1.

0 Chapter One: Introduction of the report

1.1 Company Overview:

Rahimafrooz, founded in 1954 by Late A. C. Abdur Rahim as a trading company, is one of the largest
business groups in Bangladesh. It consists of nine SBUs and several other affiliations. The Group's
Chairman is Mr. Afroz Rahim and the Managing Director is Mr. Feroz Rahim. Rahimafrooz operates in
three broad domains: automotive after market, power and energy, and retail chain. It sells tyres,
batteries, lubricants, emergency power products, diesel as well as gas generators, lighting products,
electrical accessories, solar systems, energy solutions using compressed natural gas, and power
rectifiers. The Group also runs 'Agora' the first retail chain in Bangladesh. The Group has strengthened
its market leadership at home while reaching out to international markets. Ranging from automotive
after market products, energy and power solutions, to a retail chain. Rahimafrooz produces and markets
a range of battery 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 battery market while Volta, Optus and Delta batteries are fast gaining equity
as International brands. The Group’s portfolio includes international tyre brands Dunlop and Kenda, and
its own brand RZ Tyre. Rahimafrooz is the exclusive franchisee of the full range of lubricant brand
Castrol in Bangladesh. Through Rahimafrooz IPS, UPS and Voltage Stabiliser, the Company enjoys
clear leadership of the emergency power products market. The Company brings to Bangladesh leading
gas and diesel generator brands – Pramac as well as Mitsubishi. It also markets home and industrial
lighting products from General Electric USA (GE) and electrical accessories from Hager
France.Rahimafrooz, in 2001, made a breakthrough in the urban lifestyles by launching the first retail
chain in the country – Agora. Rahimafrooz’s Renewable Energy division has been providing Solar
solutions. It has supplied over 52,000 solar home systems (SHS) to the rural, off-grid areas of
Bangladesh where the national grid cannot reach. The Company has helped light the darkness by making
available the SHS through micro-credit, whereby a family can pay as low as USD 7.00 per month for
lighting up their homes, workplaces, business, etc. The Company, in recognition of its solar efforts,
received the McGraw-Hill Platt Global Energy Award in 2004 and the Global Ashden Award in 2006.
Rahimafrooz also offers equipments for CNG refuelling, conversion, conversion centres, and
maintenance. The Group operates a non-profit organization Rural Services Foundation (RSF) through

1
which the solar home systems reach the customers in the rural areas of Bangladesh. Rahimafrooz is also
endeavoring into tyre retread, besides manufacturing and marketing emery cloths and abrasive papers. In
a joint venture, the Group has enterprised into the first ever fibre optical commercial networking
backbone in Bangladesh in the form of Metronet Bangladesh Ltd. (MBL).One of the SBUs of
Rahiamfrooz Group, Rahimafrooz Renewable Energy Ltd. distributes solar home systems to
underdeveloped rural regions of Bangladesh. For that, the company received the Ashden Award for
Sustainable Energy in 2006.

1.2 Objectives of the study

This study is for to know about Marketing Mix (4 P’s) Analysis and Competitors evaluation on Rahim
Afrooz Company Ltd”.

1.2.1Broad Objective
• Marketing strategy(4 P’s) Analysis
• Competitors evaluation

1.2.2 Specific Objectives

• The study that we made for is to find out the Rahimafrooz Company Ltd.’s marketing mix &
who are the competitors of them. Marketing mix means the 4 P’s of marketing like Product,
Price, Place & Promotion. From these report we can understand that how this company satisfy
there customers by this four P’s/
• And also from this Study we can find out the Main Competitors of this organization & how
Rahimafrooz make up with these competitors.

1.3 Scope of the study

This study, as well as other studies that were undertaken to provides about Marketing Mix (4 P’s)
Analysis and Competitors evaluation on Rahimafrooz Company Ltd”, is intended to address two sets of
questions. First, how does the organization satisfy there Customers by Marketing mix? Secondly, how
does the organization face their competitors in the market?

2
Several approaches have been used to address these questions. This study summarizes some of the
descriptive information, as well as information from the organization, observation, and secondary data.

1.4 Limitation of the study:

To make this study we face the problem of timing. Within a very short time we have made this report.
This is the only problem we have faced.

2.0 Chapter Two: Methodology of the Study

2.1 Data Collection Techniques

For the study we use observation method for data collection techniques. Because of the shortage of the
time we cannot take any questionnaire or survey. That’s why we use only observation.

2.2 Sources of Data Collection

For any kind of data collection we need primary or secondary data to source. And from these two we use
Secondary data collection.

3.0Chapter Three: Findings and Analysis

3.1 Marketing strategy of Rahimafrooz

3.1.1 Product:

3.1.1.1 Rahimafrooz (Bangladesh) Ltd

Rahimafrooz Bangladesh Ltd. (RABL) is the Group Parent Company that supports and guides the
Strategic Business Units (SBU) from the Rahimafrooz Corporate Office (RACO). It ensures continuous
management innovation, best utilization of technology, new initiatives, corporate governance and
adoption of best global practices. The organization comprises of the Group Board Office, Group
Information Technology Centre (GITC), and the functional teams of Finance & Accounting, HR &
Administration, Corporate Marketing, Group QMS and Compliance.

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3.1.1.2 Rahimafrooz Accumulators Ltd.:

Rahimafrooz Group started manufacturing industrial batteries in the year 1991, in collaboration with
Electrona of Switzerland. Rahimafrooz Accumulators Ltd. (RAL) commenced operation from 2009, as a
separate unit to cater to the growing needs of the local as well as international market. RAL produces
and markets a wide range of industrial batteries which are used in telecommunication, power station,
railways, electric vehicles, forklifts, ships, buoy lighting, UPS, inverter and solar power systems. It aims
to manufacture high quality batteries by employing new and innovative technology, which offers safer
and more environment-friendly manufacturing processes. The Company maintains high standards of its
operations that are certified in both ISO 9001 and ISO 14001 standards. RAL aspires to be the leading
industrial battery manufacturer for traction, stationary, solar and VRLA batteries in the South Asia
region.

3.1.1.3 Rahimafrooz Batteries Ltd.

Rahimafrooz Batteries Ltd. (RBL) is the largest lead-acid battery manufacturer in Bangladesh. The
company is one of the leading regional players, with market leadership at home and export endeavours
to more than 44 countries around the world. It manufactures about 200 different varieties of batteries for
automotive, motorcycle, IPS and other applications in its factory located at West Panisail, Zirani Bazaar,
Gazipur. The Company maintains high standards of operations, which are certified in both ISO 9001 as
well as ISO 14001 standards. Furthermore, in order to ensure occupational health and safety of its
employees, the company has also implemented the occupational health and safety management system,
OSHAS 18001 standard. The expertise and reputation of Rahimafrooz as a manufacturer of quality
batteries locally and internationally has inspired the Group to invest in setting up a new battery factory
at Ishwardi EPZ to cater to the growing potential in the international battery market. As part of the same
strategy, the Group recently decided to spin-off the Industrial Battery manufacturing facilities of RBL as
a separate business unit, moving to a new factory in Savar. As a result of these initiatives, RBL will now
be able to devote more resources towards meeting the increasing demand of the local market. 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 state of the art manufacturing plants. It is equipped with
the latest technologies along with complete air treatment and lead-recycling management system. Its
capacity in automotive and other appliance battery is over a million N50 units per annum and has
provision for further expansions. Rahimafrooz has different technical collaboration agreements with the

4
Lucas Battery Company, Technical support Group (TSG), Hawker Batteries, and Invensys, of UK, Eltek
– Norway and AEES – France to ensure the quality of the battery.

