2016

Report on
PRAN JHATPOT
 Prepared for
Dr. Rafiul Huque
Associate Professor
Institute of Business Administration
Jahangirnagar University

Prepared by
Diponkar Bhowmik Dip
ID: 1806

23rd Batch
Institute of Business Administration
Jahangirnagar University
Date of Submission: July 13, 2016
July 13, 2016

Dr.Rafiul Huque

Assistant Professor

Institute of Business Administration

Jahangirnagar University

Savar, Dhaka-1342

Subject: Submission of report.

Sir,

With due respect and humble submission, we would like to submit the group report on “PRAN
JHATPOT” The report is written as a part of partial fulfillment of MKT 202 course.

We believe this report will help to understand all aspects about ready to cook frozen food item
“PRAN JHATPOT” which is a concern of PRAN group.

Sincerely yours,

Diponkar Bhowmik,

ID: 1806
 Acknowledgement

At first we want to thank to the Almighty God. After that we would like to express our deep
gratitude to the course instructor of Marketing Management Dr. Rafiul Huque for his patient
guidance, enthusiastic encouragement and constructive suggestion for this report. I would like to
express my gratitude to all the people involved both directly and indirectly in the preparation of
this report. We also are grateful to those people who gave their valuable time while being
surveyed.
 EXECUTIVE SUMMERY

PRAN-RFL Group is a leading food, beverage & plastic industrial conglomerate & market leader
in Bangladesh. It is one of the most profitable companies of Bangladesh. Their
mission and vision is to eliminate poverty and develop the agricultural sector of
Bangladesh as part of their mission and vision they are using local agricultural
product to produce different kinds food products .

In this Term paper, we worked on one of their new products PRAN JHATPOT which ready-to-
cook (RTC) frozen food segment that has emerged from a fringe alternative to a complete home-
cooked meal. At first we discussed about their organizational overview, history, aim, mission,
vision industries, corporate office, and methodology .We took information from both primary
and secondary sources like, total concern, employee, product and other topics. We analyze
details about the product, value added to consumer by this ready to cook frozen product, market
position, SWOT analysis, marketing mix, major rivals, market challenges, new marketing mix to
become market leader. Finally we summed up the whole topic and specified them to different
chapter and part.
 Chapter 1

1.1 Introduction:
The changing lifestyle is creating a multitude of opportunities for market players, across
industries. The fast-paced urban lifestyle, rising disposable income, increasing the number of
women in the workforce, and the resultant time-paucity, along with the increasing at-home
socializing, the preference for nuclear families, or that of young professionals for living alone;
the growing acceptance of western food, and the need for on-the-move freshly-cooked food are
often cited reasons given by firms while launching frozen/ready-to-cook foods or microwaveable
meals, ranging from samosa to cheese nuggets. PRAN have played a major role in bringing this
concept of ready-to-cook launching PRAN JHATPOT in Bangladesh. The frozen food , which
started by offering basic frozen vegetables and fries, today offers a wide range of products, from
paratha to frozen meats and ready-to-cook, snacking and full meal options.

Chapter 2

2.1 Origin:
As a student of BBA 4th semester of Institute of Business Administration, Jahangirnagar
University, we have to take a fundamental course on Marketing Management named MKT 202
and as requirement of this course we need to do a final assessment on “PRAN JHATPOT”
which is a concern of PRAN RFL group.
Our honorable faculty Dr. Rafiul Huque (Associate Professor) of Institute of Business
Administration, Jahangirnagar University wanted us to do a report on PRAN JHATPOT. So, we
are researching and making our final report on PRAN JHATPOT.

2.2 Objectives of the Assessment:

 To study the ideas and methods used in products of PRAN JHATPOT.

 To evaluate the value added to customer by PRAN JHATPOT.

 To know the marketing strategies of PRAN JHATPOT.

 To know about the marketing mix used by PRAN JHATPOT.

 To know the position of PRAN FROZEN FOOD nationally.

 To know about target market of PRAN JHATPOT.

 To find out what kinds of market challenges are being faced by PRAN JHATPOT.

 To learn about major competitors of this product.

 To observe how to be the market leader by making the best uses of marketing mix.
 To realize the secret behind the PRAN FROZEN FOOD PRODUCT.

2.3 Methodology of the study:

2.3.1 Data Sources:

Both primary and secondary data have been collected for this study.

Primary Data:

KII (Key Informant Interface)

In the method of key information interface we talked with people of many sectors related to
PRAN RFL Group directly and indirectly. We talked with-

1. Territory Sales Manager of PRAN JHATPOT

2. Dealers of PRAN JHATPOT
3. Customers of PRAN JHATPOT
4. Retailer
5. Sales representative

Primary data has been collected through interviews at Mirpur-10.We talked to territory sales
manager of PRAN JHATPOT Mr. Rubel Ahmed to know details about the product, we also
talked to another territory sales manager Mr Shofiq Hossain .Besides we visited different super
shops like Savar Avenue super shop, Ideal bazaar to collect sales information, consumer and
customers of the products and other information about this product.

Secondary Data:
INTERNET
To know more elaborately about PRAN JHATPOT we also take the help of internet.
OTHERS
We also take information’s from news paper, articles and papers on PRAN Frozen Food
to make our assessment more informative and rich.

2.4 Limitations of the study

 Time is a major factor in this kind of work.

