Report on Marketing

Bangladesh Limited

Strategy

of

Rahimafrooz

Rahimafrooz Bangladesh limited was established in 1950. As a trading company. Late A.C. Abdur
Rahim was the proprietor in this time. From 1954 it was established as a limited company. In the
new environment he had to start afresh. He had little capital. His main assets were selfconfidence and a strong faith in the Almighty, which carried him through all the difficulties with a
remarkable triumph. He finally established a small proprietary trading company named
Rahimafrooz & Co, in Chittagong in 1950 which was later incorporated on 15th April 1954, which
is now Rahimafrooz (Bangladesh) Ltd. Rahimafrooz expanded rapidly into various trading items.
The major milestones in Rahimafrooz history can be summarized as below:
Incorporated in 1954 by Mr. A.C. Abdur Rahim
Distributorship of Lucas Battery in 1959
Exclusive distributorship of Dunlop tyre in 1978
Acquisition of Bangladesh operations of Lucas UK in 1980
First producer of industrial battery in 1985
Pioneering Solar Power in collaboration with BP in 1985
First ever battery export to Singapore in 1992
Launched Rahimafrooz Instant Power System in 1993
Acquisition of Yuasa Batteries (Bangladesh) Ltd. in 1994
Attained ISO 9002 certification for RBL operations in 1997
First India office opened in Ahmedabad in 2000
Awarded Bangladesh Enterprise of the Year in 2001
Attained ISO 14001:1996 for RBL operations
Launched Agora the first ever retail chain in 2001
Launched Rahimafrooz Energy Service in 2002 promoting distributed power.
Established Rahimafrooz CNG ltd. in 2003
Awarded National Export Trophy in 2003
Metronet Bangladesh, a fibre optic based digital solution provider for data communication,launch
ed in joint venture with Flora Telecom in 2004
Received McGraw-Hill Platt Global Energy Award for Renewable Energy in 2004
Received the Ashden Award for Sustainable Energy in 2006
EPZ factory and RAL two new company developed in 2008

1.1 ORIGIN OF THE REPORT:

This project

Report has been prepared as the fulfillment of the partial requirement of B.B.A

Program.
1.2 OBJECTIVE OF THE REPORT
Our business courses are designed to help the students learning the technique and acquiring
with skills needed effectively in management including planning, organizing, staffing, directing,
motivating and controlling, problems in achieving organizational goals in differing managerial
environments as a part in different management system. So the prime aim of the regarding report
is to diagnosis a company regarding their operations & thus make a nice combination of my four
years educational learning.
The main objective of the report is marketing strategy of Rahimafrooz ltd.
1.3 PURPOSE OF THE REPORT:
I take information for my report by two purposes.
1.4 PRIMARY PURPOSE:
The Primary purpose of this report is to partially fulfill the requirement of my Bachelor Degree.
1.5 SECONDARY PURPOSE:
Secondary sources include the internal documents like annual report company bulletin other
research reports and brochures.
1.6SOURCE AND METHOD OF COLLECTING DATA:The report is organized by secondary
source of data. Various reports brochure, catalog, articles and journals, projects profile, dealer
credit policy, and Rahimafrooz website is used in this regard.
1.7LIMITATION OF THE STUDY:
Firstly, judging a companys activity relative to competitor is not an easy task. This study has
tried to figure out the key factors that has an effect towards the profitability of the company.
Secondly, analyzing the secondary data and comparing it with the primary data was a major
problem in making the report.
Thirdly, lack of adequate knowledge has a effect in writing the report properly.
Chapter Two
Company history
Founder
Late A. C. Abdur Rahim (1915-1982).
Rahimafrooz Bangladesh Limited
A man of strict religious values, yet a believer in progressive dynamism, and a dreamer who
thought nothing is impossible Late A C Abdur Rahim overcame numerous challenges and

obstacles to become one of the most accomplished entrepreneurs of this country. Born on the
20th of January 1915, he lost both his parents by the time he was seven years of age. Deprived
of formal schooling and a typically comfortable childhood, he grew up as a man with strong
determination, hardworking diligence, and humane compassion.
By the early 1940s, Mr. Rahim started small scale commercial trading on his own. He moved to
Chittagong in 1947 and stared afresh with very little capital in hand, but with a whole world of
courage and faith. In 1950, he established the small trading concern dealing in various items.
This proprietary business was formally incorporated on April 15, 1954 as Rahimafrooz & Co. Till
date, Rahimafrooz Group commemorates this as its Foundation Day.
The childhood hardship and the struggle in his young years only made Mr. Rahim a strong
individual, a faithful human being, and a leader full of compassion and humanity. He was a caring
father and an affectionate person throughout his life. Whoever, in his lifetime, came in touch with
Mr. Rahim, fondly remembers him as a man of tremendous humility, dignity, and trustworthiness.
His passion for continuously improving himself and his religious and ethical righteousness, and
his dedication to please his customers are still prevalent in todays Rahimafrooz culture
shaping the Groups present and its future.
Todays Rahimafrooz is a dream that Mr. A C Abdur Rahim turned into reality. The business
growth, the social commitment, and the great diversity in todays Rahimafrooz are the outcome of
one lifetime of hard work and compassion from Mr. Rahim. He breathed his last on March 14,
1982 in London. But his work and his virtue have kept him alive forever. May Allah grant him with
eternal peace.
Over the decades, Rahimafrooz has grown in size, scale, and diversity. The Group today has
Eight Operating Companies (SBUs), a few other business ventures, and a not for profit social
enterprise. As of 2011, the Group currently employs more than three thousand people directly
and a further twenty thousand indirectly as suppliers contractors, dealers and retailers.
Rahimafrooz operates in four broad segments Storage Power, Automotive & Electronics,
Energy and Retail.
We have strengthened our market leadership at home while reaching out to international
markets. Ranging from automotive after

