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 Mohammad Ariful Hasan  Bappi Barua  Muntasir Nowshud Shabab  Rony Barua  Main Uddin Sotan  MD. Foisal Uddin

ID: 0920113605 ID: 0920113711 ID: 0920113699 ID: 0920113717 ID: 0920113721 ID: 0920113720

Submission date of Assignment: 1st December 2011

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CONTENTS

Introduction Brand Name Extension Brand Line Extension & Category Extension Product-Mix width & product-line length Chart Product Mix Product line stretching Product line feeling

Page 1 Page 2 Page 2 Page 4 Page 6 Page 7 Page 7

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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.

4|P ag e Brand Name Extension: RFL Group follows Blanket family for the product. It’s all product are known as RFL product to all. It uses its company reputation for its entire product.

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

Gold Door

Solid Door

Silver Door

Diamond Door

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

5|P ag e uPVC products:

PVC Pipe

PVC Filter

PVC Fittings

HDPE Coil Pipe

PVC Hose Pipe

Taplon Tape

Building Materials:

PVC door

PVC sheet

HDPE Coil Pipe

Plastic Accessories:

RFL Bucket

RFL Chair

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

Agricultural Utilities

Building Material

Bathroom Accessories

Kitchen Room Utilities

Engineering Utilities

uPVC Class Pipe

uPVC SWR Pipe

Flush Tank

Sink Tap

Bearing

uPVC Class Filter Pipe Product Line Length

uPVC Threa Pipe

Soap Case

Sink

Braided Hose Pipe

uPVC Non-Class Pipe

uPVC Fittings

Commode Cover

Gas Stove

uPVC Small Filter Pipe

HDPE Coil Pipe

Hand Shower

Water Pump

uPVC Door

Health Faucet

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Submersible Pump

uPVC Ceiling Panel

Adjustable Moving Shower

Centrifugal Pump

uPVC Sheet

Adjustable Rain Shower

Suction Hose Pipe

Water Pump

Tissue Holder

Garden Hose Pipe

Submersible Pump

Wall Tap

Oring Socket Pipe

Solvent Cement

Slot Handle Tap

Electric Hose Pipe

Basin Tap

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Plastic Tagari

Floor Mat

Product Mix:
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 Gold Door

Blue Stone

Pink Stone

Paste Stone

Off White

Deep Teak Wood

Light Teak Wood

White

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.

9|P ag e Product line stretching: RFL Group follows product up-Market stretching. It creates quality product to compete with others & increase market share.

Product line feeling: 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. RFL products: