI2:
Price is *retty reasona)le if com*ared ith the com*etitors in the mar&et! P"A J#A-P- has a lot to do in its *roduct, *romotion, and *lace sides other than its *rice side! As a froen food P"A J#A-P- is so much chea* and afforda)le for its current customers! But itCs too much costly for the loer middle class and loer class income grou*! P"A J#A-P- can reduce its *roduct *rice little )it so that other ne customer can )uy the *roduct! -hey can launch economy *ac&ages for every item!
G.&.$ P*2:
-he P"A J#A-P- is only availa)le in ha&a and %ylhet city! It cannot ca*ture all over the country! -o )e mar&et leader it is necessary to have availa)ility of the *roduct across the country! -o ensure availa)ility of the *roduct e can do folloing things5
i= Di"ribuion 2hannel: omestic .ar&et re$uires 7olden #arvest to set u* a distri)ution channel throughout the country! -he e8isting distri)ution channel ill )e used )y increasing retail and dealer outlets and changing some other issues! -he distri)ution channel of P"A J#A-P-5
9I7U" 25 I%-"IBU-I =#A:
At first P"A J#A-P- 9actory mainly transfers its *roduced *roducts to its dealers and distri)utes *roducts to the mar&et direct from 9actory de*ending on distri)ution via)ility!
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•
ealers distri)ute *roducts through on 9roen elivery Hans to the retailers and holesalers! "etailers /ey Accounts sell *roducts to the end users!
ii= -ule":
%everal outlets under &ey accounts are availa)le no !-hey are5 9actory ; #ead ffice =anteen, -esty -reat ; .ithai , aily %ho**ing , I% ! -hey can add more outlets in different district cities! -here only retail 2100 outlets and 1 dealer outlets that is only in ha&a and %ylhet !-o gra) the hole mar&et retail and dealer outlets must )e increased across the country!
As #igh volume consumers include star #otels li&e "adisson, University cam*uses li&e orth %outh University, AIUB, %tamford University, ha&a University, Jahangirnagar University, #os*itals, "estaurants *roducts ill )e distri)uted directly from on netor& resources
iii= 7a"@food oule":
P"A J#A-P- can found outlets 7et access to high'traffic sho**ing malls near the target mar&et that ill cater froen food coo&ing instantly as ell as they can sell the *roduct there also!
G.&.> PR-5-,I-+:
Promotion is one of the im*ortant elements of mar&eting mi8! 7ollowin/ promoion ool" will be u"ed for he followin/ rea"on":
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-o increase short term sales
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-o induce trial
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-o esta)lish a )rand name
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-o co*e u* ith com*etition
+e include to *romotional activities such as N
*d9eri"in/
!ale" Promoion
i= *d9eri"emen:
,42:
Among all other advertisements -H advertisement is the most effective tool! But e already mentioned that there is no -H= made *romoting P"A J#A-P-! As Pran s*end huge amount of money for advertisement they hire the highly *rofessional ad .a&ers ; models in the orld! %o a high standard advertisement ill )e made for all over the orld! -he advertisement ill )e shon in renoned -H channels! ne of the )enefits of -H advertising is its a)ility to communicate ith a very large audience! =onsidered a form of mass media, -H ads or& ell to attract attention, generate aareness and esta)lish *reference for *roducts and services •
!pon"or"hip
%*onsorshi* is the most effective and efficient tool for mar&eting! P"A J#A-P- can give s*onsorshi* for on many events or *rograms glo)ally li&e s*orts, concert, music, charity sho etc! By giving s*onsorshi* P"A J#A-P- can )e get closer to the customers and esta)lish itself as a )rand! !pon"orin/ "por" e9en
%o many international and local s*orts events or tournaments can )e s*onsored )y P"A to *romote their froen food *roduct! s*ecially in the game of cric&et they should give more em*hasis a)out s*onsorshi* !Because no a dayCs cric&et is the most *o*ular form of s*ort in Indian su)continent and in many countries!
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!pon"orin/ on "por eam"
As a :ocal com*any P"A can give s*onsorshi* on fe s*ort teams li&e cric&et, foot)all, and hoc&ey to *romote P"A J#A-P-! •
!i/nboard"
=ustomers are more li&ely to *urchase from a )usiness they have already heard of, so a sign )oard can hel* *lant the seed for future sales As sign)oards is a very useful media of Advertisement for the food com*anies! Bill board":
%everal )ill)oards ill )e *laced along im*ortant highay s and )usy streets, It is guaranteed that *eo*le ill see the advertising! Also, unli&e ith commercials or magaine ads, *eo*le cannot fli* the channel or turn the *age on a )ill)oard! -herefore, *eo*le ill notice the )ill)oard hether they li&e it or not! Another added )enefit is that many *eo*le travel the same route re*eatedly, such as ith their commute to or& each day! -his means that theyGll see your )ill)oard regularly, hich ma&es it more li&ely to stic& in their minds! -her *d9eri"emen:
8tra allegiant advertises for other forms of advertisement li&e internet, radio, nes*a*er, )anner, ill made for full media coverage!
ii= !ale" Promoion:
%ales Promotions have )een used )y mar&eter to increase sales in the short term! %ales *romotion serves three essential roles5 It informs, *ersuades and reminds *ros*ective customers a)out a com*any and its *roducts! 9olloing %ales Promotion ill )e used for *romoting the P"A J#A-P-5
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2oupon":
=ou*on is the oldest and most idely used ay of sales *romotion! It is mostly used )y *ac&aged goods! -o )oost u* the sales not only manufacturers )ut also retailers *ersonally use cou*on! A cou*on leads to *rice reductions so as to encourage *rice sensitive customers! on users can try a *roduct hich may leads to regular sales! -he folloing cou*on strategies can )e folloed )y the com*any hen it is tending to increase its sales *romotion5 Boun(e Ba(k 2oupon: -his is attached to the *ac&age of a *articular )rand
and hel*s to achieve re*urchase of the same )rand! 2ro"" ruff 2oupon: -his is attached to the *ac&age of different )rand! In"an 2oupon: -his is attached to the outside of the *ac&age and consumers can instantly ri* off and get the *roduct immediately! In "ore (oupon: ormally distri)uted in the store! In store cou*on can )e distri)uted )y
sales*ersons!
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Pri(e@off:
A *rice'off is sim*ly a reduction in the *rice of the *roduct to increase sales and is very often used hen introduction a ne *roduct! Price'off is the most *referred sales *romotion techni$ue )ecause consumers res*onse very *ositively to this scheme! ot only that )ut it also cause large increase in sales volume! Price'off reductions are ty*ically offered tight on the *ac&age through s*ecially mar&ed *rice *ac&s!
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!(ra(h 2ard":
A scratch card is a small to&en, usually made of card)oard, here one or more areas contain concealed information5 they are covered )y a su)stance that cannot )e seen through, )ut can )e scratched off hich offer different ty*es of gifts!
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Bundlin/ -ffer"
Product )undling is a
mar&eting strategy that involves offering several *roducts for
sale as one com)ined *roduct! -his strategy is very common in the
fast food industry in
hich multi*le items are com)ined into a com*lete meal! A )undle of *roducts is sometimes referred to as a *ac&age deal or a com*ilation or an anthology!
•
Aif Hamper:
-here are some incentives of gift ham*er can )e ta&en! -hey are given as )ello5 Buy 3 *ac&ets of 2hi(ken "prin/ roll and get a PR*+ omao "au(e free! Besides they can offer different "9: *lastic *roduct items li&e attractive *lastic )o8, -iffin )o8 ith their P"A J#A-P- *roducts! In "ore "amplin/:
=onsumers are given some $uantity of a *roduct for no charge to induce trial! -his *rocess is very effective in case of ne *roduct *romotion )ut very costly! Purchase cycle is relatively
short, so that consumers ill consider an immediate *urchase or ill not forget a)out the )rand )efore ne8t *urchase! .ar&eters can hire tem*orary demonstrator ho set u* a ta)le or )ooth and offers sam*le to *assing )y sho**ers! It is very effective for food *roducts! •
Bonu" pa(k: ffering e8tra amount of *roduct at a regular *rice!
