Assignment rfl group
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Transcript of Assignment rfl group
1 | P a g e
Mohammad Ariful Hasan ID: 0920113605
Bappi Barua ID: 0920113711
Muntasir Nowshud Shabab ID: 0920113699
Rony Barua ID: 0920113717
Main Uddin Sotan ID: 0920113721
MD. Foisal Uddin ID: 0920113720
Submission date of Assignment: 1st December 2011
2 | P a g e
CONTENTS
Introduction Page 1
Brand Name Extension Page 2
Brand Line Extension & Category Extension Page 2
Product-Mix width & product-line length Chart Page 4
Product Mix Page 6
Product line stretching Page 7
Product line feeling Page 7
3 | P a g e
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.
4 | P a g e
Brand Name Extension:
RFL Group follows Blanket family for the product. It’s all product are known as RFL product to all. It
uses its company reputation for its entire product.
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 Silver Door Diamond Door
Brand Category Extension: RFL group is used to enter a different product category from the one it
currently served.
For example:
5 | P a g e
uPVC products:
PVC Pipe PVC Filter PVC Fittings
HDPE Coil Pipe PVC Hose Pipe Taplon Tape
Building Materials:
PVC door PVC sheet HDPE Coil Pipe
Plastic Accessories:
RFL Bucket RFL Chair
6 | P a g e
Product-Mix width & product-line length for RFL Group
Product Mix Width
Agricultural
Utilities
Building
Material
Bathroom
Accessories
Kitchen Room
Utilities
Engineering
Utilities
uPVC Class Pipe
uPVC Class Filter
Pipe
uPVC Non-Class
Pipe
uPVC Small Filter
Pipe
Water Pump
uPVC SWR Pipe
uPVC Threa Pipe
uPVC Fittings
HDPE Coil Pipe
uPVC Door
Flush Tank
Soap Case
Commode Cover
Hand Shower
Health Faucet
Sink Tap
Sink
Gas Stove
Bearing
Braided Hose
Pipe
Pro
du
ct L
ine
Len
gth
7 | P a g e
Submersible
Pump
Centrifugal Pump
Suction Hose Pipe
Garden Hose Pipe
Oring Socket Pipe
uPVC Ceiling
Panel
uPVC Sheet
Water Pump
Submersible
Pump
Solvent Cement
Electric Hose Pipe
Adjustable
Moving Shower
Adjustable Rain
Shower
Tissue Holder
Wall Tap
Slot Handle Tap
Basin Tap
8 | P a g e
Plastic Tagari
Floor Mat
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
Gold Door
Blue Stone Pink Stone Paste Stone Off White
Deep Teak Wood Light Teak Wood White
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.
9 | P a g e
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.
RFL products: