brand image creation in bangladesh

8/10/2019 Brand Image Creation in Bangladesh

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Brand Image Creation of Bangladesh: A Case Study

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Aarong

Introduction:

To provide a stable and gainful source of employment for the under privileged rural

artisans, lift up the traditional identity and the commitment of quality service

On the basis of these principal Aarong started its journey in Bangladesh. Aarong is an

organization that is dedicated to change the lives of disadvantages, promoting traditional

products from Bangladesh and opening the doors so their products can be exported.

Throughout Bangladesh and in international destinations, the name of Aarong is the

synonym of quality originality and uniqueness. The designer and the creators of the product

range offered by Aarong, have not only established the organization as leaders in deshi

handicraft, but have also reignited interest and popularity for styles and traditional crafts

that are native to the country. It is the gracious blend of contemporary and customary that

ensures that each product is original and saleable in modern society. Aarong therefore has

thousands of artisans producing pottery work, jewelry, woven baskets, silk, leather items,

brass pieces and magnificent wood cravings. Today, few urban consumers will argue that

Aarong is the local Mecca for deshi handicraft.Aarongs product designs has brought

consumer attention back to the products and styles that are indigenous to Bangladesh, its

designers blending the traditional with the contemporary in a manner that has won instant

consumer appeal, starting a revolution in trends that has now been taken up by countless

other boutiques and stores. Aarongs product designs focus on the diverse types and

textures of crafts and patterns that have been passed along from generation to generation

among weavers and artisans in craft hubs around the country. The name of the organization

Aarong is a Bangla word. It means a village fair or market. Thevillage fair provides of all

trades a marketplace to display and sell their traditional handicrafts. The naming of Aarong

as such upholds the organizations commitment to promote the indigenous goods of our

country, which are a part of our rich cultural and artistic heritage. It is the handicraft

marketing arm of BRAC (Bangladesh Rural Advancement committee), the largest NGO in

Bangladesh. Aarong has created a village fair for the craftsmen of all trades come together


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to exhibit and sale their traditional handicrafts. It helps vitalize the traditional craftsmanship

and find a wider market for their products nationally and internationally.

Established in 1978, Aarong is a fair trade organization dedicated to bring about positive

changes in the lives of disadvantaged artisans and underprivileged rural women by revivingand promoting their skills and craft. Reaching out to weavers, potters, brass workers,

jewelers, jute workers, basket weavers, wood carvers, leather workers and more, Aarong

embraces and nurtures a diverse representation of 65,000 artisans, 85% of whom are

women. Today, Aarong has become the foundation upon which independent cooperative

groups and family-based artisans market their craft, in an effort to position the nations

handicraft industry on a world platform of appreciation and acknowledgement. Over the

years, Aarong has earned a name as one of the finest rural craft producers and marketer in

home and abroad.

Background of the Organization:

Aarong began as a causea means to an end for a quiet organization fighting to uphold the

dignity of the marginalized. In1976, when BRAC- a Bangladeshi NGO dedicated to alleviating

poverty and empowering the poor, first began encouraging sericulture for women in

Manikganj, their only buyers were a few scattered retailers in Dhaka. Weeks, even months

would pass between supply and payment, until BRAC intervened. Aarong was born out of a

need to ensure that the penniless silk farmers of Manikganj were paid for their goods upon

delivery, so that they could feed their families.

Today, Aarongsreach has spread beyond Manikganj to the rest of the country. It has grown

into a thriving international enterprise showcasing ethnic wear to beautiful crafts from silks,

handloom cotton, endi to terracotta, bamboo, jute and much more. From a single shop,

Aarong has grown into one of Bangladesh's biggest retail chains, with eight stores spread

across the major metropolitan areas of the country - in Dhaka, Chittagong, Khulna and

Sylhet and one in London, UK. Aarong symbolizes fairness in the global village. The

organization has identified three basic constraints for gainful employment of the low

income and marginalized people in the rural areas: lack of working capital, marketing


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support and opportunity for skills development. In order to bridge these gaps, Aarong

provides a wide range of services to its workers and suppliers:

Spotpayment on product delivery to encourage efficiency and productivity

Reachout to producers in remote areas to ensure fair value for their efforts Marketingcommunication and information for artisans

Advancesagainst purchase orders where necessary

Training& Education in skills development to raise product quality and marketability

ProductDesign and Support in Product Development

QualityControl to increase producer awareness of the importance of quality

These values reflect fair trade principles which have been developed by registered Fair

Trade Organizations. It contributes to sustainable development by offering better trading

conditions to, and securing the rights of, marginalized producers and workers in Bangladesh.

Aarongs Mission Statement:

To make Aarong the best in the world in providing a unique Bangladeshi lifestyle

experience to empower people and promote Bangladesh while protecting our

environment.

Vision:

Aarong has a vision to establish them as worlds one of the famousfair trade fashion house,

and to remain market leader throughout its business. Aarong expanded its business in

international arena. Aarong has a dream to develop more artisans of Bangladesh and make

them self-dependent and attract more and more international customers towards

Bangladeshi culture.

Goals:

Empowering destitute rural women by providing opportunities for employment and

income generation.

Ensuring commercial success of the enterprise of women producers.

Reviving traditional skills of rural artisans.


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Services:

Free Medical check-up including free eye treatment, eye-glasses and treatment costs for

severe illnesses

Advance wage payments for employees in need

Day care services

Workers retirement fund

Twenty five thousand independent cooperative groups and traditional family-based artisans

also market their crafts through Aarong. Potters, Brass Workers, Jewelers, Jute workers,

Basket Weavers, Handloom Weavers, Silk Weavers, Wood Carvers, Leather workers and

various artisans with specialized skills from all over the country come to Aarong for

marketing and support services.

Brand and customer overview:

The word Aarong means village fair. The brand is meant to generate an emotional

connection and loyalty while bringing people together to showcase the best that

Bangladeshis highly skilled artisans have to offer. The Aarong brand is well -known in the

urban and middle-class communities and is synonymous with high-quality products that

bring consumer attention back to the products and styles that are indigenous to

Bangladesh. The customers of Aarong are not only the urban Bangladeshi communities but

also include Bangladeshis expatriates looking for products that connect them to their roots

and represent their identities as a Bangladeshi. The customers also include foreigners

visiting Bangladesh, and as a result Aarong was mentioned in the guide to Bangladesh,

Lonely Planet. It is a place to pick up a piece of Bangladesh as a souvenir to remind them of

the culture, vibrancy and warmth of the people and country.

Products and services of Aarong:

Holding the steadfast to its original Mission, Aarong today supports the lives and livelihoods

of thousands of rural artisans and handicraft producers. These producers and artisans create

wide range of products for the different types of consumers in home and abroad. The

products are unique and traditional and appealing to the modern consumers, starting fromclothes, accessories to home wares. Aarong designs and creates clothes for women, men


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and children. There are designers and more than 3000 weavers across the country are

involved with the production of Aarong clothing lines. And for the fashionable accessories

there is one special department called jewelry department where jeweler creates elegant

jewelries that are contemporary yet traditional using gold, silver and jewels like pearl,emerald and diamonds. The other accessories like bag, sandals and produced in AAF centers

using leather, jute, bamboo etc. In home ware and decorative Aarong produces pottery

vases and sculpture of wood, bamboo, brass and clay etc.

For exporting the products Aarong has a separate department in head office and very

selective artisans work here to produce fine quality products and these are sent to the

production centres as sample of the exporting products. Here is the list of products Aarong

produces:

Clothes & Accessories:

MEN'S PRODUCTS

1. Traditional

2. Executive Shirts

3. Maanja

4. Fotua

5. Short Kurta

6. Tshirts

7. Stoles/Shawls

8. Sandals

WOMEN'S PRODUCTS

1. Traditional

2. Western

3. Nightwear

4. Shawls/Scarves

5. Shoes

6. Bags

7. Fabrics


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CHILDRENS PRODUCTS

1. Clothes

2. Toys

3. Books4. Shoes

JEWELRY PRODUCTS

1. Gold

2. Silver

3. Pearl

4. Other

LEATHER PRODUCTS

1. Shoes

2. Bags/Wallets

3. Belts

4. Boxes

5. Photo Frames

NAKSHI KANTHA PRODUCTS

1. Decorative

2. Wall hangings

3. Christmas decorations

Along with the clothes, accessories and home ware Aarong also produces food products like

milk, flavored milk (mango & chocolate) juices (mango & tamarind), yogurt drinks (orange,

strawberry), curd (sweet & sour), butter and honey. And herbal skincare products like soaps,

shampoo, oil and face pack etc.


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Home Wares & Furniture:

HOME ACCESSORIES

1. Curtain

2. Bed cover & cushions

3. Rugs

4. Table Lamps

5. Photo Frames

6. Coasters

7. Napkin Rings

8. Mats

9. Trays

10. Cutlery

11. Bowls and Platters

12. PhotoFrames

13. Bookends

14. Boxes

15. Hammocks

16. Plant Accessories

17. Candles

Aarong Retail Outlets:

Aarong sales its products through its own outlets, Aarong follow zero distribution channel.

Around the country Aarong has ten outlets six outles in Dhaka in six major parts

(Dhanmondi, Gulshan, Uttara, Maghbazar, Wari and Mirpur) and outside Dhaka Aarong has

two outlets in Chittagong, one in Sylhet and one in Khulna. And outside Bangladesh Aarong

has one shop in London, United Kingdom.

Ayesha Abed Foundation (AAF) Centers:

As of 2013, Aarong operated 13 AAF centres and 638 sub-centres that are responsible for

employing more than 30,000 artisans, mainly women. The AAF aims to work with the most

underprivileged women in the society. Therefore, the centres and sub-centres are located in

semi-urban or rural areas. AAF engages its workers with other women of similar socio-economic backgrounds and creates a platform which they can use to achieve income


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artisans.Aarong remains focused on a long term strategy to enter the mainstream Western

markets.

Brand value:Aarong stands for a unique mix of design, quality and convenience, of the traditional and

the contemporary. Aarong is one-of-a-kind - globally positioned as a highly successful

Bangladeshi craft-based retail chain and brand of pride. It also carries the distinction of

being BRAC's most successful social enterprise. Aarong's responsibility is therefore two-fold

- delivering unique products with the highest level of quality and service to its customers

and the strongest level of support and protection of artisans and their craft. To its

consumers, Aarong is a household name - a one-stop shop and a trusted brand that inspires

pride, promises quality and sophistication, and helps to keep cultural roots alive in everyday

life. For the artisans, Aarong represents the endurance of both their age-old art as well as

their livelihoods. For consumers and artisans alike, Aarong has become a part of the cultural

fabric of their lives.

Export:

Aarongs export business started in 1986, with an initial order from Traidcraft, a UK-based

fair trade organization. Aarong is a recognised fair trade organization and a provisional

member of IFAT, the global network of fair trade organizations. Based on Aarongs

reputation as a social business, it has successfully grown its export customer base over the

last 20 years through the addition of a number of fair trade organizations in Europe, North

America, Australia and New Zealand. In 2007, nearly five per cent of sales came from

exports, approximately 85 per cent of which were to fair trade organizations and the

remaining 15 per cent to commercial organizations. The fair trade organizations are mostly

wholesalers that channel products to retail outlets such as world shops or fair trade shops.

Goods sold in this form are usually marketed under the importers brand; however, retailers

tend to attach stories in the tagline or promotional materials about Aarong and the social

and financial benefits it provides for the development of the underprivileged artisans.

Aarong maintained a London-based franchisee that accounted for approximately 11 per

cent of total export sales in 2007. Aarong franchised itself in London to cater to the needs of


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the large Bangladeshi community living in the region. However, the franchise was not

continued after 2010 in anticipation of launching an e-commerce website. In 1991 and 1992,

Aarong opened its own retail outlets in Vancouver and London. Due to poor management

and inventory control both locations were closed in 1994; however, Aarong remains focusedon a long term strategy to enter the mainstream Western markets.

SWOT Analysis of Aarong:

Strengths:

Aarong is a very reputed organization. They are now capturing 68% of total handicraft

market share in Bangladesh. Its a local brand and now exporting their products outside of

the country. Aarong has good reputation for fine quality products. It has a strong

management team who are continuously giving their great effort to make it a successful

one. Another important fact is that, Aarong has almost Zero production da mage rate

which reduces their cost. They are innovative and always bring some new product in the

market which meets customer requirement and expectations. The organization is a

respected employer that values its workforce.

Weaknesses:

Aarong has a reputation for new product development and creativity. However, they remain

vulnerable to the possibility that their producer may not be able to produce product timely

due to their inability. The collection channel of the organization is not that much structured

so that they can get the products from the producer on time and it may create problem for

them in future. If any producer is not able to make the product on time due to somepersonnel problem then the company will also not be able to deliver their product on time.

This is a big problem and it happens most of the time on delivery. Aarong charges higher

price relatively than their other competitors as a result sometimes customers lose their

interest to by product from them. Its sales force or sales girls within the outlet are not

properly trained up. Sometimes they make customers disappointed by their attitude and

customer doesnt feel good to buy from there. Sometimes they suffer for financial problem,

although its a rare situation.


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Opportunities:

Aarong is very good at capturing the advantage of opportunities. It can go for new

distribution channel like it can make some joint venture with some other small Boutique and

sales its products in more places. Through that it can capture more market share in thehandicraft industry in Bangladesh. Aarong can expand its business globally. New market for

handicraft such as Europe and America are beginning to emerge. People are now trendier

about local events & functions like Pahela Falgun, Pahela Baisakh, Victory day,

Independence Day etc and they buy new and special products for these events. Aarong can

make new products to sell in those special occasions. According to the season change,

people are also changing their preference in buying products and considering this scenario

Aarong can produce products on the basis of seasonal variations.

Threats:

Aarong doesnt have any big competitors right now. But they have some small competitors

like Kay Kraft, Anjans, Deshal, Jattra, Khubsurti, Rina Latif, OZ, Rang and some other

Boutiques established at Banani 11, who are taking their 32% customer and increasing in a

slow rate. Aarong always face price wars with their competitors. Its competitors have some

superior products like OGs Panjabi shape, Khubsurtis design of Salwar kamiz Rangs Sharis

color, which is decreasing Aarongs market share as well as sales. But now they are

repositioning their Brand to compete with them.

Recommendation:

Some recommendations which Aarong can use for their advancement-

Maintaining international standard of the products Aarong can expand theirmarketing area in abroad.

Publicity is very important to make a positive image at consumers heart so that they

need to have a good publicity especially in abroad.

Observing marketing possibilities they can establish their outlet over the world.

Participating in every international trade fair they can make publicity.

The price of products is so high. They should minimize their selling price.


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They should target in common people; it will add further value in customer

satisfaction.

Besides taking interviews Aarong should take written test on the computer to

understand the applicants computer literacy and other job related knowledge.

The Training for the sales associates should be more related to their job

responsibilities rather than just product orientation.

The amount of work in HR department is huge but the manpower is comparatively

lower. As the Organization is ever growing Aarong should recruit more HR personnel

to get the jobs done in a more effective manner.

Aarongs website should be updated more frequently with the current issues and

vacancies. It will ease the work of HR as more people would be informed.

Aarong should introduce online application for their vacancies, it will help them

reducing cyber hunting times in bd jobs and other sites

The compensation package in Aarong is not Attractive they should restructure their

salary and other compensation.

As there is competency gap in employees Aarong should start employee training and

other development programs to develop the employees.

Government should mostly contribute in this sector.

Establish fashion institute and arrange fashion competition in the country.

Invite foreigner; etc.

Conclusion:

Established in 1978, Aarong is a fair trade organization dedicated to bring about positive

changes in the lives of disadvantaged artisans and underprivileged rural women by reviving

and promoting their skills and craft. Reaching out to weavers, potters, brass workers,

jewelers, jute workers, basket weavers, wood carvers, leather workers and more, Aarong

embraces and nurtures a diverse representation of 65,000 artisans, 85% of whom are

women. Today, Aarong has become the foundation upon which independent cooperative

groups and family-based artisans market their craft, in an effort to position the nations

handicraft industry on a world platform of appreciation and acknowledgement.


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SQUARE

Introduction:SQUARE today symbolizes a name a state of mind. But its journey to the growth and

prosperity has been no bed of roses. From the inception in 1958, it has today burgeoned

into one of the top line conglomerates in Bangladesh. Square Pharmaceuticals Ltd., the

flagship company, is holding the strong leadership position in the pharmaceutical industry of

Bangladesh since 1985 and is now on its way to becoming a high performance global player.

SQUARE today is more than just an organization, it is an institute. In a career spanning

across four and half decades it has pioneered the development of the local business in fields

as diverse as Pharmaceuticals, Toiletries, Garments, Textile, Information Technology, Health

Products, Food Products, Hospital, etc. With an average Annual turnover of over US$ 200

million and a workforce of about 3500 the SQUARE Group is a true icon of the Bangladesh

business sector.

History of SQUARE Group:

1958 Debut of Square Pharma as a Partnership Firm

1964 Converted into a Private Limited Company

1974 Technical Collaboration with Janssen Pharmaceutica, Belgium,

a subsidiary of Johnson and Johnson International, USA

1982 Licensing Agreement signed with F. Hoffmann-La Roche Ltd.,

Switzerland

1985 Achieved first position in the Pharmaceutical Market of

Bangladesh among all national and multinational companies

1987 Pioneer in pharmaceutical export from Bangladesh

1988 Debut of SQUAREToiletries Ltd. as a separate division

of SQUAREPharma

1994 Initial Public Offering of SQUAREPharmaceutical Shares

SQUAREToiletries Ltd. becomes a Private Limited Company


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1995 Chemical Division of SQUAREPharmaceuticals Ltd. starts

production of pharmaceuticals bulk products (API)

1997 Won the National Export trophy for exporting

pharmaceuticals.

Debut of SQUARE Textiles Ltd

1998 Second Unit of SQUARETextile Ltd. is established

Agro-chemicals & Veterinary Products Division

on SQUAREPharma starts its operation

2000 SQUARESpinnings Ltd. starts its Journey

2001 SQUAREKnit Fabrics Ltd. is established

SQUAREFashions Ltd. starts its operation

US Fda/UK MCA standard new pharmaceutical factory goes

into operation built under the supervision of Bovis Lend Lease,

UK

SQUAREConsumer Products Ltd. Started its operation

SQUAREInformatiX Established

SQUAREHospitals Ltd. Incorporated

2002 Square Consumer Products Limited started exporting to South

Korea

2003 Management Agreement with Bumrungrad Hospital

International of Thailand for the management

of SQUARE Hospitals Ltd

2005 The company obtained ISO 9001:2000 certifications for its

Quality Management System

SME Award 2005 for Best Medium / Corporate Management

2009 Square Consumer Products Limited introduced its third brand

Chashi in July

2010 The company obtained ISO 22000 certification for its food

safety management systems requirement for organization in

the food chain


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Organizational Overview:

Key to our success is the commitment we confirm, quality product we produce, and the

delivery we make in time reasonable price we offer. The imported branded machineries

from the world famous manufacturer of USA, UK, Germany, Japan, Switzerland, Italy and

Spain did add something extra to our business credentials. We try to improve the

workmanship and professional skills of the staff working with through imparting in house

and local training. Quality is our top priority and we always look for the excellence choosing

the best options.

Reliability, quality in the service, corporate culture of team work, operational cost

effectiveness, unique workmanship compliance system & customers satisfaction are our

prime concerns and we always devote best professional efforts to keep things getting better

holding the valued customers on track. We care to respond to the customers needs, choice,

tastes and fashion to promote business ties for long. Nothing delights us more than the

customers satisfaction.We have a tradition to welcome the initiatives of the people

interested in us to improve the policy input.

Vision:

We view business as a means to the material and social wellbeing of the investors,

employees and the society at large, leading to accretion of wealth through financial and

moral gains as a part of the process of the human civilization.

Mission:

Our Mission is to produce and provide quality & innovative healthcare relief for people,

maintain stringently ethical standard in business operation also ensuring benefit to the

shareholders, stakeholders and the society at large.

The key elements of their value system include:

(1) Impressive Services

(2) Innovation

(3)Customer Satisfaction

(4)

Belief in our Employees(5)Teamwork.


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SWOT of Square:

Strength:

20 million local people are consumer of square products

Introducer & market leader

Hugh capital

Strong Brand Image

Weakness:

Price is cooperatively high

Consumers are mainly town people

Opportunity:

Villager is still waiting to consume their product.

Demand of International Market

Fast moving goods

Government is giving cash Incentive

Threats:

Lots of New player is coming

Price hick

Political Instability

Findings of Internal Analysis:

Internal analysis shows the current situation of the company. What are the strengths,

weaknesses, opportunities and threats? By overall examination, the outcome is

management can get the above average return from this industry very easily. In context of

Bangladesh, most weaknesses can be resolved very easily. Thats why square consumer

products ltd. is in very much potential condition.


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Corporate Social Responsibilities:

Corporate social responsibility (CSR, also called corporate conscience, corporate citizenship,

social performance, or sustainable responsible business) is a form of corporate self-

regulation integrated into a business model. CSR policy functions as a built-in, self-regulating

mechanism whereby business monitors and ensures its active compliance with the spirit of

the law, ethical standards, and international norms. The goal of CSR is to embrace

responsibility for the company's actions and encourage a positive impact through its

activities on the environment, consumers, employees, communities, stakeholders and all

other members of the public sphere. Furthermore, CSR-focused businesses would

proactively promote the public interest (PI) by encouraging community growth and

development, and voluntarily eliminating practices that harm the public sphere, regardless

of legality. CSR is the deliberate inclusion of PI into corporate decision-making, which is the

core business of the company or firm, and the honoring of a triple bottom line: people,

planet, profit.

Potential Business Benefits:

The scale and nature of the benefits of CSR for an organization can vary depending on the

nature of the enterprise, and are difficult to quantify, though there is a large body of

literature exhorting business to adopt measures beyond financial ones. However, businesses

may not be looking at short-run financial returns when developing their CSR strategy. The

definition of CSR used within an organization can vary from the strict "stakeholder impacts"

definition used by many CSR advocates and will often include charitable efforts and

volunteering. CSR may be based within the human resources, business development or

public relations departments of an organization, or may be given a separate unit reportingto the CEO or in some cases directly to the board. Some companies may implement CSR-

type values without a clearly defined team or programmers.

Future Recommendation for Square:

Square Consumer Products Ltd have started producing and marketing intrinsic quality of

powdered spices (Like chili, turmeric,cumin and coriander), mixed spices and some ethnic

snacks (Like Meat Curry Masala, Fish Curry Masala, Garam Masala, Haleem Mix, Chatpati


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Mix, Chanachur etc.) in terms of taste, flavor & texture. Beside these, our plans is

manufacture and market various food & beverage items very shortly. This is showing a good

picture for this industry condition of Square Consumer Products Ltd. Square Consumer

Products Ltd. has traditionally focused on their efforts and resources on serving a relativelynarrow, affluent segment of the worldspopulation. These coveted consumers are likely to

live in a developed market, make regular trips to the supermarket and chemist, with less

frequent trips to a hypermarket or supercenter. To grow their business with these

consumers, Consumer Products companies leverage heavy doses of trade and consumer

promotion, while seeking to improve collaboration with retail customers to help deliver

operating efficiencies.

In this 21st century people are more consumer goods oriented. They always try to make

their life easy and dynamic. For that reason, it is a great opportunity to make a better place

in this industry. Beside that Square Consumer Product Ltd. has a great brand value and

pretty good reputation of Square Group of Companies. They can easily make positioning in

the consumers minds and serve the market.

Square Consumer Products Ltd. already has the wide range of products in the market. They

can introduce some other new product with new concept. Now a days people are more

concern about their health. They can expand their organic product and new product in this

category.


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PRAN

Introduction:PRAN started its operation in 1980 as processors of fruit and vegetable in Bangladesh and in 1981

when PRAN and RFL merge together it becomes one of the biggest business groups in Bangladesh.

PRAN RFL is currently one of the most admired food & beverages brand among the millions of

people of Bangladesh and other 77 countries of the world where PRAN Products are regularly being

exported.

PRAN RFLs comparative advantage as an economy lies in agriculture. They believe the way

to economic prosperity is through agro-business. PRAN stands for Programme for Rural

Advancement Nationally and RFL stands for Rangpur foundry limited.

PRAN RFL 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 RFL has

established itself in every category of food and beverage and other industry and can boost a

product range from Juices, Carbonated Drinks, Confectionery, Snacks, and Spices, cloths and

to even dairy products.

Today consumers of PRAN RFL not only value PRAN RFL for its authentic refreshing juice

drinks products, but also for its mouth watering quality confectionery products with high

visual appeal and exciting texture and intend to expand their presence to every corner of

the world and strive to make PRAN RFL a truly international brand to be recognized

globally.

HISTORY- Actually PRAN was formed in 1980 by present CEO mej. G. (rtd.) Amjad Khan

Chowdhury & RFL was founded in 1980. In 1981 they were merged and started their group

named PRAN-RFL Group. Now they are one of the largest groups in Bangladesh.

Meaning of PRAN-RFLPRAN means Program for Rural Advancement Nationally. RFL stands

for Rangpur Foundry Limited.


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PRANs VIEW- Development of rural & agricultural sector of Bangladesh.

PRANs MISSION -Poverty and hunger are curses

PRANS AIM -To generate employment and earn dignity and self respect for our

competitors

PRANS VISION Improving livelihood.

TYPE OF COMPANYConglomerate Company, Manufacturing and food processing.

EMPLOYEE - 40,000

INDUSTRES6

List of Industries:

1. Ekdala, Natore.

2. Ghorashal, Narshingdi, Polash.

3.

Kaligong, Gazipur.

4. Adamjee EPZ.

5. Rupgonj, Narayangonj.

6. kellabond , Rongpur

PRAN-RFL also has 5 rented industries in different location in Bangladesh, where they also

run some of their production functions temporarily.

Total Concerns of PRAN-RFL Group:

PRAN is one of the rising market giant of Bangladesh. After founding in 1981, PRAN-RFL

Group is increasing their business rapidly. Now they are one of the largest conglomerate

merger companies. PRAN-RFL Group has a total number of 37 concerns.


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List of concerns:

Concerns of PRAN:

1.

AMCL

2. Pack Mate

3. PAL

4. BBL

5. BAPL

6. PFL

7. PABL

8.

PCL

9. DAIRY

Concerns of RFL:

1. PBCL

2. Plastics

3. in this categ METAL-1

4. METAL-2

5. Hanger

6. Re-Cycle

7. RCL

8. TANK

9. Bag

Other concerns of PRAN-RFL Group:

1. PDL

2. Charka

1. Property Lifts

And 16 more


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Products of PRAN-RFL Group:

PRAN takes a comprehensive approach to all kinds of agro processed food products,

considering all of the ways to make their products hygienic and qualitable.

With HACCP compliance to ensure best quality products reach to the consumers, PRAN

places great importance on hygienic manufacturing processes. This encompasses everything

from choosing quality materials to the use of storage facilities and careful monitoring of

products using electronic sorting. Skilled and experienced personnel 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, companys computer systems offer continuous monitoring of all

manufacturing process to ensure the highest levels of quality.

PRAN food and beverage industry produces over 422 products and with their margering

partner RFL. They produce over 2000 kinds of products.

List of PRAN products-

1.

Juices--Juice in glass bottle

- Juice in Aseptic Pack

- Juice in hot filled PET bottle

- Juice in tin can

2. Drinks-

-In HDPE Shape Pak

-In HDPE Bottle

-In PET bottle

-Instant Powder drink

3. Mineral water

4. Bakery-

-Custard cake

-Pie cake

-Layer cake


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-Bread

-Carbonated soft drink

-PET bottle

-Energy drinks5. Snacks-

-Fried snacks

-Pallet Snacks

-Other Ethnics

-Chuteny

6. Culinary-

-Spice

- Mix Spice

- Pickle

- Sauce, Ketchap & Paste

- Jam & Jelly

- Mustard Oil

- Rice & Allied Products

- Mushur Dal

- Papar

- Honey

- Noodles &

- Others.

7. Confectionary-

- Candy

- Deposited Candy

- Hard-Boiled Candy

- Soft-Chew Candy

- Chocolate & Toffee

- Chewing gum

- Loli Pop

-

Edible Jell- Fruit Bar


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- Biscuits

- Toast

8. Dairy-

-Liquid Milk

- Milk Powder

- Milk Drinks

- Milk Allied Products

Product positions:

In this journey of 32 years PRAN has come up with some really good products which are high

in quality and supreme in standard. Now PRAN has almost 422 products available in

marketplace. All the goods of PRAN are Halal.Products of PRAN are authorized by ISO:

9001:2012, Haccap (Hazard analysis critical control point) and Halal.

PRAN places great importance on hygienic manufacturing processes. This encompasses

everything from choosing quality materials to the use of storage facilities and careful

monitoring of products using electronic sorting. Skilled and experienced personnel 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.

As PRAN gives highest priority in maintaining international standard and quality in there

products, thats why they are conquering the best position in Bangladesh and also into

international market in some cases.

Product position of PRAN in Bangladesh and in international market-

Products Position in Bangladesh Position : Internationally

Juice 1 28

Beverage 1 N/A


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Culinary 2 15

Dairy 2 18

Plastic products 1 N/A

Metal tools 2 N/A

Metal pipes 1 N/A

Snacks 1 22

Lift & Escalator 1 N/A

Generator 1 N/A

Export:

PRAN, the largest exporter of processed food from Bangladesh, had a vision of creating a

huge demand globally of those agro based products produced by native farmers of

Bangladesh. Started successful journey to export market in 1996.


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Export Inception of PRAN started in 1991 and the first export country is France. PRAN

currently exports their products to 300 million people (approximately) of more than 94

countries.

Some export countries of PRAN products are -

Asia:

1. Pakistan

2. India

3. Nepal

4. Bhutan

5. Afghanistan

6. Myanmar

Europe:

1. France

2. Spain

3. Germany

4. England

5.

Scotland

6. Ireland

Africa:

1. Egypt

2. Senegal

3. Also in many countries of East and West Africa.

PRAN Also exports their products in USA and many other countries of the globe.


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- Cheap labor.

- Ethnocentrism

- Government incentives.

- Cash incentives.- Vat.

4. THREATS:

- Huge competition.

- Competition in market price.

- Lack of benefits.

- Strict health and technical standard.

- Changing choice of customers.

- Foreign competitor.

- Weak distribution.

- changing market.

Contribution to Economy of PRAN-RFL:

PRAN-RFL is one of the leading companies in 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. They put lots of

contribution to our countries economy. The development to economy sectors are-

Export

- They export their products over 77 countries worldwide.

- They export products in Asia, USA, UK Canada and other countries.

Employment

- They recruit a lot of top, middle and supervisory workers & employees over year.

- They have 40,000 workers overall.


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Proper use of domestic resources

- They use our domestic raw materials for their products.

- They have their dairy HUB.

Industries- They have 6 industries over Bangladesh.

- The industries are helping to develop our economical condition.

Foreign currency

- From export PRAN-RFL earns a huge amount of foreign currency.

- Contributing to our revenue.

Developing local market

-Activating local market with their products.

- Product distribution all over the country.

Dairy sector development

- Dairy hub concept.

- Contact farming.

Agriculture sector development.

- Collecting raw materials directly from farmers

- Collecting raw material from rural harvest land.

Development the lifestyle of customer

- Product variation

- Affordable product price.

Rural Development

- Rural women got seasonal job.

- Rural employment.

Recommendation:

From the above discussion, we have come to know that PRAN-RFL group always tries to

follow the Bangladesh Labor Act, 2006. But not in every sector they are succeed. There is

some short comings. They have to try to minimize it. They are as follows-


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1. In first-aid appliances, they have to try to supply some medicines for the employees so

that the employees can have it easily in the time of emergency.

2. The factories, which are located out side of Dhaka city, do not have enough facilities forwashing. They should try to provide the washing facilities towards the factory, which are not

in the Dhaka city.

3. They do not have any managing committee for the canteen. They should try to build up a

managing committee for the canteen.

4. They dont have any separate launch room in several factories. They should try to build up

launch rooms in each and every factory.

5. There is no separate entity of rest room in PRAN-RFL group. They should build up this

concept for the welfare of the employees.

6. In this modern time, more and more female workers are coming to the work. So, they

must try to build rooms for children.

7. Their maternity facility is not enough for the women employees. They should try to give

some additional benefit in the time of delivery to the women employees.

Suggestion and Recommendation Related to Product:

a) Quality ensures:

The firm should ensure quality of PRAN product according to the consumers need and

expectations. Quality of a product is of attributes that the consumer expects in a particular

product. In case of PRAN juice pack these attribute may be design color combination, taste,

etc. So quality should be selected from consumer viewpoint.

b) Target market:

New segments will be added with the existing market. New segment will be for middle

lower and old people.


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c) Product positioning:

The Company will make position of juice pack as economic and quality product for large

market share.

d) Product differentiation:Taste, color combination and flavor of juice pack will be improved.

e) Packaging and labeling:

The Company may charge the packing design a little bit and the instruction of safety ness,

contents of vitamin on the level will be introduced very soon open grade labeling will be

introduced.

Suggestion and Recommendation Related to Pricing:

Pricing policy: The Company will follow the penetration pricing policy as they do. To keep

the firm running it must set a low price. Because the consumer in domestic market is high

price sensitive to high price.

Production cost will be reducing: Consumer usually wants to better quality and varied

designed products at a lower price production cost one of the major components of price.

To minimize the production cost, it is recommended that the expert and skilled workers

should be appointed which will reduce the rate wastage and volume of defective

production.

Establishing the fixed price: The same price should be fixed all through the county. As a

result, the participants should not have to fall into trouble about price control. Besides,

100% participants expect establishing the fixed price.

To add high commission system: Dealers, agents, wholesalers and retailers should be given

high commission. According to the participants they want high commission from theauthority. The commission system will reduce the business task of the participants.

Competitive price: Finally, the company will offer competitive price. The company will fixed

a reduced price that will be lower than other competitors.

Suggestion and Recommendation Related to Distribution:

The company will look for intensive distribution the company wants all the retail shop store

juice pack. The firm should develop a clear cut combination between channel members to


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distribution of properly PRAN juice pack. For the cordial co-operation of channel and sellers

and wholesalers in distributing and selling PRAN juice pack successfully. It is recommended

that the firm would like to get more benefit to profit share and profit margin might be

increased.

The distribution pattern needs to be changed the company have to added few pickup vans

for proper timely distribution. A juice pack is a very necessary product for the customer;

demand oriented distribution should be introduced. Firstly it is necessary to estimate the

number of customer in a certain area and then to estimate their annual demand. Then it is

necessary to appoint a dealer distributor for a certain area.

Suggestion and Recommendation Related to Promotion:

The PRAN Company has to create creative advertisements that will create more attention to

target customer. The company can participate in trade fair in different places where

consumers are concentrated. These activities will help to create image and consumer

awareness in flavor of its PRAN juice. Besides, the firm can advertise through the print

media and electronic media.

The company will be taken sales promotion program. Cash discount quality discount and gift

will be given to the sales forces. Sales promotional budget will be increased as for as

possible.

Current adverting theme will be change a little bit the company is eager to make brand

advertising on the front page of daily national newspaper.

Suggestion and recommendation related to research and development:

Research and development (R&D) is very essential for every business world. Information is

very necessary for designing effective marketing program. The firm may collect information

regarding consumer's needs, choices, attitude and exceptions through the R&D.


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Other Suggestions and Recommendations:

We see that the participants in the business have very little knowledge about marketing

field. The participants should be properly trained. The intra-communication system will be

developed if the distributors /wholesalers are trained well. Sometimes workshop and

seminars should be arranged for the participants.

Customer and services are being completely ignored in the existing system. There are no

extra facilities given to the customers. The complaints of the customers are considered.

Customer oriented marketing should be established.

Though the existing product life cycle, PRAN juice pack position is rapid group stage. So

there are some additional suggestion has been given to keep this position. During this stage

the firm uses several strategies to sustain rapid market growth as long as possible.


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ACI

Company Profile:ACI was established as the subsidiary of Imperial Chemical Industries (ICI) in the East

Pakistan in 1968. After independence the company has been incorporated in Bangladesh on

the 24thof January, 1973 as ICI Bangladesh Manufactures Limited and also as Public Limited

Company. This Company also obtained listing with Dhaka Stock Exchange on 28.12.1976 and

its first trading of share took place on 09.03.1994. Later on May 05, 1992, ICI Plc divested

70% of its shareholders to local management. Subsequently the company was registered in

the name of Advanced Chemical Industries Limited. Listing with Chittagong Stock Exchange

was making on 22 October, 1995.

Advanced Chemicals Industries (ACI) Limited is one of the leading conglomerates in

Bangladesh, with a multinational image. ACI is a Public Limited Company with a total

number of 19,653 shareholders. Among these, there are three foreign and fifty local

institutional shareholders. The company has diversified into five major businesses. Beside

these, the company has a large list of international associates and partners with various

trade and business agreements. ACI has diversified into four major strategic business

divisions which include Health Care, Consumer Brands, Agribusinesses and Retail Chain.

ACI has the following subsidiaries:

ACI Formulations Ltd.

ACI Agrgochemicals

Apex Leathercrafts Limited ACI Salt Limited

ACI Pure Flour Limited

ACI Foods Limited

Premiaflex Plastics Limited

Creative Communication Limited

ACI Motors Limited

ACI Logistics Limited


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Joint Ventures:

ACI Godrej Agrovet Private Limited

Tetley ACI (Bangladesh) Limited

Asian Consumer Care (Pvt) Limited

Company Mission:

ACIs mission is to enrich the quality of life of people through responsible application of

knowledge, skills and technology. ACI is committed to the pursuit of excellence through

world-class products, innovative processes and empowered employees to provide the

highest level of satisfaction to its customers.

Company Vision:

To realize the mission ACI will:

Endeavor to attain a position of leadership in each category of it businesses.

Attain a high level of productivity in all its operations through effective and efficient

use of resources, adoption of appropriate technology and alignment with our corecompetencies.

Develop its employees by encouraging empowerment and rewarding innovation.

Promote an environment for learning and personal growth of its employees.

Provide products and services of high and consistent quality, ensuring value for

money to its customers.

Encourage and assist in the qualitative improvement of the services of its suppliers

and distributors.

Establish harmonious relationship with the community and promote greater

environmental responsibility within its sphere of influence.


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Values:

Quality

Customer Focus

Fairness

Transparency

Continuous Improvement

ACI Foods:

The necessity of pure food in the minds of Bangladesh consumers especially in the

commodity food business has pushed ACI to fill up the market demand by producing food

products such as spice, edible oil, snacks, confectionary etc. ACI is engaged in

manufacturing, marketing, and distribution of various branded food products and

condiment. Now the customers of Bangladesh are ensured with 100% pure food products

under the brand name of 'Pure'. Within the very short period of its entrance this brand has

been enjoying second leading position in the market. Fun Candy and Fun Chanachur

produced from high quality imported raw materials with state of the art technology have

attained enormous popularity among the consumers. ACI Foods Ltd. is focusing on

improving the food habit of Bangladeshi Consumers through providing more ready to cook

products and ready to eat as well. ACI is also exporting its Pure Brand products to Australia,

UAE, Kuwait, Saudi Arabia, Bahrain, Qatar and many other countries to come into the list.

Brief of Product Line:

ACI Foods Limited is basically the combination of two brands they are PURE and FUN.

FUN Products at a glance:

The entire ready to eat or snacks products of ACI foods limited are produced and marketed

under the brand name of Fun. Current products of fun are

1. Fun Chanachur

a) Fun Chanachur Classic


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b) Fun Chanachur Hot & Spicy

c) Fun Chanachur Sweet & Sour

2. Fun Crackers:

a) Fun Crackers Magic Masala

b) Fun Crackers Magic Masala Green

c) Fun Crackers Magic Spicy Tomato

3. Fun Candy:

a) Fun Lychee Candy

b) Fun Lemon Candy

4. Fun Custard Cakes:

a) Fun Custard Cake Strawberry

b) Fun Custard Cake Chocolate

5. Fun Soft Cakes:

a) Fun Soft Cake Strawberry

b) Fun Soft Cake Vanilla

6. Fun Chutney:

a) Fun Mango Chutney

b) Fun Boroi Chutney

c) Fun Tamarind Chutney

d) Fun Mixed Fruit Chutney

7. Fun Fried Peas

8. Fun Fried Dal


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9. Fun Mango Bar

10. Peanuts with Spices (Regent Airways)

PURE Products at a glance:

1. Pure Spices:

a) Pure Powdered Chili

b) Pure Powdered Turmeric

c) Pure Powdered Coriander

d) Pure Powdered Cumin

2. Pure Garam Masala

3. Pure Meat Curry Masala

4. Pure Biriani Masala

5. Pure Halim Mix

6. Pure Kheer Mix

7. Pure Peajo Mix

8. Pure Borhani Mix

9. Pure Beson

10. Pure Mustard Oil

11. Pure Pickles:

a) Pure Mango Pickles

b) Pure Olive Pickles

c) Pure Mixed Fruit Pickles


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Major Marketing Communication Tools:

The major communication tools in marketing are advertising, public relations, sales

promotion, personal selling, and direct marketing. Some authors also include product design

or package, point of-purchase displays, Internet communication, etc.

Advertising:

Advertising is a very important tool on the earlier stages of the response hierarch models.

Due to its public presentation, persuasiveness and amplified expressiveness, advertising

campaigns can help reaching high levels of awareness about the product, the brand or the

company. Also advertising could be successful in building a long-term image for a brand

(such as Absolute, Coca-Cola, etc.) Advertising is cheaper than sales promotion and more

expensive than public relations, but often evokes negative feelings (such as annoyance,

anger, distrust, etc.)

Sales Promotion:

Sales promotion campaigns offer a distinctive purchase invitation. This sort of programs also

offers some kind of stimulus (discount, free sample, etc.). They are preferable in the cases ofnew product launching, sales stagnation, etc. But, the effects of sales promotion are usually

short run and do not build long run brand preference.

Public Relations or PR:

The major characteristics of public relations are: high credibility, off guard, and

dramatization. People accept the PR campaigns as news, not as paid publication. That's why

they trust to PR messages. The basic problems of the PR campaigns are connected with the

low level of control on what, where, and when is said.


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SWOT Analysis:

Strength:

Well established brand image

Diversified products & businesses

Well thought of by buyers

Acknowledged leader in market

Well-conceived functional area strategies (production, marketing, finance)

Access to economies of scale

Technology advanced

Innovation capabilities

Proven & capable management

Out of the copyright act in pharma

Weakness:

Much diversification casues complex strategy

Weak market image for few products

Opportunities:

Capture new national and international market

Expand product line to meet broader range of customer needs

Diversify into related products

Vertical integration

Ability to move to better strategic group

Complacency among rival firms

Faster market growth

Threats:

So much well established compititors.

Rising sales of competitor products

Slower market growth for some products

Growing competitive pressures

Increased inflation of the economy


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Bibliography:

www.google.com

www.wikipedia.org

www.aarong.com

www.aci-bd.com

www.pranfoods.net

www.superbrands.com/bd

brand image creation in bangladesh

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