Safe disposal and recycling of used batteries:

Rahimafrooz as a Group is highly committed to its social and environmental responsibilities. All its
operations are built and managed in a way so that the possibility of any detrimental effect on the
environment can be eliminated or minimised. Being the leader in the lead-acid battery industry, RBL is
no exception to that commitment. Safe disposal of the used batteries in Bangladesh has been a big
concern. Rahimafrooz has lobbied actively in getting a law formulated and enacted in this regard. RBL
has ensured proper facilities and establishments for collecting (buying back) and breaking used batteries
safely in an isolated location in Savar. Simultaneously, it has also made huge investments in setting up a
smelting plant to recycle the recovered lead from the used batteries. In order to make all these efforts
truly meaningful, Rahimafrooz has been periodically running awareness building campaigns in the
society among the battery users (including the drivers) to educate them about the need for a safe disposal
of batteries and also encouraging them to avail the buy-back benefits offered by Rahimafrooz for used
batteries.

3.1.1.4 Rahimafrooz Globatt Ltd.

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

5
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 “Miles of Smiles” illustrates, the battery is winning heart and mind of the consumers around
the globe through its unparallel performance.

3.1.1.5 Rahimafrooz Distribution Ltd

Rahimafrooz Distribution Ltd. (RDL) is the distribution wing of the Group, having a present nationwide
distribution network of 172 Dealers, 263 Retailers and 102 Lubricant Dealers and carrying over ten
national and international brands. It is the clear leader in the automotive after market and emergency
power products categories. RDL’s 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 world’s 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

6
the electronic goods market. It distributes and markets various household appliances and electronic
goods through RDL’s newly inaugurated electronics retail chain, Ureka and its numerous sales outlets.

3.1.1.6 Batteries:
Automotive Batteries for small and light vehicles, Automotive Batteries for Large, Commercial Vehicles
and marine vessels Automotive Batteries for Taxis and Cabs.

3.1.1.7 Tyres:
RDL has been the sole distributor of Dunlop Tyres in Bangladesh since 1978 and offers a wide range of
tyres for various types of automobiles. It also distributes RZ Tyre, the in-house brand of premium
quality cost effective tyre which was launched in 2000. This heavy-duty truck and bus tyre is specially
designed for Bangladeshi roads. Since its introduction RZ Tyre has become the preferred choice of
numerous local and multinational companies. In addition to this, RDL is also the sole distributor of
Kenda, Indus and D-Master in Bangladesh

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3.1.1.8 Lubricants:
Castrol, the world’s leading lubricant, has entrusted RDL to market and promote its entire range of
automotive and industrial grade products in Bangladesh. The inclusion of Castrol in RDL’s portfolio has
enabled the company to strengthen its market leadership position.

3.1.1.9 Electronics:

Electronics & Home Appliances

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Rahimafrooz Distribution Ltd (RDL), has extended its business in electronics and home appliances
recently with the launch of its multi brand electronic outlet – Ureka on December 11, 2009. The store
offers a wide range of Daewoo electronics in addition to GE consumer lighting, Hager electrical
accessories and the complete line of Rahimafrooz IPS, UPS and Voltage Stabiliser. The company plans
to introduce other popular brands in the near future.

3.1.1.10 Rahimafrooz IPS

Rahimafrooz IPS is the ideal power back-up system for continuous power supply during electricity
failure. In addition to the stylish new looks and distinct product features, Rahimafrooz IPS incorporates
the latest inverter technology and a built-in microprocessor based control unit that continuously
monitors and controls the automatic functions of the IPS. Rahimafrooz IPS is designed to meet
emergency power requirements for home and office appliances like tube light, fan, television,
refrigerator, A/C, microwave, fax, PABX, energy saving lamp, etc. and can be plugged in directly with
the main electric supply. Rahimafrooz has introduced a new range of 18-month warranty system
“Rahimafrooz IPS Plus”. The available models for the 18-month warranty system are 350 VA, 400 VA
and 600 VA capacities Stock Keeping Unit parallel to 12 month warranty system for all ranges.

