Marketing Practices of PRAN Foods: A Case Study on Carbonated Soft Drinks

Abstract

The beverage industry plays a very important role in industrial growth, employment generation, export earnings, and consumer demand in Bangladesh. An effective marketing strategy in this industry will help businesses succeed in the long term. The main objective of this report is to examine the marketing practices of carbonated soft drinks (CSD) of PRAN Foods. This report uses a descriptive research methodology, focusing mainly on secondary data from the official PRAN Foods website and social media platforms. The main findings of the report are that PRAN Foods offered products that were unique in flavor, taste, packaging, and size compared with other products on the market. PRAN Foods charges lower prices than its competitors, making it affordable for its middle-class customers. The report recommends that PRAN Foods strengthen its competitive positioning through differentiation and more customer-focused initiatives. PRAN Foods may enhance the target market to include the health-conscious segment. PRAN Foods should expand its promotional and brand-awareness activities to attract consumers and increase product visibility; it should spend more on its integrated marketing communications.