 Due to secrecy of business strategy, the authority of PRAN Group didn’t disclose
much in-depth information regarding organization.

 Corporate executives usually remain very busy. It is difficult to get adequate time
from them.

 Information about our Report topic ‘PRAN JHATPOT’ is not available in the internet that
much.

Chapter 3

3.1 Organizational Overview of PRAN-RFL Group:

PRAN-RFL is a conglomerate company. It is the largest agro food processor and food exporter
of Bangladesh. Our economy is based on agriculture and PRANs target is to develop our
agriculture sector. They are trying to create more demand for agro product, produced by our
farmers. Proper training & financial support for our poor farmers could produce more agro
products. They are trying to enlarge contact farming. In the other side employment is created by
food processing plant of PRAN. Their view is to create more employment to eliminate poverty.
Their target is to make their product available to every corner of our country so, every customer
get the right to consume. They export their products more than 77 countries in the world and
earning a lot of foreign currencies to our country. PRAN is trying to accelerate their global
market position rapidly.

PRAN- PRAN Group was born in 1980. Keeping in view the corporate mission of the Group
they have over the years diversified their activities in several areas. PRAN's biggest asset is their
competent team of hands-on managers and dedicated employees.
PRAN is Bangladesh's largest grower and processor of fruits and vegetables. Their contract
growers cultivate the choicest fruits and vegetables, which are processed in their modern and
hygienic factories to highest quality & international standards.

RFL - RFL started its journey with Cast Iron (CI) products in 1980. The initial main objective
was to ensure pure drinking water and affordable irrigation instruments for improved rural life.
Today the company has its wide ranges of CI products like pumps, tube wells, bearings, gas
stoves etc and has achieved the prestige as the largest cast iron foundry and light engineering
workshop in Bangladesh. With a vision to serve the common people of Bangladesh with quality
necessity products, RFL diversified its

operation into PVC category in 1996 & in Plastic Sector in 2003. At present it is market leader in
all these three sectors-Cast Iron, PVC & Plastic in the country. Sizeable amount is also exported
to different countries.

PRAN-RFL GROUP was born in 1980. Keeping in view the corporate mission of the group we
have over the years diversified our activities. Today we are the largest processors of fruits &
vegetables in Bangladesh. They encourage contract farmers and help them grow quality crops
with increased yields and to obtain fair prices. The Group comprises of 10 companies. The head
offices are located at Dhaka with production facilities around the country. Our management is
modern adapted to our environment & culture. Our largest asset is our competent team of hands-
on-mangers & dedicated employees.

3.1.2 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-RFL – PRAN means Program for Rural Advancement Nationally. RFL stands for
Rangpur Foundry Limited.

PRAN’s VIEW- Development of rural & agricultural sector of Bangladesh.

PRAN’s MISSION -“Poverty and hunger are curses”

PRAN’S AIM -“To generate employment and earn dignity and self respect for our competitors”

PRAN’S VISION – Improving livelihood.

TYPE OF COMPANY – conglomerate Company. Manufacturing and food processing.

3.1.3Corporate Information:

PRAN-RFL has corporate office which is in middle Badda, controlling all the functions of the
company. There are a huge number of sells offices and center all over Bangladesh.

Address of corporate office:

PRAN-RFL CENTER,

105, MIDDLE BADDA,

DHAKA – 1212,

BANGLADESH, GPO BOX -83

 TEL: +880-2-8819209 EXT. -271,

MOBILE: 01912-257289,

FAX- 880-2-8837464,

E-mail- hrm19@prangroup.com,

Web: www.pranrflgroup.com

EMPLOYEE - 40,000.

INDUSTRES - 6

3.2 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.

List of concerns:

Concerns of RFL: Concerns of PRAN: Other concerns of

PRAN-RFL Group:

1. PBCL 1. AMCL
2.  And 16 more…
Plastics 2. Pack Mate 1. PDL
3. METAL-1 3. PAL 2. Charka
4. METAL-2 4. BBL 3. Property Lifts
5. Hanger 5. BAPL
6. Re-Cycle 6. PFL
7. RCL 7. PABL
8. TANK 8. PCL
 3.3 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.

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

RFL they produce 0ver 2000 kinds of products.

List of PRAN products-

Juices Drinks Bakery

-Custard cake
-Juice in glass bottle -In HDPE Shape Pak -Pie cakE
- Juice in Aseptic Pack -In HDPE Bottle -Layer cake
- Juice in hot filled PET bottle -In PET bottle -Bread
- Juice in tin can -Instant Powder drink
Carbonated soft drink Snacks Culinary
-PET bottle
-Fried snacks Spice
-Energy drinks
-Pallet Snacks Mix Spice

-Other Ethnics Pickle

-Chutney Sauce, Ketchup & Paste

Jam & Jelly

Mustard Oil

Rice & Allied Products

Mushur Dal

Papar

Honey

Noodles &

Others.

Biscuit Dairy Mineral water

Biscuits Liquid Milk

Water Milk Powder

Toast Milk Drinks

Milk Allied Products

TABLE 1: PRODUCTS OF PRAN RFL

 Chapter 4

Frozen Food of PRAN: PRAN JHATPOT

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.

We are focusing here the frozen snacks products which are instantly cookable. The frozen food of
this company is known as “PRAN JHATPOT”.. The detailed information of this product is following:

4.1 Products:

Products under this category are semi-cooked, precooked or half cooked food, then frozen, 'ready
to cook in an oven or cooked, then frozen ready to microwave and ready-to-eat. It was first
launched on January, 2013 in the market of Australia. Later it was launched in Bangladesh on august,
2013. Products are frozen and packed under PRAN trademark or private labels. Ready to eat and
ready to cook foods are gaining popularity among the city dwellers. Products of PRAN
JHATPOT are hassle-free and delicious character.
The people of the city can be heavily dependent on such foods for their breakfast, lunch, dinner
and even Tiffin, they added. Women are gradually becoming engaged either in jobs or in
different types of income-generating activities which lessen their time to spend in households
and they can easily use this product which will save their time and hassle.

They are distributed domestically through modern trade, convenience store, food service, a
company-owned distribution channel. Export is done through importers.

4.1.1 Products Name:

There are total 35 products of PRAN JHATPOT including the products available under

This brand name are-

Chicken Vegetable Deshi Egg Paratha Vegetable Mini Dal

Nuggets Singara Paratha Samosa Puri

Chicken Vegetable Rice Roti Beef Mini Vegetable Aloo Puri

Burger Roll Samosa Paratha
Patty

Beef Chicken Roti Beef Mini Chicken Egg Chap

Burger Mini Roll Chapatti Roll Wonton.
Patty

Chicken Dal Puri Chicken Tandoori Aloo Paratha Assorted

Samosa Pop Corn Nan Roti Singara &
Samosa

Mini Potato Onion Par PRAN Pasty sheet Chicken Boll

spring Chap Mini Beef Premium
Roll Butter
Chicken

Chicken Vegetable Rice Roti Aloo Puri Chicken Chicken

Meat Spring Sausages Burger patty
Roll

TABLE 2: PRODUCTCS OF PRAN JHATPOT

4.1.2 Product Quality:

PRAN places utmost importance to “product quality” that meets standards, serves variety needs,
tasty and hygienic, and most important is safe for consumption. PRAN JHATPOT emphasizes
quality of raw materials. Thus, PRAN has a system to randomly check the quality of raw
materials and products throughout the production processes. Control systems at every stage of
production will help inform management of productivity in each stage and enable it to trace back
to the raw materials used in production processes. 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.

4.1.3 Certification:

PRAN JHATPOT is committed to continuous improvement in production processes to meet

internationally recognized standards. All the goods of PRAN JHATPOT are Halal. Products of
PRAN JHATPOT are authorized by ISO: 9001:2012, HACCP (Hazard analysis critical control
point) and HALAL, a production and management system.

4.1.4 Raw materials:

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. Raw materials vitamins- and minerals-fortified flour,
vegetables, spices are collected from native farmer. They collect major portions of our raw
materials from them. Chicken and beef meat are collected from Bengal Meat. A vegetable oil
named Margarine is an imitation butter spread used for spreading, baking, and cooking.
Margarine oil is imported from Malaysia.

4.1.4 Home Delivery Services:

PRAN JHATPOT has its own home delivery services. Consumer can easily contact with
regional sales representative and place order. There is no service charge for home delivery
service.

4.1.5 Durability:
The product of PRAN JHATPOT should be kept in refrigerator to use in a long period of time.
The products remain usable for 1 year if those are kept on refrigerator. It remains fresh and
usable for 2-3 hours without refrigerator.

4.1.6 PRAN JHATPOT Branding Deep Freezer inject to retail Market:

Company has injected 135 Pieces of deep fridges to the retail markets to serve consumers from
the outlets.

4.2 Price:

The price of PRAN JHATPOT is less than other frozen food product available in Bangladesh.
The price of PRAN frozen foods is reasonable and affordable for middle class people to higher
income group people. Price range is 60 tk. To 230 tk.The price of products of PRAN JHATPOT
are following:

Product Price List

SL Weight Price

(TK.)

1 Assorted Singara & samosa 12 Pieces 80

2 Popcorn Chicken 150 gm 130

3 Mini spring Roll Chicken 200 gm 120

4 Tandoori nan 5 Pieces 80

5 Chicken Wonton 10 Pieces 150

6 Onion Paratha 05 Pieces 80

7 Mini Beef Spring roll 25 Pieces 140

8 Mini Beef Samosa 25 Pieces 135

9 PRAN Premium Butter 200 gm(FF) 162

10 PRAN Premium Butter 100 gm(FF) 90

11 Pasty sheet (480 gm )- 30 Pieces 180

12 Plain Paratha (400) – 05 Pieces 80

13 (1600 gm ) – 20 270
Plain Paratha
Pieces

14 Beef Burger Patty 4 Pieces 155

15 Singara (Vegetable) 10 Pieces 90

16 V. Spring Roll 400 gm 90

17 Roti Chapati 20 Pieces 130

18 Rice Roti 10 Pieces 80

19 Chicken Nuggets 20 Pieces 160

20 Mini Chicken samusa 25 Pieces 120

21 Mini Dal Puri 20 packs 80

22 Chicken Burger patty 4 Pieces 145

23 Samosa (Vegetable) 10 Pieces 90

24 Vegetable Paratha 2 Packs 40

25 Paratha Premium 10 Pieces 120

26 Mini Singara 20 packs 70

27 Parata Regular pack 5 Pieces 65

28 Parata Fimily pack 20 Pieces 230

29 Dal Puri (454gm) -10 Pieces 85

30 Aloo Puri (454gm) -10 Pieces 85

31 Aloo paratha (250gm) -2 Pieces 65

32 Paratha Economy pack (454gm) 60

 33 Chicken Meat Boll (250gm)10 Pieces 160

34 Egg Chap (400gm) 5 Pieces 80

35 Chicken Sausages (340gm) 190

36 Potato Chap (400gm) 10 Pieces 65

TABLE 3: PRODUCT PRICE OF PRAN JHATPOT

4.3 Place:

PRAN JHATPOT is only available in Dhaka and Sylhet district. There are more than 2100
outlets in Dhaka and Sylhet where products of PRAN JHATPOT are available.
Super shops: Almost all the super shops in Dhaka and Sylhet showcase ready to eat and cook
foods along with their regular items. These products are available following super shops:

C.S.D Agora (BDR Nandan Mega (Gulshan) Lavender ACI Logistics

Gate, Dhaka) Shop Prince Bazar Super Stores Ltd.
Ltd Ltd

Roots Yeasin Carry Family Uni Mart Mehedi Mart DSS

Marketing Trading

Krishibid Big Bazar Pick & Pay G. Mart SAvar avenue Ideal BAzar
Bazar

TABLE 4: NAME OF SUPER SHOPS

Besides the product is available in most of the moderate retail stores which are equipped with
refrigerator.
Dealer Point: 15 dealer point in Dhaka and one dealer point in Sylhet.

Factory location: Pran Dairy Ltd. Baghpara, Polash, Norshindi.

Major importing countries are the US, Australia, Japan, UK and Canada. Modern equipment
and technology are employed to meet international standard and assure quality and food safety
integrity of products.
4.4 Promotion:

Promotions typically include advertising, publicity, sales promotions and other tactics. The key
to producing results through promotions is ensuring that companies target the right consumers --
those who are more apt to buy their products. PRAN has taken very little initiative to promote
their frozen food product PRAN JHATPOT.

4.4.1 Online advertisement:

They undertake some internet based promotional activities. A promotional video was made
which is available only in youtube. Besides their website give some details information about the
product. A facebook page is also available with around 450 likes.

4.4.2 Billboards:

There were two billboards available of PRAN JHATPOT at Mirpur and Dhanmondi area but it is
not available now.

4.5 Market Segmentation of PRAN JHATPOT:

PRAN JHATPOT uses "Multi segment" targeting strategy which means that the company has
more than single, well- defined, market segment. Geographic, Demographic, Psychographic and
Behavioral segmentations are seen in the targeting strategy of PRAN JHATPOT .

4.5.1 Geographic Segmentation:

Although all the products of PRAN are available throughout the country, PRAN JHATPOT
products are available in Dhaka city only. Almost all the super-shops and grocery stores in
Dhaka have its frozen foods. Since PRAN JHATPOT is a new launched product of PRAN , it is
currently available only in the capital city initially.
4.5.2 Demographic Segmentation:

Age: Children (9-14 years), Young (15-29), Middle Aged (30-36)

Gender: Both male and female

Income: Middle income group, Upper middle income group, upper income group

Occupation: Home-makers, employed persons, Bachelors, Students.

4.5.3 Behavioral Segmentation:

PRAN JHATPOT is for those who want to buy instant ready-to-cook foods for faster preparation
of food. People will buy this product for serving sudden arrival of guests, tea-time snacks, get
together, or when they don’t have enough time to make initial preparation for cooking like-
making dough.

4.5.4: Psychographic Segmentation:

Working class people; the people who like both fast-foods; who like snacks while watching TV
or gossiping; who have regular snack time every day; and those with busy lifestyles are the
consumers of PRAN JHATPOT.

4.6 Target Market of PRAN JHATPOT:

Working class people: Both male and female who are busy in jobs are into foods that are easy
to prepare and takes less time to cook. So PRAN JHATPOT frozen foods are good choice for
them.
4.7 Major Rivals of PRAN JHATPOT:

There are already a number of frozen food brands that came earlier in the market in Bangladesh.
Some of them well established and have potential market. Some of these are exported products
and some are Bangladeshi brands. So PRAN JHATPOT has to compete strongly to beat them
continue its popularity. The major rivals are discussed below:

4.7.1 Kazi Food Industries:

Kazi Food Industries Limited is a recent venture of the Kazi Farms Group. Located in Beron,
Ashulia. Kazi Farms Limited was established in 1996 as a hatchery for imported eggs; the
following year it started its own parent farms. In 2004 production started in the grand-parent (GP)
farms which were responsible for Bangladesh's first exports of hatching eggs and day-old chicks
in 2004.

A range of frozen food products are sold under the brand name Kazi Farms Kitchen. These are
all guaranteed to not contain any antibiotic residues, as chickens are not fed any antibiotics
within 7 days of slaughter, as per international practice. The meat is also guaranteed to be
produced from chickens raised on feed not containing MBM (meat and bone meal) as per
European standards. The meat products are also guaranteed to be MSG and nitrate-free, as we do
not use any of these chemicals during food preparation.

Their products range is as follows:

Chicken: Chicken Nuggets (original, spicy and for kids), Sausage (spicy and plain), Chicken
Teasers, Chicken Strips, Meatball, Drumsticks, Cutlets, Korma, Dopiaza, Burger

Egg: Healthy Fresh Eggs (whole eggs)

Flour-based: Vegetable Spring Roll, Veg Samosa, Paratha, Dal Puri, Chicken Samosa, Aloo
Puri.
Price ranges from BDT 75-250/-

4.7.2 Golden Harvest:

Golden Harvest is one of Bangladesh’s leading business group with diversified interests in Food.
Golden Harvest has been a pioneering force in the frozen food sector in Bangladesh and is the
country’s first company to develop its own Cold Chain network in collaboration with USAID.
Golden Harvest is also the Joint Venture partner of Nippon Express, Asia’s largest logistics
company with network in over 480 locations worldwide. The company sells a variety of items
that include sauces, pickles, crackers, munchies, dried mango bars and more, under the brand of
Golden Harvest. The company is already catering to over 150,000 outlets around the country.
Golden Harvest’s product list are-

Chicken: Nuggets, Samosa, Sausage, Spring Roll, Meat Ball, Burger Patty, Wings, Pops,
Strips,

Beef: Samosa, Burger Patty,

Flour: Paratha, Dal Poori, Chapati,

Vegetable: French Fries, Aloo Puri, Spring Roll, Samosa,

Fish: Fish Finger, Fish Ball

Price ranges from BDT 70-290/-

4.7.3 AFTAB FROZEN FOODS LIMITED:

Frozen Foods Limited has been designed for collection, processing and packaging of frozen
shrimp, fresh water fish and seafood products in its pant at Golondaj Road, South kattali,
Halishahar, Chittagong. They produce in the modern mechanized & scientific factory and trained
professionals for ensuring quality output check the product. FFL has buyers in China, Taiwan,
Saudi Arabia, Kuwait, UAE, EU, USA and Canada. They also supply Lobster and quality chilled
seafood to different countries. They have wide range sources of quality products in home and
abroad as per requirements of buyers.

4.7.4 Harvest Rich Agro Industries Ltd.:

Rich’ is the market leader in Bangladesh for further processed meat products which dominates
major market share. Harvest Rich Agro Industries Ltd further meat processing factory is the first
of its kind of factory to be established in Bangladesh. Rich was awarded the Special Prize in the
‘Dhaka International Trade Fair 2012’ by the Honorable Commerce Minister, Govt. of the
people Republic of Bangladesh Mr. G M Kader MP, for Excellent Brand Communication and
Presentation’. RICH was featured in the ‘Top 500 Companies of Bangladesh’ published by Dun
& Bradstreet Rating Agency Bangladesh.

Their Products are-

Chicken: Burger, Chicken Cheese and Tomato Sausage, Jumbo nuggets, Mini Nuggets, Meat
ball, Popcorn, Sandwich, Samosa, Sausage

Beef: Burger, Jumbo Nuggets, Meat ball, Samosa, Sandwich,

Vegetable: Aloo puri, Potato Finger, Dal Poori, French fries, Hash Browns, Paneer Samosa, Roti.
Paratha, Potato Chops, Veg Samosa.

Fish: Fish Finger, Fish Ball, Jumbo Nuggets, Prawn Ball

Price ranges from BDT 55-230/-

4.7.5 Lamisa:

Saint Martin Fisheries is a unit of Saint Martin Group of companies Ltd, the company produces
frozen snacks for the local market as well as for export under the banner of LAMISA brand. The
company is marketing ready to cook frozen fish products and traditional items as well. Saint
Martin Fisheries Ltd is the largest manufacturer of frozen fish products and frozen snacks in
Bangladesh. They produce frozen snacks for consumers, who prefer to lead a healthy life and are
eco-conscious. Their products are as follows-

Beef: Beef Kima Chop, Beef Tikka

Chicken: Chicken Wonthon, Nuggets, Chicken Ball, Chicken Pop

Shrimp: Shrimp Wonthon, Shrimp Ball, Shrimp Mini Samosa, Shrimp Spring Roll

Flour: Dal Poori, Paratha, Roti

Vegetable: Aloo Poori, Potato Chop, Vegetable Spring Roll, Samosa, Singara,

Fish: Fish Ball, Fish Finger

Product price ranges from BDT 70-290/-

4.7.6 CP:

CP adds value to its basic processed meat with additional process of boiling, steaming, frying,
baking or grilling depending on customer’s requirements. Products are then packed, frozen and
distributed to retailers and wholesalers, fast food operators and modern trade, e.g., convenience
stores, supermarkets and supercenters. Some of their cooked products are available domestically
and internationally including frozen chicken carriage, seaweed-wrapped chicken, teriyaki
chicken, roast duck, frozen steamed chicken breast, green curry chicken with rice, soya pork with
noodles, egg tofu, meatball and sausage. CPB produces and brands its products under CP, V
Pork, Kitchen Joy, Thai, Five Stars, BK, and BKP as well as private labels. Pricing for private
label is agreed at time when contract is made

CPB places utmost importance to “product quality” that meets standards, serves variety needs,
tasty and hygienic and most important is safe for consumption. CPB emphasizes quality of raw
materials.
4.8 Market Analysis:

Market for Ready to Cook frozen foods in Bangladesh is growing at an exponential rate with
growth of urbanization and incremental income level of consumers along with their preference to
convenience. In spite of high growth of this market, there is scarcity of investment in this sector
which creates a huge demand-supply gap resulting in very expensive imports. International
market for Ready to Cook frozen food sector is already matured and is growing further at a high
rate. PRAN JHATPOT is one of entrants in international market with very promising and loyal
customer base in USA, Canada, Australia, UK and Middle East. In Bangladesh market, PRAN
JHATPOT has made a rapid penetration and has captured the third position in terms of sales
with its unique branding and positioning strategy taking opportunity of this fast growing market.
Kazi food industries is currently holding leading position in this sector and their monthly sales is
approximately 1.8 crore tk. Golden harvest is in second position and their monthly sales is
approximately 1.5 crore.Monthly sale PRAN JHATPOT is approximately 1.1 crore tk. Monthly
sales of Aftab Frozen Foods Limited and Rich harvest is approximately .8 and .7 crore tk.
respectively.

