RFL Plastics Ltd.

                                                           

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/

                                    

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/

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.