Company-RFL:
RFL is a nationally recognized brand in Bangladesh for
plastic, PVC (Polyvinyl Chloride) and cast iron products. RFL Plastics,
a subsidiary of RFL Industries, is the largest manufacturer of
indoor and outdoor plastic products for domestic and export markets. RFL Plastics Limited commenced
its operation in 2003. The vision of the company is to make molded household
products and furniture like table ware, kitchen ware, cleaning accessories,
storage containers, Arm Chair, Armless Chair, and Table specially made of
plastics of decorative design at an affordable price. Due to its perceived
superior quality, innovative design and varying ranges, RFL has
already been established as most preferred brand in plastic category in
Bangladesh.
Mission: “To reduce county wide Poverty & Hunger which deemed to be
curses"
Vision: “To become no 1 plastic company by using modern technology,
best human resources and innovative quality products."
Target market based on segmentation
Geographic
|
|
Country
|
Bangladesh
|
Country
region
|
All
over the Bangladesh
|
Demographic
|
|
Age
|
15 –80
|
Gender
|
Male and female
|
Occupation
|
House worker, House wife ,student (Business man ,
servants) (secondary)
|
Monthly income
|
1K – unlimited
|
Education
|
Not necessary
|
Psychographic
|
|
Social
class
|
Upper-
middle class, middle class, low class ( secondary)
|
Attitude
|
Quality
of the product
|
Lifestyle
|
Out
going and style concerned
|
Preference
|
Higher
brand value, Long lasting ( secondary)
|
Perception
|
Product
must be stylish and high quality, Sustainable (secondary)
|
IMC tools of RFL Plastics: Day by day they are increasing their brand
value and sales through their IMC campaign. There are 6 tools in the IMC
campaign.
RFL plastics are using almost all of this
tools to promote their products and giving various incentives to gain their
consumer attraction.
Advertising:
Mass Advertising: RFL made tv advertisement to generate their brand
awareness. Film actress Moushumi becomes Brand Ambassador
of RFL. RFL also using many celebrities at their advertisement. At their every advertisement
they are focusing on the products benefit and competitive advantage by
representing their product quality. They are doing Television commercials,
radio station advertise, Banner ads.
Out door advertise: RFL
following many outdoor advertising source such as billboards, street furniture,
subway advertise.
Internet advertisement: RFL also participating in various social
site and pages through they can advertise for their products . Some important
site such as facebook, twitter etc. https://www.facebook.com/RFLPlastics . They are using pop
up , mobile ads , search engine result pages : https://www.google.com.bd/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF-8#q=rfl%20plastic etc.
Direct Marketing: For direct marketing RFL came up with an
approach .They are mail and emailing those consumer who are their true friend
(loyal consumer) and use to buy the RFL products in bulk amount. In this
approach RFL are mailing them regarding their upcoming products and features.
They also providing online facilities so that they can take order from their
products.
Internet Marketing: RFL use the internet to promote their product.
It’s have own website which is quite simple to navigate. Its also link with
many social and powerful site like Facebook, twitter, YouTube. Etc. https://www.facebook.com/RFLPlastics ,
http://www.rflbd.com/profile.php ,
Sale promotion : RFL is a premium product and its target market is
economically a,b,c category’s family. That’s why usually they did not offer any
special promotion or offer for any particular product. Some time they provide
discount for their consumer when they are willing to buy in bulk amount. But
they assure for their product quality with return back allowances. RFL plastics
Ltd arranged a world tour program in Feb’ 12 for the best performing dealer of
2011 all around the country. The tour includes USA, UK, Singapore Malaysia,
Thailand, Nepal & India. http://www.rflplastics.com/news_and_event/dhl-daily-star-business-award/
.jpg)
In Jan’12 RFL organized yearly sales conference in Cox’s bazaar.
Around 2000 sales force along with management team were attended at the
conference. And rewarded them for their individual achievement. Such as best customer of the year.
Public relation: As a part of BTL activity RFL has launched a
consumer activation named RFL family Carnival in October’11. In this
campaign,10 nos. of govt. residential area were covered with a view to create
brand awareness through giving a stage of family gathering, entertainment
by different game, cooking show, cultural show, mehedi utsob for targeted
customer. http://www.rflplastics.com/news_and_event/yearly-sales-conference/
.jpg)
RFL has got the DHL-Daily Star Business award’11 for sustainable
growth through profitable business operation.
Consumer Learning Process :RFL mainly focus on Operant conditioning process because their
product are high involvement and consumers think a lot before purchasing this
kind of products. They provides all the information in IMC campaign that a
consumers may possibly look for in the product. The product is with high
quality and consumers buy to fulfill their social and esteem needs.They have a slogan " ABAR JIGAY" through which they are assuring their brand quality.
Review and Opinion: In this modern era
the landscape of every product marketing has turned into very competitive. To
retain the customer and value every organization should focus in 360 degree IMC
campaign. So it is vital to a company like RFL to have well IMC structure to
compete against product like Talugdar furniture, Apex, Taj, bangle furniture
etc. Basically I have pointed out that RFL should develop their skills in
personal and direct communication. They almost have good hand on other tools of
IMC except this two communication. IF they do so their prosperity will have no
bound.
