MARKETING STRATEGY REVIEW

In order to grow and sustain any business, a sound marketing plan is of vital importance. The right marketing plan identifies everything from 1) who your target customers are to 2) how you will reach them 3) how you will retain them so they become loyal and repeat customers.

Done properly, your marketing plan will be the roadmap to get customers and dramatically improve the success of your organization.

The components that must be addressed in this group project include:

Section 1

Introduction:

1.1 The company background

1.2 Context Analysis (SWOT) 1.3 Competitor analysis

1.4 Logo and tag line

1.5 Mission statement

Section 2

Marketing mix elements:

2.1 Product: Explain the product details.

2.2 Price: a) Price of the product for various sizes and types of products (Use a table for 2.1 and 2.2a to provide product and price details together)

b) Pricing Strategy used for the types of products it sells.

c) Does the pricing strategy need any revisions for the segment the company is targeting?

2.3 Promotion: Through what medium is this product advertised (on TV, radio, newspapers, magazine/social media)? Any current promotional offers?

2.4 Place/distribution: How is it distributed? (exclusive, selective or intensive)? Explain. Section 3:

3.1 Type of the product/service: What is the type of consumer product (convenience/ shopping/ specialty/ unsought)? Why so? Justify.

3.2 What is the type of consumer buying behaviour: (complex/dissonance reducing /habitual/variety seeking)? Why so? Justify.

Section 4

Marketing strategy:

4.1 Target customers: Who are they? What is their demography?

4.2 Market segmentation: How does the company segment the market for this product? (benefit/geographic/occasion/behavioral/psychographic/income/gender/age/life-cycle or a combination). Justify the reasoning behind it.

4.3 Market targeting: What kind of market targeting does the company follow? Explain. 4.4 Differentiation: Justify how your company/product is providing value to the

customers differently.

4.5 Positioning: How is the company positioning its products (5 value propositions- which one is it using?)

Appendix

Provide the sources of information and the reference materials you used for preparation of

the term paper.

Evaluation Criteria:

Your term paper will be assessed on four key criteria:

1. Quality of the insight it provides on the product, company and the overall industry. 2. Strategic planning and tactics.

3. Creativity and relevance of the marketing plan.

4. Cohesiveness of the entire report.

THE TOPIC IS " PRAN FOODS"

PRAN means life, and we stand for the taste of life. Every day were sending out this taste to 145 countries with our numerous agro-food products of 10 different categories, including snacks, confectionery, dairy, juices, carbonated beverages, mineral water, baked items, culinary, drinks and biscuits. Were the largest food-beverage company in Bangladesh and admired by millions of people globally.

Since the beginning of PRAN in 1981, weve been working to improve rural livelihood by contributing to the rural and national economies, creating employment and exporting.

PRAN has devoted itself to the betterment of society and environment. Thats why were continuously extending our help to the communities and finding ways to reduce our environmental footprints to achieve a greener earth.

Products

Beverages

Biscuit & Bakery

Culinary

Dairy

Snacks

Confectionery

Our Vision

Improving Livelihood

Our Mission

Poverty & hunger are curses. Our aim is to generate employment and earn dignity & self-respect for our compatriots through profitable enterprises