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1 Company Overview:
Rahimafrooz, founded in 1954 by Late A. C. Abdur Rahim as a trading company, is one of the largest business groups in Bangladesh. It consists of nine SBUs and several other affiliations. The Group's Chairman is Mr. Afroz Rahim and the Managing Director is Mr. Feroz Rahim. Rahimafrooz operates in three broad domains: automotive after market, power and energy, and retail chain. It sells tyres, batteries, lubricants, emergency power products, diesel as well as gas generators, lighting products, electrical accessories, solar systems, energy solutions using compressed natural gas, and power rectifiers. The Group also runs 'Agora' the first retail chain in Bangladesh. The Group has strengthened its market leadership at home while reaching out to international markets. Ranging from automotive after market products, energy and power solutions, to a retail chain. Rahimafrooz produces and markets a range of battery products – automotive, motorcycle, and appliance batteries, Industrial (stationary, deep cycle, traction, VRLA) batteries, IPS and UPS batteries, and rectifiers. Lucas and Spark are the leading names in the local battery market while Volta, Optus and Delta batteries are fast gaining equity as International brands. The Group’s portfolio includes international tyre brands Dunlop and Kenda, and its own brand RZ Tyre. Rahimafrooz is the exclusive franchisee of the full range of lubricant brand Castrol in Bangladesh. Through Rahimafrooz IPS, UPS and Voltage Stabiliser, the Company enjoys clear leadership of the emergency power products market. The Company brings to Bangladesh leading gas and diesel generator brands – Pramac as well as Mitsubishi. It also markets home and industrial lighting products from General Electric USA (GE) and electrical accessories from Hager France.Rahimafrooz, in 2001, made a breakthrough in the urban lifestyles by launching the first retail chain in the country – Agora. Rahimafrooz’s Renewable Energy division has been providing Solar solutions. It has supplied over 52,000 solar home systems (SHS) to the rural, off-grid areas of Bangladesh where the national grid cannot reach. The Company has helped light the darkness by making available the SHS through micro-credit, whereby a family can pay as low as USD 7.00 per month for lighting up their homes, workplaces, business, etc. The Company, in recognition of its solar efforts, received the McGraw-Hill Platt Global Energy Award in 2004 and the Global Ashden Award in 2006. Rahimafrooz also offers equipments for CNG refuelling, conversion, conversion centres, and maintenance. The Group operates a non-profit organization Rural Services Foundation (RSF) through
which the solar home systems reach the customers in the rural areas of Bangladesh. Rahimafrooz is also endeavoring into tyre retread, besides manufacturing and marketing emery cloths and abrasive papers. In a joint venture, the Group has enterprised into the first ever fibre optical commercial networking backbone in Bangladesh in the form of Metronet Bangladesh Ltd. (MBL).One of the SBUs of Rahiamfrooz Group, Rahimafrooz Renewable Energy Ltd. distributes solar home systems to underdeveloped rural regions of Bangladesh. For that, the company received the Ashden Award for Sustainable Energy in 2006.
1.2 Objectives of the study
This study is for to know about Marketing Mix (4 P’s) Analysis and Competitors evaluation on Rahim Afrooz Company Ltd”.
• • Marketing strategy(4 P’s) Analysis Competitors evaluation
1.2.2 Specific Objectives
• The study that we made for is to find out the Rahimafrooz Company Ltd.’s marketing mix & who are the competitors of them. Marketing mix means the 4 P’s of marketing like Product, Price, Place & Promotion. From these report we can understand that how this company satisfy there customers by this four P’s/ • And also from this Study we can find out the Main Competitors of this organization & how Rahimafrooz make up with these competitors.
1.3 Scope of the study
This study, as well as other studies that were undertaken to provides about Marketing Mix (4 P’s) Analysis and Competitors evaluation on Rahimafrooz Company Ltd”, is intended to address two sets of questions. First, how does the organization satisfy there Customers by Marketing mix? Secondly, how does the organization face their competitors in the market?
1.1 Data Collection Techniques For the study we use observation method for data collection techniques. 2. corporate governance and adoption of best global practices. This study summarizes some of the descriptive information. Corporate Marketing. 3 . 1. And from these two we use Secondary data collection.1. observation. 2.4 Limitation of the study: To make this study we face the problem of timing. (RABL) is the Group Parent Company that supports and guides the Strategic Business Units (SBU) from the Rahimafrooz Corporate Office (RACO). 3.1 Rahimafrooz (Bangladesh) Ltd Rahimafrooz Bangladesh Ltd. The organization comprises of the Group Board Office. best utilization of technology.2 Sources of Data Collection For any kind of data collection we need primary or secondary data to source. Group Information Technology Centre (GITC).0Chapter Three: Findings and Analysis 3.0 Chapter Two: Methodology of the Study 2.1. Group QMS and Compliance. Because of the shortage of the time we cannot take any questionnaire or survey.1 Marketing strategy of Rahimafrooz 3. Within a very short time we have made this report. That’s why we use only observation. new initiatives. This is the only problem we have faced. It ensures continuous management innovation.Several approaches have been used to address these questions. and the functional teams of Finance & Accounting. as well as information from the organization. and secondary data.1 Product: 3. HR & Administration.
The Company maintains high standards of its operations that are certified in both ISO 9001 and ISO 14001 standards. The company is one of the leading regional players.1. (RAL) commenced operation from 2009. Furthermore.3 Rahimafrooz Batteries Ltd. Zirani Bazaar. in order to ensure occupational health and safety of its employees. in collaboration with Electrona of Switzerland. (RBL) is the largest lead-acid battery manufacturer in Bangladesh. the company has also implemented the occupational health and safety management system. power station. buoy lighting. the Group recently decided to spin-off the Industrial Battery manufacturing facilities of RBL as a separate business unit. Lucas and Spark are the leading names in the local automotive battery market while Volta. stationary.1.1. Rahimafrooz Batteries Ltd.2 Rahimafrooz Accumulators Ltd. motorcycle. railways. As part of the same strategy. solar and VRLA batteries in the South Asia region. 3. Gazipur. RBL will now be able to devote more resources towards meeting the increasing demand of the local market. Rahimafrooz Accumulators Ltd. inverter and solar power systems. which are certified in both ISO 9001 as well as ISO 14001 standards. RAL produces and markets a wide range of industrial batteries which are used in telecommunication. It manufactures about 200 different varieties of batteries for automotive.: Rahimafrooz Group started manufacturing industrial batteries in the year 1991. with market leadership at home and export endeavours to more than 44 countries around the world. Its capacity in automotive and other appliance battery is over a million N50 units per annum and has provision for further expansions. Rahimafrooz has different technical collaboration agreements with the 4 . It aims to manufacture high quality batteries by employing new and innovative technology. As a result of these initiatives. forklifts. which offers safer and more environment-friendly manufacturing processes. RAL aspires to be the leading industrial battery manufacturer for traction. Optus and Delta are gaining equity as international brands. The Company maintains high standards of operations. moving to a new factory in Savar. as a separate unit to cater to the growing needs of the local as well as international market. ships.3. It is equipped with the latest technologies along with complete air treatment and lead-recycling management system. electric vehicles.1. IPS and other applications in its factory located at West Panisail. The expertise and reputation of Rahimafrooz as a manufacturer of quality batteries locally and internationally has inspired the Group to invest in setting up a new battery factory at Ishwardi EPZ to cater to the growing potential in the international battery market. OSHAS 18001 standard. RBL has state of the art manufacturing plants. UPS.