Monthly Sales (CRORE) Tk.

2

1.8

1.6

1.4

Monthly 1.2
Sales
1
(CRORE) Tk.
0.8

0.6

0.4

0.2

0
Kazi Food Golden PRAN Aftab Frozen Rich Harvest
Industries Harvest JHATPOT Foods Limited
 FIGURE 1: MONTHLY SALES (CRORE) TK

4.9 Marketing Challenge faced by PRAN JHATPOT in Bangladesh:

4.9.1 Lack of proper Promotion and Brand awareness:

Promotions such as television, radio and magazine advertising increase brand awareness. More
people tend to learn about a particular company or its brands if they frequently see or hear about
them. New companies particularly have to advertise to apprise consumers who they are and what
they offer. This is true with local or even national companies, as brand awareness can be
measured by market, regionally or nationally. It can take many months or even years for
companies to build brand awareness levels that match established competitors.

The biggest and most notable challenge that PRAN JHATPOT is facing at the moment is ‘lack of
proper advertisement and promotion’. Since the launch of the product, it hasn’t conducted any
TV commercial. An advertisement is found on YouTube which has only 248 views so far. This
commercial has not been shown in the TV channels till now. So people hardly know about this
product. But the other rivals of PRAN JHATPOT have conducted various promoting measures
like- TVC, On Spot Promoting. CP had a promoting campaign of 4-5 days, where they went to
the super shops and offered instantly cooked frozen foods to the people by themselves. Due to
the lack of proper advertising PRAN has to give much effort to compete with its rivals in the
current market of Bangladesh.Some super shop sellers informed that customers often become
confused with the name “PRAN JHATPOT” itself. They question to sellers if it is a product of
PRAN or of some other brand. This is a result of their poor advertising and promoting.

4.9.2: Unavailability all over the country:

The foods are primarily available in urban areas and that too, mostly in above average retail
shops. Ready to cook is new to industry and consumer involvement across the value chain is low.
PRAN JHATPOT is available only in Dhaka city and Sylhet. Yet PRAN isn’t spreading its
market which is hindering them to earn enough profit and to compete with rivals. Other frozen
food brands like Golden Harvest, Kazi Farms Kitchen etc. are found all over the country. So this
is also another reason behind its lagging behind in the frozen food market.
4.9.3 Health Awareness:

Rise in health awareness has been a global phenomenon since the last decade. More consumers
have come forward to take a call on their health. As such, one of the challenges that ready to
cook products bring for Bangladeshi customers is the freshness of food. Ready to cook foods are
also assumed to contain chemicals and preservatives that is one of the factors that keep true loyal
from latent loyal.

4.9.4 Durability and high Price:

Ready to cook frozen foods do require cold storage, it remain usable only for 2-3 hours without
cold storage. For this also fall prey to inefficient supply chain management and frequent power
cuts, which lead to rise in production costs, in turn translating into higher ready to cook product
prices resulting in lower demand for such
 4.10 SWOT Analysis:

S trength
W eakness

 Abundant availability of raw

 Low availability of adequate
material
infrastructural facilities
 Priority sector status for agro-
 Lack of adequate quality
processing given by the central
control and testing methods as
Government
per international standards.
 Vast network of manufacturing
 Inefficient supply chain due to
facilities all over the country
a large number of
 Vast domestic market intermediaries
 High requirement of working
capital.
 Seasonality of raw material

O pportunity T hreat

 Large crop and material base  Affordability and cultural

 A vast potential for agro preferences of fresh food
processing  High inventory carrying cost
 Rising income level and  High taxation
consumption pattern  High packaging cost
 Favorable demographic profile
 Chapter 5

New Marketing Mix of PRAN JHATPOT

5.1 New Target Market:

Currently target market of PRAN JHATPOT is only working class people. We

want to focus on another two target market.

5.1.1 Bachelors: Bachelors look for the foods that are easy to cook where PRAN JHATPOT
brings the perfect ready-to-cook. All they have to do is fry those pieces that come in their packets.