market products, energy and power solutions, to a

world class retail chain the team at Rahimafrooz is committed to ensuring the best in quality
standards and living the Groups five core values Integrity, Excellence, Customer Delight ,
Innovation and Inspiring People.
Rahimafrooz has been a partner in the development journey of this nation for more than fifty-five
years now. We set ourselves the highest standards in responsible corporate behavior and our

passion for success is aligned with the development of the country. We are committed to playing
a leading role in driving growth, prosperity, ethical values and social responsibility. We continue to
serve our customers through unparalleled quality excellence and service superiority. Our
business success has been complemented by our commitment to the environment, society and
community.
At Rahimafrooz, We are enriching lives with your trust!
2.1 Aspiration:
To be most admire and trusted organization through excelling in everything we do, following
ethical business practice and adding value to stake holder.
2.2 Vision:
Be an enterprising group of Taka 2,000 crore by the year 2010 with the diversified business
portfolio focus on dynamic growth, excellence, innovation, customer delight in enriching our
world.
2.3 Vision 2015: A billion dollar diversified group committed to adding value to all stakeholders
and community
Value:
Integrity in all our dealing
Excellence in everything we do
Total commitment to customer satisfaction
Thinking ahead and taking new initiative
2.4 Quality policy:
We, as a team, totally committed to customer delight through intelligent effort and continuous
improvement.
2.5 Community service:
Rahimafrooz regularly contribute personal, monetary and medical help to people disadvantaged
by natural calamities and serious illness. Rahimafrooz also makes significant contribution to
leading diabetic and cancer hospitals.
2.6 Achievements of RBL:
Asias Best Brand CMO Award 2010
Asias Best Employer

SC& FE, CSR Award 2008

Brand Leadership Award 2008

Ashden Award Award 2006
National export trophy Award 2001Chapter three

Strategic business unit

(SBU) RBL
3. SBUs (Strategic Business Units):
Rahimafrooz (Bangladesh) Ltd. (Group Parent Company)
Rahimafrooz (Batteries) Ltd.
Rahimafrooz Distribution Ltd.
Rahimafrooz Energy Services Ltd.
Rahimafrooz Renewable Energy Ltd.
Rahimafrooz CNG Ltd.
Rahimafrooz Superstores Ltd.
Excel Resources Ltd.
Rahimafrooz Globatt Ltd.
Rahimafrooz service center
3.1 Rahimafrooz (Bangladesh) Ltd. (Group Parent Company:
Rahimafrooz (Bangladesh) Limited (RABL) is the Group Holding and Parent Company including
the Group Corporate Center that guides the Strategic Business Units (SBUs). It ensures
continuous management innovation, technology adoption, new initiatives, corporate governance
and compliance. Rahimafrooz Bangladesh Ltd has imported world famous Dunlop Tire and Tube
which is producing in Japan and India.
At present Rahimafrooz Bangladesh ltd. Is one of the top most organizations in the country many
officer and personnel work hard.
From the development of the organization Rahimafrooz Bangladesh ltd. is mainly work in four
divisions
1. Corporate Division
2. Manufacturing Division
3. Marketing and sales division
4. International division
The chairman is the chief executive officer of the organization and the director is the head of
every division. Rahimafrooz Bangladesh ltd. has one head office in Motiheel. Two service offices
in Dhaka and Chittagong and one factory in Nakhal Para and other is Savar.
Regional office is operated by regional manager who has controlled all the sales force and also
has responsible for his job to the managing director of head office. Every appointed dealer in the
sales center of Rahimafrooz Bangladesh ltd. they always get up great training from the company
to serve the customer all over the country there are near about 180 dealers of Rahimafrooz

Bangladesh ltd. Often the company organize conference for the dealer and they create the
opportunity to exchange their value.
3.2 Rahimafrooz Battery Ltd:
Rahimafrooz battery ltd has mainly marketed Rahimafrooz battery. At present Rahimafrooz
company has been producing and marketing more than one hundred categories battery.
Automotive battery and motor cycle battery are produced by Rahimafrooz Company. This is very
popular in the market and also high quality. The Companys manufacturing plants produce a
range of 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 automotive battery market while Volta, Optus and Delta are gaining
equity as International brands.
RBL has a successful story of installing solar power in the remote rural areas of Bangladesh. It
has successfully installed more than 10,000 home solar systems in the remote rural areas of
Bangladesh.
In Bangladesh Rahimafrooz Factory is situated in Nakhal Para. Tejgoan. It is the heist battery
production capacity factory. The authority tries their level best but to keep its quality through skill
and efficient engineer
Plant Capacity: Rahimafrooz has state of the art manufacturing plants. We are equipped with all
latest technologies with complete air treatment and lead-recycling management. RBL produces
different types of batteries to meet the local and international market.
Its capacity in Automotive Battery is 660,000 (N50) units per annum and Industrial Battery is 41
million AH/annum. By the end of 2010, these will increase to 8000,000 (N50) and 120 Million AH
respectively. All the products are manufactured following strict quality and environmental
standards, and are ensured by international certifications too. Our main product range includes:
Automotive battery
Motorcycle battery
Appliance battery
Deep cycle Flat plate battery
Industrial tubular battery
VRLA battery
IPS and UPS batteries
3.3 RAHIMAFROOZ DISTRIBUTION LTD:
The company has a huge relation with the market to distribute its products through the network of
dealers. It has almost near about 200 dealers, 280 Retailers and 95 Lubricant Dealers across the

country for distributing Dunlop tyre, Lucas batteries, Volta batteries, RZ tire, BP lubricants and
Rahimafrooz instant power system.
RDLs portfolio includes international tyre brands Dunlop and Kenda while it also carries its own
brand RZ Tyre and battery brands Lucas and Spark. RDL is the exclusive franchisee of the
worlds leading lubricant brand Castrol. Through Rahimafrooz IPS, UPS and Voltage Stabiliser,
the company enjoys clear leadership of the emergency power products market. In addition, it also
runs eight automobile service centres in Dhaka and Chittagong. Recently the company has
entered the electronic goods market. It distributes and markets various household appliances and
electronic goods through RDLs newly inaugurated electronics retail chain, Ureka and its
numerous sales outlets.
RDL product portfolio includes the followings:
Tyre
RDL markets different tyres for car, bus, truck and auto-rickshaw. It is the sole distributor of
DUNLOP in Bangladesh. RZ Tyre is its own premium heavy duty truck/bus tyre fit for Bangladeshi
road. It also markets other economy tyres.
Automotive
RDL markets three major brands of automotive batteries: LUCAS, VOLTA, VOLTA MF
(Maintenance Free) and SPARK. All batteries are produced by RBL.
Power Back-Up System
RahimAfrooz IPS and Rahimafrooz UPS are two popular power back-up systems marketed by
RDL.
Lubricant
RDL is the marketer and sole agent of Castrol, one of the lubricant giants
Rahimafrooz solar is started with a pilot project with the Bangladesh Atomic Energy Commission.
Rahimafrooz Solar supplies solar-electricity to the remote villages of Bangladesh. More than
30,000 thousand families are supplied with solar power with help of NGOs and International
Organizations.
Excel retires limited RBL is the leading tyre retread company in Bangladesh. ERL has been
serving the industry since 1994 providing best quality of retreads. Its plant is capable of
retreading tyres of car, bus, and truck.
EXCEL RESOURCES LTD
Excel Resources Ltd. (ERL) is a leading name for tyre retread. ERL also manufactures and
markets emery cloths and abrasive papers.
ABOUT RETREAD

Retread of tyre is a process whereby new tread rubber is applied on a used tyre casing; if done
properly, this process allows similar mileage like new tyres. The process extends longer casing
life. Based on the casing, a tyre can be retread up to 3 or 4 times, as long as the casing supports.
The retread process is eco-friendly and does not result in environmental pollution. A retread tyre
can save up to 50% of new tyres cost.
Every time you buy and use a retread tyre, you help to conserve Their valuable natural resources
and since retread tyres are less expensive than comparable new tyres, one can save money
while helping the environment. This is truly a win-win situation
3.4 Rahimafrooz Energy Services Ltd.
BRAND
Rahimafrooz Energy Services Limited was established in the year 2000 as a standby, captive
anddistributed power solution provider. It is a leading name in the diesel generator industry
having a customer base of nearly 700. Its clientele comprise of industrial plants, real estates,
hospitals, educational institutions, telecoms, supermarkets, corporate houses and government
establishments including the Armed Forces. The company is marketing both diesel and gas
generators from Pramac Power Engineering, Italy and Spain, and Mitsubishi Heavy Industries
Limited, Japan. Rahimafrooz Energy is also providing Rental Power with both diesel and gas
generators.
Rahimafrooz Energy is the Authorized Distributor of GE Consumer & Industrial Lighting, USA and
Exclusive Distributor of Wiring Accessories and Low Voltage Protection Devices from Hager,
France in Bangladesh.
Located at the heart of Tejgaon Industrial Area, Dhaka Rahimafrooz Energy is equipped with the
necessary service facilities and ready availability of stocks for all kinds of organizations and
individuals requiring energy related solutions
RESL is the Exclusive Distributor of PRAMAC in Bangladesh. It markets diesel generators up to
2500 KVA for multiple users. Its customers comprised of industrial plants, real estates, hospitals,
educational institutions, telecom companies, supermarkets, corporate houses and government
establishments.
Established with the aim of being a provider of standby, captive and distributed power solutions
offering 24X7 customer services, the company is now ready to launch three new products which
are gas generators, power rentals and electrical accessories. In a short span of five years,
Rahimafrooz Energy Services Limited has grown to be a highly reliable energy solution company.

