Rongpur Foundary Limited

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

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.

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.

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 Representativesomeone 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

Brand name
A name that is given to a product by the company that produces or sells
it.
Some Brands of RFL Plastic :

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

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.

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
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

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.

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

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.

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.