Pran Spice Market Analysis and Its Evaluation
Pran Spice Market Analysis and Its Evaluation
Pran Spice Market Analysis and Its Evaluation
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INTRODUCTION
The spice market is growing since consumers are showing reluctance to go for traditional
systems of processing spices. Use of processed spices is increasing both in rural and
urban areas, Consumers' growing awareness about hygienic spices and busy urban life has
led to rise in branded spices consumption. The country's processed spices market is
heating up as big business houses battle to win shares in the booming mark. This is
growing by around 15 percent a year. A leading conglomerate ACME is set to enter the
market by year-end and another business group, ACI, has already made its debut.
SQUARE, PRAN and BD Foods are other major players in spice market. The report is
confined to the Dhaka city. The report is the consisted analysis of complain of Powder
Spice and the satisfaction level of consumer toward PRAN Spice.
The report is also the analysis of the effective media of communication with customers;
the report ignores the information available in the company, which are confidential, and
not for public dissemination. The total Spice Market of the country could not be observed
significantly in the report. Therefore, this report does not actually compare the position of
the total spice market in the context of the total business situation of the country.
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1.3 METHODOLOGY:
1.3.1. Type of Research:
This report is a descriptive type of research in nature and it administered by collecting both
primary and secondary data. It has tried to use both the primary and secondary sources of
collecting information and some are to make the report presentable with as less abstraction as
possible.
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1.3.4. Questionnaire Design:
This questionnaire developed with the combination of open-ended, close-ended and
multiple-choice questions. For close ended questionnaire, multiple-choice question
was used where the respondent will choose one option among several possible
alternatives and for close-ended questions are used to write down the respondent any
opinion, complain and feelings. The length of the questionnaire is 3 (Three) pages
(A4 size paper). The questionnaire has 3 (Three) sections. In section - 1 the general
question of spice, section - 2 is for PRAN spice user and section - 3 is for other spice
user. The average interviewing has been twenty minutes.
The questionnaire was mainly use to find out the satisfaction level of PRAN spice.
Besides, I attempt to find out the main reason of use RADHUNI spice, monthly
consumption of spice, attractive media of advertisement, favorite TV and Radio
Channel, favorite advertisement of PRAN spice also its competitors.
Population:
The population of my survey is all of customer of powder spice. The first step of the
sampling design is to define the study population. Due to time restriction and other
limitations, the survey mainly focused on households.
Sample Elements:
The sample element of this research is the existing consumers of powder spice of
Bangladesh.
Sample frame:
There is no concrete list or number of subscriber of the selected area of the
population.
Sampling procedure:
In the data collection procedures, it is used non-probability convenience sampling.
Sample Size:
The total sample size for the study is 100 and all of respondent are home user.
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The questionnaire survey was administered in different household based on socio
economic class A, B &C.
1.4 LIMITATIONS:
The study is not free from some practical limitations. Following limitations have faced during
the study and the time of working & data collection:
Time and budget constraints for this kind of research.
Lack of instrumental facilities to get proper information.
Only simple statistical tools were used for data analysis.
Due to the confidentiality concern, much detailed information could not retrieve.
The sample size is too small so the result may not convey the scenario perfectly for
whole country.
Lack of Records, Sufficient books, unavailable information in website. These
constraints narrowed the scope of accurate analysis.
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2.0 OVERVIEW OF PRAN:
Import. Export and Head Office Department. All departments work in coordination
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with each other. All the department head directly report to the Deputy Managing
Director (DMD), who works under Group's Chief.
PRAN in Bangladesh are blessed with a climate ideally suited to agriculture, specially
fruits and vegetables-rich in taste and flavor, sweet, mellow and juicy. Their deltaic
plains are among the most fertile in the world created and drained by the mighty
rivers-the Padma, the Jmauna, and the Meghna. There is plenty of water.
AMCL have adopted ISO-9001 as the model for their quality management system.
Accordingly documented systems of producers and instructions have been established
throughout the organization defining business processes, responsibilities and
authorities.
The company initially started its operation by farming-cultivating different fruits like
banana, tomato, pineapple etc in their own lands. They used to sell the fruits directly
to the market. But the business was not profitable as the products were seasonal and
were not getting expected price from the market this led the company to think
processing the fruit and increase the shelf life, which could be used round the year.
The increasing demand for products in the market, strong supply base, and export
opportunity for the products helped the company to diversify their business.
AMCL therefore set up a factory on 8 acres of land in Ghorashal with machinery for
bottling and canning in May 1991. In 1993 the Company redefined their operation
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and started processing the fruits into Juice. They launched their first product in 1993
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and now it is the largest agro foods processing company in the country, the factory
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has expanded substantially over the last several years in all spheres of food
processing e.g. bottling, canning, pulping, pickling, concentrating, dehydrating as
well as installation of Bangladesh's first Tetra-Pak facility. The company is the first
ISO 9001 certified company in food processing industry in Bangladesh. PRAN is the
brand name of the products of the company, which implies "Program for Rural
Advancement Nationally". AMCL and its Brand name "PRAN" have twin objectives
- 'achieving social values with sustainable pecuniary advantage for all our
stakeholders."
2.2 Mission:
The corporate mission of PRAN group is "POVERTY AND HUNGER ARE CURSES".
2.3 Aim:
The prime aim of PRAN group is "To generate employment and earn dignity and self-
respect for our compatriots through profitable enterprises'.
CHAIRMAN
2.4 Management structure of marketing department of PRAN foods:
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Chilli
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Coriander
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Turmeric
Curry Masala
Fish Masala
Chatpati
Masala
Haleem Masala
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2.6 Target customer (SPICE):
The main target consumers are all age group (Except children) and household
commodities. Gender specifically women and housewives and secondary husband of
these women.
Buyers:
Customer Group:
All general stores and kachabazar (Whole sellers and retailers)
All Super markets & Institutions.
Consumer Group:
All householders & house-wives.
Hotel & Restaurants
To make the Group’s products available at the every knock & corner of the country
PRAN has developed the best sales & distribution network all over the country.
The distribution network of the company underwent major restricting through opening of
several sales depots at important locations across the country and appointment of a
large number of distributors at the thana and union levels who are supported by an
expanded sales force to achieve maximum market penetration. With improved
management and better logistic support provided to it the upgraded distribution
system of the company is being geared to fully cater to the increased requirements
that will come up due to inclusion of items of PRAN products.