PRAMAC generators come up to 2,500 KVA for multipurpose use. Its customers comprised of
industrial

plants, real

estates,

hospitals,

educational

institutions,

telecom

companies,

supermarkets, corporate houses and government establishments.

3.5 RAHIMAFROOZ RENEWABLE ENERGY LTD
Transforming the lives of people and lighting up different corners of the country, Rahimafrooz
Renewable Energy Ltd. (RRE) has been providing Rahimafrooz Solar solutions for households,
agriculture, healthcare, education, rural streets and marketplaces. To date, RRE has lightened up
more than 40,000 rural homes in Bangladesh and the Company is endeavoring to do much more
in the future.
The abundance, inexhaustibility and non polluting nature of solar energy, have made it right
alternative for conventional energy sources, which are getting fast exhausted. So far only a small
portion of solar energy is being harnessed for use in solar water heating, solar lighting,
telecommunications, medical refrigeration and solar water pumping.
Working closely with Bangladesh Governments agencies, NGOs, donor and partner
organizations, and international agencies, RRE offers a full rage of solar solutions including home
lighting, street lighting, heating systems, water pumps, Photo Voltaic (PV) centralized systems,
drip irrigation systems, vaccine refrigeration, support for computer and other electronic systems,
and a number of other solutions. More than 60,000 homes already been illuminated with RREs
solar efforts and the number is always growing.
Rahimafrooz Bangladesh Ltd. At first has marketed solar energy by exporting it from England.
The following places and the institutions are the user of solar.
1. Hospital and Clinic
2. Irrigation project
3. School, Masjid, Road, Television
4. Telecommunication sector.
5. Railway signal
6. To find out the river way.
The Organization where the solar Energy is set up
1. NGO
2. Tea Garden
3. Army cantonment Chittagong
4. Private Organization
3.6 RAHIMAFROOZ CNG LTD.

Rahimafrooz CNG Ltd. (RACNG) offers comprehensive solutions for CNG refueling, conversion,
conversion centers, and maintenance. The Company runs state-of-the-art CNG conversion
centers offering 1st to 5th generation conversion, and is setting up a wide country-wide network
of refueling stations. It also assists, through equipments, technological know-how, training and
marketing, in setting up CNG conversion centers and refueling stations
INSTALLATION OF CNG STATION:
It helps to setup CNG Fuel Station on a turn-key basis. It also assists in obtaining financial
support from the Financial Institution to setting up CNG station. It provides round the clock
technical supports and training
CNG CONVERSION:
It has its own conversion centers where you can convert your Octane or Petrol driven automobile
into CNG. Rahimafrooz CNG offers an innovative and technically advanced system for
conversion of all types of vehicles into CNG It is the sole technical and commercial representative
of Lo.gas s.r.l. of Italy. All CNG components are given full warranty with necessary technical
support.
CNG SERVICES:
It also provides all types of technical support related to CNG stations, systems and kits to
individuals and institutions.
3.7 Rahimafrooz Superstores Ltd
Rahimafrooz Superstores Ltd. (RSL) made a breakthrough in the urban lifestyles by launching
the first retail chain in the country Agora. With outlets in important locations in Dhaka, and many
more coming at key locations in Dhaka and other major cities, Agora is endeavoring to fulfill the
everyday needs of the urbanites through fair price, right assortment, and best quality.
While Agora mainly focuses on food items ranging from a wide variety of fish, meat, vegetables,
fruits, bakery, dairy, and grocery it also carries a vast array of other household, grocery,
personal care, and various other products. Having started its journey in 2001, Agora is committed
to sustaining and growing as the most trusted, loved, and frequented retail chain.
Agora outlets:
Dhanmodi
Gulshan
Mogbajar
Mirpur
3.8 Rahimafrooz Globatt Ltd (RGL)