3.1.1.11Rahimafrooz UPS
Rahimafrooz UPS is a highly reliable power stabiliser with backup system. The new sleek looking
Rahimafrooz UPS comes with a built-in AVR that allows wide input voltage range with optional DB-9
port.
Features:
• Built-in stabilizer
• Built-in AVR for wide voltage range
• Overload & short circuit protection
• 150V~275V AC input
• Surge, spike and modem protection
• Deep discharge protection
• Special auto-saving & shutdown software exclusively with 600 VA
• DB-9 port (Optional)

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3.1.1.12 Rahimafrooz CNG Ltd.
Rahimafrooz CNG Ltd. (RACNG) is one of the leading complete CNG solution providers in the
country. RACNG offers comprehensive solution for vehicle conversion, online (conventional) and
offline (mother-daughter) CNG refueling stations, industrial CNG solutions, maintenance and services,
as well as gas retailing. RACNG runs state-of-the-art CNG conversion centres offering from 1st to 5th
generation conversion systems, and supplies world class brand of kits from Lo.gas of Italy. It also
supplies world famous SICOM brand Italian CNG refueling station equipments. RACNG launched
Quikfill, the first ever chain of branded CNG refuelling stations in Bangladesh. Furthermore the
company also assists its clients in setting up CNG conversion centers and refuelling stations by
providing equipments, technological know-how and training.

Rahimafrooz CNG offers:

· Complete CNG solutions under one roof

· Full range of CNG conversion (from 1st generation to latest 5th generation)
· Skilled and well-trained team to ensure quality workmanship
· Excellent after sales service
· Provides equipments and their original spare parts from South America
and European origin
· Customized solutions to meet specific requirement
· Technical design and consultancy services for online and mother-daughter CNG refuelling stations

3.1.1.13 Rahimafrooz Renewable Energy Ltd.

Transforming the lives of people and lighting up different corners of the country, Rahimafrooz
Renewable Energy Ltd. (RREL) has been providing Solar Energy solutions for households, agriculture,
healthcare, education, telecommunication, rural streets and marketplaces, as well as government and
private institutions. To date, RREL has lightened up more than 100,000 rural homes in Bangladesh and
the Company is endeavoring to do much more in the future. RREL is also the pioneer in providing solar-
hybrid solutions for Telecom Operators’ BTS towers and solar powered irrigation systems in
Bangladesh.

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The abundance, inexhaustibility and non-polluting nature of solar energy has made it a popular
alternative to conventional energy sources, which are rapidly getting exhausted. So far only a small
portion of solar energy is being harnessed for use in solar lighting, telecommunications, solar water
heating and solar powered irrigation. Working closely with Bangladesh Government’s agencies, NGOs,
donor and partner organizations and international agencies, RREL offers a full range of solar solutions
including home lighting, street lighting, water heating systems, Photo Voltaic (PV) centralized systems,
irrigation systems, vaccine refrigeration, support for computer and other electronic systems and a
number of other solutions.

Bangladesh Carbon:

In 2009, Rahimafrooz Renewable Energy Ltd. joined hands with Carbon Planet, Australia and launched
Bangladesh Carbon – a CDM based Consultancy and Carbon Trading service. Bangladesh Carbon is an
initiative of RREL to develop, implement and commercialize projects under Clean Development
Mechanism (CDM) guidelines of UNFCC Kyoto Protocol, which will not only reduce Carbon
Emissions but also earn foreign exchange for our economy.

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3.1.1.14 Rahimafrooz Energy Services Ltd.

Rahimafrooz Energy Services Ltd. (RESL) was established in the year 2000 as a standby, captive and
distributed power solution provider. It is a leading name in the diesel generator industry having a
customer base of nearly 900. At present the number of RESL installed generators is more than 3000 (20
KVA to 1500 KVA). Its clientele comprises of industrial plants, real estates, hospitals, educational
institutions, telecoms, supermarkets, corporate houses, NGOs, embassies and various government
establishments. The company is marketing diesel generators from Pramac Power Engineering, Italy and
Spain (20 to 2500 KVA), and Mitsubishi Heavy Industries Limited, Japan (650 to 4500 KVA). RESL is
also providing Rental Power with both diesel and gas generators. The company is planning to launch
Mitsubishi gas generator (1.0 MW) in the near future.The company with its efficient fleet of service
personnel nationwide offers round the clock customer service. It also provides Annual Maintenance
Contract to both diesel and gas generator users seeking instant service support. To enhance the offerings
further, lately the company has started providing turnkey engineering services to facilitate one point
solution for its valued customers. RESL is equipped with the resources and technical competencies
necessary for providing both standard and customised energy related solutions for various organisations
and individuals.

3.1.1.15 Rahimafrooz Superstores Ltd.

Rahimafrooz Superstores Ltd. (RSL) launched Agora the first ever retail chain in Bangladesh in 2001.
Agora promises a valuable shopping experience that provides quality and fresh products at the right
price. It aims to consistently provide a remarkably satisfying and valuable shopping experience through
a business that improves the quality of life for customers and team members. With outlets in major
locations throughout Dhaka, and many more being planned in Dhaka and other major cities, Agora is
endeavoring to fulfill the everyday needs of its customers by providing the right quality, assortment and
price through stores of various forms and sizes. While Agora mainly focuses on food items - ranging

12
from a wide variety of fish, meat, vegetables, fruits, bakery, dairy, and grocery - it also carries a vast
array of other grocery, personal care, and various other consumer goods and household utensils.

3.1.1.16 Metronet

Rahimafrooz Group, in a joint enterprise, has ventured into the first ever fibre 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.

3.1.1.17 Agribusiness

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Rahimafrooz’s Agribusiness initiative intends to contribute by providing inputs to the agriculture sector.
The inputs include supply and distribution of Fertilizer, Seed, Agro Chemicals, Planting Material,
Agricultural Machinery and Advisory Services to the farmers.

3.1.1.18 Core-K

Core Knowledge Ltd (Core-K) is a new initiative of Rahimafrooz Group (RA). RA started Core-K in
2009 with the aim to support the vision of education for all. Through dedication to helping educational
and research institutions discover, use, and build upon a wide range of e-content, Core-K's goal is to
equip these institutions as best as possible in a digital age where globally education is the most
important tool in the 21st century. As an education focused digital content distributor Core-K is placed
to work with Bangladesh's education community and bring them onto the same page internationally by
promoting the discovery and use of online resources. The education sector in Bangladesh can move at
the same pace as the rest of the world, and it is Core-K's belief that this service will help close the gap.
Core-K’s goal is to bring the e-resources of hundreds of leading publishers to the fingertips of a newly
digital Bangladesh, from scholars at universities to the students of primary schools. Core-K enables its
clients to build their own virtual library in a simple and cost-effective manner, eliminating the
difficulties that schools, universities and research organizations face when they depend primarily on
print resources. As a gateway to innumerable e-books, journals, reference databases and other learning
material, Core-K will be invaluable to student, teacher and researcher alike.

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3.1.1.19 Excel Resources Ltd.

Excel Resources Ltd. (ERL) is a leading name for tyre retread. ERL also manufactures and markets
emery cloths and abrasive papers. 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 tyre’s cost. Every time one buys and uses a retread tyre, he or
she helps to conserve the world’s 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. Retread is cost effective: The cost of a retread tyre will usually be 30 to 50% less than the cost
of a new tyre. Retread is safe: Retread tyre can be driven at the same speeds, including highway and
Interstate speeds, as new tyres, with no loss in safety or comfort. Retread saves energy: Tyres are
basically petrochemical products. It takes almost 100 liter of oil to manufacture one new truck tyre. As
the casing of the tyre is reused in the retread process, it takes only 30 liters of oil to produce a retread.

3.1.2 Place:

Rahimafrooz, having a present nationwide distribution network of 172 Dealers, 263 Retailers and 102
Lubricant Dealers and carrying over ten national and international brands. It is the clear leader in the
automotive after market and emergency power products categories.Rahimafrooz Inaugurates its biggest
and most modern warehouse at Hemayatpur, Savar in 2010. SO they are satisfying the customers

15
through the largest distribution channel. Rahimafrooz Distribution Ltd (RDL), has extended its business
in electronics and home appliances recently with the launch of its multi brand electronic outlet – Ureka
on December 11, 2009. The store offers a wide range of Daewoo electronics in addition to GE consumer
lighting, Hager electrical accessories and the complete line of Rahimafrooz IPS, UPS and Voltage
Stabiliser. The company plans to introduce other popular brands in the near future.

3.1.3. Price:

3.1.3.1 Rahimafrooz Batteries Ltd.

TO sell the battery Rahimafrooz set value-based Pricing refers setting the prices based on buyers’

perceptions of value, not the seller’s cost.

3.1.3.2 Rahimafrooz Globatt Ltd.

It’s a high priced battery because these batteries quality are highly standard. That’s why these products
are now using Market Skimming Pricing strategy with high initial prices to “skim” revenue layers from
the market.

3.1.3.3Tyres:

Rahimafrooz is the main dealer of Dunlop tyre in Bangladesh. To sell this world class product they use
value-based Pricing. And for RZ tyres organization also use this strategy.

3.1.3.4 Lubricants:

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Castrol, the world’s leading lubricant, has entrusted RDL to market and promote its entire range of
automotive and industrial grade products in Bangladesh. The inclusion of Castrol in RDL’s portfolio has
enabled the company to strengthen its market leadership position. It is also set value-based Pricing.

3.1.3.5 Electronics:

To sell electronics Rahimafrooz set Cost-plus pricing. Because it sets for make up the cost of the
product.

3.1.3.6 Rahimafrooz IPS

Rahimafrooz IPS is the ideal power back-up system for continuous power supply during electricity
failure. In our country load sheding is a continuous process now a day. So IPS is now selling rapidly in
the market. And to sell IPS, Rahimafrooz is using good- value pricing method. Good-value pricing
offers the right combination of quality and good service to fair price

3.1.3.7 Rahimafrooz UPS

Rahimafrooz UPS is a highly reliable power stabiliser with backup system. . And to sell UPS,
Rahimafrooz is using good- value pricing method. Good-value pricing offers the right combination of
quality and good service to fair price.

3.1.3.8 Rahimafrooz CNG Ltd.

Rahimafrooz CNG Ltd. (RACNG) is one of the leading complete CNG solution providers in the
country. RACNG offers comprehensive solution for vehicle conversion, online (conventional) and
offline (mother-daughter) CNG refueling stations, industrial CNG solutions, maintenance and services,
as well as gas retailing. Rahimafrooz CNG Ltd is using Market Penetration Pricing method. Market
Penetration Pricing sets a low initial price in order to penetrate the market quickly and deeply to attract a
large number of buyers quickly to gain market share.

3.1.3.9 Rahimafrooz Renewable Energy Ltd.

Transforming the lives of people and lighting up different corners of the country, Rahimafrooz
Renewable Energy Ltd. (RREL) has been providing Solar Energy solutions for households, agriculture,

17
healthcare, education, telecommunication, rural streets and marketplaces, as well as government and
private institutions. Rahimafrooz Renewable Energy Ltd. (RREL) is using Market Skimming Pricing
method.

3.1.3.10 Rahimafrooz Energy Services Ltd.

It is a leading name in the diesel generator industry having a customer base of nearly 900. At present the
number of RESL installed generators is more than 3000 (20 KVA to 1500 KVA). Its clientele comprises
of industrial plants, real estates, hospitals, educational institutions, telecoms, supermarkets, corporate
houses, NGOs, embassies and various government establishments. It is using Market Skimming Pricing
method.

3.1.3.11 Rahimafrooz Superstores Ltd.

Rahimafrooz Superstores Ltd. (RSL) launched Agora the first ever retail chain in Bangladesh in 2001.
Agora sets the price of the maximum products on the basis of the retail price. As a customer we have
found Baby Care Product, Health foods, Powder Milk Product are being charged on its actual retail price
which is set by the manufacturing company. Upper class, upper middle (according to income
level) class customers consider to buy these products from here. Customers get so many options to buy
best one from Agora. Fish, Meats, Oils/Fats Products are available at a little bit higher price than
the local outlet. Though Fruits, Beverages, Confectionary, Drinks are mostly from foreign countries, so
these products are expensive in Agora. Because tax are included with the actual price. But the quality of
the product is very good. Customers are very least of these products because the products are costly than
the local outlet. Customers rather buy these products from the normal super market. Mainly upper class
people, both working couple are the customer of these categories because they can buy their necessary
goods from one shopping store. And Agora is using good-value pricing method.

3.1.3.12 Metronet

Rahimafrooz Group, in a joint enterprise, has ventured into the first ever fibre optical commercial
networking backbone in Bangladesh Metronet Bangladesh Ltd. (MBL). They also using good-value
pricing method.

3.1.3.13 Agribusiness

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Rahimafrooz’s Agribusiness initiative intends to contribute by providing inputs to the agriculture sector.
The inputs include supply and distribution of Fertilizer, Seed, Agro Chemicals, Planting Material,
Agricultural Machinery and Advisory Services to the farmers. And for this thing they are using Good-
Value pricing method.

3.1.3.14 Core-K

Core Knowledge Ltd (Core-K) is a new initiative of Rahimafrooz Group (RA). RA started Core-K in
2009 with the aim to support the vision of education for all. They are using Market penetration Pricing
Method.

3.1.3.15 Excel Resources Ltd.

Excel Resources Ltd. (ERL) is a leading name for tyre retread. ERL also manufactures and markets
emery cloths and abrasive papers. They are using value based pricing.

3.1.4 Promotion

Rahimafrooz Company limited carefully integrates and coordinates its many communications channels

to deliver a clear, consistent, and convincing message about the organization and its products. They are
using Different tools of Integrated Marketing Communication Tools.

These are:

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3.1.4.1 Advertising of Rahimafrooz Company Limited:

Rahimafrooz is using all kinds of promotional afford including:

• Print Media
• Broadcast media
• Outdoor Media
• Internet & Websites

3.1.4.2 Print Media:

Rahimafrooz is using huge promotional afford in print media. This is the biggest promotional afford of
the company. They are giving advertisement on the news paper, they are also publishing there own news
letter service through by them.

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21
 Bengal News Paper
Name of Daily Ratio of Percentage of
Newspaper Circulation Coverage to Coverage
in Dhaka households of
Dhaka
The Daily 180000 180000/178852 10.064%
Ittefaq 0= 0.10064
The Daily 200000 200000/178852 11.182%
Janakanta 0 =0.11182
The Daily 160000 160000/178852 8.946%
Jugantar 0 = 0.089459
The Daily 230000 230000/178852 12.86%
Prothom Alo 0 =0.128597
English daily newspaper
The Daily Star 150000 150000/178852 8.387%
0= 0.08386
The Daily 120000 120000/178852 6.7095%
Observer 0 =0.0670945

3.1.4.3 Broadcast Media:

Rahimafrooz is giving promotion activities by the broadcast media. Because now a day without this
media no company actually promote themselves in right place. For mass coverage and high reach with
favorable image TVC can create high awareness resulting mind and heart share and creates reminder for
the brand name. Among the private television channels we compare the coverage, program popularity
and time factors of commercials and came up with the final decisions.

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TV channels Ad duration Timing Total cost
NTV 10 sec Middle break in 3000*2*4
program 24000
ATN Bangla 10 sec Middle break in 3000*2*4
program 24000
Channel I 10 sec Middle break in 3000*2*4
program 24000
Total in week 72000 tk

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3.1.4.4 Outdoor Media

Rahimafrooz is also active in outdoor media. They are giving Billboard advertisement in every where in
the main road of the city.