To ensure fast & smooth distribution companies has set up 9 distribution depots & have
appointed more than 1000 dealers all over the country.
VAN RETAIL
Chemicals:
Ascorbic Acid, Beta Carotene, CMC, Citric Acid, Caustic Soda, Hotmelt, Pectin,
Potassium Sorbet, Xanthan Gum, Different Flavors, Confectionery raw material.
Packaging Materials:
Aluminum Foil, Crown Cork, Flexible Packing material, Glass Bottle, Glass Jars, HDPE,
Lug Cap (30, 53 & 63mm), PET, Shrink Labels, Shrink caps, Tin Can, U-Straw.
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Singapore, Malaysia, Korea, Japan, Switzerland, Germany, France, Italy, Austria, Qatar,
Kuwait, UAE, Pakistan, Sri Lanka, Nepal, Bhutan, Myanmar, Australia, Canada,
Lebanon, Ghana,Gabon, Angola, Oman, Mayetta, Cabe Verde Island, Senegal.
Exported Items:
Fruit Juices in Aseptic Pack & Glass Bottle, Fruit Drinks in Plastic Bottle, Pickles in
Glass Jar & bulk. Canned Fruits & Vegetables, Extruded & Bangladeshi Snacks, Tea,
Rice, Puffed Rice, Flatten Rice, Jam/ Jelly in Glass Jar, Cup & bulk. Spices, Mustard
Oil, Mineral Water, Dehydrated Fruits, Tomato Ketchup / sauce in Glass Jar, Candies,
Bubble Gum, Ball Gum, Lollipop, Cup Jelly, and Vita Plus are exported by PRAN.
Advertising & Promotion is the key to the marketing of any product or brand. To cope
up with the rapid & ever changing market situation & to come up with innovative
marketing strategy and ideas company has set up a full-fledged In-house advertising
agency comprises of the best talents of the country. Company spends a large portion
of their promotional budget in brand building exercises at home & abroad.
PRAN may very rightly take pride in having built the largest agro based food product
business in the country. PRAN do not bask under their laurels. In all that we do, or
will do. They never forget that they never forget that they face an increasingly fierce
competitive environment. Additionally as we look ahead, we do not foresee the
business environment to improve dramatically. At the same time as they appreciate
many external factors are beyond their control, PRAN also understand they have
influence on their business. To this end, PRAN continue to re-align their business
strategies to that of shifting market dynamics. It will be pleased to note that
considerable necessary investment have already been made this year to balance the
existing plant capacity for further enhancement of productivity.
AMCL are quite aware of the challenges lying ahead and according they have braced
their selves to face them. AMCL shall continue to aggressively purpose a strong
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marketing strategy to secure and maintain significant growth not only in the domestic
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market but also in the international markets through intensification of search for
potential new geographic locations. They should like to repeat that significant
investments in new products and markets will be continuously undertaken. They are
poised to further enhance the R&D activities base. Additionally with the prevailing
conducive regional business environment specially relating to the forthcoming
SAFTA, management structure of the company is being recognized to effectively
face prevailing competition and gain more market share in the neighboring countries
in order to maximize profit margins.
PRAN AT A GLANCE
1. Origin : Bangladesh
Property Heights
12 R K Missin Road
GPO BOX : 83
DHAKA – 1203
E_mail: pfl@prangroup.com
Web: www.pranfoods.net
2. Ghorashal, Tangail.
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7. Business Line : Consumer products
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HALAL CERTIFICATE:
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HACCP CERTIFICATE:
In the arena of competitive business, organizations are surviving on strategy, which play
very vital role to achieve the organization goal. Marketing policy is one of the major
strategies for stay in the market with brand locality. Especially in consumer products,
the role of marketing is very important to satisfy the customers through quality of
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According to Webster, “Preference is grant of favor or advantage to one over another.
That means some criteria of marketing that create willingness to receive any product.
That may be influenced by the product’s quality, promotional activities,
organizational commitment, facility, packaging, value addition etc.”
3.1 Market:
The set of actual and potential buyers of a product or service is called market.
Company
(Market)
Marketing End
Suppliers
intermediarie Users
Competitors s
3.3 Needs:
Need is states of felt deprivation. Human needs are states of felt deprivation. They include
basic physical needs for food, clothing, and satisfy: social needs for belonging and
affection: and individual needs for knowledge and experience.
3.4 Wants:
Want are the form of human needs take as shaped by cultural and individual personality.
3.5 Demand:
Demand is human wants that are backed by buying power.
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Dividing a market into smaller groups of buyer’s distinct needs characteristics or behavior
that might require separate products or marketing mix.
3.7 Geographic:
Dividing a market into different geographical units such as nations, stats, regions,
counties, cities or neighborhoods.
3.8 Demographic:
Dividing the market into different groups based on demographic variables such as, sex,
age, family size, family life cycle, income, occupation, education, religion, race and
nationality.
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Expectations are based on customers past buying experiences, the opinion of friends and
associates, and marketer and competitor information and promises. Marketer must be
careful to set the right level of expectations. If they set expectations too low, they
may satisfy those who buy but fail to attract enough buyers. In contrast, if they raise
expectations too high buyers are likely to be disappointed. Dissatisfaction can arise
either from a decrease in product and service quality or from an increase in customer
expectations. In either case, it presents an opportunity for companies that can deliver
superior customer value and satisfaction.
Although the customer center of firms seeks to deliver high customer satisfaction relative
to its competitors, it does not attempt to maximize customer satisfaction. A company
can always increase customer satisfaction by lowering its price increasing its services,
but it may result in lower profits. Thus, the purpose of marketing is to generate
customer value profitably. This requires a very delicate balance: The marketer must
continue to generate more customer value and satisfaction but not “give away house”.
A SWOT analysis is a tool, used in management and strategy formulation. It can help to
identify the Strengths, Weaknesses, Opportunities and Threats of a particular
company or industry. Among the internal factors, strengths and weaknesses create
value or destroy value. These may be included assets, skills, or resources that a
company or an industry has at its disposal, compared to its competitors. Strengths and
weaknesses can be measured using internal assessments or external benchmarking.
