This document provides information about RFL Group, a manufacturer of cast iron, PVC, and plastic products in Bangladesh. It discusses RFL's brand extension strategies, including brand name extension where all products are known as RFL products, as well as brand line extension and category extension where new products are introduced in existing and new categories. Charts show RFL has a wide product mix across several categories and a long product line length of 39 items. The document also discusses RFL's strategies around product mix width and depth, product line stretching to increase market share, and product line filling to be a full line leader and block competitors.

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 Mohammad Ariful Hasan
ID: 0920113605
 Bappi Barua
ID: 0920113711
 Muntasir Nowshud Shabab
ID: 0920113699
 Rony Barua
ID: 0920113717
 Main Uddin Sotan
ID: 0920113721
 MD. Foisal Uddin
ID: 0920113720
Submission date of Assignment: 1st December 2011

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CONTENTS
Introduction
Page 1
Brand Name Extension
Page 2
Brand Line Extension & Category Extension
Page 2
Product-Mix width & product-line length Chart
Page 4
Product Mix
Page 6
Product line stretching
Page 7
Product line feeling
Page 7

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Profile of RFL GROUP:
RFL started its journey with Cast Iron (CI) products in 1980. The initial main objective was to ensure
pure drinking water and affordable irrigation instruments for improved rural life. Today the company
has its wide ranges of CI products like pumps, tube wells, bearings, gas stoves etc and has achieved
the prestige as the largest cast iron foundry and light engineering workshop in Bangladesh. With a
vision to serve the common people of Bangladesh with quality necessity products, RFL diversified its
operation into PVC category in 1996 & in Plastic Sector in 2003. At present it is market leader in all
these three sectors-Cast Iron, PVC & Plastic in the country. Sizeable amount is also exported to
different countries.
It is equipped with in-house R&D facilities to design and develop new products. A well organized own
testing laboratory is used to ensure consistency in producing quality products. RFL has been awarded
with BSTI certificate and ISO 9001 Certificate for its strict compliance with the standard set by both
the organizations.
RFL has become a benchmark for competitors on the lines of quality by manufacturing premium
quality products to give clients excellent services and true value for money. The unmatched products
have given a big name to the domestic market so much so that the name is accepted with trust and
quality assurance the nation over. This is possible because the company is professionally managed
and promoted by people who ensure that creativity is given full freedom to blossom and talent is
nurtured in the company.

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Brand Name Extension:
RFL Group follows Blanket family for the product. It’s all product are known as RFL product to all. It
uses its company reputation for its entire product.
Brand line Extension & category line extension of RFL GROUP:
RFL GROUP follows two categories of brand extension.
Brand line extension: RFL group covers new product within a product category it currently serves,
such as with new flavors, forms, colors, ingredients & packages sizes.
For example:
PVC Door
Gold Door
Solid Door
Silver Door
Diamond Door
Brand Category Extension: RFL group is used to enter a different product category from the one it
currently served.
For example:

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uPVC products:
PVC Pipe
PVC Filter
PVC Fittings
HDPE Coil Pipe
PVC Hose Pipe
Taplon Tape
PVC sheet
HDPE Coil Pipe
Building Materials:
PVC door
Plastic Accessories:
RFL Bucket
RFL Chair

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Product-Mix width & product-line length for RFL Group
Product Mix Width
Agricultural
Building
Bathroom
Kitchen Room
Engineering
Utilities
Material
Accessories
Utilities
Utilities
uPVC Class Pipe
uPVC SWR Pipe
Flush Tank
Sink Tap
Bearing
uPVC Class Filter
uPVC Threa Pipe
Soap Case
Sink
Braided Hose
Product Line Length
Pipe
uPVC Non-Class
Pipe
uPVC Fittings
Commode Cover
HDPE Coil Pipe
Hand Shower
uPVC Door
Health Faucet
Pipe
uPVC Small Filter
Pipe
Water Pump
Gas Stove

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Submersible
uPVC Ceiling
Adjustable
Pump
Panel
Moving Shower
Centrifugal Pump
uPVC Sheet
Adjustable Rain
Shower
Suction Hose Pipe
Water Pump
Tissue Holder
Garden Hose Pipe
Submersible
Wall Tap
Pump
Oring Socket Pipe
Solvent Cement
Slot Handle Tap
Electric Hose Pipe
Basin Tap

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Plastic Tagari
Floor Mat
Product Mix:
Width: A product mix refers to how many product lines the company carries. In the given chart it is
showed that a product-mix width of 5 lines.
Length: A product mix refers to the total number of items. In the chart it is showed that a product
length of 39 lines.
Depth: A product mix refers to how many variants are offered to each product in the line. For exam
in the RFL
Gold Door
Blue Stone
Pink Stone
Paste Stone
Deep Teak Wood
Light Teak Wood
Off White
White
Consistency: The products of RFL Group are industrial product. It is marketed product according to
the same distribution channel. So the products of RFL are consistency.

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Product line stretching:
RFL Group follows product up-Market stretching. It creates quality product
to compete with others & increase market share.
Product line feeling:
RFL Group follows product line filling by brings more products in the market.
It follows the motives of trying to be the leading-full line company & trying to plug holes to keep out
competitors.
RFL products: