Report on Marketing Strategy of Rahimafrooz Bangladesh Limited

Report on Marketing Strategy of Rahimafrooz Bangladesh restrict Rahimafrooz Bangladesh check was weeed in 1950. As a occupation association. Late A. C. Abdur Rahim was the proprietor in this time. From 1954 it was established as a limited companionship. In the t balanceer environment he had to st chea iirk afresh. He had little capital. His chief(prenominal) as circuits were authority and a blotto faith in the Almighty, which carried him by dint of entirely the difficulties with a remarkable triumph.He finally established a small proprietary trading fraternity bidd Rahimafrooz & Co, in Chittagong in 1950 which was later in incorporated on fifteenth April 1954, which is now Rahimafrooz (Bangladesh) Ltd. Rahimafrooz expanded rapidly into various trading items. The major milest champions in Rahimafrooz hi invoice undersurface besummarized as below Incorporated in 1954 by Mr. A. C. Abdur Rahim distri thatership of Lucas Battery in 1959 Exclusive distributorship of Dunlo p tyre in 1978 bungholevassing of Bangladesh operations of Lucas UK in 1980 First producer of industrial electric automobile battery in 1985Pi singlenessering Solar Power in collaboration with BP in 1985 First perpetually battery export to Singapore in 1992 Launched Rahimafrooz Instant Power g all overning body in 1993 Acquisition of Yuasa Batteries (Bangladesh) Ltd. in 1994 Attained ISO 9002 certification for RBL operations in 1997 First India bump office opened in Ahmedabad in 2000 baffleed Bangladesh Enterprise of the social class in 2001 Attained ISO 140011996 for RBLoperations Launched agora the prototypal ever retail chain in 2001 Launched Rahimafrooz competency serving in 2002 promoting distributed advocate. Established Rahimafrooz CNG ltd. n 2003 Awarded National Export Trophy in 2003 Metro terminalBangladesh,afibre optic grounddigital solventproviderforselective informationcommunication, launched in juncture venture with Flora Telecom in2004 Received M cGraw-Hill Platt Global animation Awardfor Re reinvigoratedable vervein 2004 Received the Ashden Award for sustainable postal code in 2006 EPZ factory and RALtwo new company real in 2008 1. 1 ORIGIN OF THE REPORT This project Report has been watchful as the follow outment of the goial requirement of B. B. A Program. 1. 2 objective OF THE REPORTOur tidy suminess courses argon de sign to help the students learning the technique and acquiring with skills needed effectively in hu opusagement including programmening, organizing, staffing, straight offing, motivating and controlling, chores in achieving organisational goals in differing managerial environments as a part in variant management system. So the prime aim of the regarding score is to diagnosis a company regarding their operations & thus make a nice combine of my four days educational learning. The main objective of the write up is marketplace strategy of Rahimafrooz ltd. 1. PURPOSE OF THE REPORT I take info rmation for my reputation by two marks. 1. 4 PRIMARY PURPOSE The Primary purpose of this report is to partially fulfill the requirement of my Bachelor Degree. 1. 5 substitute(prenominal) PURPOSE Secondary sources include the internal documents like annual report company bulletin various research reports and brochures. 1. 6SOURCE AND METHOD OF COLLECTING entropyThe report is organized by secondary source of data. Various reports brochure, catalog, articles and journals, projects profile, dealer credit policy, and Rahimafrooz website is enjoymentd in this regard. 1. LIMITATION OF THE breeding Firstly, judging a companys activity relative to rivalry is not an easy task. This study has tried to figure prohibited the let start factors that has an effect towards the clearability of the company. Secondly, analyzing the secondary data and comparing it with the primary data was a major problem in making the report. tiercely, lack of commensurate noesis has a effect in writi ng the report properly. Chapter twain Company history Founder Late A. C. Abdur Rahim (1915-1982). Rahimafrooz Bangladesh trammel A man of strict u close together(p)thly ranges, yet a believer in forward-looking dynamism, and dreamer who thought nothing is impossible Late A C Abdur Rahim overcame numerous challenges and obstacles to become one of the nigh accomplished entrepreneurs of this country. Born on the 20th of January 1915, he lost both his p bents by the time he was seven years of age. Deprived of formal schooling and a typically comfortable childishness, he grew up as a man with strong determi domain, hard fetching diligence, and humane pity. By the early 1940s, Mr. Rahim started small scale technological trading on his suffer. He moved to Chittagong in 1947 and stared afresh with genuinely little capital in hand, but with a solid conception of courage and faith.In 1950, he established the small trading concern relations in various items. This proprietary b arter was formally incorporated on April 15, 1954 as Rahimafrooz & Co. Till date, Rahimafrooz multitude commemorates this as its Foundation Day. The childhood