5.1.2 Young Generation: Young boys and girls like fast-food. PRAN JHATPOT is an easy
solution for them to satisfy these cravings while gossiping, watching TV or sports

5.2 New Marketing Mix:

5.2.1 Product:

PRAN JHATPOT has much to do in the product side. Its rivals have launched various products
like shrimp items, sausages. People are confused about the PRAN logo itself. And this being a
snacks or fast food type of product can confuse the health conscious consumers about whether
buy it or not. Following are the things that are to be included in the product:

i) New product features:

PRAN JHATPOT is now producing and distributing about 35 products. It can increase its
product items by producing some other different items such as: French fry, Chicken Cheese and
Tomato Sausage, Mini Nuggets, Meat ball, Sandwich, Jumbo Nuggets, Fish Finger, Fish Ball,
Beef Kima Chop, Beef Tikka (original, spicy and for kids), Sausage (spicy and plain), Chicken
Teasers, Chicken Strips, Meatball, Drumsticks, Cutlets, Korma, Dopiaza.

ii) Variation:

PRAN JHATPOT can bring variation in their product. They can add different packages for
different age group people like kids, old aged people, and youngster. Besides they can launch
different flavored products to match the customer’s need like spicy, plain, Chinese flavor and
other international flavor.

iii) Health Awareness: Health potions should be highlighted in the packaging .They can launch
health conscious product like sugar release control atta, cholesterol free foods.

iv) Packaging and Durability:

 Emphasizing in the logo of PRAN

 Packaging can be more innovative in terms of color pallets and structure and make sure
higher durability of the product.
5.2.2 PRICE:

Price is pretty reasonable if compared with the competitors in the market. PRAN JHATPOT has
a lot to do in its product, promotion, and place sides other than its price side. As a frozen food
PRAN JHATPOT is so much cheap and affordable for its current customers. But it’s too much
costly for the lower middle class and lower class income group. PRAN JHATPOT can reduce its
product price little bit so that other new customer can buy the product. They can launch economy
packages for every item.

5.2.3 PLACE:

The PRAN JHATPOT is only available in Dhaka and Sylhet city. It cannot capture all over the
country. To be market leader it is necessary to have availability of the product across the country.
To ensure availability of the product we can do following things:
i) Distribution Channel: Domestic Market requires Golden Harvest to set up a distribution
channel throughout the country. The existing distribution channel will be used by increasing
retail and dealer outlets and changing some other issues. The distribution channel of PRAN
JHATPOT:

FIGURE 2: DISTRIBUTION CHANNEL

At first PRAN JHATPOT Factory mainly transfers its produced products to its dealers and
distributes products to the market (super shops, own outlets and general institution) direct from
Factory depending on distribution viability.

 Dealers distribute products through own Frozen Delivery Vans to the retailers and
wholesalers.
 Retailers / Key Accounts sell products to the end users.

ii) Outlets:
Several outlets under key accounts are available now .They are: Factory & Head Office Canteen,
Testy Treat & Mithai (Pran outlet), Daily Shopping (Pran outlet), IS (Institution Sales). They can
add more outlets in different district cities. There only retail 2100 outlets and 15 dealer outlets
that is only in Dhaka and Sylhet .To grab the whole market retail and dealer outlets must be
increased across the country.

As High volume consumers include 5 star Hotels like Radisson, University campuses like North
South University, AIUB, Stamford University, Dhaka University, Jahangirnagar University,
Hospitals, Restaurants products will be distributed directly from own network resources

iii) Fast-food outlets:

PRAN JHATPOT can found outlets Get access to high-traffic shopping malls near the target
market that will cater frozen food cooking instantly as well as they can sell the product there also.

5.2.4 PROMOTION:

Promotion is one of the important elements of marketing mix. Following promotion tools will
be used for the following reasons:

 To increase short term sales

 To induce trial
 To establish a brand name
 To cope up with competition

We include two promotional activities such as …

 Advertising
 Sales Promotion
i) Advertisement:

 TVC:
Among all other advertisements TV advertisement is the most effective tool. But we already
mentioned that there is no TVC made promoting PRAN JHATPOT. As Pran spend huge
amount of money for advertisement they hire the highly professional ad Makers & models in
the world. So a high standard advertisement will be made for all over the world. The
advertisement will be shown in renowned TV channels. One of the benefits of TV advertising
is its ability to communicate with a very large audience. Considered a form of mass media, TV
ads work well to attract attention, generate awareness and establish preference for products and
services
 Sponsorship
Sponsorship is the most effective and efficient tool for marketing. PRAN JHATPOT can give
sponsorship for on many events or programs globally like sports, concert, music, charity show
etc. By giving sponsorship PRAN JHATPOT can be get closer to the customers and establish
itself as a brand.
 Sponsoring sports event
So many international and local sports events or tournaments can be sponsored by PRAN to
promote their frozen food product. Especially in the game of cricket they should give more
emphasis about sponsorship .Because now a day’s cricket is the most popular form of sport in
Indian subcontinent and in many countries.
 Sponsoring on sport teams
As a Local company PRAN can give sponsorship on few sport teams like cricket, football, and
hockey to promote PRAN JHATPOT.
 Signboards
Customers are more likely to purchase from a business they have already heard of, so a sign
board can help plant the seed for future sales As signboards is a very useful media of
Advertisement for the food companies.
 Bill boards:
Several billboards will be placed along important highways and busy streets, It is guaranteed
that people will see the advertising. Also, unlike with commercials or magazine ads, people
cannot flip the channel or turn the page on a billboard. Therefore, people will notice the
billboard whether they like it or not. Another added benefit is that many people travel the same
route repeatedly, such as with their commute to work each day. This means that they'll see your
billboard regularly, which makes it more likely to stick in their minds.
 Other Advertisement:
Extra allegiant advertises for other forms of advertisement like internet, radio, newspaper,
banner, will made for full media coverage.

ii) Sales Promotion:

Sales Promotions have been used by marketer to increase sales in the short term. Sales
promotion serves three essential roles: It informs, persuades and reminds prospective
customers about a company and its products.
Following Sales Promotion will be used for promoting the PRAN JHATPOT:

 Coupons:
Coupon is the oldest and most widely used way of sales promotion. It is mostly used
by packaged goods. To boost up the sales not only manufacturers but also retailers personally
use coupon. A coupon leads to price reductions so as to encourage price sensitive customers.
Non users can try a product which may leads to regular sales.
The following coupon strategies can be followed by the company when it is tending to
increase its sales promotion:
Bounce Back Coupon: This is attached (engraved) to the package of a particular brand
and helps to achieve repurchase of the same brand.

