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  1 | Page  American International University Bangladesh (AIUB) Summer Semester, 2012 Principle of Marketing Section: A A Group Report On “ Marketing Mix (4 P’s) Analysis and Competitors  Evaluation: Pran RFL Group ”  Submitted to Mr. Stanley S. Rodrick Lecturer, Faculty of Business Administration Department of Marketing Submitted by: Zabir Md Abdullah (08-12484-3) Rased Abdur (09-14501-2) Anoy Md. Shakib Ahamed (09-14497-2)  2 | Page  Acknowledgement All praises to the Almighty Allah, who has bestowed his kindness upon us by giving us the opportunity, time, courage, strength and patience to carry out and complete the report properly. We are very much thankful to our honorable course instructor, Mr. Stanley S. Rodrick Madam for his valuable and intellectual guidance to prepare this report   We are very much grateful to our group member zabir for giving us his ideas which is very much helpful to us. Then we must thank all of our respondents for cooperating with us by giving information of all the questions about the topic. Without their help it was not possible to complete this report. Finally we must not lose opportunity of expressing our sincere appreciation to some of our friends, Shams and Rashed who shared and inspired us all the time.  3 | Page  Company Overview    Background  —    “Poverty and hunger are curses” - mission of PRAN- RFL group. So their aim is “to generate employment and earn dignity and self respect for our competitors” through profitable enterprises. For the achievement of this mission and aim the most recognized PRAN-RFL group was established and started manufacturing in 1982. Major General (Ret) Amzad Khan Chowdhry people of Natore, was the founder and the managing director of PRAN-RFL group. His son Mr. Ahsan Khan Chowdhury is the deputy managing director of this group. PRAN-RFL group is now one of the greatest and significant and most successful companies in Bangladesh. They are now challenging the other multinational companies. PRAN  stands for P rogramme for R  ural A dvancement N ationally. “PRAN”  is currently the most well known household name among the millions of people in Bangladesh and abroad also. Since its inception in 1980, PRAN Group  has grown up in stature and became the largest fruit and vegetable processor in Bangladesh. It also has the distinction of achieving prestigious certificate like ISO 9001:2000, and being the largest exporter of processed agro products with compliance of HALAL & HACCP to more than 70 countries from Bangladesh. PRAN  is the pioneer in Bangladesh to be involved in contract farming and procures raw material directly from the farmers and processes through state of the art machinery at our several factories into hygienically packed food and drinks products. The brand “PRAN” has established itself in every category of food and beverage industry and can boost a product range from Juices, Carbonated Drinks, Confectionery, Snacks, and Spices to even Dairy products. Today, our consumers not only value “PRAN”  for its authentic refreshing juice drinks products ,  but also for its mouth watering quality confectionery products with high visual appeal and exciting texture. We intend to expand our presence to every corner of the world and strive to make “PRAN”  a truly international brand to be recognized globally.  4 | Page  RFL  Stands for R  angpur F oundry L imited (It is a water pump and plastic pipe industry). From the time being it has now 17 associated companies and they are beverage, property, agro based, tube wells, plastic pipes, etc. these associated industries are in- Natore, Rangpur, Ghorashal and Dhaka.    Mission  —    “Poverty and hunger are curses” - mission of PRAN- RFL group. So their aim is “to generate employment and earn dignity and self respect for our competitors” through profitable enterprise      Vision  —    The vision of the company is to create a wonderful brand image throughout the world.
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