hardship and the struggle in his young years exactly make Mr. Rahim a strong idiosyncratic, a faithful human being, and a loss run lower salutary of compassion and humanity. He was a caring father and an sore 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 honourable righteousness, and his dedication to please his nodes are still prevalent in todays Rahimafrooz culture shaping the themes familiarise and its future. Todays Rahimafrooz is a dream that Mr. A C Abdur Rahim turn into reality. The business growth, the social commitment, and the great diversity in todays Rahimafrooz are the outcome of one lifetime of hard belong and compassion from Mr. Rahim. He breathed his last on March 14, 1982 in London. nevertheless his take a leak and his virtue feature kept him alive forever.May tout ensembleah grant him with permanent peace. Over the decades, Rahimafrooz has grown in size, scale, and diversity. The host today has Eight operational Companies (SBUs), a few other business ventures, and a not for profit social enterprise. As of 2011, the Group currently employs much than triad k people directly and a further twenty thousand indirectly as suppliers comeors, dealers and retailers. Rahimafrooz operates in four broad segments Storage Power, self-propelling & Electronics, Energy and Retail. We have streng pasted our market lead at base opus reaching out to supranational markets.Ranging from automotive later market harvest-festivals, ability and power solutions, to a world class retail chain the squad at Rahimafrooz is attached to ensuring the go around in reference standards and living th e Groups five core values rightfulness, go bylence, node Delight , renewal and Inspiring the great unwashed. Rahimafrooz has been a partner in the development journey of this nation for more(prenominal) than fifty-five years now. We set ourselves the highest standards in responsible corporate behavior and our passion for mastery is aligned with the development of the country.We are act to playing a tip economic consumption in driving growth, prosperity, ethical values and social responsibility. We continue to dole out our guests through unparalleled quality excellence and portion splendidity. Our business success has been complemented by our commitment to the environment, baseball club and community. At Rahimafrooz, We are enriching lives with your trust 2. 1 Aspiration To be most admire and trusted organization through excelling in e very(prenominal)thing we do, by- edge ethical business practice and adding value to stake holder. 2. 2 reverieBe an enterprising gro up of Taka 2,000 crore by the year 2010 with the diversified business portfolio musical mode on dynamic growth, excellence, innovation, node enthrall in enriching our world. 2. 3 Vision 2015 A institutionalizeion dollar diversified group committed to adding value to all stakeholders and community Value Integrity in all our transaction Excellence in everything we do Total commitment to client propitiation Thinking a enquiry and taking new initiative 2. 4 graphic symbol policy We, as a team, totally committed to node delight through intelligent effort and continuous betterment. 2. Community expediency Rahimafrooz regularly contribute personal, monetary and medical help topeople disadvantaged bynatural calamities andserious illness. Rahimafrooz in like manner makes significant contribution to ahead(p) diabetic and cancer hospitals. 2. 6 Achievements of RBL Asias Best BrandCMO Award 2010 Asias Best Employer SC& FE,CSRAward 2008 Brand LeadershipAward 2008 Ashden AwardAward 2 006 National export trophy Award 2001- Chapter three strategical business unit (SBU) RBL 3. SBUs (Strategic Business Units) Rahimafrooz (Bangladesh) Ltd. (Group mention Company)Rahimafrooz (Batteries) Ltd. Rahimafrooz Distribution Ltd. Rahimafrooz Energy portion Ltd. Rahimafrooz Renewable Energy Ltd. Rahimafrooz CNG Ltd. Rahimafrooz Super bloodlines 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 bodied Center that guides the Strategic Business Units (SBUs). It projects continuous management innovation, engine room adoption, new initiatives, corporate governance and compliance.Rahimafrooz Bangladesh Ltd has imported world famous Dunlop glance over and Tube which is producing in Japan and India. At present Rahimafrooz Bangladesh ltd. Is one of the straighten out most organizations in the coun try many officer and personnel work hard. From the development of the organization Rahimafrooz Bangladesh ltd. is mainly work in four variants 1. Corporate Division 2. Manufacturing Division 3. Marketing and gross gross gross revenue 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 core and also has responsible for his job to the managing director of head office. Every decreed dealer in the sales center of Rahimafrooz Bangladesh ltd. they constantly get up great reading from the company to serve the node all over the country there are near about 180 dealers of Rahimafrooz Bangladesh ltd. often the company organize conference for the dealer and th ey create the fortune to alternate their value. . 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. self-propelled battery and ram cycle battery are produced by Rahimafrooz Company. This is very popular in the market and also high quality. The Companys manufacturing positions produce a range of returns automotive, motorcycle, and appliance batteries, Industrial (stationary, deep cycle, traction, VRLA batteries, IPS and UPS batteries, and rectifiers.Lucas and Spark are the leadership put forwards in the local automotive battery market bandage Volta, Optus and Delta are gaining equity as International marques. RBL has a successful story of installing solar power in the remote rural areas of Bangladesh. It has successfully installed more than 10,000 star sign solar systems in the remote rural areas of Bangladesh. In Bangladesh R ahimafrooz Factory is situated in Nakhal Para. Tejgoan. It is the heist battery production energy factory. The authority tries their train best but to keep its quality through skill and efficient coordinate Plant Capacity Rahimafrooz has state of the art manufacturing adjusts.We are equipped with all latest technologies with complete air treatment and lead-recycling management. RBL produces contrasting graphemes of batteries to meet the local and international market. Its capacitance in Automotive Battery is 660,000 (N50) units per annum and Industrial Battery is 41 million AH/annum. By the end of 2010, these get out increase to 8000,000 (N50) and 120 Million AH respectively. All the products are manufacture costing strict quality and environmental standards, and are ensured by international certifications too. Our main product range includes Automotive battery Motorcycle batteryAppliance battery Deep cycle Flat plate battery Industrial cannular battery VRLA battery IPS and UPS batteries 3. 3 RAHIMAFROOZ DISTRIBUTION LTD The company has a great 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 here and now power system. RDLs portfolio includes international tyre provokers Dunlop and Kenda slice it also carries its own crack RZ Tyre andbattery 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 home base appliances and electronic goods through RDLs newly inaugur ated electronics retail chain, Ureka and its numerous sales outlets.RDL product portfolio includes the followings Tyre RDL markets divers(prenominal) 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. LubricantRDL is the marketer and sole agent of Castrol, one of the lubricant giants Rahimafrooz solar is started with apilot project with the Bangladesh Atomic Energy Commission. Rahimafrooz Solar supplies solar-electricity to the remote villages of Bangladesh. more than than 30,000 thousand families are supplied with solar power with help of NGOs and Internationa l Organizations. Excel retires limited RBL is the leading tyre recast company in Bangladesh. ERL has been parcel the attention since 1994 providingbest quality of retreads. Its plant is capable of retreading tyres ofcar, bus, and truck.EXCEL RESOURCES LTD Excel Resources Ltd. (ERL) is a leading human body for tyre retread. ERL also manufactures and markets emery cloths and abrasive pieces. ABOUT remould Retread of tyre is a military operation whereby new tread rubberise is applied on a recitationd tyre casing if make properly, this process allows similar mileage like new tyres. The process extends recollectivestanding casing life. Based on the casing, a tyre can be retread up to 3 or 4 times, as long as the casing contains. 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 procure and use a retread tyre, you help to conserve Their valuable natural resources and since re tread tyres are less expensive than comparable new tyres, one can save money while helping the environment. This is truly a win-win postal service 3. 4 Rahimafrooz Energy divine services Ltd. BRAND Rahimafrooz Energy improvements Limited was established in the year 2000 as a standby, captive anddistributed power solution provider. It is a leading name in the diesel rootage industry having a node base of nearly 700.Its clientele constitute 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 informants from Pramac Power engine room, Italy and Spain, and Mitsubishi Heavy Industries Limited, Japan. Rahimafrooz Energy is also providing Rental Power with both diesel and gas origins. Rahimafrooz Energy is the Authorized Distributor of GE Consumer & Industrial Lighting, USA and Exclusive Distributor of Wiring Accesso ries and petty(a) Voltage Protection Devices from Hager, France in Bangladesh.Located at the magnetic core of Tejgaon Industrial Area, Dhaka Rahimafrooz Energy is equipped with the necessary service facilities and repair availability of stocks for all kinds of organizations and undivideds 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 function, 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 solutio n 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. . 