Cross ruff Coupon: This is attached to the package of different brand.

Instant Coupon: This is attached to the outside of the package and consumers can
instantly rip off and get the product immediately.
 In store coupon: Normally distributed in the store. In store coupon can be distributed by
salespersons.

 Price-off:
A price-off is simply a reduction in the price of the product to increase sales and is
very often used when introduction a new product. Price-off is the most preferred sales
promotion technique because consumers response very positively to this scheme. Not only
that but it also cause large increase in sales volume. Price-off reductions are typically offered
tight on the package through specially marked price packs.

 Scratch Cards:
A scratch card (also called a scratch off, scratch ticket, scratcher, scratch-it, scratch
game, scratch-and-win or instant game) is a small token, usually made of cardboard, where
one or more areas contain concealed information: they are covered by a substance that cannot
be seen through, but can be scratched off which offer different types of gifts.

 Bundling Offers
Product bundling is a marketing strategy that involves offering several products for
sale as one combined product. This strategy is very common in the fast food industry in
which multiple items are combined into a complete meal. A bundle of products is sometimes
referred to as a package deal or a compilation or an anthology.

 Gift Hamper:
There are some incentives of gift hamper can be taken. They are given as bellow: Buy 3
packets of Chicken spring roll and get a PRAN tomato sauce free.
Besides they can offer different RFL plastic product items like attractive plastic box, Tiffin
box with their PRAN JHATPOT products.
 In store sampling:
Consumers are given some quantity of a product for no charge to induce trial. This process is
very effective in case of new product promotion but very costly. Purchase cycle is relatively
short, so that consumers will consider an immediate purchase or will not forget about the
brand before next purchase. Marketers can hire temporary demonstrator who set up a table or
booth and offers sample to passing by shoppers. It is very effective for food products.
 Bonus pack: Offering extra amount of product at a regular price.

 Event Marketing: A type of promotion where a company or brand is linked to an

event like sponsoring a event in Fantasy Kingdom or Nandan Park.
 Discount:
In this case, the retailers consider all the frozen food companies in the same way who offers
more discount retailer wants to sell his product more. That is why PRAN JHATPOT can
occasionally offer discount.
 refrigerator:
PRAN gives refrigerator to the dealer and retailer. Moreover they can provide refrigerator
against a minimum amount of security money. Dealer and retailer will get free servicing
for refrigerator.
 T-shirt
PRAN can offer T-shirt printing logo of PRAN JHATPOT to the traders. T-shirt is also a
good advertising media.
 Chapter 6
6.1 Recommendation:

As we collect much information and analyzed the marketing strategies of PRAN JHATPOT,
we would suggest few things according to our understandings. These are:

 PRAN should increase the number of retail and dealer outlets for their new product
PRAN JHATPOT across the country.
 The marketing strategy of the company should be more focused. They have done very
less promotional activity. They should undertake huge promotional campaign through
making TVC’s, billboards, newspaper advertisements, sales promotion activity, direct
marketing etc. .
 They should increase number of their product items and launch different types packages
for different age group.
 Their packaging is not up to the mark relative other product. They should give more
focus on packaging to make it attractive to customers.
 The healthy side of the product should be increased and the details information about
health consciousness of the product should be clearly written on package.
 Improve and maintain a consistent relationship with customers, especially at retailing.
 The durability of the product should be increased.
 They should do more marketing activities to improve their presence in the minds of the
target market and also the potential target market.
 They can build food parks and food restaurants in different places as it deals with
frozen ready to cook food items.
 They can add e-commerce service.
 The price of their product can be lessening to reach lower middle class customers.
6.2 Conclusion:

Standing with some limitations PRAN JHATPOT is marching towards progress in the frozen
food market of Bangladesh. It is established with the objective of bringing about a qualitative
change in the food lifestyle of people as the whole nation is now following the cultures of
developed nations in all sectors. PRAN JHATPOT is a promising product in terms of its brand,
health potions and taste. Overcoming the drawbacks soon it can earn much recognition in the
whole country. Already it has a good range of products with variations. Adding new features and
more variations it can be noteworthy product for its competitors. If JHATPOT can expand its
market and reach the other corners of the geographic limit of BD, it can be a leading frozen food
product in Bangladesh in the near future. The company is also concern on the practice of the best
modern human resource management where training & development is a concern with
organizational activity aimed at bettering the performance of individuals & groups in
organizational setting. So, if the company can remove all of its present problems, it will be able
to gain its goal & will reach to its vision.

Appendix:

References:

http://www.pranfoods.net/frozen_JHATPOT.php

https://www.facebook.com/Pran-Frozen-Foods-607464059385470/

http://www.aftabgroup.com.bd/foods.php

http://www.kazifarms.com/

http://www.richfoodbd.com/?page_id=21

http://www.cpbrand.com/sg/main_product.aspx

http://www.thedailystar.net/news-detail-250640