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Rongpur Foundary Limited

RFL Assignment (RFL Plastics)

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Contents Included Company Overview About RFL Plastic Ltd. Brand Ambassador Brand name Products Mission & Vision Decision Making Process of RFL Brand line Extension & category line extension of RFL GROUP Product Mix Product-line Decisions

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Page 1: RFL Assignment (RFL Plastics)

Rongpur Foundary Limited

Page 2: RFL Assignment (RFL Plastics)

Contents

Company Overview

About RFL Plastic Ltd.

Brand Ambassador

Brand name

Products

Mission & Vision

Decision Making Process of RFL

Brand line Extension & category line extension of RFL GROUP

Product Mix

Product-line Decisions

Page 3: RFL Assignment (RFL Plastics)

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.

Page 4: RFL Assignment (RFL Plastics)

RFL Plastic Ltd.

RFL is a nationally recognized brand in Bangladesh for plastic, PVC and

iron product. RFL plastics a subsidiary of RFL industry is the largest

manufacturing of indoor and outdoor plastic products for domestic and

export market. RFL Plastic Limited commenced its operation in 2003.

The vision of the company is to make molded household products and

furniture made of plastics with decorative design at an affordable price.

Page 5: RFL Assignment (RFL Plastics)

Brand Ambassador

A Brand Ambassador is someone who, at the most basic level,

represents a brand in a positive way. It is the duty of a Brand

Ambassador to express the message of a company to consumers or

people who would gain something from learning about the brand being

advertised. A brand Ambassador can be thought of as a hybrid between a

PR Representative and an HR Representative—someone who both aims

to educate consumers about a Brand, but also tries help them in any way

that they can.

Brand Ambassador of RFL

1. Moushumi

2. Ferdouz

3. Mosharraf Karim

Page 6: RFL Assignment (RFL Plastics)

Brand name

A name that is given to a product by the company that produces or sells

it.

Some Brands of RFL Plastic :

Page 7: RFL Assignment (RFL Plastics)

Products:

The industry is well equipped with China, Taiwanese and Thai

Technology to produce high quality flexible plastic products such as

Hanger & Garments Accessories (Moving Shirt Hanger, wall Hanger),

Food Storage Products (Food Storage Box), Household Utilities (Mug,

Super Bucket), Washroom Accessories (Square Soap Case), Beverage

Products (Glass Stand, Design Glass), Utility & Cleaning Products

(Laundry Basket), Furniture (Arm Chair, Table, Stool) etc.

Covering the wide range of packaging, pouches, tubes, garment and films

of HDPE (High Density Polyethylene), LDPE (Low Density

Polyethylene), PP (Polypropylene), LLDPE (Linear Low Density

Polyethylene) and their mixes based packing materials round the clock

and satisfies almost all sort of the industry. It can produce up to 8 (Eight)

colors and deliver its products within a very short span of time with a total

installed production capacity of 3,000 MT per annum. The capacity

Page 8: RFL Assignment (RFL Plastics)

utilization of the industry is over 95%.The industry has the started with

an installed capacity to produce 3,300 tons of plastic flexible of different

sizes, colors and thickness and now increasing their capacity to meet the

growing demand.

Presently RFL have more than 3000 references in different catagories

from Furniture, Household utilities, Food container, Cleaning to

Melamine & Stationary.

Page 9: RFL Assignment (RFL Plastics)

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.

Page 10: RFL Assignment (RFL Plastics)

Decision Making Process of RFL

Identify Problems

The first step in the process is to recognize that there is a decision to be

made. Decisions are not made arbitrarily; they result from an attempt to

address a specific problem, need or opportunity. A supervisor in a retail

shop may realize that he has too many employees on the floor compared

with the day's current sales volume, for example, requiring him to make

a decision to keep costs under control.

Seek Information

Managers seek out a range of information to clarify their options once

they have identified an issue that requires a decision. Managers may

seek to determine potential causes of a problem, the people and

processes involved in the issue and any constraints placed on the

decision-making process.

Brainstorm Solutions

Having a more complete understanding of the issue at hand, managers

move on to make a list of potential solutions. This step can involve

anything from a few seconds of though to a few months or more of

formal collaborative planning, depending on the nature of the decision.

Choose an Alternative

Managers weigh the pros and cons of each potential solution, seek

additional information if needed and select the option they feel has the

best chance of success at the least cost. Consider seeking outside advice

Page 11: RFL Assignment (RFL Plastics)

if you have gone through all the previous steps on your own; asking for

a second opinion can provide a new perspective on the problem and your

potential solutions.

Implement the Plan

There is no time to second guess yourself when you put your decision

into action. Once you have committed to putting a specific solution in

place, get all of your employees on board and put the decision into

action with conviction. That is not to say that a managerial decision

cannot change after it has been enacted; savvy managers put monitoring

systems in place to evaluate the outcomes of their decisions.

Evaluate Outcomes

Even the most experienced business owners can learn from their

mistakes. Always monitor the results of strategic decisions you make as

a small business owner; be ready to adapt your plan as necessary, or to

switch to another potential solution if your chosen solution does not

work out the way you expected.

Page 12: RFL Assignment (RFL Plastics)

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

Brand Category Extension: RFL group is used to enter a different

product category from the one it currently served.

For example:

uPVC products

Page 13: RFL Assignment (RFL Plastics)

Product Mix:

A range of associated products that yields larger sales revenue when

marketed together than if they were marketed individually or in isolation

from others.

Product Mix Contains:

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.

Page 14: RFL Assignment (RFL Plastics)

Product-line Decisions:

Stretching the line:

Increasing the number of products within an existing product range with

similar products that have additional or different features. When a

business already has a well established brand, it can use line stretching

to expand its product line and help increase its market share without

having to develop substantially new products.

RFL Group follows product up-Market stretching. It creates quality

product to compete with others & increase market share.

Filling the line :

A business strategy that involves increasing the number of products in

an existing product line to take advantage of marketplace gaps and

reduce competition. Many businesses use line filling to round out an

already well established product line and to help increase the market

success of new related products. 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.

Page 15: RFL Assignment (RFL Plastics)