MARKETING PLAN IN PRAN
PRAN stands for Program for Rural AdvancementNationally.The largest fruit and vegetable processing industry in Bangladesh with countrywide distribution network AMCL’s PRAN is an established brand of Bangladesh with an extensive sales force all over the country. PRAN have a well-developed infrastructure for production, sales and distribution. PRAN has proven itself as – Local product but of international standard.
AMCL was launched in 1985 as an agri-business venture to: * Serve small farmers with inputs. * Marketing farm produce for profits. * Organizing contract growers to grow specific crops. * Exports of agricultural products.
Soon it was apparent that a processing facility was imperative for a sustainable venture. AMCL therefore set up a factory on 8 acres in Ghorasal with machinery for bottling and canning in May 1991. The factory has expanded substantially over the last 9 years in all spheres of food processing e.g. bottling, canning, pulping, pickling, concentrating as well as installation of Bangladesh’s first Tetra-Pack facility and a modern Extrusion plant for snack food. Machinery for all these lines are being installed, expanded, modified and fabricated continuously.
AMCL are very keen to adopt a new technology as it is discovered because of being in such a competitive market. PRAN’s R & D are always working hard for a better technology of production. All departments’ administrative works are done through connected computers using the best software and hardware.
Being a major exporter PRAN has to communicate a lot with outside suppliers, retailers or consumers. Therefore this section is very important for AMCL. PRAN has taken this communication issue very seriously. They often have to do meetings by doing teleconferences, internet shopping, video conference etc.
AMCL provides with good quality products