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Aarong
Introduction:
To provide a stable and gainful source of employment for the under privileged rural
artisans, lift up the traditional identity and the commitment of quality service
On the basis of these principal Aarong started its journey in Bangladesh. Aarong is an
organization that is dedicated to change the lives of disadvantages, promoting traditional
products from Bangladesh and opening the doors so their products can be exported.
Throughout Bangladesh and in international destinations, the name of Aarong is the
synonym of quality originality and uniqueness. The designer and the creators of the product
range offered by Aarong, have not only established the organization as leaders in deshi
handicraft, but have also reignited interest and popularity for styles and traditional crafts
that are native to the country. It is the gracious blend of contemporary and customary that
ensures that each product is original and saleable in modern society. Aarong therefore has
thousands of artisans producing pottery work, jewelry, woven baskets, silk, leather items,
brass pieces and magnificent wood cravings. Today, few urban consumers will argue that
Aarong is the local Mecca for deshi handicraft.Aarongs product designs has brought
consumer attention back to the products and styles that are indigenous to Bangladesh, its
designers blending the traditional with the contemporary in a manner that has won instant
consumer appeal, starting a revolution in trends that has now been taken up by countless
other boutiques and stores. Aarongs product designs focus on the diverse types and
textures of crafts and patterns that have been passed along from generation to generation
among weavers and artisans in craft hubs around the country. The name of the organization
Aarong is a Bangla word. It means a village fair or market. Thevillage fair provides of all
trades a marketplace to display and sell their traditional handicrafts. The naming of Aarong
as such upholds the organizations commitment to promote the indigenous goods of our
country, which are a part of our rich cultural and artistic heritage. It is the handicraft
marketing arm of BRAC (Bangladesh Rural Advancement committee), the largest NGO in
Bangladesh. Aarong has created a village fair for the craftsmen of all trades come together
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to exhibit and sale their traditional handicrafts. It helps vitalize the traditional craftsmanship
and find a wider market for their products nationally and internationally.
Established in 1978, Aarong is a fair trade organization dedicated to bring about positive
changes in the lives of disadvantaged artisans and underprivileged rural women by revivingand promoting their skills and craft. Reaching out to weavers, potters, brass workers,
jewelers, jute workers, basket weavers, wood carvers, leather workers and more, Aarong
embraces and nurtures a diverse representation of 65,000 artisans, 85% of whom are
women. Today, Aarong has become the foundation upon which independent cooperative
groups and family-based artisans market their craft, in an effort to position the nations
handicraft industry on a world platform of appreciation and acknowledgement. Over the
years, Aarong has earned a name as one of the finest rural craft producers and marketer in
home and abroad.
Background of the Organization:
Aarong began as a causea means to an end for a quiet organization fighting to uphold the
dignity of the marginalized. In1976, when BRAC- a Bangladeshi NGO dedicated to alleviating
poverty and empowering the poor, first began encouraging sericulture for women in
Manikganj, their only buyers were a few scattered retailers in Dhaka. Weeks, even months
would pass between supply and payment, until BRAC intervened. Aarong was born out of a
need to ensure that the penniless silk farmers of Manikganj were paid for their goods upon
delivery, so that they could feed their families.
Today, Aarongsreach has spread beyond Manikganj to the rest of the country. It has grown
into a thriving international enterprise showcasing ethnic wear to beautiful crafts from silks,
handloom cotton, endi to terracotta, bamboo, jute and much more. From a single shop,
Aarong has grown into one of Bangladesh's biggest retail chains, with eight stores spread
across the major metropolitan areas of the country - in Dhaka, Chittagong, Khulna and
Sylhet and one in London, UK. Aarong symbolizes fairness in the global village. The
organization has identified three basic constraints for gainful employment of the low
income and marginalized people in the rural areas: lack of working capital, marketing
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support and opportunity for skills development. In order to bridge these gaps, Aarong
provides a wide range of services to its workers and suppliers:
Spotpayment on product delivery to encourage efficiency and productivity
Reachout to producers in remote areas to ensure fair value for their efforts Marketingcommunication and information for artisans
Advancesagainst purchase orders where necessary
Training& Education in skills development to raise product quality and marketability
ProductDesign and Support in Product Development
QualityControl to increase producer awareness of the importance of quality
These values reflect fair trade principles which have been developed by registered Fair
Trade Organizations. It contributes to sustainable development by offering better trading
conditions to, and securing the rights of, marginalized producers and workers in Bangladesh.
Aarongs Mission Statement:
To make Aarong the best in the world in providing a unique Bangladeshi lifestyle
experience to empower people and promote Bangladesh while protecting our
environment.
Vision:
Aarong has a vision to establish them as worlds one of the famousfair trade fashion house,
and to remain market leader throughout its business. Aarong expanded its business in
international arena. Aarong has a dream to develop more artisans of Bangladesh and make
them self-dependent and attract more and more international customers towards
Bangladeshi culture.
Goals:
Empowering destitute rural women by providing opportunities for employment and
income generation.
Ensuring commercial success of the enterprise of women producers.
Reviving traditional skills of rural artisans.
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Services:
Free Medical check-up including free eye treatment, eye-glasses and treatment costs for
severe illnesses
Advance wage payments for employees in need
Day care services
Workers retirement fund
Twenty five thousand independent cooperative groups and traditional family-based artisans
also market their crafts through Aarong. Potters, Brass Workers, Jewelers, Jute workers,
Basket Weavers, Handloom Weavers, Silk Weavers, Wood Carvers, Leather workers and
various artisans with specialized skills from all over the country come to Aarong for
marketing and support services.
Brand and customer overview:
The word Aarong means village fair. The brand is meant to generate an emotional
connection and loyalty while bringing people together to showcase the best that
Bangladeshis highly skilled artisans have to offer. The Aarong brand is well -known in the
urban and middle-class communities and is synonymous with high-quality products that
bring consumer attention back to the products and styles that are indigenous to
Bangladesh. The customers of Aarong are not only the urban Bangladeshi communities but
also include Bangladeshis expatriates looking for products that connect them to their roots
and represent their identities as a Bangladeshi. The customers also include foreigners
visiting Bangladesh, and as a result Aarong was mentioned in the guide to Bangladesh,
Lonely Planet. It is a place to pick up a piece of Bangladesh as a souvenir to remind them of
the culture, vibrancy and warmth of the people and country.
Products and services of Aarong:
Holding the steadfast to its original Mission, Aarong today supports the lives and livelihoods
of thousands of rural artisans and handicraft producers. These producers and artisans create
wide range of products for the different types of consumers in home and abroad. The
products are unique and traditional and appealing to the modern consumers, starting fromclothes, accessories to home wares. Aarong designs and creates clothes for women, men
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and children. There are designers and more than 3000 weavers across the country are
involved with the production of Aarong clothing lines. And for the fashionable accessories
there is one special department called jewelry department where jeweler creates elegant
jewelries that are contemporary yet traditional using gold, silver and jewels like pearl,emerald and diamonds. The other accessories like bag, sandals and produced in AAF centers
using leather, jute, bamboo etc. In home ware and decorative Aarong produces pottery
vases and sculpture of wood, bamboo, brass and clay etc.
For exporting the products Aarong has a separate department in head office and very
selective artisans work here to produce fine quality products and these are sent to the
production centres as sample of the exporting products. Here is the list of products Aarong
produces:
Clothes & Accessories:
MEN'S PRODUCTS
1. Traditional
2. Executive Shirts
3. Maanja
4. Fotua
5. Short Kurta
6. Tshirts
7. Stoles/Shawls
8. Sandals
WOMEN'S PRODUCTS
1. Traditional
2. Western
3. Nightwear
4. Shawls/Scarves
5. Shoes
6. Bags
7. Fabrics
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CHILDRENS PRODUCTS
1. Clothes
2. Toys
3. Books4. Shoes
JEWELRY PRODUCTS
1. Gold
2. Silver
3. Pearl
4. Other
LEATHER PRODUCTS
1. Shoes
2. Bags/Wallets
3. Belts
4. Boxes
5. Photo Frames
NAKSHI KANTHA PRODUCTS
1. Decorative
2. Wall hangings
3. Christmas decorations
Along with the clothes, accessories and home ware Aarong also produces food products like
milk, flavored milk (mango & chocolate) juices (mango & tamarind), yogurt drinks (orange,
strawberry), curd (sweet & sour), butter and honey. And herbal skincare products like soaps,
shampoo, oil and face pack etc.
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Home Wares & Furniture:
HOME ACCESSORIES
1. Curtain
2. Bed cover & cushions
3. Rugs
4. Table Lamps
5. Photo Frames
6. Coasters
7. Napkin Rings
8. Mats
9. Trays
10. Cutlery
11. Bowls and Platters
12. PhotoFrames
13. Bookends
14. Boxes
15. Hammocks
16. Plant Accessories
17. Candles
Aarong Retail Outlets:
Aarong sales its products through its own outlets, Aarong follow zero distribution channel.
Around the country Aarong has ten outlets six outles in Dhaka in six major parts
(Dhanmondi, Gulshan, Uttara, Maghbazar, Wari and Mirpur) and outside Dhaka Aarong has
two outlets in Chittagong, one in Sylhet and one in Khulna. And outside Bangladesh Aarong
has one shop in London, United Kingdom.
Ayesha Abed Foundation (AAF) Centers:
As of 2013, Aarong operated 13 AAF centres and 638 sub-centres that are responsible for
employing more than 30,000 artisans, mainly women. The AAF aims to work with the most
underprivileged women in the society. Therefore, the centres and sub-centres are located in
semi-urban or rural areas. AAF engages its workers with other women of similar socio-economic backgrounds and creates a platform which they can use to achieve income
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artisans.Aarong remains focused on a long term strategy to enter the mainstream Western
markets.
Brand value:Aarong stands for a unique mix of design, quality and convenience, of the traditional and
the contemporary. Aarong is one-of-a-kind - globally positioned as a highly successful
Bangladeshi craft-based retail chain and brand of pride. It also carries the distinction of
being BRAC's most successful social enterprise. Aarong's responsibility is therefore two-fold
- delivering unique products with the highest level of quality and service to its customers
and the strongest level of support and protection of artisans and their craft. To its
consumers, Aarong is a household name - a one-stop shop and a trusted brand that inspires
pride, promises quality and sophistication, and helps to keep cultural roots alive in everyday
life. For the artisans, Aarong represents the endurance of both their age-old art as well as
their livelihoods. For consumers and artisans alike, Aarong has become a part of the cultural
fabric of their lives.
Export:
Aarongs export business started in 1986, with an initial order from Traidcraft, a UK-based
fair trade organization. Aarong is a recognised fair trade organization and a provisional
member of IFAT, the global network of fair trade organizations. Based on Aarongs
reputation as a social business, it has successfully grown its export customer base over the
last 20 years through the addition of a number of fair trade organizations in Europe, North
America, Australia and New Zealand. In 2007, nearly five per cent of sales came from
exports, approximately 85 per cent of which were to fair trade organizations and the
remaining 15 per cent to commercial organizations. The fair trade organizations are mostly
wholesalers that channel products to retail outlets such as world shops or fair trade shops.
Goods sold in this form are usually marketed under the importers brand; however, retailers
tend to attach stories in the tagline or promotional materials about Aarong and the social
and financial benefits it provides for the development of the underprivileged artisans.
Aarong maintained a London-based franchisee that accounted for approximately 11 per
cent of total export sales in 2007. Aarong franchised itself in London to cater to the needs of
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the large Bangladeshi community living in the region. However, the franchise was not
continued after 2010 in anticipation of launching an e-commerce website. In 1991 and 1992,
Aarong opened its own retail outlets in Vancouver and London. Due to poor management
and inventory control both locations were closed in 1994; however, Aarong remains focusedon a long term strategy to enter the mainstream Western markets.
SWOT Analysis of Aarong:
Strengths:
Aarong is a very reputed organization. They are now capturing 68% of total handicraft
market share in Bangladesh. Its a local brand and now exporting their products outside of
the country. Aarong has good reputation for fine quality products. It has a strong
management team who are continuously giving their great effort to make it a successful
one. Another important fact is that, Aarong has almost Zero production da mage rate
which reduces their cost. They are innovative and always bring some new product in the
market which meets customer requirement and expectations. The organization is a
respected employer that values its workforce.
Weaknesses:
Aarong has a reputation for new product development and creativity. However, they remain
vulnerable to the possibility that their producer may not be able to produce product timely
due to their inability. The collection channel of the organization is not that much structured
so that they can get the products from the producer on time and it may create problem for
them in future. If any producer is not able to make the product on time due to somepersonnel problem then the company will also not be able to deliver their product on time.
This is a big problem and it happens most of the time on delivery. Aarong charges higher
price relatively than their other competitors as a result sometimes customers lose their
interest to by product from them. Its sales force or sales girls within the outlet are not
properly trained up. Sometimes they make customers disappointed by their attitude and
customer doesnt feel good to buy from there. Sometimes they suffer for financial problem,
although its a rare situation.
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Opportunities:
Aarong is very good at capturing the advantage of opportunities. It can go for new
distribution channel like it can make some joint venture with some other small Boutique and
sales its products in more places. Through that it can capture more market share in thehandicraft industry in Bangladesh. Aarong can expand its business globally. New market for
handicraft such as Europe and America are beginning to emerge. People are now trendier
about local events & functions like Pahela Falgun, Pahela Baisakh, Victory day,
Independence Day etc and they buy new and special products for these events. Aarong can
make new products to sell in those special occasions. According to the season change,
people are also changing their preference in buying products and considering this scenario
Aarong can produce products on the basis of seasonal variations.
Threats:
Aarong doesnt have any big competitors right now. But they have some small competitors
like Kay Kraft, Anjans, Deshal, Jattra, Khubsurti, Rina Latif, OZ, Rang and some other
Boutiques established at Banani 11, who are taking their 32% customer and increasing in a
slow rate. Aarong always face price wars with their competitors. Its competitors have some
superior products like OGs Panjabi shape, Khubsurtis design of Salwar kamiz Rangs Sharis
color, which is decreasing Aarongs market share as well as sales. But now they are
repositioning their Brand to compete with them.
Recommendation:
Some recommendations which Aarong can use for their advancement-
Maintaining international standard of the products Aarong can expand theirmarketing area in abroad.
Publicity is very important to make a positive image at consumers heart so that they
need to have a good publicity especially in abroad.
Observing marketing possibilities they can establish their outlet over the world.
Participating in every international trade fair they can make publicity.
The price of products is so high. They should minimize their selling price.
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They should target in common people; it will add further value in customer
satisfaction.
Besides taking interviews Aarong should take written test on the computer to
understand the applicants computer literacy and other job related knowledge.
The Training for the sales associates should be more related to their job
responsibilities rather than just product orientation.
The amount of work in HR department is huge but the manpower is comparatively
lower. As the Organization is ever growing Aarong should recruit more HR personnel
to get the jobs done in a more effective manner.
Aarongs website should be updated more frequently with the current issues and
vacancies. It will ease the work of HR as more people would be informed.
Aarong should introduce online application for their vacancies, it will help them
reducing cyber hunting times in bd jobs and other sites
The compensation package in Aarong is not Attractive they should restructure their
salary and other compensation.
As there is competency gap in employees Aarong should start employee training and
other development programs to develop the employees.
Government should mostly contribute in this sector.
Establish fashion institute and arrange fashion competition in the country.
Invite foreigner; etc.
Conclusion:
Established in 1978, Aarong is a fair trade organization dedicated to bring about positive
changes in the lives of disadvantaged artisans and underprivileged rural women by reviving
and promoting their skills and craft. Reaching out to weavers, potters, brass workers,
jewelers, jute workers, basket weavers, wood carvers, leather workers and more, Aarong
embraces and nurtures a diverse representation of 65,000 artisans, 85% of whom are
women. Today, Aarong has become the foundation upon which independent cooperative
groups and family-based artisans market their craft, in an effort to position the nations
handicraft industry on a world platform of appreciation and acknowledgement.
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SQUARE
Introduction:SQUARE today symbolizes a name a state of mind. But its journey to the growth and
prosperity has been no bed of roses. From the inception in 1958, it has today burgeoned
into one of the top line conglomerates in Bangladesh. Square Pharmaceuticals Ltd., the
flagship company, is holding the strong leadership position in the pharmaceutical industry of
Bangladesh since 1985 and is now on its way to becoming a high performance global player.
SQUARE today is more than just an organization, it is an institute. In a career spanning
across four and half decades it has pioneered the development of the local business in fields
as diverse as Pharmaceuticals, Toiletries, Garments, Textile, Information Technology, Health
Products, Food Products, Hospital, etc. With an average Annual turnover of over US$ 200
million and a workforce of about 3500 the SQUARE Group is a true icon of the Bangladesh
business sector.
History of SQUARE Group:
1958 Debut of Square Pharma as a Partnership Firm
1964 Converted into a Private Limited Company
1974 Technical Collaboration with Janssen Pharmaceutica, Belgium,
a subsidiary of Johnson and Johnson International, USA
1982 Licensing Agreement signed with F. Hoffmann-La Roche Ltd.,
Switzerland
1985 Achieved first position in the Pharmaceutical Market of
Bangladesh among all national and multinational companies
1987 Pioneer in pharmaceutical export from Bangladesh
1988 Debut of SQUAREToiletries Ltd. as a separate division
of SQUAREPharma
1994 Initial Public Offering of SQUAREPharmaceutical Shares
SQUAREToiletries Ltd. becomes a Private Limited Company
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1995 Chemical Division of SQUAREPharmaceuticals Ltd. starts
production of pharmaceuticals bulk products (API)
1997 Won the National Export trophy for exporting
pharmaceuticals.
Debut of SQUARE Textiles Ltd
1998 Second Unit of SQUARETextile Ltd. is established
Agro-chemicals & Veterinary Products Division
on SQUAREPharma starts its operation
2000 SQUARESpinnings Ltd. starts its Journey
2001 SQUAREKnit Fabrics Ltd. is established
SQUAREFashions Ltd. starts its operation
US Fda/UK MCA standard new pharmaceutical factory goes
into operation built under the supervision of Bovis Lend Lease,
UK
SQUAREConsumer Products Ltd. Started its operation
SQUAREInformatiX Established
SQUAREHospitals Ltd. Incorporated
2002 Square Consumer Products Limited started exporting to South
Korea
2003 Management Agreement with Bumrungrad Hospital
International of Thailand for the management
of SQUARE Hospitals Ltd
2005 The company obtained ISO 9001:2000 certifications for its
Quality Management System
SME Award 2005 for Best Medium / Corporate Management
2009 Square Consumer Products Limited introduced its third brand
Chashi in July
2010 The company obtained ISO 22000 certification for its food
safety management systems requirement for organization in
the food chain
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Organizational Overview:
Key to our success is the commitment we confirm, quality product we produce, and the
delivery we make in time reasonable price we offer. The imported branded machineries
from the world famous manufacturer of USA, UK, Germany, Japan, Switzerland, Italy and
Spain did add something extra to our business credentials. We try to improve the
workmanship and professional skills of the staff working with through imparting in house
and local training. Quality is our top priority and we always look for the excellence choosing
the best options.
Reliability, quality in the service, corporate culture of team work, operational cost
effectiveness, unique workmanship compliance system & customers satisfaction are our
prime concerns and we always devote best professional efforts to keep things getting better
holding the valued customers on track. We care to respond to the customers needs, choice,
tastes and fashion to promote business ties for long. Nothing delights us more than the
customers satisfaction.We have a tradition to welcome the initiatives of the people
interested in us to improve the policy input.
Vision:
We view business as a means to the material and social wellbeing of the investors,
employees and the society at large, leading to accretion of wealth through financial and
moral gains as a part of the process of the human civilization.
Mission:
Our Mission is to produce and provide quality & innovative healthcare relief for people,
maintain stringently ethical standard in business operation also ensuring benefit to the
shareholders, stakeholders and the society at large.
The key elements of their value system include:
(1) Impressive Services
(2) Innovation
(3)Customer Satisfaction
(4)
Belief in our Employees(5)Teamwork.
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SWOT of Square:
Strength:
20 million local people are consumer of square products
Introducer & market leader
Hugh capital
Strong Brand Image
Weakness:
Price is cooperatively high
Consumers are mainly town people
Opportunity:
Villager is still waiting to consume their product.
Demand of International Market
Fast moving goods
Government is giving cash Incentive
Threats:
Lots of New player is coming
Price hick
Political Instability
Findings of Internal Analysis:
Internal analysis shows the current situation of the company. What are the strengths,
weaknesses, opportunities and threats? By overall examination, the outcome is
management can get the above average return from this industry very easily. In context of
Bangladesh, most weaknesses can be resolved very easily. Thats why square consumer
products ltd. is in very much potential condition.
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Corporate Social Responsibilities:
Corporate social responsibility (CSR, also called corporate conscience, corporate citizenship,
social performance, or sustainable responsible business) is a form of corporate self-
regulation integrated into a business model. CSR policy functions as a built-in, self-regulating
mechanism whereby business monitors and ensures its active compliance with the spirit of
the law, ethical standards, and international norms. The goal of CSR is to embrace
responsibility for the company's actions and encourage a positive impact through its
activities on the environment, consumers, employees, communities, stakeholders and all
other members of the public sphere. Furthermore, CSR-focused businesses would
proactively promote the public interest (PI) by encouraging community growth and
development, and voluntarily eliminating practices that harm the public sphere, regardless
of legality. CSR is the deliberate inclusion of PI into corporate decision-making, which is the
core business of the company or firm, and the honoring of a triple bottom line: people,
planet, profit.
Potential Business Benefits:
The scale and nature of the benefits of CSR for an organization can vary depending on the
nature of the enterprise, and are difficult to quantify, though there is a large body of
literature exhorting business to adopt measures beyond financial ones. However, businesses
may not be looking at short-run financial returns when developing their CSR strategy. The
definition of CSR used within an organization can vary from the strict "stakeholder impacts"
definition used by many CSR advocates and will often include charitable efforts and
volunteering. CSR may be based within the human resources, business development or
public relations departments of an organization, or may be given a separate unit reportingto the CEO or in some cases directly to the board. Some companies may implement CSR-
type values without a clearly defined team or programmers.
Future Recommendation for Square:
Square Consumer Products Ltd have started producing and marketing intrinsic quality of
powdered spices (Like chili, turmeric,cumin and coriander), mixed spices and some ethnic
snacks (Like Meat Curry Masala, Fish Curry Masala, Garam Masala, Haleem Mix, Chatpati
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Mix, Chanachur etc.) in terms of taste, flavor & texture. Beside these, our plans is
manufacture and market various food & beverage items very shortly. This is showing a good
picture for this industry condition of Square Consumer Products Ltd. Square Consumer
Products Ltd. has traditionally focused on their efforts and resources on serving a relativelynarrow, affluent segment of the worldspopulation. These coveted consumers are likely to
live in a developed market, make regular trips to the supermarket and chemist, with less
frequent trips to a hypermarket or supercenter. To grow their business with these
consumers, Consumer Products companies leverage heavy doses of trade and consumer
promotion, while seeking to improve collaboration with retail customers to help deliver
operating efficiencies.
In this 21st century people are more consumer goods oriented. They always try to make
their life easy and dynamic. For that reason, it is a great opportunity to make a better place
in this industry. Beside that Square Consumer Product Ltd. has a great brand value and
pretty good reputation of Square Group of Companies. They can easily make positioning in
the consumers minds and serve the market.
Square Consumer Products Ltd. already has the wide range of products in the market. They
can introduce some other new product with new concept. Now a days people are more
concern about their health. They can expand their organic product and new product in this
category.
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PRAN
Introduction:PRAN started its operation in 1980 as processors of fruit and vegetable in Bangladesh and in 1981
when PRAN and RFL merge together it becomes one of the biggest business groups in Bangladesh.
PRAN RFL is currently one of the most admired food & beverages brand among the millions of
people of Bangladesh and other 77 countries of the world where PRAN Products are regularly being
exported.
PRAN RFLs comparative advantage as an economy lies in agriculture. They believe the way
to economic prosperity is through agro-business. PRAN stands for Programme for Rural
Advancement Nationally and RFL stands for Rangpur foundry limited.
PRAN RFL is the pioneer in Bangladesh to be involved in contract farming and procures raw
material directly from the farmers and processes through state of the art machinery at our
several factories into hygienically packed food and drinks products. The brand PRAN RFL has
established itself in every category of food and beverage and other industry and can boost a
product range from Juices, Carbonated Drinks, Confectionery, Snacks, and Spices, cloths and
to even dairy products.
Today consumers of PRAN RFL not only value PRAN RFL for its authentic refreshing juice
drinks products, but also for its mouth watering quality confectionery products with high
visual appeal and exciting texture and intend to expand their presence to every corner of
the world and strive to make PRAN RFL a truly international brand to be recognized
globally.
HISTORY- Actually PRAN was formed in 1980 by present CEO mej. G. (rtd.) Amjad Khan
Chowdhury & RFL was founded in 1980. In 1981 they were merged and started their group
named PRAN-RFL Group. Now they are one of the largest groups in Bangladesh.
Meaning of PRAN-RFLPRAN means Program for Rural Advancement Nationally. RFL stands
for Rangpur Foundry Limited.
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PRANs VIEW- Development of rural & agricultural sector of Bangladesh.
PRANs MISSION -Poverty and hunger are curses
PRANS AIM -To generate employment and earn dignity and self respect for our
competitors
PRANS VISION Improving livelihood.
TYPE OF COMPANYConglomerate Company, Manufacturing and food processing.
EMPLOYEE - 40,000
INDUSTRES6
List of Industries:
1. Ekdala, Natore.
2. Ghorashal, Narshingdi, Polash.
3.
Kaligong, Gazipur.
4. Adamjee EPZ.
5. Rupgonj, Narayangonj.
6. kellabond , Rongpur
PRAN-RFL also has 5 rented industries in different location in Bangladesh, where they also
run some of their production functions temporarily.
Total Concerns of PRAN-RFL Group:
PRAN is one of the rising market giant of Bangladesh. After founding in 1981, PRAN-RFL
Group is increasing their business rapidly. Now they are one of the largest conglomerate
merger companies. PRAN-RFL Group has a total number of 37 concerns.
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List of concerns:
Concerns of PRAN:
1.
AMCL
2. Pack Mate
3. PAL
4. BBL
5. BAPL
6. PFL
7. PABL
8.
PCL
9. DAIRY
Concerns of RFL:
1. PBCL
2. Plastics
3. in this categ METAL-1
4. METAL-2
5. Hanger
6. Re-Cycle
7. RCL
8. TANK
9. Bag
Other concerns of PRAN-RFL Group:
1. PDL
2. Charka
1. Property Lifts
And 16 more
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Products of PRAN-RFL Group:
PRAN takes a comprehensive approach to all kinds of agro processed food products,
considering all of the ways to make their products hygienic and qualitable.
With HACCP compliance to ensure best quality products reach to the consumers, PRAN
places great importance on hygienic manufacturing processes. This encompasses everything
from choosing quality materials to the use of storage facilities and careful monitoring of
products using electronic sorting. Skilled and experienced personnel select finished products
which are then examined in a laboratory to verify their quality and to check for residual
substances both before and after the production process.
Furthermore, companys computer systems offer continuous monitoring of all
manufacturing process to ensure the highest levels of quality.
PRAN food and beverage industry produces over 422 products and with their margering
partner RFL. They produce over 2000 kinds of products.
List of PRAN products-
1.
Juices--Juice in glass bottle
- Juice in Aseptic Pack
- Juice in hot filled PET bottle
- Juice in tin can
2. Drinks-
-In HDPE Shape Pak
-In HDPE Bottle
-In PET bottle
-Instant Powder drink
3. Mineral water
4. Bakery-
-Custard cake
-Pie cake
-Layer cake
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-Bread
-Carbonated soft drink
-PET bottle
-Energy drinks5. Snacks-
-Fried snacks
-Pallet Snacks
-Other Ethnics
-Chuteny
6. Culinary-
-Spice
- Mix Spice
- Pickle
- Sauce, Ketchap & Paste
- Jam & Jelly
- Mustard Oil
- Rice & Allied Products
- Mushur Dal
- Papar
- Honey
- Noodles &
- Others.
7. Confectionary-
- Candy
- Deposited Candy
- Hard-Boiled Candy
- Soft-Chew Candy
- Chocolate & Toffee
- Chewing gum
- Loli Pop
-
Edible Jell- Fruit Bar
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- Biscuits
- Toast
8. Dairy-
-Liquid Milk
- Milk Powder
- Milk Drinks
- Milk Allied Products
Product positions:
In this journey of 32 years PRAN has come up with some really good products which are high
in quality and supreme in standard. Now PRAN has almost 422 products available in
marketplace. All the goods of PRAN are Halal.Products of PRAN are authorized by ISO:
9001:2012, Haccap (Hazard analysis critical control point) and Halal.
PRAN places great importance on hygienic manufacturing processes. This encompasses
everything from choosing quality materials to the use of storage facilities and careful
monitoring of products using electronic sorting. Skilled and experienced personnel select
finished products which are then examined in a laboratory to verify their quality and to
check for residual substances both before and after the production process.
As PRAN gives highest priority in maintaining international standard and quality in there
products, thats why they are conquering the best position in Bangladesh and also into
international market in some cases.
Product position of PRAN in Bangladesh and in international market-
Products Position in Bangladesh Position : Internationally
Juice 1 28
Beverage 1 N/A
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Culinary 2 15
Dairy 2 18
Plastic products 1 N/A
Metal tools 2 N/A
Metal pipes 1 N/A
Snacks 1 22
Lift & Escalator 1 N/A
Generator 1 N/A
Export:
PRAN, the largest exporter of processed food from Bangladesh, had a vision of creating a
huge demand globally of those agro based products produced by native farmers of
Bangladesh. Started successful journey to export market in 1996.
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Export Inception of PRAN started in 1991 and the first export country is France. PRAN
currently exports their products to 300 million people (approximately) of more than 94
countries.
Some export countries of PRAN products are -
Asia:
1. Pakistan
2. India
3. Nepal
4. Bhutan
5. Afghanistan
6. Myanmar
Europe:
1. France
2. Spain
3. Germany
4. England
5.
Scotland
6. Ireland
Africa:
1. Egypt
2. Senegal
3. Also in many countries of East and West Africa.
PRAN Also exports their products in USA and many other countries of the globe.
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- Cheap labor.
- Ethnocentrism
- Government incentives.
- Cash incentives.- Vat.
4. THREATS:
- Huge competition.
- Competition in market price.
- Lack of benefits.
- Strict health and technical standard.
- Changing choice of customers.
- Foreign competitor.
- Weak distribution.
- changing market.
Contribution to Economy of PRAN-RFL:
PRAN-RFL is one of the leading companies in Bangladesh. PRAN is the pioneer in Bangladesh
to be involved in contract farming and procures raw material directly from the farmers and
processes through state of the art machinery at our several factories into hygienically
packed food and drinks products. The brand PRAN has established itself in every category
of food and beverage industry and can boost a product range from Juices, Carbonated
Drinks, Confectionery, Snacks, and Spices to even Dairy products. They put lots of
contribution to our countries economy. The development to economy sectors are-
Export
- They export their products over 77 countries worldwide.
- They export products in Asia, USA, UK Canada and other countries.
Employment
- They recruit a lot of top, middle and supervisory workers & employees over year.
- They have 40,000 workers overall.
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Proper use of domestic resources
- They use our domestic raw materials for their products.
- They have their dairy HUB.
Industries- They have 6 industries over Bangladesh.
- The industries are helping to develop our economical condition.
Foreign currency
- From export PRAN-RFL earns a huge amount of foreign currency.
- Contributing to our revenue.
Developing local market
-Activating local market with their products.
- Product distribution all over the country.
Dairy sector development
- Dairy hub concept.
- Contact farming.
Agriculture sector development.
- Collecting raw materials directly from farmers
- Collecting raw material from rural harvest land.
Development the lifestyle of customer
- Product variation
- Affordable product price.
Rural Development
- Rural women got seasonal job.
- Rural employment.
Recommendation:
From the above discussion, we have come to know that PRAN-RFL group always tries to
follow the Bangladesh Labor Act, 2006. But not in every sector they are succeed. There is
some short comings. They have to try to minimize it. They are as follows-
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1. In first-aid appliances, they have to try to supply some medicines for the employees so
that the employees can have it easily in the time of emergency.
2. The factories, which are located out side of Dhaka city, do not have enough facilities forwashing. They should try to provide the washing facilities towards the factory, which are not
in the Dhaka city.
3. They do not have any managing committee for the canteen. They should try to build up a
managing committee for the canteen.
4. They dont have any separate launch room in several factories. They should try to build up
launch rooms in each and every factory.
5. There is no separate entity of rest room in PRAN-RFL group. They should build up this
concept for the welfare of the employees.
6. In this modern time, more and more female workers are coming to the work. So, they
must try to build rooms for children.
7. Their maternity facility is not enough for the women employees. They should try to give
some additional benefit in the time of delivery to the women employees.
Suggestion and Recommendation Related to Product:
a) Quality ensures:
The firm should ensure quality of PRAN product according to the consumers need and
expectations. Quality of a product is of attributes that the consumer expects in a particular
product. In case of PRAN juice pack these attribute may be design color combination, taste,
etc. So quality should be selected from consumer viewpoint.
b) Target market:
New segments will be added with the existing market. New segment will be for middle
lower and old people.
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c) Product positioning:
The Company will make position of juice pack as economic and quality product for large
market share.
d) Product differentiation:Taste, color combination and flavor of juice pack will be improved.
e) Packaging and labeling:
The Company may charge the packing design a little bit and the instruction of safety ness,
contents of vitamin on the level will be introduced very soon open grade labeling will be
introduced.
Suggestion and Recommendation Related to Pricing:
Pricing policy: The Company will follow the penetration pricing policy as they do. To keep
the firm running it must set a low price. Because the consumer in domestic market is high
price sensitive to high price.
Production cost will be reducing: Consumer usually wants to better quality and varied
designed products at a lower price production cost one of the major components of price.
To minimize the production cost, it is recommended that the expert and skilled workers
should be appointed which will reduce the rate wastage and volume of defective
production.
Establishing the fixed price: The same price should be fixed all through the county. As a
result, the participants should not have to fall into trouble about price control. Besides,
100% participants expect establishing the fixed price.
To add high commission system: Dealers, agents, wholesalers and retailers should be given
high commission. According to the participants they want high commission from theauthority. The commission system will reduce the business task of the participants.
Competitive price: Finally, the company will offer competitive price. The company will fixed
a reduced price that will be lower than other competitors.
Suggestion and Recommendation Related to Distribution:
The company will look for intensive distribution the company wants all the retail shop store
juice pack. The firm should develop a clear cut combination between channel members to
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distribution of properly PRAN juice pack. For the cordial co-operation of channel and sellers
and wholesalers in distributing and selling PRAN juice pack successfully. It is recommended
that the firm would like to get more benefit to profit share and profit margin might be
increased.
The distribution pattern needs to be changed the company have to added few pickup vans
for proper timely distribution. A juice pack is a very necessary product for the customer;
demand oriented distribution should be introduced. Firstly it is necessary to estimate the
number of customer in a certain area and then to estimate their annual demand. Then it is
necessary to appoint a dealer distributor for a certain area.
Suggestion and Recommendation Related to Promotion:
The PRAN Company has to create creative advertisements that will create more attention to
target customer. The company can participate in trade fair in different places where
consumers are concentrated. These activities will help to create image and consumer
awareness in flavor of its PRAN juice. Besides, the firm can advertise through the print
media and electronic media.
The company will be taken sales promotion program. Cash discount quality discount and gift
will be given to the sales forces. Sales promotional budget will be increased as for as
possible.
Current adverting theme will be change a little bit the company is eager to make brand
advertising on the front page of daily national newspaper.
Suggestion and recommendation related to research and development:
Research and development (R&D) is very essential for every business world. Information is
very necessary for designing effective marketing program. The firm may collect information
regarding consumer's needs, choices, attitude and exceptions through the R&D.
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Other Suggestions and Recommendations:
We see that the participants in the business have very little knowledge about marketing
field. The participants should be properly trained. The intra-communication system will be
developed if the distributors /wholesalers are trained well. Sometimes workshop and
seminars should be arranged for the participants.
Customer and services are being completely ignored in the existing system. There are no
extra facilities given to the customers. The complaints of the customers are considered.
Customer oriented marketing should be established.
Though the existing product life cycle, PRAN juice pack position is rapid group stage. So
there are some additional suggestion has been given to keep this position. During this stage
the firm uses several strategies to sustain rapid market growth as long as possible.
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ACI
Company Profile:ACI was established as the subsidiary of Imperial Chemical Industries (ICI) in the East
Pakistan in 1968. After independence the company has been incorporated in Bangladesh on
the 24thof January, 1973 as ICI Bangladesh Manufactures Limited and also as Public Limited
Company. This Company also obtained listing with Dhaka Stock Exchange on 28.12.1976 and
its first trading of share took place on 09.03.1994. Later on May 05, 1992, ICI Plc divested
70% of its shareholders to local management. Subsequently the company was registered in
the name of Advanced Chemical Industries Limited. Listing with Chittagong Stock Exchange
was making on 22 October, 1995.
Advanced Chemicals Industries (ACI) Limited is one of the leading conglomerates in
Bangladesh, with a multinational image. ACI is a Public Limited Company with a total
number of 19,653 shareholders. Among these, there are three foreign and fifty local
institutional shareholders. The company has diversified into five major businesses. Beside
these, the company has a large list of international associates and partners with various
trade and business agreements. ACI has diversified into four major strategic business
divisions which include Health Care, Consumer Brands, Agribusinesses and Retail Chain.
ACI has the following subsidiaries:
ACI Formulations Ltd.
ACI Agrgochemicals
Apex Leathercrafts Limited ACI Salt Limited
ACI Pure Flour Limited
ACI Foods Limited
Premiaflex Plastics Limited
Creative Communication Limited
ACI Motors Limited
ACI Logistics Limited
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Joint Ventures:
ACI Godrej Agrovet Private Limited
Tetley ACI (Bangladesh) Limited
Asian Consumer Care (Pvt) Limited
Company Mission:
ACIs mission is to enrich the quality of life of people through responsible application of
knowledge, skills and technology. ACI is committed to the pursuit of excellence through
world-class products, innovative processes and empowered employees to provide the
highest level of satisfaction to its customers.
Company Vision:
To realize the mission ACI will:
Endeavor to attain a position of leadership in each category of it businesses.
Attain a high level of productivity in all its operations through effective and efficient
use of resources, adoption of appropriate technology and alignment with our corecompetencies.
Develop its employees by encouraging empowerment and rewarding innovation.
Promote an environment for learning and personal growth of its employees.
Provide products and services of high and consistent quality, ensuring value for
money to its customers.
Encourage and assist in the qualitative improvement of the services of its suppliers
and distributors.
Establish harmonious relationship with the community and promote greater
environmental responsibility within its sphere of influence.
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Values:
Quality
Customer Focus
Fairness
Transparency
Continuous Improvement
ACI Foods:
The necessity of pure food in the minds of Bangladesh consumers especially in the
commodity food business has pushed ACI to fill up the market demand by producing food
products such as spice, edible oil, snacks, confectionary etc. ACI is engaged in
manufacturing, marketing, and distribution of various branded food products and
condiment. Now the customers of Bangladesh are ensured with 100% pure food products
under the brand name of 'Pure'. Within the very short period of its entrance this brand has
been enjoying second leading position in the market. Fun Candy and Fun Chanachur
produced from high quality imported raw materials with state of the art technology have
attained enormous popularity among the consumers. ACI Foods Ltd. is focusing on
improving the food habit of Bangladeshi Consumers through providing more ready to cook
products and ready to eat as well. ACI is also exporting its Pure Brand products to Australia,
UAE, Kuwait, Saudi Arabia, Bahrain, Qatar and many other countries to come into the list.
Brief of Product Line:
ACI Foods Limited is basically the combination of two brands they are PURE and FUN.
FUN Products at a glance:
The entire ready to eat or snacks products of ACI foods limited are produced and marketed
under the brand name of Fun. Current products of fun are
1. Fun Chanachur
a) Fun Chanachur Classic
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b) Fun Chanachur Hot & Spicy
c) Fun Chanachur Sweet & Sour
2. Fun Crackers:
a) Fun Crackers Magic Masala
b) Fun Crackers Magic Masala Green
c) Fun Crackers Magic Spicy Tomato
3. Fun Candy:
a) Fun Lychee Candy
b) Fun Lemon Candy
4. Fun Custard Cakes:
a) Fun Custard Cake Strawberry
b) Fun Custard Cake Chocolate
5. Fun Soft Cakes:
a) Fun Soft Cake Strawberry
b) Fun Soft Cake Vanilla
6. Fun Chutney:
a) Fun Mango Chutney
b) Fun Boroi Chutney
c) Fun Tamarind Chutney
d) Fun Mixed Fruit Chutney
7. Fun Fried Peas
8. Fun Fried Dal
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9. Fun Mango Bar
10. Peanuts with Spices (Regent Airways)
PURE Products at a glance:
1. Pure Spices:
a) Pure Powdered Chili
b) Pure Powdered Turmeric
c) Pure Powdered Coriander
d) Pure Powdered Cumin
2. Pure Garam Masala
3. Pure Meat Curry Masala
4. Pure Biriani Masala
5. Pure Halim Mix
6. Pure Kheer Mix
7. Pure Peajo Mix
8. Pure Borhani Mix
9. Pure Beson
10. Pure Mustard Oil
11. Pure Pickles:
a) Pure Mango Pickles
b) Pure Olive Pickles
c) Pure Mixed Fruit Pickles
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Major Marketing Communication Tools:
The major communication tools in marketing are advertising, public relations, sales
promotion, personal selling, and direct marketing. Some authors also include product design
or package, point of-purchase displays, Internet communication, etc.
Advertising:
Advertising is a very important tool on the earlier stages of the response hierarch models.
Due to its public presentation, persuasiveness and amplified expressiveness, advertising
campaigns can help reaching high levels of awareness about the product, the brand or the
company. Also advertising could be successful in building a long-term image for a brand
(such as Absolute, Coca-Cola, etc.) Advertising is cheaper than sales promotion and more
expensive than public relations, but often evokes negative feelings (such as annoyance,
anger, distrust, etc.)
Sales Promotion:
Sales promotion campaigns offer a distinctive purchase invitation. This sort of programs also
offers some kind of stimulus (discount, free sample, etc.). They are preferable in the cases ofnew product launching, sales stagnation, etc. But, the effects of sales promotion are usually
short run and do not build long run brand preference.
Public Relations or PR:
The major characteristics of public relations are: high credibility, off guard, and
dramatization. People accept the PR campaigns as news, not as paid publication. That's why
they trust to PR messages. The basic problems of the PR campaigns are connected with the
low level of control on what, where, and when is said.
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SWOT Analysis:
Strength:
Well established brand image
Diversified products & businesses
Well thought of by buyers
Acknowledged leader in market
Well-conceived functional area strategies (production, marketing, finance)
Access to economies of scale
Technology advanced
Innovation capabilities
Proven & capable management
Out of the copyright act in pharma
Weakness:
Much diversification casues complex strategy
Weak market image for few products
Opportunities:
Capture new national and international market
Expand product line to meet broader range of customer needs
Diversify into related products
Vertical integration
Ability to move to better strategic group
Complacency among rival firms
Faster market growth
Threats:
So much well established compititors.
Rising sales of competitor products
Slower market growth for some products
Growing competitive pressures
Increased inflation of the economy
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Bibliography:
www.google.com
www.wikipedia.org
www.aarong.com
www.aci-bd.com
www.pranfoods.net
www.superbrands.com/bd
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