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2.0 O2.0 OVERVIEWVERVIEW OFOF PRANPRAN::

2.1 Company profile:

PRAN stands for

P = Programme for

R = Rural

A = Advancement

N = Nationally.

In Bangla “ cÖMwZ iƒcvq‡b AMÖbx b‡evϨg ”

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),

who works under Group's Chief.

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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

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

with sustainable pecuniary advantage for all our stakeholders."

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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:

Figure: Management structure of marketing department of PRAN foods.

CHAIRMAN

DEPUTY MANAGING DIRECTOR

(DMD)

MANAGING DIRECTOR (MD)

CHIEF EXECUTIVE OFFICER

(CEO)

Executive Director (PRAN)

HRDepartment

FinanceDepartment

MARKETING

DEPARTMENT

R & DDepartment

MISDepartment

AccountsDepartment

SalesDepartment

Executive Director (Mktg)

General Manager (Brand)

Assistant Brand Manager

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2.5 Corporate Directory:

Position Designation Name01 Chairman Lt Col Mahtabuddin Ahmed (Tetd)02 Managing Director Maj Gen Amjad Khan Chowdhury (Rted)03 Deputy Managing Director Mr. Ahsan Khan Chowdhury04 Director Mrs. Sabian Amjed05 Director Barrister Akhtar Imran06 Director Mr. Md. Muniruzzaman07 Executive Director Mr. Md. Eleash Mridha08 Executive Director (Accounts) Mr. Choudhury Atiur Rasul09 Company Secretary 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 Group’s products available at the every knock & corner of the country PRAN has

developed the best sales & distribution network all over the country.

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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

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:

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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

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

DMD in different countries.

  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

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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

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.

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4. Corporate Sales office : 161, Rahman Mansion, (4th Floor), Motijheel

DHAKA – 1000. EXT - 125

5. 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

ISO 9001: 2000 CERTIFICATE (2004 - 2006):

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HALAL CERTIFICATE:

HACCP CERTIFICATE:

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