RFL Assignment (RFL Plastics)

Rongpur Foundary Limited

Contents

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Company Overview

About RFL Plastic Ltd.

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Brand Ambassador 

Brand name

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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 initial main objective 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 well organized own testing 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 market so much so that the name is accepted accepted with trust and quality assurance the nation n ation 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 so meone who, at the most basic level, represents a brand in a positive way. 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 brand being advertised. A brand Ambassador can be thought of as a hybrid between a PR Representative and an HR Representative — someone 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  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”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 on ce 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 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 success at the least cost. Consider seeking outside advice 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 all of your employees on board and put the decision 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, f orms, colors, ingredients & packages sizes.

For example: PVC Door

diff erent Brand Category Extension: RFL group is used to enter a different  product category from the one it currently served. served. For example: uPVC products

Product Mix: A range of  associated products  associated products that yields that yields larger  sales  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.

t otal number of items. In the chart it Length: A product mix refers to the total 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  products within an existing product existing product range with similar products that have additional or different features. different features. When  When a  business already has a well established well  established brand,  brand, it  it can use line stretching to expand its product its product line and help increase its market its  market share without having to develop to develop substantially new products.  RFL Group follows product up-Market stretching. It creates quality  product to compete with others & increase increase market share.

Filling the line :

A business strategy that involves increasing the number of  products  products in an existing product existing product line to take advantage take advantage of  marketplace gaps  marketplace gaps and reduce competition. reduce competition. Many  Many businesses  businesses use line filling to round to  round out an already well established well established product  product line and to help help increase the market 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 trying to be the leading-full line company & trying to plug holes to keep out competitors.