Rahimafrooz Globatt Ltd (RGL) is the global wing of Rahimafrooz group. As part of excelling two
decades of international market experience and aspiring to become a truly global company, this
state of the art Maintenance Free (MF) and Sealed Maintenance Free (SMF) battery
manufacturing plant was established in the year 2009. With 2.5 million unit production capacity
per year, RGL is the largest battery export plant in South Asia. In recognition to its quality
management system, RGL has received ISO 9001:2008 Certification from Orion Registrar, Inc.,
USA. The manufacturing process of RGL ensures highest level of environment sustainability.
RGL offers a broad range of maintenance free automotive batteries manufactured according to
JIS and DIN standard for a variety of vehicles, ranging from small cars to large commercial
vehicles. RGL also manufactures deep cycle battery for inverter application. All these batteries
have been designed by one of the leading German company. These batteries are designed for
millions of vehicle enthusiasts across Asia & Pacific, Middle East, Africa, Europe and Americas.
As the pay off line of its flagship brand GLOBATT Drive Within illustrates, the battery is winning
heart and mind of the consumers around the globe through its unparallel performance.
Metro net
Rahimafrooz Group, in a joint enterprise, has ventured into the first ever fiber optical commercial
networking backbone in Bangladesh Metronet Bangladesh Ltd. (MBL). MBL provides robust data
communication services to private sector offices, financial institutions, ATMs, and many other
institutions. GreyFab and Asia Tex are two other businesses that manufacture and export textile
and terry towels.
Rural Service Foundation (RSF) is a not-for-profit social enterprise endeavoring to alleviate
poverty and supporting the rural poor. The poverty alleviation model of RSF is based on three
basic principles affordable, replicable, and sustainable. RSF has been helping the rural poor,
through programs involving solar home systems, irrigation, bio gas, contract farming, battery
powered instant power systems etc. Besides, RSF also runs Dhaka Project which is a home to
some 600 urban street children, providing them with shelter, education, food, clothing, and care.
Supported by Rahimafrooz.
3.9 RAHIMAFROOZ SERVICE CENTER :
Rahimafrooz Bangladesh Ltd service center is situated in 13 Mahakhali commercial areas in
Dhaka. Here the product of Rahimafrooz is sold and servicing also. Here the service is done in
modern computerized system. The complain is also solved and handle from here.
and a number of generous donors from home and abroad, RSF has a country-wide network with
nearly fifty field offices.
3.10 Sales process: Diesel generator:

Project
Pre-sales meeting: (sale people) Discussion with customer regarding the actual need, the
size of the generator, KVA, installation process etc.

1.

a)

Inform customer regarding product feature

b)

Site visit: evaluate the customer recommended location where generator would be placed

c)

Load calculation

d)

Site suggestion: Inform customer regarding installation process; provide product

recommendation based on site etc.

e)
1.

Estimated price rates

Offer submission (based on customer requirement)
Technical
Product list
Financial offer

Other parties involve with offer submission. (They evaluate the offer)
a)

Financial institution/ Bank

b)

Consultant

c)
1.
a)
b)
1.

Construction contactor
Follow up (before sale)
Over phone
Direct visit
Final Negotiation meeting
Price

1.

Product
If accepted by the customer then work order is issued
schedule date for installation
material estimate or list of material
material arrangement
relevant document

1.
2.

Price and mode of payment

payment (as per work order)
pre-installation inspection (sale people and installation and service supervisor
customer name and address
package number
capacity
installation place
material list
delivery date

1.
2.
3.
4.

delivery/dispatch (store officer

installation
follow up ( after sales) by the sales people
bill collection (accounts and sales people)
description of equipment
model
commissioning date
amount of bill claimed by the RESL

1.

A. Corporate:

Definition: corporate customers are those customers who buy a bulk amount of products from
RESL. It can be Bank, factory, hospital, real estate or industry.
Sales process is same 1 to 11
Installation
Sources/sales leads are different.
B.Individual:
Definition: individual customers are those customers who buy one or two products from RESL. It
can be Bank, factory, hospital, real estate or industry.
Sales process is same 1 to 11 (except work order)
100% payment before delivery
sources/sales leads are different
1.
B. Referral :
Colleague from RDL, RBL and etc
Sales lead given by commission agent
Sales man of RESL has contact with other companys sales man
Refer customer to the RESL.
Receive commission from RESL
1.

1 to 11 same processes. Except work order for individual but for corporate (need work order)
C. Third party/Contract proposal:
Rail way , police buy from third party
Third party buy from RESL (supplier of generator)
But all after sales services given by the RESL

Sources of sales lead:

From colleague like RDL,RBL
sales person of other company
existing customer
Direct call from customer( new or existing customer)

Sales lead given by commission agent

From bill board
Newspaper
Related generator company/ similar trend business
Consultant
Road site
Field representative
Direct sale
Customer direct come to RESL
Project

Corporate

Individual

Third

Referral

party/contract
proposal
From

Existing

customer

Direct sale

Direct sale

From bill board

From bill board

Newspaper

From bill board

Newspaper

Newspaper

Direct sale

sales person of

Field

other company

representative

Sales lead given

Road site

by

Related generator

agent

company/ similar

Consultant

trend business
Figure #1
3.11 After sales service:
1.
Installation (project and individual/corporate)
2.
Service (individual)
1.
I.
Emergency service
2.
II.
Schedule service
3. Service (project)
1.
Installation( individual/corporate)
a)

Site visit

b)

Pre-installation inspection (sale people and installation -service supervisor)

customer name and address
package number
capacity
installation place

From colleague
like RDL,RBL

commission

material list
delivery date
c)

Material arranged
Material bought by the customer (cable) or RESL provide it.

d)

Based on that date follow up and confirm that today you have installation date.

e)

