Integrated Marketing Communications of "PRAN Food and Beverage "

PRAN-RFL Group is one of the food-products corporations of Bangladesh which was founded in 1981. It is the largest food and nutrition and the largest exporter of processed agro products to more than 100 countries. The Company's principal activity is the manufacture and sale of Juice, Snacks, Soft Drink, cakes and dairy products.

USP:

 With HACCP compliance to ensure best quality products reach to the consumers, PRAN places great importance on hygienic manufacturing processes. They personally select finished products which are then examined in a laboratory to verify their quality and to check for residual substances both before and after the production process.

Furthermore, company’s computer systems offer continuous monitoring of all manufacturing process to ensure the highest levels of quality. Bangladesh’s comparative advantage lies in creating a competitive edge in value added agricultural products. This is what PRAN Stands for.

Customer Profile:

Customer Profile:

Demographic	Age: 10-above Sex:  Male and Female ,children Occupation: Student, jobholder, businessman
Geographic	Location: Urban, sub-urban, rural Area: All over Bangladesh, India and few other countries.
Psycho graphic	Lifestyle: Normal. Attitudes and beliefs: Sincere and family oriented Perception : better job and positive vibe .

                   Integrated Market Communications of PRAN Food & Beverages

Advertising:

PRAN promotes their campaign through TVC, print media, bill board, newspaper and other media to make them visible in public places.

TVC: they have certain TV adds and commercial for public sources.

Sales Promotion:

The organization works in consistent with its superior performance and sustainable competitive advantage. They have conducted a study on agricultural marketing company ltd. (AMCL), one of the major players in food and beverage industry of our country. In this study, they have focused on functional level strategies which includes various strategies to ensure-quality, efficiency and customer responsiveness. They have also showed here whether AMCL took cost leadership and differentiation strategy in producing and launching their product.

Publicity or Public relationship :

• PRAN National Pickle Competition-2013 arranged at Bangabandhu International Conference Centre.
• PRAN Arranged Training Program for Mango Farmers
•  PRAN-RFL Group distributed warm clothes
• RAN and Land O’ Lakes Sign an MOU to Enhance
  Dairy Sector in Bangladesh. 

Interactive and Internet Marketing: 
PRAN has a Facbook page available for all internet user.
            
                                 https://www.facebook.com/PRAN.MKT

Direct MArketing :
PRAN -RFL group sometimes follows Direct Marketing as an IMC tool but as their advertising strategy is more strong so they focus on that and priority relies on advertising most.

My Opinion:

PRAN has a theme of "EAT DELICIOUS LIVE HEALTHY ". they are also providng Bangladeshi food to an international market .this is good sign for our country."PRAN is currently one of the most admire Food & Beverage barnd among the millions of people in Bangladesh and other 106 countries. PRAN products are regularly being exported, so they must follow the ethical rules and must attain their mission and vision