Company Overview:  

Profile of RFL GROUP: RFL started its journey with Cast Iron (CI) products in 1980. The initial main objective was to ensure pure drinking water and affordable irrigation instruments for improved rural life. Today the company has its wide ranges of CI products like

pumps, tube wells, bearings, gas stoves etc and has achieved the prestige as the largest cast iron foundry and light engineering workshop in Bangladesh. With a vision to serve the common people of Bangladesh with quality necessity products, RFL diversified its operation

into PVC category in 1996 & in Plastic Sector in 2003. At present it is market leader in all these three sectors-Cast Iron, PVC & Plastic in the country. Sizeable amount is also exported to different countries.

It is equipped with in-house R&D facilities to design and develop new products. A well organized own testing laboratory is used to ensure consistency in producing quality products. RFL has been awarded with BSTI certificate and ISO 9001 Certificate for its strict

compliance with the standard set by both the organizations. RFL has become a benchmark for competitors on the lines of quality by manufacturing premium quality products to give clients

excellent services and true value for money. The unmatched products have given a big name to the domestic market so much so that the name is accepted with trust and quality assurance the nation over. This is possible because the company is professionally managed and

promoted by people who ensure that creativity is given full freedom to blossom and talent is nurtured in the company.

Brand AmbassadorBrand Ambassador

Moushumi

Ferdous

Mosharraf Karim

Products of RFLPresently RFL have more than 3000 references in different catagories from Furniture, Household utilities, Food container, Cleaning to Melamine & Stationary.

Brands of RFL

Advertisement of RFL

Mission & Vision

Mission

 “Poverty and hunger are curses”- mission of PRAN-RFL group. So their aim is “to generate employment and earn dignity and self respect for our competitors” through profitable enterprise

Vision

The vision of the company is to create a wonderful brand image throughout the world.

Decision Making Process of RFL

Identify Problems

Seek Information

Brainstorm Solutions

Choose an Alternative

Implement the Plan

Evaluate Outcomes

Brand line Extension & category line extension of RFL GROUP: RFL GROUP follows two categories of brand extension. Brand line extension: RFL group covers new product within a product category it currently serves, such as with new flavors, forms, colors, ingredients & packages sizes. For example:

PVC Door

Gold Door Solid Door Diamond Door Silver Door

Brand Category Extension: RFL group is used to enter a different product category from the one it currently served.

For example:

uPVC products:

Building Materials:

Product Mix:

Width: A product mix refers to how many product lines the company carries. In the given chart it is showed that a product-mix width of 5 lines.

 

Length: A product mix refers to the total number of items. In the chart it is showed that a product length of 39 lines.

 

Depth: A product mix refers to how many variants are offered to each product in the line. For exam in the RFL

Consistency: The products of RFL Group are industrial product. It is marketed product according to the same distribution channel. So the products of RFL are consistency.

Product-Mix width & product-line length for RFL GroupProduct Mix Width

AgriculturalUtilities

Building Material

BathroomAccessories

Kitchen RoomUtilities

EngineeringUtilities

Prod

uct L

ine

Leng

th

Product-line Decisions

Stretching the line Filling the line

Product line stretching:RFL Group follows product up-Market stretching. It creates quality product to compete with others & increase market share.

Product line feeling: RFL Group follows product line filling by brings more products in the market. It follows the motives of trying to be the leading-full line company & trying to plug holes to keep out competitors.

Thanks to Everyone.