MKT 202Course instructor: Mr. Bashir Hussain

Presentation onPran Food ltd. Launching Ice cream Products

Prepared by:THE PRODIGIES

NAME ID SEC SAIMA SULTANA 1210736030 04 SHARMIN ISLAM 1230095630 04 SADMAN SAKIB SHOVON 1310399030 04 KAZI SHIBLI SAKIB 1310040630 04 SANJAY KUMAR BANIK 1310730030 05

Company Overview

Pran, the largest food and nutrition company of Bangladesh, founded in 1981 as a processor of fruits and vegetables in Bangladesh. The Pran Foods Ltd. is the largest exporter of processed agro products to more than 82 countries. Pran’s main products are juice, snacks, soft drink, cakes and dairy products.

Competitive Analysis

• A positive growth of ice cream industry in Bangladesh.

• Increasing demand for ice cream.• All the competitors have high scales of

investment.• Most of the market shares are captured by

major players.

Competitors

Direct competitors• Igloo Fast growing ice cream brand with 63% market share.• Polar An established brand having 24% market share.• Kwality Still present in the market with only 10% market share• Bellisimo Just passing through its growth stage as a very new

brand in the market.

Indirect competitors: several ice cream parlors are serving only the upper middle and upper class people hence they have a very insignificant market share in ice cream industry.

Competitors

63%

24%

10%

2% 1%

Market Share

IglooPolarKwalityBellisimoOthers

Market SegmentationWe have decided to segment the market geographically and demographically.

Geographic Segmentation: Urban Suburban Rural

Demographic Segmentation:• Age and Life-Cycle• Income

Target Market

• Differentiated: Premium- Urban youth, Affluent and upper middle-income groups Diet- Middle aged consumers and diabetic patients Regular - Kids , middle and low income groups

• Undifferentiated: Regular cup- General mass

• Market Positioning: Our market positioning statement is “Ice Creams with superior taste and

better quality.” We will differentiate our products through advertising effectively, providing

better quality products and satisfying our target markets needs and preferences.

MARKETING MIX DECISION

PRODUCTS Making Ice creams to fulfill the requirement of target markets. Positioning its Ice creams differently from other competitors. Offering a large variety of Ice creams. Types of Products: Regular: Choc-bar, Cotton candy, vanilla cone, etc. Premium: Party time, Ripple cake, Fruity, etc. Diet: Diet Chocolate, Diet Vanilla, etc.

PRICEITEMS PRICE

Choc-bar® 10/-Cotton Candy® 15/-Vanilla Cone® 15/-Mango Cone® 20/-Cup® 8/-Party Time(P) 125/-Ripple Cake-1 lt.,2lt.(P) 140/-,200/-Fruity-1 lt.(P) 250/-Coffee-1 lt.(P) 200/-Diet Choconilla-1 lt.(D) 300/-Diet Chocolate-1 lt.(D) 300/-Diet Vanilla-1lt.(D) 250/-

®= Regular (P)=Premium (D)=Diet

PLACE• Dhaka : Covering the Dhaka and adjacent sub-base markets.• Chittagong : Covers the South and South West part of the country.• Comilla : Covers the Western part of the country.• Khulna : South and South East part of the country.• Rajshahi : Northern part of the country. Centre of Focus: Shopping Malls In front of renowned educational institutions. Bus stations, Rail stations, Airport Parlours: Dhanmondi, Uttara, Gulshan And Bashundhara.

Promotion• Promotional Activities:• Yearly Children Competition Program• Offering scratch cards to the consumers for discounts and gifts.• On-line offerings:• Offering leaflets in front of famous schools, If they show the leaflets to any retail store, they

will get discount on . • Promotional Tools:• Advertisement• Billboards• Personal Selling• Poster• Publicity• Sponsorship• Trade Promotions: • Supplying more freezers to retail stores• With the purchase of 23 regular Ice Creams, 2 free Ice Creams• Discount

Budget Analysis

Types Wholesale Price per Unit (avg.)

Variable cost per( unit)

Total fixed cost

Break-even point

First year total unit sold

Regular 13 7 2100000 350000 300000

Premium 135 80 6600000 120000 100000

Diet 140 84 3920000 70000 50000

Break even points for Regular, premium and Diet Ice Creams are 350000,120000 and 70000.Pran will start making profit from the first half of the second year.