Company Overview:

ProfileofRFL GROUP:RFLstarteditsjourneywithCastIron(CI)productsin1980.Theinitialmainobjectivewastoensurepure
drinkingwaterandaffordableirrigationinstrumentsforimprovedrurallife.TodaythecompanyhasitswiderangesofCIproductslike
pumps,tubewells,bearings,gasstovesetcandhasachievedtheprestigeasthelargestcastironfoundryandlightengineeringworkshop
inBangladesh.WithavisiontoservethecommonpeopleofBangladeshwithqualitynecessityproducts,RFLdiversifieditsoperation
intoPVCcategoryin1996&inPlasticSectorin2003.Atpresentitismarketleaderinallthesethreesectors-CastIron,PVC&Plasticin
thecountry.Sizeableamountisalsoexportedtodifferentcountries.
Itisequippedwithin-houseR&Dfacilitiestodesignanddevelopnewproducts.Awellorganizedowntestinglaboratoryisusedto
ensureconsistencyinproducingqualityproducts.RFLhasbeenawardedwithBSTIcertificateandISO9001Certificateforitsstrict
compliancewiththestandardsetbyboththeorganizations.
RFLhasbecomeabenchmarkforcompetitorsonthelinesofqualitybymanufacturingpremiumqualityproductstogiveclientsexcellent
servicesandtruevalueformoney.Theunmatchedproductshavegivenabignametothedomesticmarketsomuchsothatthenameis
acceptedwithtrustandqualityassurancethenationover.Thisispossiblebecausethecompanyisprofessionallymanagedandpromoted
bypeoplewhoensurethatcreativityisgivenfullfreedomtoblossomandtalentisnurturedinthecompany.

Brand Ambassador

Moushumi

Ferdous

Mosharraf Karim

ProductsofRFL
PresentlyRFLhavemorethan3000referencesindifferentcatagoriesfromFurniture,Householdutilities,Foodcontainer,
CleaningtoMelamine&Stationary.

Brands of RFL

Advertisement of RFL

Mission & Vision

Mission

Povertyandhungerarecurses-missionofPRAN-RFLgroup.Sotheiraimistogenerateemployment
andearndignityandselfrespectforourcompetitorsthroughprofitableenterprise

Vision

Thevisionofthecompanyistocreateawonderfulbrandimagethroughouttheworld.

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:

RFLGROUPfollowstwocategoriesofbrandextension.
Brandlineextension:RFLgroupcoversnewproductwithinaproductcategoryitcurrentlyserves,
suchaswithnewflavors,forms,colors,ingredients&packagessizes.
Forexample:

PVC Door

Gold Door

Solid Door

Diamond Door

Silver Door

Brand Category Extension: RFLgroupisusedtoenteradifferentproductcategoryfromtheoneitcurrently

served.
Forexample:

uPVC products:

Building Materials:

Product Mix:
Width:Aproductmixreferstohowmanyproductlinesthecompanycarries.Inthegivenchartitisshowedthataproduct-mix
widthof5lines.

Length:Aproductmixreferstothetotalnumberofitems.Inthechartitisshowedthataproductlengthof39lines.

Depth:Aproductmixreferstohowmanyvariantsareofferedtoeachproductintheline.ForexamintheRFL
Consistency:TheproductsofRFLGroupareindustrialproduct.Itismarketedproductaccordingtothesamedistribution
channel.SotheproductsofRFLareconsistency.

Product-Mix width & product-line length for RFL Group

Product Line Length

Product Mix Width

Agricultural
Utilities

Building
Material

Bathroom
Accessories

Kitchen Room Engineering

Utilities
Utilities

Product-line Decisions

Stretchingtheline

Fillingtheline

Product line stretching:

RFL Group followsproductup-Marketstretching.Itcreatesqualityproducttocompetewithothers&increasemarketshare.

Product line feeling:

RFL Group followsproductlinefillingbybringsmoreproductsinthemarket.Itfollowsthemotivesoftryingtobethe
leading-fulllinecompany&tryingtoplugholestokeepoutcompetitors.

Thanks to
Everyone.