Brand Book in Pran Juice

Term Paper on

Brand Book in PRAN Juice Company

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Executive summary:

PRAN group of companies is one of the leading business institute of Bangladesh. We have

prepared report is based on “ PRAN Juice Company”. To prepare this report we have followed

product and brand management and marketing research methodology for target market.

PRAN group of industries are now one of the most successful industry in our country. They are

trying to increase their business line and their own brand. PRAN group also trying to beat the

competitive market by doing different types of business. PRAN always try to invent unique

product for the customer that will also help to increase the profit margin and achieve the highest

market share then competitors.


Introduction:

This term paper is being conducted to know how to prepare brand book. This lesson considers

the basics of Product and brand management course.

Methodology:

To do all this things we need much information therefore we have collected this information

form both primary & secondary sources.

(a) Primary sources:

Data collect by face to face communication those who are taken the service from

different brand in the Bangladesh.

We using Microsoft word and excel to find out the result.

(b) Secondary sources:

Books, some research report .

Lecture sheet

Benefits:

As a student we have learned the procedure of prepare a brand book. By making this brand

book we have gathered knowledge about branding.

Limitation of the report:

During the study of the report we have faced following problem –

- Time is not enough for such an extensive study.


- Information relating to the topic is very sensitive that is why secondary data have been in

some extant.

Brand Book


PRAN Company profile:

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. PRAN also 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.

Since PRAN is a huge industry with Varity of products, we will mainly concentrate on the

PRAN JUICE sector.

Business Strategy

OBJECTIVE :

Become as the Best juice company in the Bangladesh

Improving the customer satisfaction through the good quality of products

Turn in profits in every year of operations.


The creation of unique, innovative and healthy products that will differentiate “pran suger

free smoothy” from local juice.

Four new Outlets in next five years in other city of Bangladesh

KEYS TO SUCCESS FACTORS:

Employee training to insure the best juices preparation techniques.

Marketing strategies aimed to build a solid base of loyal customers.

The products we serve are of the highest quality. We combine this quality with great service

and atmosphere.

Customer satisfaction with high quality juices and services.

Competent management staff whose makes the juices and shakes fresh and good quality.

Management that treats every employee equally. We create an atmosphere where employee's

love coming to work and can earn good money.

Our commitment to providing excellent quality Juices at all times.

Excellent Customer Service. Quick delivery and each customer will be treated as would an

honored guest in our homes.

Product quality, not only great food but great service and atmosphere.

The creation of a unique, innovative, upscale atmosphere that will differentiate.


Target Market:

According to geographic location PRAN JUICE products have no specific area that it serves,

rather it tries to cover the whole country and abroad. The target market of PRAN JUICE is

wide. It satisfies people of all ages through its variety of juice products. PRAN Junior mango

JUICE mainly targets the children’s from the age of 4- 10. Its marketing strategy for this product

is also made very interesting and colorful for the kids. PRAN Frooto is targeted towards the

young adults and teenagers. Its advertising is also made with more energy to make a point on the

young minds. PRAN Mango JUICE is their basic product which targets all age groups from

young to adults. Its main attraction is focused towards family and couples who would enjoy it as

a house meal or in parties. Due to their wide target market and differences in marketing plans for

each target market, it makes PRAN JUICE a success.

Sales trend:

Many juice companies are already established. We determine our competitor as ACME,

SLICE,SHEZAN, FROOTIKA etc. Our company will be based on beverage products. We

mainly want to produce a type of juice which is different then other juice manufacturing

companies. We wish to achieve a so much customer and consumer response. It wills our

betterment of our company. We want to get best wishes to our target customer and also the mind

of the customer will obviously great beliefs of our products. Because we mention that, our

product will free harmful chemicals. We expect the sales will be in next year approximately TK

5.50 corer. Our product cost is TK 3,30,50,000. The return on investment is 20% expected.


Competitor analysis:

The following SWOT analysis captures the key strength and weakness within the producer and

describes the opportunities and threats.

S-strength:

BSTI approve

High quality product offering that will exceeds competitors, quality, price, and services

Less expensive

Availability in the market

Economic- profitable business

W-weakness:

Lack of modern technology

Lack of promotional activities

Huge competitor s.

O-Opportunities:

Availability of raw materials

Increasing demand

Export to foreign country

T-Threats:

Increase of competitor

Increase cost of raw materials

Introduction of advance technology

Competitor is most likely to react when the number of firms involved in small, when the product

is uniform and when the buyers are will informed. When there are several competitors the

company must guess each competitors reaction. Our main competitor’s are


Acme Juice

PRAN Juice

Slice

Frutica Juice

Shezan Juice

The competitive advantage of PRAN JUICE company are-

Own production plant:

PRAN JUICE Company has their own production plant in Bangladesh. Established their own

production plant with the capacity of 250 BPM, and beside that they newly installed higher

capacity of 500 BPM. So they don’t need to depend on others.

Research & Development:

They have well-established research & development department where they research over their

existing product concentration & try to develop it. They also do researching on different taste of

their products. They have highly qualified employees for their research & development dept.


Brand image:

They have the most dominant brand name in Bangladesh; they made their image for their

brand name “PRAN”. Whenever people think about juice, the first name that comes into their

mind is PRAN juice. This shows how popular they are and how strong is their brand image.

Production plant:

Juice extraction:

Firstly the oil is removed. This process is carried out without causing damage to the fruit. It is

done to avoid undesirable flavors and obtain the highest possible level of aldehydes.


Secondly the juice is extracted. The technology used involves cutting and squeezing the orange

and is different to many of the In-line systems used. The HRS process does not damage the peel

and therefore avoids contamination of the juice.

Thirdly the juice is separated from the husk and the seeds. With this process we reduce the bitter

constituents, obtaining a low reading for quick fiber and a low viscosity in NFC.

The resultant juice has a minimum content of the bitter constituents, an agreeable colour,

minimum natural oil content and an increased number of intact juice cells. The Limonina content

is also reduced. The average cell size in the pulp is increased with a higher percentage of floating

pulp.

We must also highlight the fact that the process does not use water during the extraction

processes, the energy consumption has been optimized and the contaminants contained in

residual water have been minimized.

CIP CLEANING SYSTEM:

The CIP (Clean in Place) cleaning system used by HRS Spiratube is centralized with automatic

control of the parameters. An outstanding feature of this design is that it has automated

practically all of the cleaning operations required in the plant.


THE JUICE MIXING ROOM:

The principal components are automatic systems for mixing the product, controls for the

components and the CIP cleaning operations. Mixing takes place in tanks fitted with agitators in

which we can programs the proportions of the various constituents. The mass transfer of the

constituents is carried out using centrifugal.

SHIPPING:

The shipping area contains the chillers used for loading and unloading the tanks. These chillers

use MX and AS type heat exchangers that generate the best heat transfer coefficients. The

products must be chilled down to between 0°C and +2°C.


Graphical outlook of the manufacturing process:

PROMOTIONAL STRATEGIES:

Pran juice use different sources to communicate their target market. Pran juice use those sources

on that the more customer attract like Local Cable, Newspapers, Billboard and when they lunch

any scheme in juices they use pamphlets to aware their customer. Pran juice uses the channel to

attract the customer and give fully information about juices through these Electronic media. As

our target consumers are Old, Children and all health conscious people, for this reason we


promotion our product to give advertise in television, radio. We also use vehicle writing method

and posturing for our product advertisement. We also promotion our product with the help of our

packaging system. In packaging we mainly follow that the product will packaged in an attractive

form, that make consumers interest on our product. It packaged in different levels in variation of

quantity. So people can afford it easily.

PRICING STRATEGY:

PRAN juice company selling its juices at price added cost and profit margin and

also keep in mind the key competitors price. PRAN juice provides its customers

quality fresh juices that provide customer good health and enjoyment. PRAN juice is

a big price objective that they provided high quality and taken premium price to its

customer.

PRICE STRUCTURE:

Product name

Retailer’s

Selling Price

Mango

Juice(500ml) 25

Mango

Juice(900ml) 45

Orange

Juice(500ml) 25

Orange

Juice(900ml) 48


Budget:

PRAN Juiceincome statement

For the year end 31st dec,2011

Revenue:Net Sales 5,55,00,000.00Less: Cost of Goods Sold: 0Beginning InventoryAdd: Purchases

1,15,00,000.003,50,000.00

Freight-inLess:Ending Inventory

1,18,50,000.0017,04,500.00

Total Cost of Goods Sold

1,01,45,500.00

Gross Profit 45354500.00

Less: Operating Expenses:Advertising 29,00,000.00Maintaince 30,000.00Salaries & wages 10,90,000.00Building Rent 16,60,000.00Repairs 8,15,000.00Depreciation (Land 1,50,000.00Depreciation ` 1,63,400.00Office Expenses 50,000.00Miscellaneous 90,000.00Professional Fees 1,70,000.00Telephone 90,000.00Utilities 99,000.00Marketing Van 1,60,000.00Packaging Cost 23,00,000.00 97,67,400.00


Operating Profit 35587100.00Less: Interest Expense 53,30,200.00Net Profit Before Taxes 30256900.00Less: Tax (40%) 12102760.00Net Income 18154140.00

Source of application of Fund:

Our total equipment and capital is taka 11 crore and we have taken a loan amount of taka 4 crore to improve our product quality. Now our total capital is Taka 15 crore. The amount of taka 15 crore that we have in which areas we use this money is given below:

Plant and Machinery TK. 4, 35, 00,000.00

Transportation Cost TK. 25, 00,000.00

Staff Vehicles for the corporate Office TK. 23, 95,000.00

Computer TK.11, 25,000.00

Land &Building TK. 1, 94, 94,965.00

Cover Van TK. 35, 00,000.00

Furniture and fixture TK. 18, 54,325.00

Freezer TK. 25, 26,500.00

Total Used TK. 7, 68, 95,790.00

Cash in Hand TK. 4, 75,00,000.00

Conclusion:

PRAN group of industries are now one of the most successful industry in our country. They are

trying to increase their business line and their own brand. PRAN group also trying to beat the

competitive market by doing different types of business. PRAN always try to invent unique


product for the customer that will also help to increase the profit margin and achieve the highest

market share then competitors.

APPENDIX

In case of brand book we have researched other competitors marketing strategy and their products. Among them, Acme is remarkable. We kind of designed our brand book to bit this strong market leader.

As a secondary information sourse, we have used-

Website

1. www.google.com

2. www.tatamcgrawhill.com

3. www.pan bev.com

4. www.bplan.com

5. Business Plan Pro Software


Documents

Brand Book in Pran Juice