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9en 5arkein/: A ty*e of *romotion here a com*any or )rand is lin&ed to an
event li&e s*onsoring a event in 9antasy /ingdom or andan Par&! •
Di"(oun:
In this case, the retailers consider all the froen food com*anies in the same ay ho offers more discount retailer ants to sell his *roduct more! -hat is hy P"A J#A-P- can occasionally offer discount! refri/eraor5
P"A gives refrigerator to the dealer and retailer! .oreover they can *rovide refrigerator against a minimum amou nt of security money! ealer and retail er ill get free servicing for refrigerator! ,@"hir
P"A can offer -'shirt *rinting logo of P"A J#A-P- to the traders! -'shirt is also a good advertising media!
2haper 6 6.1 Re(ommendaion: As e collect much information and analyed the mar&eting strategies of P"A J#A-P-, e ould suggest fe things according to our understandings! -hese are5
P"A should increase the num)er of retail and dealer outlets for their ne *roduct P"A J#A-P- across the country!
-he mar&eting strategy of the com*any should )e more focused! -hey have done very less *romotional activity! -hey should underta&e huge *romotional cam*aign through ma&ing -H=Cs, )ill)oards, nes*a*er advertisements, sales *romotion activity, direct mar&eting etc! !
-hey should increase num)er of their *roduct items and launch different ty*es *ac&ages
for different age grou*! -heir *ac&aging is not u* to the mar& relative other *roduct! -hey should give more
focus on *ac&aging to ma&e it attractive to customers!
-he healthy side of the *roduct should )e increased and the details information a)out
health consciousness of the *roduct should )e clearly ritten on *ac&age! Im*rove and maintain a consistent relationshi* ith customers, es*ecially at retailing! -he dura)ility of the *roduct should )e increased! -hey should do more mar&eting activities to im*rove their *resence in the minds of the
target mar&et and also the *otential target mar&et! -hey can )uild food *ar&s and food restaurants in different *laces as it deals ith
froen ready to coo& food items! -hey can add e'commerce service! -he *rice of their *roduct can )e lessening to reach loer middle class customers!
6.& 2on(lu"ion:
%tanding ith some limitations P"A J#A-P- is marching toards *rogress in the froen food mar&et of Bangladesh! It is esta)lished ith the o)?ective of )ringing a)out a $ualitative change in the food lifestyle of *eo*le as the hole nation is no folloing the cultures of develo*ed nations in all sectors! P"A J#A-P- is a *romising *roduct in terms of its )rand, health *otions and taste! vercoming the dra)ac&s soon it can earn much recognition in the hole country! Already it has a good range of *roducts ith variations! Adding ne features and more variations it can )e noteorthy *roduct for its com*etitors! If J#A-P- can e8*and its mar&et and reach the other corners of the geogra*hic limit of B, it can )e a leading froen food *roduct in Bangladesh in the near future! -he com*any is also concern on the *ractice of the )est modern human resource management here training ; develo*ment is a concern ith organiational activity aimed at )ettering the *erformance of individuals ; grou*s in organiational setting! %o, if the com*any can remove all of its *resent *ro)lems, it ill )e a)le to gain its goal ; ill reach to its vision!
*ppendiJ: Referen(e": hp:KKwww.pranfood".neKfro?enL#H*,P-,.php hp":KKwww.fa(ebook.(omKPran@7ro?en@7ood"@60>6>0G$8G>0K hp:KKwww.afab/roup.(om.bdKfood".php hp:KKwww.ka?ifarm".(omK hp:KKwww.ri(hfoodbd.(omKMpa/eLidN&1 hp:KKwww.(pbrand.(omK"/KmainLprodu(.a"pJ hp:KKwww.hedaily"ar.neKnew"@deail@&G06>0