Which engineer will go for installation (his name, place and date)? This record is in excel

sheet
f)

Commissioning sheet
Site code
customer name
Package no
Supplier address
Technical terms
Other relevant information
Comments from customer
signed by RESL service engineer and customer

2. Service ( individual )
1.
I.

Emergency service (warranty period 1year or running hour1500h)

a)

Hot line

b)

Call from customer

c)

Whether this product is within warrant or not

d)

Commissioning sheet cheeked by service coordinator

customer name
Package no
Supplier address
Technical terms
Other relevant information
Comments from customer
signed by RESL service engineer and customer

e)

If it is within warranty then free service and prompt( excluding Lub oil filter, air filter, fuel filter

and culent filter parts)

f)

send engineer to the sight

g)

Service sheet sign by engineer and customer with the bill copy, feed back sheet and other

material
h)

Follow up only for individual (everyday at least 10 calls from excel sheet randomly)

i)

Documentation how many times complains come from client.

j)

Problems sheet send to Service complain par day6 to 10

k)

She only send critical problem to the COO

Emergency service for an example>hospital>1) normal problem> normal engineer

>2) critical problem> critical engineer
1.

II.

Schedule service

a)

Hot line

b)

Tell Detail information about product( KVA and price rate)

c)

Offer give by service coordinator of RESL[this is basically gave idea about relevant parts for

generator]
Description of material
Quantity
Price
Signature by service engineer
d)

If accepted then schedule date

e)

Bill collection

f)

AMC service[Dhaka and out side Dhaka city]

Critical A one serviceprice range different
Non Critical -one serviceprice range different
Super Critical one serviceprice range different
Working hour
Payment date
Exclusion
Other applicable terms
Starting date

g)

Inform about Servicing after 50h/200h/ or 6month which ever come first ( excluding Lub oil

filter, air filter, fuel filter and culent filter parts)

h)

Engineer send to the customer with the bill copy, feed back sheet and other material

i)

Payment( partially or full)

j)

Follow up monthly wise

k)
l)
m)

All Problems sheet send to (senior officer- customer relation

Service complain par day10 to 15
She only send critical problem to the COO

C. Service (project):
Projects are those customers who bought a bulk amount of product. For an example GP bought
560+ diesel generators. 5 people are working as a service coordinator to maintain the
service for project. Different people are handling different type project. So, their working style is

also different. They have 5projects (GP, Bangla link, Eric son, AKTEL and Motorola. Processes
are same but record keeping/documentation is different.
Installation (projects): service coordinator

Estimated( everything including product, parts and etc) given by the project
customer name
Package no
Supplier address
Technical terms
Other relevant information
Comments from customer
signed by RESL service engineer and customer
RESL take all estimated material( material list) for installation to the site
If any extra parts or material need then RESL claim extra bill for that
Commissioning paper and engineer sign that paper
Problems:
Service engineers are not identifying the specific problem. Every time new service engineer was
coming and telling customer about new problem. Different service engineers are sending for
same problem. customer become dissatisfied and for this reason sell will be decline in future
Stock out problem
Not delivery at proper time
Not inform problem to the original sales people by
Proper service
Place
Manpower
Branding
Promotion
Promotion (integrated Marketing communication):
RESL was doing Same Promotion for all products. For an example: diesel generator, GE lighting
and power rental.
Above the line
Through the line
Below the line
Above the line

Bill board

Press add
Add Design for bill board
Process of press advertising:
Design developed by RESL with agency
Rate (fixed)[on behalf of RESL negotiation with news paper by Agency]
a)

Which paper

b)

Page number

c)

What size

d)

Color

Quotation send by add agency

Work order send by RESL
Payment
Chapter four
Branding
4.1 Brand: A name, term, sign, symbol, or design, or a combination of them intended to identify
the goods and services of one seller or a group of sellers and to differentiate them from those of
competition. Brand elements, sometimes called brand identities, are those trademark able
devices that serve to identify and differentiate the brand. The main brand elements are brand
names, logos, symbols, characters, slogans, jingles, and packages.
Brand element choice criteria:
1.MEMORABLE
Easily recognized: it is easy to recognize because this is already a establish brand (general
electric)
Easily recalled: easy to recall also
2. MEANINGFUL
Fun and interesting
Rich visual and verbal imagery
3. PROTECTABLE
Legally
Competitively
4. ADAPTABLE
Flexible
Updatable

5. TRANSFERABLE
Within and across product categories
Across geographical boundaries and cultures
The quality parameter:
Generator

Product

Quality
Performance

Feature

Conformance quality

Reliability

Durability

Serviceability

Style and design

4.2 Steps of brand building

TARGET MARKET
OTHER VARIABLES
VALUE INNOVATION
VALUE PRICING
VALUE DELIVERY
VALUE PROPOSITION
Brand Elements
STEPS IN BUILDING BRAND
Product Engineering
Creating Differentiation
Five Dimensional Branding
Win Win

Situation
Cost-Effective
Distribution
Position the brand in the mind of the prospect
Create awareness/ identity of name/ symbol/personality
Position the brand to differentiate from others
Create brand image
Create trust in the minds of customers, prospects and other stakeholders by
maintaining consistency and DEL

BRAND EQUITY
Build awareness to the mind of the prospect.
a)

Branded vehicle

b)

All Transportation of GE will covered by the GE stickers

c)

Sales man will build awareness to the dealer

d)

Tell detail about the brand like GE

e)

Provide GE T-shirt to all sales people

4.3 Experience wheel of Rahimafrooz

Chapter Five
Supply chain

management

5.1 Function of Physical distribution:

Inventory control
a)

How much to order?

b)

When to order?

Warehouse(private)
a)

Tejgaon

b)

Begun bari

c)

Mirpur

Material handling
a)

Maintain the quality of storage

b)

Moving right goods at the right time to make them available to the right customer.

Transportation
a)

Own

b)

Private

Channel structure:
Indirect
Intermediary (RESL)
Manufacturer
End user
Level of intensities:
Distribution from single outlet (RESL)
Exclusive

Ware house entry process:

1.
2.

Normal entry
Warranty entry

A) Normal entry [which come from direct principle]

Entry new products
L/C number
About product part number and serial number
Input to the excel sheet
Kept in store
Delivery
B) Warranty entry
Entry Defective products
Match with the product part number and serial number
Input to the excel sheet
For Defective products kept in store[ for physical evidence]
Delivery
Current process (re-placement flow):

5.2 Target market :

The target market is group of customer to whom the company aims its marketing effort. The
target market of the RBL is automobile users and industries telecommunication, power
station, railway system, electric vehicle, forklift, ship buoy lighting and solar power system
and household for IPS and UPS battery. targeting board groups of buyers within a specific
product/market, such as automobiles. Consider for example, the global market for
automobiles. In 2003 the sales of the Chevrolet Impala model where 1.5 million units, In
2005 the sale corolla best selling model has sales of about 300,000 unit .considering
automobile market RBL segmented their markets and develop product like locus. The
fragmentation of needs and want in market is creating subgroups of buyers of buyers within
the total market, each displaying different customer satisfaction requirements. such
differention provides and opportunity for business to design product offerings to meet the
needs of customer indifferent market segment. Targeting all people and also organization in
a market is not a typical strategy for RBL. instead, many target one or more segment within
the total market. Deciding what people to target is a critically important strategic decision.
Customer focus
Rbl are focusing on customer. getting to close to customer
Rahimafrooz associates

directly with distribution, retailers and also buyers to know what

drives customer satisfaction, identify customer needs, and use those needs to target market
where the business can achieve a sustainable and significant competitive advantage in this
field.
RBL understand customer preferences and requirement and offerings superior value

RBL developed a centralized customer feedback and query sell total commitment to customer
satisfaction is one is of their values. listening to what customer say in continual systematic
way is a key tool to comprehend their needs and requirement and to satisfy them a
achievement excellence in their product and service accordingly.
All individuals of Rahimafrooz Group interact with customers and members of the public
everyday and do hear, receive, or learn about their comments, complaints, views, etc on the
products, services, and dealings of the company
A systematic and organized way of managing these feedbacks and queries will surely
strengthen their total commitment to customer satisfaction.
Strategic Policies
Innovative:
RBL always find creative means to achieve their desired results, while building on the
experiences of others.
Leaders :
RBL aggressively in the forefront of economic development for their target markets; others will
use their success to measure own.
Renewals and Growth:
RBL focus our efforts and incorporate values into actions that contribute to a positive,
effective and sustainable economic transformation in the Region.
Enterprising People: RBL find, embrace and support the efforts of customers, suppliers and
employees who are motivated to undertake new or risky paths that result in personal
and company growth.
Enterprising Businesses:
RBL attract and engage companies willing to change and take risk to achieve sustainable
growth, thereby providing increased employment and wealth to the Region.
The Region:
RBL will serve the broad geographic area rather than Bangladesh.
Strategies
Build a support system that will enable the successful execution of resources to innovate
superior products.
Develop production process based on the strategic plan implementation requirements
Develop cross-functional team to support implementation of the strategic plan.
Develop a performance measures tool

Develop a process for continual feedback on

progress from the market and periodic

assessment and revision of their marketing strategy and plans.

5.3 How RBL Become Market Leader
1.live the values
Integrity
Honest, fair and impartial to all. e. g. delivering on promises to external and internal
customers.
Excellence
Self discipline, personal responsibility, overall commitment e.g.

(a)

Taking personal

responsibility for delivering the results as planned. e.g. (b) Finding and implementing new
or improved solution.
Total Customer satisfaction
This applies to both internal and external customers, and must fully satisfy both. This means
those understanding their expectations, and matching to our resources/capabilities.
Taking new initiatives
Finding and implementing new ways of solving or improving issues
2.RESULT ORIENTED
Achieving targets, taking corrective action, giving feedback.
3. TEAM BUILDER
Empathic, Compassionate . e.g. (a) Receptive to ideas, complaints, feedback of others and
adding positive suggestions (b) Actively coaching team members for their development.
4. RECEPTIVE TO CHANGE
E.g. deriving maximum

benefit from

the new style of supportive training programs

rather than the previous directive style of training.

5. VISIONARY
Recognizing the qualities & skills required to aspire to the companys vision e.g.
Constantly benchmarking themselves to fulfill aspirations.
6.ENTREPRENEURIAL
Proactive, risk-taking, Self-starter, innovative, confident e.g. Constantly strive to improve
knowledge of company.
5.4 SWOT ANALYSIS OF RBL
According to the study if the organization strengths, weaknesses, Opportunities and Threats
(SWOT) analysis of Rahimafrooz Bangladesh Ltd is described bellow;
Strengths:

Excellent cycling ability high reliability and exceptionally long life

Large electrolyte reservoir high tolerance to water loss and minimal maintenance
High charging efficiency
Low self discharge, dry pre-charged plates
High rate of discharge performance
High resistance to adverse mechanical and electrical condition
Weaknesses:
Expensive than other competitors brand
Low self discharge
Opportunities:
Evolution into a Plug-in Hybrid with higher capacity batteries and a drive train designed to
operate for extended periods in electric-only mode.
spread into other market sectors
Increasing awareness of environmental issues likely to keep demand high.
licensing of technology to other manufacturers
Threats
Increasing Global Competition
Low price batteries offered by China
Increasing raw materials price
Chapter Six
Findings
Product Basis Market Share:
Rahimafrooz Battery Ltd
27 Feb 2011 Bangladesh now has a battery market of 0.6 million units worth Tk 5.0 billion a
year andRahimafrooz has 75 per cent market share.
Rahimafroozs Globatt hits Local Market
We exported 0.6 million batteries in the last two years with

Globatt

having 60 per cent

share of the total units.

Mr. Moin said at present there is a demand of 400 million batteries worldwide while
Rahimafrooz exports 0.5 million units a year.
Business Domains
This section describes Rahimafrooz Groups businesses according to the four broad
segments that its companies operate in.

Storage Power: Rahimafrooz Group is the largest manufacturer and exporter of automotive
and industrial batteries in Bangladesh and has the largest battery export plant in South Asia.
Automotive and Electronics: Rahimafrooz Group markets and distributes

various

automotive after-market products such as automotive batteries, tyres and lubricant as well as
electronics ranging from home appliances, power backup systems, lighting products, and
electrical accessories. The Group is also one of the leading complete CNG solution providers
in the country.
Energy: Rahimafrooz Group has a significant presence in the energy sector of Bangladesh
and offers a wide range of renewable and conventional energy solutions.
Retail: Rahimafrooz Group introduced the first retail chain of superstores in Bangladesh and
has played a major role in redefining everyday shopping. After gathering information I can
draw the following findings:
As it is found that average 75% of market share is obtained by RBL.
Most of the dealers claim that they receive their order, but it is not in ordering period.
Cent percent dealers claims that they are dissatisfied with the products of RBL.
The Rahimafrooz Group has more than 10 exclusive outlets.
Bangladeshs largest manufacturerdistributor of automotive and industrial batteries.
Bangladesh-based Rahimafrooz Batteries Ltd (RBL) expects India operations to contribute 10
per cent to the companys global revenues by 2013.
Rahimafrooz IPS & UPS are best in country.
RBL is the first producer of industrial battery.
It is a leading name in the diesel generator industry having a customer base of nearly 900.
RREL is also the pioneer in providing solar-hybrid solutions for Telecom Operators BTS
towers and solar powered irrigation systems in Bangladesh.
Skilled and well-trained team to ensure quality workmanship
Excellent after sales service.
Rahimafrooz CNG Ltd. (RACNG) is one of the leading complete CNG solution providers in the
country
Chapter Seven
Recommendation
Service engineers are not identifying the specific problem. Every time new service engineer
was coming and telling customer about new problem. Different service engineers are sending
for same problem. customer become dissatisfied and for this reason sell will be declined in
future

Stock out problem

Not delivery at proper time
Not inform problem to the original sales people by
Proper service
Place
Manpower
Branding
Promotion
If company solves these problems then it will grow faster.
Conclusion
No business stays at the top if it doesnt maintain its performance. Thus it is very important to
fulfill the demand of the consumers through competitive advantage. This study has gone
through different stages to identify the relations of marketing tools that can affect significantly
the market share of Rahimafroozs product. Going through, Rahimafroozs product also
identifies different activities of the competitors because there are also players who have
special interest are their market share in the same market. Timeliness of the data is very
important. I want to mention that here I learned how to work in professional environment with
challenges in the real development world, how to improve coding and design techniques and
how to cope with different working Throughout the whole development process. I got the
chance to implement my theoretical knowledge of marketing that I learnt over last 4 years
from my respected faculty members of ASA University of Bangladesh. Not only that, through
report writing I got to know how to compose professional and formal reports for any project or
research works. I have taken total marketing strategy of Rahimafrooz Bangladesh Limited.
Through this I have tried to give an actual scenario of Marketing Strategy.