On the other side, external factors constitute with opportunities and threats, which create
value or destroy value. These are beyond the control of a company or an industry. But
opportunities and threats emerge from either the competitive dynamics of the
industry/market or from demographic, economic, political, technical, social, legal or
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cultural factors.
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Any organization or industry must try to create a fit with its external environment. The
SWOT diagram is a very good tool for analyzing the (internal) strengths and
weaknesses of a corporation an industry and the (external) opportunities and threats.
However, this analysis is just the first step. To adjust with the external environment is
often really the most difficult work.
CONFRONTATION MATRIX
It’s a tool to combine the internal factors with the external factors.
OPPORTUNITIES THREATS
Offensive Adjust
STRENGTH
Make the most of these Restore strengths
Defensive Survive
WEAKNESSES
Watch competition closely Turn around
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The two columns of the SWOT diagram are pointing in opposite directions.
Strategic decision makers must deal with the paradox of creating alignment.
They should focus on market-driven strategy or resource-driven strategy.
S Internal Environment W
Positive
Strengths Weaknesses
The consumer product for all No distribution network.
groups. New to export process
World wide demand for the Political instability
product Currency devaluation
Negative
Enriched with nutrition. High government control
Committed and skilled High exit cost
workforce. Financial backup
New installed technology. Inability to forecast accurate
Financial strength. market segment
Economies of scale. Unavailability of raw
Demand for the product. materials
Lack of Govt. incentives
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Potential market in The foreign company’s
Bangladesh. product covering the market
Intense opportunity in export at present.
to abroad. Highly standard product of
Advertising for create the competitors.
consumer need. Natural disasters hamper the
International brand image. production process.
Better quality at low price. Political instability
Contribution to the economy Impact of The World
(GDP) Economy
Use “Piggy-riding” for Change in exchange rate.
product distribution. Advertising cost will cut the
Competitive advantage in profit shares.
low price but high quality
product.
Opportunities Threats
O External Environment T
The marketing mix is probably the most famous phrase in marketing. The elements are
the marketing 'tactics'. Also known as the '4 Ps', Marketing decisions generally fall
into the following four controllable categories:
Product
Price
Place (distribution)
Promotion
The concept is simple. Think about another common mix - a cake mix. All cakes contain
eggs, milk, flour, and sugar. However, you can alter the final cake by altering the
amounts of mix elements contained in it. So for a sweet cake add more sugar! It is the
same with the marketing mix. The offer you make to you customer can be altered by
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Another way to think about the marketing mix is to use the image of an artist’s palette.
The marketer mix’s the prime colors (mix elements) in different quantities to deliver
particular final colors. Every hand painted picture is original in some way, as is every
marketing mix.
According to Kotler et al. (1999) the mix is a set of "controllable tactical marketing tools
that the firm blends to produce the response it wants in the target market". Hence, in
an effective marketing programme all of those elements are "mixed" to successfully
achieve the company's marketing objectives.
decisions that center the four P's on the customers in the target market in order to
create perceived value and generate a positive response.
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4 Ps Definition:
The traditional marketing mix contains of four major elements, the "4-Ps of marketing".
As defined by Kotler et al. (1999):
1. Product: "Anything that can be offered to a market for attention, acquisition, use or
consumption that might satisfy a want or need. In includes physical ob-jects, services,
persons, places, organizations and ideas."
2. Price: "The amount of money charged for a product or service, or the sum of the
values that consumers exchange for the benefits of having or using the product or
service."
3. Promotion: "Activities that communicate the product or service and its merits to
target customers and persuade them to buy."
4. Place: "All the company activities that make the product or service available to
target customers."
The set of controllable tactical marketing tools – product, price, place and promotion –
that firm blends to produce the response it wants in the target market.
Marketing Mix
4P’s
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PRODUCT
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PRIC PLACE PROMOTION
E
Figure: The 4 Ps of the marketing mix
All of these elements have their specific place in any company's marketing
strategy:
4p in Details
Product:
The product is the most important aspect of the marketing mix. The product can be a service
or even a holiday destination. Products have both tangible and intangible benefits.
Tangible benefits include benefits which can be measured such as the top speed of a car.
Intangible benefits are benefits that cannot be measured such as the enjoyment the
customer will get from the product.
It is important that the product is changed as necessary to bring it up to date and prevent it
from being overtaken by competitors.
Exactly what product or service are you going to sell to this market? Define it in terms of
what it does for your customer. How does it help your customer to achieve, avoid or
preserve something? You must be clear about the benefit you offer and how the
customer's life or work will be improved if he or she buys what you sell
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The term "product" refers to tangible, physical products as well as services. Here are some
examples of the product decisions to be made:
Brand name
Functionality
Styling
Quality
Safety
Packaging
Repairs and Support
Warranty
Accessories and services
Price:
The product is the most important aspect of the marketing mix. The product can be a service
It is very important that the correct price is charged for a product. If the price is too high
consumers will avoid the product as they will believe it to be too expensive yet if the
product is priced too low they may believe that there is something wrong with the product
for it to be so cheap. Also if the company charges too low a price, it may not cover its
costs. There are many different pricing strategies that companies can use to decide on a
price for their product including market and psychological pricing methods.
Exactly how much are you going to charge for your product or service, and on what basis?
How are you going to price it to sell at retail? How are you going to sell it at wholesale?
How are you going to charge for volume discounts? Is your price correct based on your
costs and the prices of your competitors?
Price flexibility
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Price discrimination
Value pricing is also common in luxury items. Sometimes, the higher the price, the
more you sell: Fashionable clothing or restaurants for snob people. Of course value
pricing is limited by the price elasticity as you have already learnt in Economics.
Place:
The product is the most important aspect of the marketing mix. The product can be a service.
The place is where you can expect to find your customer and consequently, where the sale
is realized. Knowing this place, you have to look for a distribution channel in order to
reach your customer.
The place is not where is located your business but where our customers are. For a retailer it
is the same but for a boat producer located in Philippines the real place is the entire world.
Do not confuse positioning and place. Here place means the real physical position of the
customer in a geographic area or along a distribution channel.
It exists today, with the internet, more channels than in the past but basically, you have to
consider three main distribution channels:
Whether you sell by yourself ( as retailer) whether you employ a sales force, you are in
these cases in front of the final customer. There are not intermediaries between you
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and him. Unfortunately, except for the retailer business, this situation is far to be
the general case.