5 RAHIMAFROOZ RENEWABLE ENERGY LTD Transforming the lives of people and lighten up up distinguishable corners of the country, Rahimafrooz Renewable Energy Ltd. (RRE) has been providing Rahimafrooz Solar solutions for family lines, 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 utility(a) for conventional energy sources, which are getting fast exhausted.So far only a small portion of solar energy is being attach for use in solar water heating, solar lighting, telecommunications, medical refrigeration and solar water pumping. Working closely with Bangladesh Governments agencies, NGOs, bestower 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, set down irrigation systems, vaccine refrigeration, support for computer and other electronic systems, and a issuance 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. rail line 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. reclusive Organization 3. 6 RAHIMAFROOZ CNG LTD. Rahimafrooz CNG Ltd. RACNG) offers comprehensive solutions for CNG re terminateing, transmutation, reincarnation centers, and maintenance. The Company runs state-of-the-art CNG conversion centers offering 1st to 5th generation conversion, and is setting up a spacious country- all-inclusive network of refueling stations. It also assists, through equipments, technological know-how, training and marketing, in setting up CNG conversion centers and refueling stations founding 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 modernistic and technically advanced system for conversion of all types of fomites into CNG It is the sole technical and commercial representative of Lo. gas s. r. l. of Italy. All CNG components are given full blurby 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 LtdRahimafrooz Superstores Ltd. (RSL) made a breakthrough in the urban life musical modes by launching the first retail chain in the country Agora. With outlets in important locations in Dhaka, and many more plan of attack at key locations in Dhaka and other major cities, Agora is endeavoring to fulfill the everyday needs of the urbanites through fair expenditure, 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 globular wing of Rahimafrooz group. As part of excelling two decades of international market puzzle and aspiring to become a truly ball-shaped 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. million unit production mental ability per year, RGL is the largest battery export plant in South Asia. In cognition to its quality management system, RGL has received ISO 90012008 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 sm all 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 ofits flagship brand GLOBATT Drive Within illustrates, the battery is winning feel 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 visual 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 sustenance 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, remove farming, battery powered instant power systems etc.Besides, RSF also runs Dhaka cypher 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 serve 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. . 10 gross revenue process Diesel generator Project 1. Pre-sales meeting (sale people) Discussion with customer regarding the unquestionable need, the size of the generator, KVA, elicitation process etc. a) propound customer regarding product feature b) Site maunder evaluate the customer recommended location where generator would be placed c) Load calculation d) Site suggestion Inform customer regarding installing process provide product recommendation based on site etc. e) Estimated expense rates 1. Offer incoming (based on customer requirement)Technical result list Financial offer another(prenominal) parties involve with offer submission. (They evaluate the offer) a) Financial institution/ Bank b) adviser c) Construction contactor 1. exist up (before sale) a) Over phone b) Direct visit 1. Final Negotiation meeting Price Product 1. If accepted by the customer then work order is issued schedule date for installation square estimate or list of worldly clobber understanding applicable document Price and mode of payment 1. payment (as per work order) 2. r e-installation inspection (sale people and installation and service supervisor * customer name and citation * package number * capacity * installation place * worldly list * delivery date 1. delivery/dispatch (store officer 2. installation 3. follow up ( after sales) by the sales people 4. measuring collection (accounts and sales people) * description of equipment * model * commissioning date * measuring stick of meter claimed by the RESL 1. A. Corporate Definition corporate customers are those customers who bargain for a bulk amount of products from RESL. It can be Bank, factory, hospital, real estate or industry.gross revenue process is same(p) 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) one C% payment before delivery sources/sales leads are different 1. B. Referral boyfriend 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 to 11 same processes. draw off work order for individual but for corporate (need work order) 1. 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 live customer Direct call from customer( new or existing customer) Sales lead given by commission agent From bill progress News paper Related generator company/ similar trend business Consultant Road site Field representativeDirect sale Customer direct come to RESL Project Corporate Individual Third party/contract proposal Referral From Existing customerDirect sale Direct saleFrom bill boardNewspaper From bill boardNewspaperDirect sale Field representativeRoad siteRelated generator company/ similar trend business From bill boardNewspaper From colleague like RDL,RBLsales person of other companySales lead given by commission agentConsultant see to it 1 3. 11 After sales service 1. Installation (project and individual/corporate) 2. Service (individual) . 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 material list delivery date c) filling 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 applied scientist will go for installation (his name, place and date)?This record is in excel aeroplane f) Commissioning canvas * Site code * customer name * big bucks no * Supplier address * Tec hnical ground * Other relevant information * Comments from customer * signed by RESL service engineer and customer 2. Service ( individual ) 1. I. Emergency service (warranty period 1year or rail hour1500h) a) Hot line b) Call from customer c) Whether this product is at bottom warrant or not d) Commissioning sheet cheeked by service coordinator customer name Package no Supplier address Technical terms Other relevant information Comments from customer igned by RESL service engineer and customer e) If it is within warranty then free service and prompt( excluding Lub anele filter, air filter, fuel filter and culent filter parts) f) locate engineer to the visual sense g) Service sheet sign by engineer and customer with the bill copy, turn tail 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) S he only send circumstantial problem to the COOEmergency service for an examplehospital1) normal problem normal engineer 2) critical problem critical engineer 1. II. Schedule service a) Hot line b) control Detail information about product( KVA and price rate) c) Offer give by service coordinator of RESLthis is basically gave idea about relevant parts for generator rendering of material Quantity Price Signature by service engineer d) If accepted then schedule date e) Bill collection f) AMC serviceDhaka 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 * earnings 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 mate rial i) Payment( partially or full) j) Follow up monthly wise ) All Problems sheet send to (senior officer- customer relation l) Service complain par day10 to 15 m) 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 bought560+ diesel generators. 5 people are working as a service coordinator to say 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 insta llation 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 particular(prenominal) problem. Every time new service engineer was coming and express customer about new problem.Different service engineers are sending for same problem. customer become dissatisfied and for this modestness sell will be decline in future Stock out problem not delivery at proper time non inform problem to the original sales people by beseeming service home Manpower Branding advancement Promotion (integrated Marketing communication) RESL was doing Same Promotion for all products. For an example diesel generator, GE lighting and power rental. to a higher place the line Through the line Below the line Above the line Bill board Press add Add Design for bill board Process of press advertisingDesign developed by RESL with agency Rate (fixed)on behalf of RESL negotiation wi th 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 vendor 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. unforgettable Easily recognized it is easy to recognize because this is already a establish brand (general electric) Easily recalled easy to recall also 2. MEANINGFUL pleasure and interesting Rich visual and verbal imagery 3. PROTECTABLE Legally competitively 4. ADAPTABLE Flexible Updatable 5. TRANSFERABLE Within and across product categories crossways ge ographical boundaries and cultures The quality parameter ProductQuality Generator Performance v feature of speech v Conformance quality v Reliability v strong point v Serviceability v Style and design v 4. 2 Steps of brand building TARGET MARKET OTHER VARIABLES determine INNOVATION VALUE PRICING VALUE DELIVERY VALUE offer Brand Elements STEPS IN BUILDING BRAND Product Engineering Creating Differentiation Five Dimensional Branding Win WinSituation Cost-EffectiveDistribution 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 union 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) give notice (of) detail about the brand like GE e ) Provide GE T-shirt to all sales people 4. 3 Experience tramp of Rahimafrooz Chapter Five Supply chain management 5. 1 Function of forcible distribution Inventory control a) How much to order? b) When to order? lay waste tohouse(private) a) Tejgaon b) Begun bari c) Mirpur Material handling ) Maintain the quality of storage b) Moving right goods at the right time to make them available to the right customer. Transportation a) give b) Private Channel structure Indirect Intermediary (RESL) Manufacturer shutting user Level of intensities Distribution from single outlet (RESL) Exclusive Ware house entering process 1. Normal entry 2. Warranty entry A) Normal entry which come from direct principle Entry new products L/C number About product part number and successive number Input to the excel sheet Kept in store Delivery B) Warranty entry Entry regretful productsMatch with the product part number and serial number Input to the excel sheet For Defective products kept in store for p hysical evidence Delivery Current process (re-placement flow) 5. 2 Target market The coffin nail 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, much(prenominal) 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 enjoyment requirements. such differention provides a nd opportunity for business to design product offerings to meet the needs of customer unbiased 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. decision making 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 win 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 perpetual systematic way is a key tool to compreh end 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 thepublic everyday and do hear, eceive, 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 factor to achieve their desired results, whilebuilding on the experiences of others. Leaders RBL aggressively in the forefront of economic development for their target markets others will use their successto measure own. Renewals and GrowthRBL focus our efforts and incorporate values into actions that contribute to a positive, effective andsustainable economic transformation in theRegion. EnterprisingPeople RBL find,embraceandsupporttheeffortsofcust omers, suppliers and employees who are motivated to undertake new or risky paths that result inpersonal andcompany growth. Enterprising Businesses RBL invoke and engage companies willing to change and take risk to achieve sustainable growth, thereby providing increased employment and wealth to the Region. The RegionRBL will serve the broadgeographic area rather than Bangladesh. Strategies Build a support system that will enable the successful execution of resources to innovate superior products. ramp up production process based onthe strategic planimplementation requirements Develop cross-functional team to supportimplementation of thestrategic plan. Develop a performance measures tool Developaprocessforcontinualfeedbackon progressfromthemarketandperiodic assessment andrevision of their marketing strategy and plans. 5. 3 How RBL Become Market Leader 1. ive the values Integrity Honest, fair and impartial to all. e. g. delivering on promises to external and internal customers. Exce llence egodiscipline,personalresponsibility,overallcommitmente. g. (a) Takingpersonal responsibility for delivering the results as planned. e. g. (b) Finding andimplementing new orimproved solution. Total Customer satisfaction This applies to bothinternal and external customers, and must fullysatisfy both. This means those understanding their expectations, andmatching to ourresources/capabilities. Taking new initiativesFinding and implementing new ways of solving or improving issues 2. RESULTORIENTED Achieving targets, taking corrective action, large-mindedfeedback. 3. TEAMBUILDER Empathic, Compassionate . e. g. (a) Receptive to ideas, complaints, feedback of others and adding positive suggestions (b)Actively coaching team members for theirdevelopment. 4. RECEPTIVETOCHANGE E. g. deriving maximum benefit from the new style of supportive training programs ratherthan the previous directive style of training. 5. VISIONARY Recognizing the qualities & skills required to aspire to the c ompanys vision e. . eerbenchmarking 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) depth psychology of Rahimafrooz Bangladesh Ltd is described bellow Strengths Excellent cycling abilityhigh dependableness and exceptionally long life Large electrolyte reservoir high allowance account to water loss and minimal maintenance High charging efficiencyLow self discharge, dry out pre-charged plates High rate of discharge performance High resistance to indecorous 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 mar ket sectors Increasing awareness of environmental issues apt(predicate) to keep demand high. licensing of technology to other manufacturers Threats Increasing Global CompetitionLow 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 gazillion a year and Rahimafrooz has 75 per cent market share. Rahimafroozs Globatt hits local anesthetic 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 DomainsThis 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 indust rial 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 deale rs 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 a nd 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 non 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 publish 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.