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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 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
 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 capautilization 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

“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 theMission7
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.