For example, you manufacture the fun boards and you sell them to the Arizona retailers.
This practice could be a bit complicated.
There are maybe four or five sport articles wholesalers in Arizona. You sell your fun
boards to these big men. On turn the wholesalers sell the fun boards to the retailers
which finally sell to their customers
As you can see, the choice of your distribution channel heavily depends on your
product and place in the productive process. If you are in coal mining, do not
expect to sell some coal buckets to the final consumer!
Promotion:
The product is the most important aspect of the marketing mix. The product can be a service
in the context of the marketing mix, promotion represents the various aspects of
marketing communication, that is, the communication of information about the product
with the goal of generating a positive customer response. Marketing communication
decisions include:
Promotional strategy (push, pull, etc.)
Advertising
Personal selling & sales force
Sales promotions
Public relations & publicity
Marketing communications budget
Definition:
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The function of promotion is to affect the customer behavior in order to close a sale.
Of course, it must be consistent with the buying process described in the consumer
analysis. Promotion includes mainly three topics: advertisement, public relations, and
sales promotions.
Advertisement:
It takes many forms: TV, radio, internet, newspapers, yellow pages, and so on. You have
to take notice about three important notions:
Reach is the percentage of the target market which is affected by your advertisement. For
example, if you advertise on radio you must know how many people belonging to
your segment can be affected.
Frequency is the number of time a person is exposed to your message. It is said that a
person must be exposed seven times to the message before to be aware of it.
Reach*frequency gives the gross rating point. You have to evaluate it before any
advertisement campaign.
Message:
Sometimes, it is called a creative. Anyway, the message must: get attraction, capture
interest, create desire and finally require action that is to say close the sale.
Public relations:
Public relations are more subtle and rely mainly on your own personality. For example,
you can deliver public speeches on subjects such as economics, geo-economics,
futurology to several organizations (civic groups, political groups, fraternal
organizations, professional associations)
These speeches will enable you to develop new relationships and their cost is nil !
Sales promotion:
It includes fair trades, coupons, and discounts and is linked to the sales strategy.
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Limitations of Marketing MIX (4Ps):
The marketing mix framework was particularly useful in the early days of the marketing
concept when physical products represented a larger portion of the economy. Today,
with marketing more integrated into organizations and with a wider variety of
products and markets, some authors have attempted to extend its usefulness by
proposing a fifth P, such as packaging, people, process, etc. Today however, the
marketing mix most commonly remains based on the 4 P's. Despite its limitations and
perhaps because of its simplicity, the use of this framework remains strong and many
marketing textbooks have been organized around it.
The following table summarizes the marketing mix decisions, including a list of some of
the aspects of each of the 4Ps.
Service/Support
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``````
The country's processed spices market is heating up as big business houses battle to win
shares in the booming mark. This is growing by around 15 percent a year. A leading
conglomerate ACME is set to enter the market by year-end and another business
group, ACI, has already made its debut. SQUARE, PRAN and BD Foods are other
major players. The market is growing since consumers are showing reluctance to go
for traditional systems of processing spices. Use of processed spices is increasing
both in rural and urban areas, Consumers' growing awareness about hygienic spices
and busy urban life has led to rise in branded spices consumption. The ACME will be
the second entrant in the processed spices businesses in the year 2008. Earlier ACI
Foods hit the market with its 'ACI Pure' brand in January.
Some companies also export spices to the Middle East, Europe and North America. A
section of rural people are also showing interest in spices. Square, which entered the
market with its Radhuni brand in 2001 now controls about 70 percent of about Tk 150
-160 crore branded spices market, according to industry insiders. It's really a big
market because our (Bangladeshi people) food habit is spices based. But the market is
still dominated by non-branded ones. According to stakeholders, the yearly market of
both brand and non-brand spices is around Tk 4,000 crore with 2, 52,000 metric tons
of spices are consumed every year. The domination of non-branded spices, in this
situation new entrants company will fall. Any new entrant will help expand the
overall branded spices market through campaign among consumers, the entry of more
companies will help expand the market. A market without competition is always bad.
Entry of new players will improve quality as well as the size of the market.
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`
4.2 Target market:
The main target consumers are all age group (Except children) and household.
Specifically women, housewives and in some case husband of these women.
Buyers:
Customer Group:
All general stores and kachabazar (Whole sellers and retailers)
All Super markets & Institutions.
Consumer Group:
All householders & house-wives.
Hotel & Restaurants
The profile for the typical PRAN spice customer consists of the following geographic,
demographics & behavior factors.
4.3.1 Geographic:
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4.3.2 Demographic:
Most of spice consumers are mainly female in some case male are
also use spice.
The main consumers are all age group (Except children) of PRAN
spice.
PRAN produce their spices for all classes consumer like upper class,
middle class & working class.
Quality product:
The customers are more careful about quality of spice. PRAN has ISO 9001 certificate
ensures that PRAN products reach the consumer maintaining the highest level of
quality.
Domestic product:
Without spice Bengali food is trestles. The raw material of PRAN spice comes from
nature of Bangladesh and produced it without any chemical which are hazard for
human life. In our daily life we used different types of spices to make our foods. So
the customer purchases the PRAN spice with their mantel satisfaction.
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Competitive pricing:
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Consumer wants to purchase high quality of spice with a competitive price.
PRODUCT:
PRAN spice is prepared from the selected varieties of spices (Chili, Turmeric, Coriander,
and Cumin) through completely automatic process that ensures absolutely free from
hand touch. PRAN spice is 100% natural, fresh and pure. It ensures natural coloring
and taste of the curry, at the same time, is helpful for health and hygiene.
Product : Spice
Brand logo :
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Product : PRAN powder spice has mainly three plain sub category of Spice
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offering Such as (Chili, Turmeric & Coriander)
These three sub brands have the following stock keeping unit:
Product size :
50 gm, 100 gm, 200 gm, 500 gm, & 1000 gm
Product High quality Spice made from the natural raw materials in
:
Quality Bangladesh.
Product style
It is a Powder type product and its packet is much attractive to the
and :
customer.
design
Product
:
verity
PRICE:
MRP (PRAN)
Weight Chilli Turmeric Coriander
50gm 16 9 8
100gm 29 16 15
200gm 55 30 28
500gm 120 62 60
PLACE:
Placement or distribution refers to how the product gets to the customer; for example,
point of sale placement or retailing. Place included with channels, coverage,
transportation and logistic support.
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1. Distribution Channel:
PRAN has very strong distribution network. In fact, it is considered to be one of the best
distribution networks in FMCG category market in Bangladesh.
SIDE
CONSUM
ERS
2. Transportation:
PRAN company give free transportation facility to there distributor channel.
3. Coverage area :
PRAN covers whole Bangladesh and export abroad also in spice market.
PROMOTION:
The promotion tools of PRAN Consumer Limited are:
1. Advertising:
The advertisement program of PRAN Foods Limited is done through three media. Print
media by giving advertisement in newspapers, magazines, and leaflets. Broadcast
media to reach mass people by television radio etc. the corporate web-site provides
necessary information about their company products and benefits of each product.
The display media is used to inform customer about products and additional offer
through billboards, banners signboard.
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TV AD of PRAN spice.
2. Sales promotion:
PRAN has very strong distribution network. In fact, it is considered to be one of the best
distribution networks in FMCG category market in Bangladesh. Through their
distribution channels, various kinds of sales promotion are implemented to ensure
product and brand activities are correctly managed.
3. Public relation:
PRAN Foods Limited is involved with different types of public interaction.
Sponsored different types of program.
Arrange effective promotional campaigns.
House to Hose (H2H) camping.
Occasional concert.
PRAN moushumi Ranna Ghar.
Cooking competition.
Charity show.
Etc.
All the above mentioned promotional tools are used to promote product within the
country and PRAN Foods Limited is involved has set foot in the international arena.
Competitors’ Activities:
RADHUNI ARKU
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High Awareness.
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High indoor & outdoor presence. Core Business.
Quality consistency.
High market position.
PRAN PURE
Strength:
1. Strong distribution network nationwide.
2. Moderate local brand image.
3. Huge coverage & sales force.
4. Attractive and only one plastic JAR of spice.
Opportunities:
1. There is a huge opportunity for PRAN spice to take over the smaller players in
the brand & non-brand segments.
2. There is only one big player (Radhuni) is playing in spice market; PRAN can take
gorilla warfare policy to grab their market share.
3. PRAN can mention the price on product and that can increase the sell.
4. The advantage of umbrella branding is much helpful.
5. PRAN will develop a new AD communication film and give massive campaign.
6. The growth of powder spice market is increasing across the national boundary of
Bangladesh. So PRAN can Aviles this opportunity by exporting spices in to those
markets.
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Weakness:
1. Lack of Price tag or price identification on packaging is the major weakness for
PRAN.
2. Target group awareness is poor.
3. Communication advertisements is so poor in relevant to the competitors.
4. Particular product focus is low due to having a lot of product in a group.
5. Product availability is so poor.
Threat:
1. New rivalries are coming up by promising quality & brand image which is a
threat.
2. Competitors are too much aggressive to capture the market which is alarming for
PRAN spice.
3. Popularity of traditional beta spice.
4. Global spice producer can be attracted by the increasing growth of spice market.
5. Technological development or new equipment can pose threat to existing
production process of powder spice.
RADHUNI
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RADHUNI Powdered Spices are made from selected variety of crops and seeds. All
essential volatile oils of the spices are kept intact with the modern grinding
technology. These powdered Spices ensure the taste and flavor of home grinded
spices and can be used to prepare any of the desired dishes.
RADHUNI Powdered Spices has already owned the clear leadership in Bangladesh.
Best varieties of quality raw materials are selected from the grower level strictly
maintaining international quality standards. All essential volatile oils of the spices are
kept intact with the fully equipped German grinding technology. These Powdered
Spices ensure the taste and flavor of home grinded quality spices.
Chilli:
Radhuni powdered chilli is vivid in color,
precious in flavor. Best variety of red
chilli provides more hotness.
Turmeric:
Apart from having excellent antiseptic
and antibacterial properties, it has a
brilliant golden yellow color.
Coriander:
Providing a fragrant flavor Radhuni
Powdered Coriander is high in food
value.
Price list:
MRP (RADHUNI)
Weight Chilli Turmeric Coriander
50gm 15 8 8
100gm 29 15 15
200gm 54 29 29
500gm 128 65 68
Distribution:
SQUARE maintaining a strong distribution network for its spices in the country. At
present a total no. of 112 (One hundred twelve) highly experienced distributors are
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Promotion:
Radhuni spice is captured maximum market share of spice industries through their
attractive advertisement and other promotional activities which help Radhini spice to
hold a leading position for a long time in spice industry in our country.
TV AD of Radhuni spice.
ARKU
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Spice is the core product of ARKU. The brand image of ARKU spices has strong position
in spice industry in Bangladesh. Huge amount of spice is exported to abroad. ARKU
offer lots of flavor with different size of spice to consumers.
Chilli:
Selected fresh matured chilli dried in
our own field. Grinding in three steps
by automatic machine from France
and Denmark and the dust are
cleaned by dust collector. So the
standard of the coriander is
maintained unhindered. Then packed
in an automatic machine without any
hand touch. So before reaching to
you the quality is controlled in five
steps. Hence use ARKU chilli
powder without any confusion and
enjoy the natural taste, smell and
color of our local coriander.
Turmeric:
Banglar lal Arku Selected fresh matured turmeric dried
lal. in our own field. Grinding in three
steps by automatic machine from
France and Denmark and the dust are
cleaned by dust collector. So the
standard of the coriander is
maintained unhindered. Then packed
in an automatic machine without any
hand touch. So before reaching to
you the quality is controlled in five
steps. Hence use ARKU turmeric
powder without any confusion and
enjoy the natural taste, smell and
color of our local coriander.
Coriander:
Selected fresh matured coriander
dried in our own field. Grinding in
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from France and Denmark and the
dust are cleaned by dust collector. So
the standard of the coriander is
maintained unhindered. Then packed
in an automatic machine without any
hand touch. So before reaching to
you the quality is controlled in five
steps. Hence use ARKU coriander
powder without any confusion and
enjoy the natural taste, smell and
color of our local coriander.
Price list:
MRP (ARKU)
Weight Chilli Turmeric Coriander
50gm 14 8 8
100gm 28 15 15
200gm 55 28 28
500gm 120 60 60
Distribution:
The core product of ARKU is spice. They provide a various flavor of spice and mix spice
also.
The company has a strong newly establish distribution channel in the whole Bangladesh;
by which they reach the spice to their targeted potential customer.
Promotion:
ARKU spice is one of the popular brands in spice market in Bangladesh. ARKU tries to
capture the market share through their unique advertisement and other promotional
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Paper AD of ARKU spice.
PURE:
The PURE spice is a newborn FMCG (Fast Moving Consumer Goods), which has been
launched in Januray2008 with only a few numbers of flavors. According to the company,
the taste, quality and hygienic process of product are the key for the success of their
company.
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Chilli:
PURE chilli powder is hygienically
grinded and packed with modern
technology best variety of chilli to
ensure the taste and aroma of home-
made coriander paste.
PURE Turmeric:
PURE turmeric powder is
hygienically grinded and packed with
modern technology best variety of
turmeric to ensure the taste and
aroma of home-made coriander paste.
Coriander:
PURE coriander powder is
hygienically grinded and packed with
modern technology best variety of
coriander to ensure the taste and
aroma of home-made coriander paste.
Price list:
MRP (ARKU)
Weight Chilli Turmeric Coriander
50gm 15 8 8
100gm 30 15 15
200gm 56 30 30
500gm 120 55 58
Distribution:
ACI is a well-known Pharmaceutical company of Bangladesh. But recently ACI Foods
Ltd launches spices “PURE”. In short time they provide a various flavor of spice and
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mix spice to the consumer. PURE gets the new brand image facility of spice industry
in Bangladesh. The distribution channel of PURE is sufficient for the market.
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Promotion:
ACI tries to use the corporate brand image to become in its promotional activities. PURE
plays different types of traditional bangle culture based TV Ads. Billboard, paper AD
etc.
Kacha bazaar and different local retail shop but PRAN spices are mainly available in
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super shop (Agora, Minabazar & Prince Bazaar) and a few number of retail shop with
a small quantity. Some pictures of shops spice space management are given below
but BDR shop & super shop didn’t allow taking picture of inside their shops.
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Mirpur – 1: Value Super Shop (Near Buddhijibi Sahidminar gate)
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Mirpur – 1: Kacha bazar
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5.0 CUSTOMER SATISFACTION ANALYSIS ON SPICE
MARKET
For this part of the report, I conduct a survey on the Spice customers who lived in Mirpur,
Dhaka. The questionnaire is divided into three section for an effective analysis, one is
general findings of spice, second one is about PRAN spice and third one is others
spices. After finishing the survey, the researcher found the following findings:
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5.1.2: Education level:
Here it is tried to identify the education
level of the respondents.
Figure - 2: Education
From the above information it is clear that
level
most of the users’ education level is up
to HSC. That the average customers of spice are well educated.
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Figure – 3: From the survey it is found that, out of 100 respondents 70% of the (Chief
wage earner) customers are service holder and 30% are businessman. (Appendix – Table -
40)
Figure – 4: From this graph it is found that, out of 100 respondents 30% customers
income level is 15,000 – 20,000, 26% income level is 20,000 – 30,000, 23% income
level is more than 30,000,14% income level is 10,000 – 15,000, 7% income level is
5,000 – 10,000 and no one is below 5,000. (Appendix – Table - 42)
From the above information it can be said that all income group use different spices
according to their ability.
Figure – 5: From
the graph it is
found that, Figure - 5: Using types of
19.67% spice
consumers use Bata Spice, 59.84% uses Packet (Powder) Spice, 20.49% uses
breaking (Loose / Self made) Spice. (Appendix – Table - 41)
Most of the consumer uses the powder packet spice in Mirpur area. Because it can save
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5.2.2: Reason for using powder spices:
Here it is tried to
find out the
reason for
using powder
spices.
Figure – 6: From
the survey it is
found that, out
of 100
Most of the consumer uses the powder packet spice because of it can save time, easy to
use, have good quality & convenience. Quality plays a major role in preferring
powder spice. Because advertisement of different companies try to persuade spice
users by focusing their quality.
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From above discussion, it can be said that the users’ major influencing factor for spice
brand preference is scent & test of the spice. It happened because the scent & test
make a dish testy.
In this section it is
tried to find the
place from where
out the users
choose to
purchase spice.
respondents
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From the above information, it is clear that majority of consumer prefer to purchase spice
from shop nearby home and kacha bazar. Almost all over the country the spice are
available in the market. So distribution intensity is very important for spice market.
From the above information, it is can be said that majority of consumers purchase
spices any time of the month and second most major group purchase in
previous month. So there is no major variation in purchasing spices through
the month.
The objective of this figure is to find out the variation in packaging of spice.
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Here the information shows that, most of the consumer preferred Polly pack & some like
plastic jar. Most consumers like the Polly pack because they can purchase it in
different sizes & cheaper price.
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Brand choice for spice:
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The objective of this graph
is to find out the uses
rate of mixed spices.
From above information, it is can be said that most of the consumer use mixed spice
occasionally. For this reason the prices of mixed spice is higher than regular normal
spices.
In this section it is
tried to find out
the attractiveness
of spice
packaging.
respondents
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67.48% consumer
Figure - 14: Attractiveness of spice
packaging
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attracted with the Radhuni spice packaging, 14.63% BD, 7% pure, 4.07% Arku,
5.69% PRAN, and 1.63% others.
From above information, it is can be said that most of the consumer thinks Radhuni spice
seems more attractive rather then any spices. Then the second choice is BD & Pure
spice. Then comes to the PRAN spice.
Here it is tried to
find out the
brand
preference of
spices.
From above information, it is can be said that most of the consumer preferred Radhuni
spice rather then any other spices. Radhuni is the market leader & its quality. The
perceived quality of Radhuni is better than PRAN.
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5.2.12: Sources of information regarding recipes:
From above information, it is can be said that most of the consumer preferred the TV
program recipes & some preferred magazine & both all preferred by some consumer.
So the TV advertisements & programs would give more promotional benefits for
spices.
Here it is tried to
identify the use
of TV media in
a day.
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From the above information, it is can be said that most of the consumers watch TV 2-3
hours per day. Some are below 1hour.
From above information, it is clear that most of the people like to see the recipe program
mainly the siddiqa Kabir’s recipe which is telecast in NTV.
Here it is tried to
find out regular
use of
newspaper
brand generally
people read.
From above information, it is clear that most of the people like to read ‘The Prothom Alo’
because it is now the most well known newspaper in our country. So advertisement
in The Prothom Alo would give us more coverage.
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5.2.17. Uses of magazine:
From above information, it is clear that the mostly people like to read ‘The
Prothom Alo’ paper but the magazine like to read the middle and upper level
of consumer.
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respondents 59% user can recall the advertisement of spice and 41% can’t recall any
advertisement of spice.
From above information, it is state that most of the people can recall the AD of any spice
which they seen before. Because the spice ad mainly given the time they usually
watch TV or other things. Mainly the ad of spice is quite popular to the people.
From the above discussion it can be said that most of the people spending their leisure
time by watching TV programs. Some of the people also spend their time through
playing & listening music.
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Over all satisfaction for PRAN spice
Here it is
tried to
identify
the
reason of
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Figure – 25: From the survey it can be said that, out of three respondent 37.50% consume
PRAN spice for its quality, 12.50% for its packaging and 12.50% for its Price.
Most of the customer use chilli spice & turmeric spice mainly for quality & test of
the spice. So it can be said that test & quality are the main strength of the
PRAN spice.
Aver
Types a
Total
of g
Statement sco Result
Statem e
re
ent Scor
e
I’m fully Satisfied with Nearly fully
Positiv
4. the overall quality of 14 4.7 agreement
e
PRAN spice Position.
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In this section it is tried to find out the customer perceived satisfaction about the quality
of PRAN spice.
According to the graph, respondents are agreed with the quality of PRAN spices. So, it
can be said the quality of PRAN spice are quite satisfactory from the perspective of
the customer.
satisfaction of PRAN
spice packaging Most of the customers of PRAN spice are
satisfy about the packaging of the product.
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Here it is tried to find out the customer dissatisfaction about the
packaging of PRAN spice.
Aver
Types
Total a
of
Statement sco g Result
Statem
re e
ent
Score
Nearly medium
I’m totally position.
Negati
1. dissatisfied with 8 2.7 (neither
ve
packaging. agree or
disagree)
According to the graph, respondents are nearly medium positions (neither agree nor
disagree) with the packaging of PRAN spice. So, it can be said the packaging of
PRAN spice are quite good from the perspective of the customer. From the above two
questions the researcher tried to cross check the satisfaction related packaging.
of sco a
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g
Statem
re e
ent
Score
Over medium
I’m fully satisfied with (neither
Positiv
2. the pricing of PRAN 10 3.3 agreed nor
e
spice. disagreed)
position.
According to the graph, respondents are over medium (neither agreed nor disagreed)
position with the pricing of PRAN spice. Most of the customers of PRAN spice are
satisfy about the pricingFigure
of the spice. But some
- 30: Level of they wantofmore reasonable pricing.
of satisfaction
pricing of PRAN spice
PRAN spice
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spice when they need. So, it cab be said that the product is not properly available in
the market.
spice.
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The objective is to find out the attractiveness of PRAN spice TV ad to the customer.
Ave
Types r
of Total a
Statement State sco g Result
me re e
nt Scor
e
Nearly medium
The Advertisement of position.
Positiv
3. PRAN spice is 8 2.7 (neither
e
attractive. agree or
disagree)
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Figure - 34:
Attractiveness of
According to the graph, respondents are nearly medium position (neither agree nor
disagree) with the TV advertisements of PRAN spice. The advertisements are not so
attractive to most of the customers. From here it can be said that the advertisement of
PRAN in TV media should be improved.
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Figure - 35: Last purchased brand
consume
Radhuni spice, 7.22% are others, 6.18% are Arku spice & PRAN spice is only 2.06%.
& there BD spice has no consumption rate.
Most of the customers last consumed brand is Radhuni spice. Radhuni is available in the
market all the time so the most customers consume it.
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Figure - 37: Ever consumed Figure - 38: Why did not
Figure 37: From the survey it shows that, 56.70% have ever consumed PRAN spice &
other 43.30% did not consume it.
Figure 38: From the graph it is found that, 45.24% did not consume PRAN spice recently
because of low quality & test, 9.52% have not any specify reason.
Most of the customers did not consumed PRAN spice recently because of advertisement
and quality. These happen because of the dissatisfaction of advertisement &
insufficient product in the market.
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Consumer awareness related to PRAN spice:
In this section it
is tried to
find out the
source of
information
regarding
PRAN spice
from the
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other spice
user.
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Figure - 40: Source of
information regarding
Figure 40: From the survey it is clear that people know about PRAN spice from 2.06%
billboard, 7.22% newspaper, .06% relatives, 5.15% retail shop, 83.51% TV media.
Mainly the other spice users know about PRAN spice from the TV media.
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From this it can be said that the perceived satisfaction related to product
availability and packaging is satisfactory. But the satisfaction related to
availability and advertisement is low. So it is found that out of 4P`s
(Marketing Mix) product and pricing strategy is good. But promotion and
distribution strategy of PRAN is not satisfactory enough.
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6.0 MAJOR FINDINGS:
1. In our country women are the main users of spice because cooking is mostly done by
them. There are males as well who also cook in the kitchen but the percentage of the
female as user of spice is much higher than male. Though mainly women are the majority
of using spice, the purchasing decision is taken by the male because in the maximum
cases they are the chief wage earner of a family and they go to the market for shopping.
That is why the recent advertisement of spices tries to create brand awareness both to the
wives and husbands, who decide to purchase spices.
2. The average education level of the actual users is up to HSC. The income groups among
the consumers use different spices according to their ability.
3. Maximum consumers use the powder packet spice in Mirpur area. Because it saves time,
has good quality and easy to use.
4. There is only one giant market player (Radhuni) for spice market. So it is easy for PRAN
to reach the consumer and create market demand and good position in the market.
5. Quality plays a major role in preferring powder spice. Because advertisement of different
companies try to persuade consumers by focusing their quality of the products.
6. The users’ major influencing factor of spice about the brand preference is scent & taste of
the spice. It happens because the scent & taste make a dish delicious.
7. Usually consumers of spice prefer to purchase spice from the shops near the home and
kacha bazaars any time of the month . So the distribution intensity is very important for
spice market.
8. In case of packaging, most of the consumers prefer Polly pack & Plastic jar. Most of the
consumers use mixed spice occasionally. For this reason the prices of mixed spice is
higher than regular spices.
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9. Particular product focus is low due to having a lot of product in a group. Lack of Price tag
or price identification on packaging is a major problem for PRAN. Pricing strategy should
be considered very carefully. Because market leader Radhuni’s price is lower than PRAN.
And the Square’s product, Radhuni’s position is very high to the consumers. They assume
that it provides the best quality with good pricing.
10. Maximum numbers of consumers are aware of Radhuni spice and seem more attracted to
it than any spices. Then the second choice is BD & Pure spice. Then come to the PRAN
spice. The consumers preferred Radhuni spice rather than any other spices. Radhuni is the
market leader for its quality and distribution intensity. The perceived quality of Radhuni
is better than PRAN.
11. Advertisements of PRAN spice are not satisfactory and customers’ demand oriented.
Advertisements that are given broadcasting are not telecasting. And telecast
advertisements are not even up to the mark. It should be in customers’ program schedule
so that target group of customers can be familiar with the product.
12. Most of the consumer preferred the TV program recipes & some preferred magazine &
both of preferred by some consumer. The consumers like to watch TV drama & news
average 2-3 hours a day. So these two times are the main focusing time to promote the
product to the customer. Most of the consumers like to see the recipe program mainly in
the Siddiqa Kabir’s recipe which is telecast in NTV. The TV advertisements &
sponsored cooking related programs would give more promotional benefits for spices.
13. Most of the target consumers like to read ‘The Prothom Alo’ because it is now the most
well known newspaper in our country. So advertisement in The Prothom Alo would
give us more coverage.
14. Most of the consumer can recall the advertisement of any spice which they saw mostly in
the TV. Because the spice ads are mainly given at the time when they usually watch TV
drama and news. They also saw other advertisements than TV ads. However the
advertisement of spice is more popular to the consumers.
15. The customers are user of mainly the chili spice & their second choice is turmeric. In case
of cooking, mainly these spices are needed. So the customers use these two items
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regularly. Most of the customers use chilli spice & turmeric spice mainly for
quality & taste of the spice.
16. The customers of PRAN spice agreed with the quality. So, it can be said the quality of
PRAN spice is quite satisfactory from the perspective of the customer. They are nearly
at the medium position (neither agree nor disagree) in the packaging of PRAN spice.
The respondents are over medium (neither agree nor disagree) position with the pricing of
PRAN spice. Out of three respondents most of the customers of PRAN spice are satisfied
about the pricing of the spice.
17. Most of the customers of PRAN spice are satisfied about the pricing & quality of the
product. But they did not get the PRAN spice when they needed. So, it can be said that
the product is not properly available in the market.
18. Mainly the customers know about PRAN spice from the TV media. They possess nearly
medium position (neither agree nor disagree) with the TV advertisements of PRAN spice.
The advertisements are not so attractive to most of the customers. From here it can be
said that the advertisement of PRAN in TV media should be improved.
19. Most of the customers last consumed brand is Radhuni spice. The main differences
between PRAN spice & other spices (Radhuni) are quality, advertisement and
availability. Other spice users first knew about PRAN spice from TV media but they can’t
recall any advertisement of PRAN spice.
20. The perceived satisfaction rate related to PRAN spice availability and packaging
is satisfactory. But the satisfaction rate related to availability and advertisement is
low. So it is found that in the overall situation out of 4P`s (Marketing Mix)
product strategy is good. But pricing, promotion and distribution strategy of
PRAN is not satisfactory enough.
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7.0 RECOMMENDATION:
1. Lot of opportunities & scopes are available in this segment for reaching PRAN products
to the traditional, untouched & non users of the community. Significant development of
technology and improvement of the life standard have made the spice product popular in
the market. So it is a great opportunity for PRAN.
2. As spice is a convenient product and in the spice market there is only one giant player
that is (Radhuni) in the market so PRAN has to be the best by defeating Radhuni with the
effective product and pricing strategy. Sponsoring cooking program and looking books to
attract the house wives is a nice and effective way for PRAN brand promotion.
3. The rate of working ladies has been increasing significantly and life standard has been
improving with the development of technology. So PRAN has to ensure providing
information about the benefits of processed spice and its usage and quality. They have to
make the working ladies and housewives believe that PRAN can understand completely
about their desires, wants and demands.
4. PRAN should take steps specifying their target group of different locations and zones.
They have to promote their brand and their product according to the standards of life
style.
5. Variety of spices would be helpful and attract customers to use in their daily cooking life
and make them sure that through this product they will make their family happy.
6. PRAN is the market challenger in the spice market. PRAN has no synchronized target
group for their spice market. They have the general target group. All types of spices
should be focused carefully according to the demand of market.
7. PRAN has improved awareness about the using of spices for family’s daily hygienic
foods. For this, effective promotional tools should be developed and administrated.
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8. PRAN has to improve focus on particular product so that customers can be well known
about the product.
9. Price tag and identification and date of manufacturing and expiry on packaging should be
ensured.
10. Advertisements of PRAN spice should be customers’ demand oriented and focused on
clearly about the basic needs.
12. PRAN should keep and develop their distribution network according to market size and
demand. Strong distribution network for PRAN can help to reach the product to the
consumers effectively & efficiently.
13. There should be more telecast advertisements in an efficient way. It should be in the
customers’ program schedule either the starting or at the ending or in the interval of
drama, Bangle movies and cooking program. So that target group of customers can be
familiar with the product.
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8.0 CONCLUSION:
Science has given us the light of developed society and it contributes to our daily life in
all sectors. And consumers' growing awareness about hygienic spices and busy urban
life has led to rise in branded spices consumption. Thus spice which is a very
essential item for preparing food has changed its traditional form into a more
scientific and hygienic powder form to make the cooking easier and tasty. It not only
increases the taste of foods but also enhances the art of cooking, and brings a pleasant
moment for housewives. The spice market is growing since consumers are showing
reluctance to go for traditional systems of processed spices. So we should accept it
positively to our daily life to get the opportunity to make our life easy and hygienic.
And PRAN processed powder spice to make the best alternative for the consumers.
They have all the scopes and facilities that they need. The only thing they have to do
it just be a bit more aggressive in the market by solving a few of errors that they have.
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