3.1.4.5 Internet & website:

Rahimafrooz is providing one of the best website of an organization. Any one can get any information
from the product from here.

3.1.5 Sales Promotion

Rahimafrooz also provide sales promotion which is a short term offer. Sales promotion is more
influential tool comparing to advertisement and company offers sales promotion to achieve a certain
sales goal.

 Privilege card is awarded to the regular customers

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3.1.6 Public Relations

Through public relations activities, company tries to enhance the positive aspects and minimize negative
factors related to products and organization. And also some Award program of the company create
strong customer relationship

Awards & Achievement

3.1.7 Personal Selling

Rahimafrooz is providing personal selling for selling there IPS & UPS. They are providing there
information to the customer by door to door selling. Even the people are not willing to buy.

3.1.8 Direct Marketing

In this case Rahimafrooz are not providing any kind of promotion of these.

3.2 Competitors of Rahimafrooz

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 Name of product Competitors of that product
Rahimafrooz Batteries Ltd Global Power Company Ltd.

Biason Battery Company Limited

Rahimafrooz Globatt Ltd Same

Tyres Hussan Tyre

Navan Group
Lubricants: Divine Oil Company Ltd.

Ecom-Trade Holdings Pte. Ltd.

Electronics: Walton

Rahimafrooz IPS Rangs, Philips, Singer

Rahimafrooz UPS Rangs, Philips, Singer

Rahimafrooz CNG Ltd Navana CNG Ltd.

Rahimafrooz Energy Ltd. Rangs Group

Rahimafrooz Renewable Energy Ltd. Mobidik Solar Energy Ltd.

Rahimafrooz Superstores Ltd.( Agora) Meena Bazar, Nandan

Metronet Asknet

Agribusiness Pran, Square, Ahmed

Core-K 1st time in Bangladesh. No competitors yet

Excel Resources Ltd Global Power Company Ltd.

Biason Battery Company Limited

4.0 Chapter Four: Suggestion

From the observation of ours we can give them the suggestion

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• They can use Good-pricing method for there products.
• They have to develop more there company website.
• They have shortage in CSR activities. So they have to start more CSR activities to develop good
customer relationship/
• There distribution channel system is relatively poor compare to the competitors. So they have to develop
this as a old company
• They have to create more modern warehouse for there product facilities, now they have only one
modern warehouse at Savar.
• They can develop more promotional activities through creating new ideas.

5.0 Conclusion

From this report we can find that the 4P’s of Rahimafrooz is totally related to the quality policy of the
Company. There all the works related to 4P’s is only & only for satisfying the customers. That’s why
Rahimafrooz is one of the leading companies in Bangladesh.

6.0 Bibliography

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• http://www.rahimafrooz.com/
• Philip Coutler, Gary Armstrong. “Principle of Marketing”: 12th edition.
• “Rahimafrooz launched there new product” Financial Express, The Daily Star, Date: 05 Nov, 2010
• Broadcast Media: Bangla Vision

7.0 Appendix
The Report is made by through the observation & secondary data. And also some questionnaire to the Mirpur-
13 branch Manager.
Questionnaire to the Mirpur-13 Branch Manager of Rahimafrooz
Mr. Sadequllah Haque

Q 1. When was Rahimafrooz established?

Ans. In 1954.
Q 2. How many companies are operating under Rahimafrooz?
Ans. 16 companies.
Q 3. Are they operating in the capital market?
Ans. Yes, Rahimafrooz group is operating in Capital Market.
Q 4. What do Rahimafrooz have that other competitors don’t?
Ans. Quality, Fulfill the customer needs basis on there want, relative price.
Q 5. Are the employees of Rahimafrooz satisfy with there job?
Ans. Yes. Employees are satisfied to do job in Rahimafrooz. Because in here the compensation & benefits are
good for the employee. And also the performance management system is quite good.
Q 6. Are the customers are satisfied with the product of Rahimafrooz?
Ans. Customers of Rahimafrooz are frequently buying the product of Rahimafrooz. So the customers are
satisfied.

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