Rahimafrooz has been periodically running awareness building campaigns in the society among the battery users (including the drivers) to educate them about the need for a safe disposal of batteries and also encouraging them to avail the buy-back benefits offered by Rahimafrooz for used batteries.4 Rahimafrooz Globatt Ltd. Rahimafrooz Globatt Ltd (RGL) is the global wing of Rahimafrooz group. Eltek – Norway and AEES – France to ensure the quality of the battery. Hawker Batteries. and Invensys. Being the leader in the lead-acid battery industry. it has also made huge investments in setting up a smelting plant to recycle the recovered lead from the used batteries. As part of excelling two decades of international market experience and aspiring to become a truly global company. of UK. Rahimafrooz has lobbied actively in getting a law formulated and enacted in this regard. Simultaneously. this state of the art Maintenance Free (MF) and Sealed Maintenance Free (SMF) battery manufacturing plant was 5 . Technical support Group (TSG). Safe disposal and recycling of used batteries: Rahimafrooz as a Group is highly committed to its social and environmental responsibilities. Safe disposal of the used batteries in Bangladesh has been a big concern. 3.1.1. RBL is no exception to that commitment. In order to make all these efforts truly meaningful. RBL has ensured proper facilities and establishments for collecting (buying back) and breaking used batteries safely in an isolated location in Savar.Lucas Battery Company. All its operations are built and managed in a way so that the possibility of any detrimental effect on the environment can be eliminated or minimised.
Europe and Americas. RGL also manufactures deep cycle battery for inverter application. having a present nationwide distribution network of 172 Dealers.1. As the pay off line of its flagship brand GLOBATT “Miles of Smiles” illustrates. the battery is winning heart and mind of the consumers around the globe through its unparallel performance. Middle East. 263 Retailers and 102 Lubricant Dealers and carrying over ten national and international brands.established in the year 2009. RGL offers a broad range of maintenance free automotive batteries manufactured according to JIS and DIN standard for a variety of vehicles. the company enjoys clear leadership of the emergency power products market. Through Rahimafrooz IPS.1. RGL is the largest battery export plant in South Asia. 3. In recognition to its quality management system. Africa. It is the clear leader in the automotive after market and emergency power products categories. The manufacturing process of RGL ensures highest level of environment sustainability. UPS and Voltage Stabiliser. (RDL) is the distribution wing of the Group.5 million unit production capacity per year. These batteries are designed for millions of vehicle enthusiasts across Asia & Pacific. In addition. RDL is the exclusive franchisee of the world’s leading lubricant brand Castrol. With 2. it also runs eight automobile service centres in Dhaka and Chittagong. Recently the company has entered 6 . All these batteries have been designed by one of the leading German company.. USA. ranging from small cars to large commercial vehicles. RDL’s portfolio includes international tyre brands Dunlop and Kenda while it also carries its own brand RZ Tyre and battery brands Lucas and Spark. RGL has received ISO 9001:2008 Certification from Orion Registrar. Inc.5 Rahimafrooz Distribution Ltd Rahimafrooz Distribution Ltd.
Indus and D-Master in Bangladesh 7 . 3. It distributes and markets various household appliances and electronic goods through RDL’s newly inaugurated electronics retail chain.6 Batteries: Automotive Batteries for small and light vehicles.1. Automotive Batteries for Large.1. It also distributes RZ Tyre. Since its introduction RZ Tyre has become the preferred choice of numerous local and multinational companies. Ureka and its numerous sales outlets.7 Tyres: RDL has been the sole distributor of Dunlop Tyres in Bangladesh since 1978 and offers a wide range of tyres for various types of automobiles.the electronic goods market. the in-house brand of premium quality cost effective tyre which was launched in 2000.1. RDL is also the sole distributor of Kenda. In addition to this. This heavy-duty truck and bus tyre is specially designed for Bangladeshi roads. 3.1. Commercial Vehicles and marine vessels Automotive Batteries for Taxis and Cabs.
9 Electronics: Electronics & Home Appliances 8 .1.1. the world’s leading lubricant. 3.8 Lubricants: Castrol.1.1.3. has entrusted RDL to market and promote its entire range of automotive and industrial grade products in Bangladesh. The inclusion of Castrol in RDL’s portfolio has enabled the company to strengthen its market leadership position.
1. The store offers a wide range of Daewoo electronics in addition to GE consumer lighting. Rahimafrooz has introduced a new range of 18-month warranty system “Rahimafrooz IPS Plus”. 400 VA and 600 VA capacities Stock Keeping Unit parallel to 12 month warranty system for all ranges.1. UPS and Voltage Stabiliser.11Rahimafrooz UPS Rahimafrooz UPS is a highly reliable power stabiliser with backup system. and can be plugged in directly with the main electric supply. The available models for the 18-month warranty system are 350 VA. The new sleek looking Rahimafrooz UPS comes with a built-in AVR that allows wide input voltage range with optional DB-9 port. The company plans to introduce other popular brands in the near future. fax.10 Rahimafrooz IPS Rahimafrooz IPS is the ideal power back-up system for continuous power supply during electricity failure. 3. In addition to the stylish new looks and distinct product features. television. PABX. A/C.1. Features: • Built-in stabilizer • Built-in AVR for wide voltage range • Overload & short circuit protection • 150V~275V AC input • Surge. microwave. 2009.1. Hager electrical accessories and the complete line of Rahimafrooz IPS. etc.Rahimafrooz Distribution Ltd (RDL). has extended its business in electronics and home appliances recently with the launch of its multi brand electronic outlet – Ureka on December 11. refrigerator. spike and modem protection • Deep discharge protection • Special auto-saving & shutdown software exclusively with 600 VA • DB-9 port (Optional) 9 . Rahimafrooz IPS incorporates the latest inverter technology and a built-in microprocessor based control unit that continuously monitors and controls the automatic functions of the IPS. energy saving lamp. 3. fan. Rahimafrooz IPS is designed to meet emergency power requirements for home and office appliances like tube light.
000 rural homes in Bangladesh and the Company is endeavoring to do much more in the future. RREL is also the pioneer in providing solarhybrid solutions for Telecom Operators’ BTS towers and solar powered irrigation systems in Bangladesh. To date.12 Rahimafrooz CNG Ltd. It also supplies world famous SICOM brand Italian CNG refueling station equipments. RREL has lightened up more than 100.1. 10 . Transforming the lives of people and lighting up different corners of the country.gas of Italy.1. as well as gas retailing. (RACNG) is one of the leading complete CNG solution providers in the country. RACNG launched Quikfill. healthcare.1. Furthermore the company also assists its clients in setting up CNG conversion centers and refuelling stations by providing equipments.1. online (conventional) and offline (mother-daughter) CNG refueling stations. rural streets and marketplaces. maintenance and services. Rahimafrooz CNG offers: · · · · · · · Complete CNG solutions under one roof Full range of CNG conversion (from 1st generation to latest 5th generation) Skilled and well-trained team to ensure quality workmanship Excellent after sales service Provides equipments and their original spare parts from South America and European origin Customized solutions to meet specific requirement Technical design and consultancy services for online and mother-daughter CNG refuelling stations 3. as well as government and private institutions. Rahimafrooz Renewable Energy Ltd. and supplies world class brand of kits from Lo. (RREL) has been providing Solar Energy solutions for households. education.3. industrial CNG solutions. agriculture. Rahimafrooz CNG Ltd. technological know-how and training.13 Rahimafrooz Renewable Energy Ltd. the first ever chain of branded CNG refuelling stations in Bangladesh. RACNG runs state-of-the-art CNG conversion centres offering from 1st to 5th generation conversion systems. RACNG offers comprehensive solution for vehicle conversion. telecommunication.
RREL offers a full range of solar solutions including home lighting. 11 . vaccine refrigeration. irrigation systems. donor and partner organizations and international agencies.The abundance. joined hands with Carbon Planet. NGOs. Photo Voltaic (PV) centralized systems. water heating systems. Australia and launched Bangladesh Carbon – a CDM based Consultancy and Carbon Trading service. solar water heating and solar powered irrigation. which are rapidly getting exhausted. Bangladesh Carbon: In 2009. Bangladesh Carbon is an initiative of RREL to develop. So far only a small portion of solar energy is being harnessed for use in solar lighting. street lighting. support for computer and other electronic systems and a number of other solutions. which will not only reduce Carbon Emissions but also earn foreign exchange for our economy. Working closely with Bangladesh Government’s agencies. implement and commercialize projects under Clean Development Mechanism (CDM) guidelines of UNFCC Kyoto Protocol. telecommunications. Rahimafrooz Renewable Energy Ltd. inexhaustibility and non-polluting nature of solar energy has made it a popular alternative to conventional energy sources.
lately the company has started providing turnkey engineering services to facilitate one point solution for its valued customers. Japan (650 to 4500 KVA). While Agora mainly focuses on food items . Agora promises a valuable shopping experience that provides quality and fresh products at the right price. (RESL) was established in the year 2000 as a standby. It is a leading name in the diesel generator industry having a customer base of nearly 900. educational institutions. Agora is endeavoring to fulfill the everyday needs of its customers by providing the right quality. 3. Rahimafrooz Superstores Ltd.1. With outlets in major locations throughout Dhaka. Italy and Spain (20 to 2500 KVA). supermarkets. captive and distributed power solution provider. Rahimafrooz Energy Services Ltd. Its clientele comprises of industrial plants. The company is marketing diesel generators from Pramac Power Engineering. telecoms. RESL is equipped with the resources and technical competencies necessary for providing both standard and customised energy related solutions for various organisations and individuals. NGOs. and Mitsubishi Heavy Industries Limited.1. It also provides Annual Maintenance Contract to both diesel and gas generator users seeking instant service support. and many more being planned in Dhaka and other major cities. The company is planning to launch Mitsubishi gas generator (1.1.0 MW) in the near future.1. real estates. To enhance the offerings further.14 Rahimafrooz Energy Services Ltd.ranging 12 . hospitals. It aims to consistently provide a remarkably satisfying and valuable shopping experience through a business that improves the quality of life for customers and team members. At present the number of RESL installed generators is more than 3000 (20 KVA to 1500 KVA). RESL is also providing Rental Power with both diesel and gas generators. embassies and various government establishments. assortment and price through stores of various forms and sizes.15 Rahimafrooz Superstores Ltd.3.The company with its efficient fleet of service personnel nationwide offers round the clock customer service. (RSL) launched Agora the first ever retail chain in Bangladesh in 2001. corporate houses.
(MBL). ATMs. meat.1. 3.1. and grocery . and many other institutions. fruits. financial institutions. 3. has ventured into the first ever fibre optical commercial networking backbone in Bangladesh Metronet Bangladesh Ltd. dairy. vegetables.17 Agribusiness 13 .1.from a wide variety of fish.it also carries a vast array of other grocery. personal care.1. in a joint enterprise.16 Metronet Rahimafrooz Group. and various other consumer goods and household utensils. MBL provides robust data communication services to private sector offices. bakery.
As a gateway to innumerable e-books. As an education focused digital content distributor Core-K is placed to work with Bangladesh's education community and bring them onto the same page internationally by promoting the discovery and use of online resources. Core-K will be invaluable to student. use.1.1. and it is Core-K's belief that this service will help close the gap. The inputs include supply and distribution of Fertilizer. Through dedication to helping educational and research institutions discover. Core-K's goal is to equip these institutions as best as possible in a digital age where globally education is the most important tool in the 21st century. universities and research organizations face when they depend primarily on print resources. from scholars at universities to the students of primary schools. Agro Chemicals.Rahimafrooz’s Agribusiness initiative intends to contribute by providing inputs to the agriculture sector. Core-K’s goal is to bring the e-resources of hundreds of leading publishers to the fingertips of a newly digital Bangladesh. 14 . journals. Seed. reference databases and other learning material. Core-K enables its clients to build their own virtual library in a simple and cost-effective manner. RA started Core-K in 2009 with the aim to support the vision of education for all. and build upon a wide range of e-content. teacher and researcher alike. Planting Material. 3.18 Core-K Core Knowledge Ltd (Core-K) is a new initiative of Rahimafrooz Group (RA). eliminating the difficulties that schools. Agricultural Machinery and Advisory Services to the farmers. The education sector in Bangladesh can move at the same pace as the rest of the world.
one can save money while helping the environment. Based on the casing.1. Retread is safe: Retread tyre can be driven at the same speeds. with no loss in safety or comfort.19 Excel Resources Ltd. Retread saves energy: Tyres are basically petrochemical products. This is truly a win-win situation. A retread tyre can save up to 50% of new tyre’s cost. (ERL) is a leading name for tyre retread. including highway and Interstate speeds. Excel Resources Ltd.2 Place: Rahimafrooz. Savar in 2010. this process allows similar mileage like new tyres. The retread process is eco-friendly and does not result in environmental pollution. ERL also manufactures and markets emery cloths and abrasive papers. he or she helps to conserve the world’s valuable natural resources and since retread tyres are less expensive than comparable new tyres. 3. Every time one buys and uses a retread tyre. Retread is cost effective: The cost of a retread tyre will usually be 30 to 50% less than the cost of a new tyre. if done properly. having a present nationwide distribution network of 172 Dealers.3.1. The process extends longer casing life.Rahimafrooz Inaugurates its biggest and most modern warehouse at Hemayatpur. Retread of tyre is a process whereby new tread rubber is applied on a used tyre casing. It takes almost 100 liter of oil to manufacture one new truck tyre. 263 Retailers and 102 Lubricant Dealers and carrying over ten national and international brands. a tyre can be retread up to 3 or 4 times.1. SO they are satisfying the customers 15 . It is the clear leader in the automotive after market and emergency power products categories. it takes only 30 liters of oil to produce a retread. As the casing of the tyre is reused in the retread process. as long as the casing supports. as new tyres.
3. Price: 3. And for RZ tyres organization also use this strategy.1.1 Rahimafrooz Batteries Ltd. TO sell the battery Rahimafrooz set value-based Pricing refers setting the prices based on buyers’ perceptions of value. Hager electrical accessories and the complete line of Rahimafrooz IPS. 3.1.through the largest distribution channel. not the seller’s cost.3. UPS and Voltage Stabiliser.3.1. That’s why these products are now using Market Skimming Pricing strategy with high initial prices to “skim” revenue layers from the market. Rahimafrooz Distribution Ltd (RDL). 3.2 Rahimafrooz Globatt Ltd.3.4 Lubricants: 16 . 2009.1.3. has extended its business in electronics and home appliances recently with the launch of its multi brand electronic outlet – Ureka on December 11. 3. The store offers a wide range of Daewoo electronics in addition to GE consumer lighting. The company plans to introduce other popular brands in the near future. To sell this world class product they use value-based Pricing.3Tyres: Rahimafrooz is the main dealer of Dunlop tyre in Bangladesh.1.3. It’s a high priced battery because these batteries quality are highly standard.
3. Transforming the lives of people and lighting up different corners of the country.value pricing method. 17 . 3.1. Rahimafrooz CNG Ltd is using Market Penetration Pricing method. Rahimafrooz is using good. the world’s leading lubricant.7 Rahimafrooz UPS Rahimafrooz UPS is a highly reliable power stabiliser with backup system.9 Rahimafrooz Renewable Energy Ltd.1. Rahimafrooz is using good.1.Castrol. 3.5 Electronics: To sell electronics Rahimafrooz set Cost-plus pricing. The inclusion of Castrol in RDL’s portfolio has enabled the company to strengthen its market leadership position.3. (RACNG) is one of the leading complete CNG solution providers in the country. agriculture. (RREL) has been providing Solar Energy solutions for households. industrial CNG solutions. It is also set value-based Pricing. So IPS is now selling rapidly in the market. And to sell IPS.8 Rahimafrooz CNG Ltd.3. And to sell UPS. online (conventional) and offline (mother-daughter) CNG refueling stations. Rahimafrooz Renewable Energy Ltd. Good-value pricing offers the right combination of quality and good service to fair price 3.6 Rahimafrooz IPS Rahimafrooz IPS is the ideal power back-up system for continuous power supply during electricity failure.3. has entrusted RDL to market and promote its entire range of automotive and industrial grade products in Bangladesh. 3. Because it sets for make up the cost of the product. . In our country load sheding is a continuous process now a day. maintenance and services.3.1. Rahimafrooz CNG Ltd. RACNG offers comprehensive solution for vehicle conversion. as well as gas retailing.3.value pricing method. Good-value pricing offers the right combination of quality and good service to fair price. Market Penetration Pricing sets a low initial price in order to penetrate the market quickly and deeply to attract a large number of buyers quickly to gain market share.1.
has ventured into the first ever fibre optical commercial networking backbone in Bangladesh Metronet Bangladesh Ltd. (MBL). But the quality of the product is very good. upper middle (according to income level) class customers consider to buy these products from here.3.13 Agribusiness 18 . Because tax are included with the actual price.12 Metronet Rahimafrooz Group. Though Fruits. And Agora is using good-value pricing method.1. Upper class. At present the number of RESL installed generators is more than 3000 (20 KVA to 1500 KVA).3. Rahimafrooz Superstores Ltd. rural streets and marketplaces. supermarkets. telecoms.10 Rahimafrooz Energy Services Ltd. Customers rather buy these products from the normal super market. Drinks are mostly from foreign countries. 3. Confectionary. Customers get so many options to buy best one from Agora. Health foods. educational institutions.healthcare. education. Customers are very least of these products because the products are costly than the local outlet. (RREL) is using Market Skimming Pricing method. As a customer we have found Baby Care Product. It is using Market Skimming Pricing method. Mainly upper class people. 3. (RSL) launched Agora the first ever retail chain in Bangladesh in 2001. as well as government and private institutions. Meats. NGOs.11 Rahimafrooz Superstores Ltd.3. embassies and various government establishments. Fish. in a joint enterprise. It is a leading name in the diesel generator industry having a customer base of nearly 900. Its clientele comprises of industrial plants. corporate houses. hospitals. Rahimafrooz Renewable Energy Ltd.1. They also using good-value pricing method.1. 3. telecommunication. both working couple are the customer of these categories because they can buy their necessary goods from one shopping store. Agora sets the price of the maximum products on the basis of the retail price. Beverages. 3.3. Oils/Fats Products are available at a little bit higher price than the local outlet.1. so these products are expensive in Agora. Powder Milk Product are being charged on its actual retail price which is set by the manufacturing company. real estates.
And for this thing they are using GoodValue pricing method.1. Agro Chemicals. 3. They are using Market penetration Pricing Method.3. 3.Rahimafrooz’s Agribusiness initiative intends to contribute by providing inputs to the agriculture sector. (ERL) is a leading name for tyre retread. Seed. consistent. These are: 19 .14 Core-K Core Knowledge Ltd (Core-K) is a new initiative of Rahimafrooz Group (RA). Agricultural Machinery and Advisory Services to the farmers. The inputs include supply and distribution of Fertilizer. ERL also manufactures and markets emery cloths and abrasive papers.1.15 Excel Resources Ltd. Excel Resources Ltd. Planting Material. RA started Core-K in 2009 with the aim to support the vision of education for all.3. They are using Different tools of Integrated Marketing Communication Tools. and convincing message about the organization and its products.4 Promotion Rahimafrooz Company limited carefully integrates and coordinates its many communications channels to deliver a clear. 3.1. They are using value based pricing.
They are giving advertisement on the news paper.1. This is the biggest promotional afford of the company.4. they are also publishing there own news letter service through by them.4.1.2 Print Media: Rahimafrooz is using huge promotional afford in print media.1 Advertising of Rahimafrooz Company Limited: Rahimafrooz is using all kinds of promotional afford including: • • • • Print Media Broadcast media Outdoor Media Internet & Websites 3. 20 .3.
7095% 3. Among the private television channels we compare the coverage.0670945 Percentage of Coverage 10. Because now a day without this media no company actually promote themselves in right place.11182 160000/178852 0 = 0.10064 200000/178852 0 =0.Bengal News Paper Name of Daily Newspaper Circulation in Dhaka The Daily Ittefaq The Daily Janakanta The Daily Jugantar The Daily 180000 200000 160000 230000 Ratio of Coverage to households of Dhaka 180000/178852 0= 0.1.064% 11.4. 22 .86% Prothom Alo English daily newspaper The Daily Star 150000 The Daily Observer 120000 8. For mass coverage and high reach with favorable image TVC can create high awareness resulting mind and heart share and creates reminder for the brand name.3 Broadcast Media: Rahimafrooz is giving promotion activities by the broadcast media.387% 6.128597 150000/178852 0= 0. program popularity and time factors of commercials and came up with the final decisions.08386 120000/178852 0 =0.946% 12.182% 8.089459 230000/178852 0 =0.
TV channels NTV ATN Bangla Channel I Total in week Ad duration 10 sec 10 sec 10 sec Timing Middle break in program Middle break in program Middle break in program Total cost 3000*2*4 24000 3000*2*4 24000 3000*2*4 24000 72000 tk 23 .
4 Outdoor Media Rahimafrooz is also active in outdoor media.4.1. 3.4. They are giving Billboard advertisement in every where in the main road of the city. Any one can get any information from the product from here. Privilege card is awarded to the regular customers 24 .5 Sales Promotion Rahimafrooz also provide sales promotion which is a short term offer.1. Sales promotion is more influential tool comparing to advertisement and company offers sales promotion to achieve a certain sales goal.5 Internet & website: Rahimafrooz is providing one of the best website of an organization.1.3. 3.
Even the people are not willing to buy.1.7 Personal Selling Rahimafrooz is providing personal selling for selling there IPS & UPS.3.1.6 Public Relations Through public relations activities. company tries to enhance the positive aspects and minimize negative factors related to products and organization. And also some Award program of the company create strong customer relationship Awards & Achievement 3.2 Competitors of Rahimafrooz 25 . 3. They are providing there information to the customer by door to door selling.8 Direct Marketing In this case Rahimafrooz are not providing any kind of promotion of these.1. 3.
Ltd.( Agora) Metronet Agribusiness Core-K Excel Resources Ltd Navana CNG Ltd. Ahmed 1st time in Bangladesh. Nandan Asknet Pran. Ecom-Trade Holdings Pte. Rahimafrooz Renewable Energy Ltd. Square. Rangs Group Mobidik Solar Energy Ltd.Name of product Rahimafrooz Batteries Ltd Competitors of that product Global Power Company Ltd. Walton Rangs. Biason Battery Company Limited 4. Biason Battery Company Limited Same Hussan Tyre Navan Group Divine Oil Company Ltd. Meena Bazar.0 Chapter Four: Suggestion From the observation of ours we can give them the suggestion 26 . Philips. Singer Rangs. Singer Rahimafrooz Globatt Ltd Tyres Lubricants: Electronics: Rahimafrooz IPS Rahimafrooz UPS Rahimafrooz CNG Ltd Rahimafrooz Energy Ltd. No competitors yet Global Power Company Ltd. Rahimafrooz Superstores Ltd. Philips.
0 Conclusion From this report we can find that the 4P’s of Rahimafrooz is totally related to the quality policy of the Company. 5. now they have only one They can develop more promotional activities through creating new ideas. So they have to start more CSR activities to develop good There distribution channel system is relatively poor compare to the competitors. 6.0 Bibliography 27 . They have to develop more there company website.• • • • • • They can use Good-pricing method for there products. So they have to develop They have to create more modern warehouse for there product facilities. There all the works related to 4P’s is only & only for satisfying the customers. That’s why Rahimafrooz is one of the leading companies in Bangladesh. customer relationship/ this as a old company modern warehouse at Savar. They have shortage in CSR activities.
The Daily Star. In 1954. 16 companies. 2010 Broadcast Media: Bangla Vision 7. Quality. So the customers are satisfied. Customers of Rahimafrooz are frequently buying the product of Rahimafrooz. Q 5. Are the customers are satisfied with the product of Rahimafrooz? Ans.com/ Philip Coutler. Q 3. “Rahimafrooz launched there new product” Financial Express. Because in here the compensation & benefits are good for the employee. Q 2. Are they operating in the capital market? Ans. Q 6. Yes. Date: 05 Nov. Fulfill the customer needs basis on there want.• • • • http://www. How many companies are operating under Rahimafrooz? Ans. When was Rahimafrooz established? Ans. Sadequllah Haque Q 1. Rahimafrooz group is operating in Capital Market. relative price. “Principle of Marketing”: 12th edition. 28 . Are the employees of Rahimafrooz satisfy with there job? Ans. Employees are satisfied to do job in Rahimafrooz. Gary Armstrong. And also the performance management system is quite good.rahimafrooz. And also some questionnaire to the Mirpur13 branch Manager. Yes. Questionnaire to the Mirpur-13 Branch Manager of Rahimafrooz Mr. What do Rahimafrooz have that other competitors don’t? Ans. Q 4.0 Appendix The Report is made by through the observation & secondary data.
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