Report on Marketing Strategy of Rahimafrooz Bangladesh Limited
Subject: Business, Marketing | Topics:

Rahimafrooz Bangladesh limited was established in 1950. As a trading company. Late A.C. Abdur Rahim was the proprietor in this time. From 1954  it was established as a limited company. In the new environment he had to start afresh. He had little capital. His main assets were self-confidence and a strong faith in the Almighty, which carried him through all the difficulties with a remarkable triumph. He finally established a small proprietary trading company named Rahimafrooz & Co, in Chittagong in 1950 which was later incorporated on 15th April 1954, which is now Rahimafrooz (Bangladesh) Ltd. Rahimafrooz   expanded rapidly into various trading items. The major milestones in  Rahimafrooz history can be summarized as below:

Incorporated in 1954 by Mr. A.C. Abdur  Rahim

Distributorship of Lucas Battery in 1959

Exclusive distributorship of Dunlop tyre in 1978

Acquisition of Bangladesh operations of Lucas UK in 1980

First producer of industrial battery in 1985

Pioneering Solar Power in collaboration with BP in 1985

First ever battery export – to Singapore – in 1992

Launched Rahimafrooz Instant Power System in 1993

Acquisition of Yuasa Batteries (Bangladesh) Ltd. – in 1994

Attained ISO 9002 certification for RBL operations in 1997

First India office opened in Ahmedabad – in 2000

Awarded “Bangladesh Enterprise of the Year” in 2001

Attained ISO 14001:1996 for RBL operations

Launched “Agora” – the first ever retail chain in 2001

Launched Rahimafrooz Energy Service in 2002 – promoting distributed power.

Established  Rahimafrooz CNG ltd. in 2003

Awarded “National Export Trophy” in 2003

Metronet Bangladesh, a fibre optic based digital solution provider for data communication,launched in joint venture with Flora Telecom – in 2004

Received McGraw-Hill Platt Global Energy Award for Renewable Energy in 2004

Received the “   Ashden Award” for Sustainable Energy in 2006

EPZ factory and RAL two new company developed – in 2008 


This project   Report has been prepared as the fulfillment of the partial requirement of B.B.A Program.


Our business courses are designed to help the students learning the technique and acquiring with skills needed effectively in management including planning, organizing, staffing, directing, motivating and controlling, problems in achieving organizational goals in differing managerial environments as a part in different management system. So the prime aim of the regarding report is to diagnosis a company regarding their operations & thus make a nice combination of my four years educational learning.

The main objective of the report is marketing strategy of   Rahimafrooz ltd.


 I take information for my report by two purposes.


The Primary purpose of this report is to partially fulfill the requirement of my Bachelor Degree.


Secondary sources include the internal documents like annual report company bulletin other research reports and brochures.

1.6SOURCE AND METHOD OF COLLECTING DATA:The report is organized by secondary source of data. Various report’s brochure, catalog, articles and journals, projects profile, dealer credit policy, and Rahimafrooz website is used in this regard.


 Firstly, judging a company’s activity relative to competitor is not an easy task. This study has tried to figure out the key factors that has an effect towards the profitability of the company.

 Secondly, analyzing the secondary data and comparing it with the primary data was a major problem in making the report.

Thirdly, lack of adequate knowledge has a effect in   writing the report properly.

 Chapter Two

Company history


Late A. C. Abdur   Rahim (1915-1982).

Rahimafrooz   Bangladesh Limited

A man of strict religious values, yet a believer in progressive dynamism, and a dreamer who thought nothing is impossible – Late A C Abdur Rahim overcame numerous challenges and obstacles to become one of the most accomplished entrepreneurs of this country. Born on the 20th of January 1915, he lost both his parents by the time he was seven years of age. Deprived of formal schooling and a typically comfortable childhood, he grew up as a man with strong determination, hardworking diligence, and humane compassion.

By the early 1940s, Mr. Rahim started small scale commercial trading on his own. He moved to Chittagong in 1947 and stared afresh with very little capital in hand, but with a whole world of courage and faith. In 1950, he established the small trading concern dealing in various items. This proprietary business was formally incorporated on April 15, 1954 as Rahimafrooz & Co. Till date, Rahimafrooz Group commemorates this as its “Foundation Day”.

The childhood hardship and the struggle in his young years only made Mr. Rahim a strong individual, a faithful human being, and a leader full of compassion and humanity. He was a caring father and an affectionate 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 ethical righteousness, and his dedication to please his customers – are still prevalent in today’s Rahimafrooz culture – shaping the Group’s present and its future.

Today’s Rahimafrooz is a dream that Mr. A C Abdur Rahim turned into reality. The business growth, the social commitment, and the great diversity in today’s Rahimafrooz are the outcome of one lifetime of hard work and compassion from Mr. Rahim. He breathed his last on March 14, 1982 in London. But his work and his virtue have kept him alive forever. May Allah grant him with eternal peace.

Over the decades, Rahimafrooz has grown in size, scale, and diversity. The Group today has Eight Operating Companies (SBUs), a few other business ventures, and a not for profit social enterprise. As of 2011, the Group currently employs more than three thousand people directly and a further twenty thousand indirectly as suppliers contractors, dealers and retailers. Rahimafrooz operates in four broad segments – Storage Power, Automotive & Electronics, Energy and Retail.

We have strengthened our market leadership at home while reaching out to international markets. Ranging from automotive  after   market products, energy and power solutions, to a world class retail chain – the team at Rahimafrooz is committed to ensuring the best in quality standards and living the Group’s five core values – Integrity, Excellence, Customer Delight , Innovation and Inspiring People.

Rahimafrooz has been a partner in the development journey of this nation for more than fifty-five years now. We set ourselves the highest standards in responsible corporate behavior and our passion for success is aligned with the development of the country. We are committed to playing a leading role in driving growth, prosperity, ethical values and social responsibility. We continue to serve our customers through unparalleled quality excellence and service superiority. Our business success has been complemented by our commitment to the environment, society and community.

At Rahimafrooz, We are – ‘enriching lives with your trust’!

 2.1 Aspiration:

To be most admire and trusted organization through excelling in everything we do, following ethical business practice and adding value to stake holder.

2.2 Vision:

Be an enterprising group of Taka 2,000 crore by the year 2010 with the diversified business portfolio focus on dynamic growth, excellence, innovation, customer delight in enriching our world.

2.3 Vision 2015: A billion dollar diversified group committed to adding value to all stakeholders and community


Integrity in all our dealing

Excellence in everything we do

Total commitment to customer satisfaction

Thinking ahead and taking new initiative

2.4 Quality policy:

We, as a team, totally committed to customer delight through intelligent effort and continuous improvement. 

2.5 Community service:

Rahimafrooz regularly contribute personal, monetary and medical help to people disadvantaged by natural calamities and serious illness. Rahimafrooz also makes significant contribution to leading diabetic and cancer hospitals.

2.6 Achievements of RBL:

Asia’s Best Brand  CMO Award 2010

Asia’s Best Employer      SC& FE, CSR  Award 2008

Brand Leadership  Award 2008

Ashden  Award Award 2006

 National export trophy Award 2001-

Chapter three

Strategic business unit


 3. SBUs (Strategic Business Units):

Rahimafrooz (Bangladesh) Ltd. (Group Parent Company)

Rahimafrooz (Batteries) Ltd.

Rahimafrooz Distribution Ltd.

Rahimafrooz Energy Services Ltd.

Rahimafrooz Renewable Energy Ltd.

Rahimafrooz CNG Ltd.

Rahimafrooz Superstores 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 Corporate Center that guides the Strategic Business Units (SBUs). It ensures continuous management innovation, technology adoption, new initiatives, corporate governance and compliance. Rahimafrooz Bangladesh Ltd has imported world famous Dunlop Tire and Tube which is producing in Japan and India.

At present Rahimafrooz Bangladesh ltd. Is one of the top most organizations in the country many officer and personnel work hard.

From the development of the organization Rahimafrooz Bangladesh ltd. is mainly work in four divisions

1. Corporate Division

2. Manufacturing Division

3. Marketing and sales 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 force and also has responsible for his job to the managing director of head office. Every appointed dealer in the sales center of Rahimafrooz Bangladesh ltd. they always get up great training from the company to serve the customer all over the country there are near about 180 dealers of Rahimafrooz Bangladesh ltd. Often the company organize conference for the dealer and they create the opportunity to exchange their value.

3.2 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. Automotive battery and motor cycle battery are produced by Rahimafrooz Company. This is very popular in the market and also high quality. The Company’s manufacturing plants produce a range of 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 automotive battery market while Volta, Optus and Delta are gaining equity as International brands.

RBL has a successful story of installing solar power in the remote rural areas of Bangladesh. It has successfully installed more than 10,000 home solar systems in the remote rural areas of Bangladesh.

In Bangladesh Rahimafrooz Factory is situated in Nakhal Para.   Tejgoan. It is the heist battery production capacity factory. The authority tries their level best but to keep its quality through skill and efficient engineer

Plant Capacity: Rahimafrooz has state of the art manufacturing plants. We are equipped with all latest technologies with complete air treatment and lead-recycling management. RBL produces different types of batteries to meet the local and international market.

Its capacity in Automotive Battery is 660,000 (N50) units per annum and Industrial Battery is 41 million AH/annum. By the end of 2010, these will increase to 8000,000 (N50) and 120 Million AH respectively. All the products are manufactured following strict quality and environmental standards, and are ensured by international certifications too. Our main product range includes:

Automotive battery

Motorcycle battery  

Appliance battery      

Deep cycle – Flat plate battery  

Industrial tubular battery   

VRLA battery    

IPS and UPS batteries


The company has a huge 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 instant power system.

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 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.

RDL product portfolio includes the followings:

RDL  markets different 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.

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.

RDL is the marketer and sole agent of Castrol, one of the lubricant giants

Rahimafrooz solar is started with a pilot project with the Bangladesh Atomic Energy Commission. Rahimafrooz Solar supplies solar-electricity to the remote villages of Bangladesh. More than 30,000 thousand families are supplied with solar power with help of NGOs and International Organizations.

Excel retires limited RBL is the leading tyre retread company in Bangladesh. ERL has been serving the industry since 1994 providing best quality of retreads. Its plant is capable of retreading tyres of car, bus, and truck.


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 you buy and use a retread tyre, you help to conserve Their 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

3.4  Rahimafrooz  Energy Services Ltd.


Rahimafrooz  Energy Services Limited was established in the year 2000 as a standby, captive anddistributed power solution provider. It is a leading name in the diesel generator industry having a customer base of nearly 700. Its clientele comprise 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 generators from Pramac Power Engineering, Italy and Spain, and Mitsubishi Heavy Industries Limited, Japan. Rahimafrooz Energy is also providing Rental Power with both diesel and gas generators.

Rahimafrooz Energy is the Authorized Distributor of GE Consumer & Industrial Lighting, USA and Exclusive Distributor of Wiring Accessories and Low Voltage Protection Devices from Hager, France in Bangladesh.

Located at the heart of Tejgaon Industrial Area, Dhaka Rahimafrooz Energy is equipped with the necessary service facilities and ready availability of stocks for all kinds of organizations and individuals 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 services, 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 solution 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.


Transforming the lives of people and lighting up different corners of the country, Rahimafrooz Renewable Energy Ltd. (RRE) has been providing Rahimafrooz Solar solutions for households, 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 alternative for conventional energy sources, which are getting fast exhausted. So far only a small portion of solar energy is being harnessed for use in solar water heating, solar lighting, telecommunications, medical refrigeration and solar water pumping.

Working closely with Bangladesh Government’s agencies, NGOs, donor 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, drip irrigation systems, vaccine refrigeration, support for computer and other electronic systems, and a number of other solutions. More than 60,000 homes already been illuminated with RRE’s 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. Railway 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. Private Organization


Rahimafrooz CNG Ltd. (RACNG) offers comprehensive solutions for CNG refueling, conversion, conversion centers, and maintenance. The Company runs state-of-the-art CNG conversion centers offering 1st to 5th generation conversion, and is setting up a wide country-wide network of refueling stations. It also assists, through equipments, technological know-how, training and marketing, in setting up CNG conversion centers and refueling stations


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


It has its own conversion centers where you can convert your Octane or Petrol driven automobile into CNG.  Rahimafrooz CNG offers an innovative and technically advanced system for conversion of all types of vehicles into CNG It is the sole technical and commercial representative of Lo.gas s.r.l. of Italy. All CNG components are given full warranty with necessary technical support.


It also provides all types of technical support related to CNG stations, systems and kits to individuals and institutions.

3.7 Rahimafrooz Superstores Ltd

Rahimafrooz Superstores Ltd. (RSL) made a breakthrough in the urban lifestyles by launching the first retail chain in the country – Agora. With outlets in important locations in Dhaka, and many more coming at key locations in Dhaka and other major cities, Agora is endeavoring to fulfill the everyday needs of the urbanites through fair price, 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:





3.8  Rahimafrooz Globatt Ltd (RGL)

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 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 “Drive Within” illustrates, the battery is winning heart 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 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. 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 supporting 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, contract farming, battery powered instant power systems etc. Besides, RSF also runs “Dhaka Project” which is a home to some 600 urban street children, providing them with shelter, education, food, clothing, and care. Supported by Rahimafrooz.


Rahimafrooz Bangladesh Ltd service center is situated in 13 Mahakhali commercial areas in Dhaka. Here the product of Rahimafrooz is sold and servicing 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.

3.10 Sales process: Diesel generator:


  1. Pre-sales meeting: (sale people) Discussion with customer regarding the actual need, the size of the generator, KVA, installation process etc.

a)      Inform customer regarding product feature

b)      Site visit: evaluate the customer recommended location where generator would be placed

c)      Load calculation

d)     Site suggestion: Inform customer regarding installation process; provide product recommendation based on site etc.

e)      Estimated price rates

  1. Offer submission (based on customer requirement)


      Product list

      Financial offer

 Other parties involve with offer submission. (They evaluate the offer)

a)      Financial institution/ Bank

b)      Consultant

c)      Construction contactor

  1. Follow up (before sale)

a)      Over phone

b)      Direct visit

  1. Final Negotiation meeting



  1. If accepted  by the customer then work order is issued

      schedule date for installation

      material estimate or list of material

      material arrangement

      relevant document

       Price and mode of payment

  1. payment (as per work order)
  2. pre-installation inspection (sale people and installation and service supervisor
  • customer name and address
  • package number
  • capacity
  • installation place
  • material list
  • delivery date
  1. delivery/dispatch (store officer
  2. installation
  3. follow up ( after sales) by the sales people
  4. bill collection (accounts and sales people)
  • description of equipment
  • model
  • commissioning date
  • amount of bill claimed by the RESL
  1. A.   Corporate:

Definition: corporate customers are those customers who buy a bulk amount of products from RESL. It can be Bank, factory, hospital, real estate or industry.

Sales process is same 1 to 11


Sources/sales leads are different.


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)

100% payment before delivery

sources/sales leads are different

  1. B.     Referral :

      Colleague from RDL, RBL and etc

       Sales lead given by commission agent 

      Sales man of RESL has contact with other company’s sales man

      Refer customer to the RESL.

      Receive commission  from RESL

      1 to 11 same processes. Except 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

   existing customer

   Direct call from customer( new or existing customer)

   Sales lead given by commission agent

   From bill board


   Related generator company/ similar trend business


   Road site

   Field representative

   Direct sale

   Customer direct come to RESL




Third party/contract proposal


       From Existing customer

Direct sale


       Direct sale

From bill board



       From bill board


Direct sale

Field representative

Road site

Related generator company/ similar trend business

       From bill board


       From colleague like RDL,RBL

sales person of other company

Sales lead given by commission agent


Figure #1

3.11 After sales service:

  1. Installation (project and individual/corporate)
  2. Service (individual)
  1.                                I.      Emergency service
  2.                             II.      Schedule service
  1. 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


      installation place

      material list

      delivery date

c)      Material 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 engineer will go for installation (his name, place and date)? This record is in excel sheet

f)       Commissioning sheet

  • Site code
  • customer name
  • Package no
  • Supplier address
  • Technical terms
  • Other relevant information
  • Comments from customer
  • signed by RESL service engineer and customer
  1. Service ( individual )
  1.                                I.      Emergency service (warranty period 1year or running hour1500h)

a)      Hot line

b)      Call from customer

c)      Whether this product is within warrant or not

d)     Commissioning sheet cheeked by service coordinator

      customer name

      Package no

      Supplier address

      Technical terms

      Other relevant information

      Comments from customer

      signed by RESL service engineer and customer

e)      If it is within warranty then free service and prompt( excluding Lub oil filter, air filter, fuel filter and culent filter parts)

f)       send engineer to the sight

g)      Service sheet sign by engineer and customer with the bill copy, feed 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 day——–6 to 10

k)      She only send critical problem to the COO

Emergency service for an example>hospital>1) normal problem> normal engineer

                                                                       >2) critical problem> critical engineer

  1.                             II.      Schedule service

a)      Hot line

b)      Tell Detail information about product( KVA and price rate)

c)      Offer give by service coordinator of RESL[this is basically gave idea about relevant parts for generator]

      Description of material



      Signature by service engineer

d)     If accepted then schedule date

e)      Bill collection

f)       AMC service[Dhaka and out  side Dhaka city]

  • Critical A ——–one service—–price range different
  •  Non Critical —-one service—–price range different
  • Super Critical —one service—–price range different
  • Working hour
  • Payment 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 material

i)        Payment( partially or full)

j)        Follow up monthly wise

k)      All Problems sheet send to (senior officer- customer relation

l)        Service complain par day——–10 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 bought——560+ diesel generators. 5 people are working as a service coordinator to maintain 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 installation to the site

If any extra parts or material need then RESL claim extra bill for that

Commissioning paper and engineer sign that paper


Service engineers are not identifying the specific problem. Every time new service engineer was coming and telling customer about new problem. Different service engineers are sending for same problem. customer become dissatisfied and for this reason sell will be decline in future

Stock out problem

Not delivery at proper time

Not inform problem to the original sales people by

Proper service





Promotion (integrated Marketing communication):

RESL was doing Same Promotion for all products. For an example: diesel generator, GE lighting and power rental.

Above the line

Through the line

Below the line

Above the line


Bill board

Press add

Add Design for bill board

 Process of press advertising:

 Design developed  by RESL with agency

 Rate (fixed)[on behalf of RESL negotiation with 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


Chapter four


4.1 Brand: A name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller 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:


Easily recognized: it is easy to recognize because this is already a establish brand (general electric)

Easily recalled: easy to recall also


Fun and interesting

Rich visual and verbal imagery








Within and across product categories

Across geographical boundaries and cultures

The quality parameter:






Conformance quality




Style and design

 4.2 Steps of brand building







Brand Elements


Product Engineering

Creating Differentiation

Five Dimensional Branding

Win – Win




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 consistency and DEL



 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)     Tell detail about the  brand like GE

e)      Provide GE T-shirt to all sales people

 4.3  Experience wheel of Rahimafrooz

 Chapter Five

Supply chain                   management


5.1 Function of Physical distribution:

Inventory control

a)      How much to order?

b)      When to order?


a)      Tejgaon

b)      Begun bari

c)      Mirpur

Material handling

a)      Maintain the quality of storage

b)      Moving right goods at the right time to make them available to the right customer.


a)      Own

b)      Private

Channel structure: 


Intermediary (RESL)


End user

Level of intensities:

Distribution from single outlet (RESL)


Ware house entry 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 serial number

Input to the excel sheet

Kept in store


B) Warranty entry

Entry Defective products

Match with the product part number and serial number

Input to the excel sheet

For Defective products kept in store[ for physical evidence]


Current process (re-placement flow):




5.2 Target market :

The target 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, such 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 satisfaction requirements. such   differention provides  and  opportunity for business to design product offerings to meet the needs of customer indifferent 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. Deciding 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 achieve 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 continual systematic way is a key tool to comprehend 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 the public everyday and do hear, receive, 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


RBL always  find creative means to achieve their desired results, while building on the experiences of others.

Leaders :

RBL aggressively in the forefront of economic development for their target markets; others will use their success to measure own.

Renewals and Growth:

RBL focus our efforts and incorporate values into actions that contribute to a positive, effective and sustainable economic transformation in the Region.

Enterprising People: RBL find, embrace and support the efforts of customers, suppliers and employees who are motivated to undertake new or risky paths that result in personal and company growth.

Enterprising Businesses:

RBL attract and engage companies willing to change and take risk to achieve sustainable growth, thereby providing increased employment and wealth to the Region.

The Region:

RBL will serve the broad geographic area rather than Bangladesh.


Build a support system that will enable the successful execution of resources to innovate superior products.

Develop production process based on the strategic plan implementation requirements

Develop cross-functional team to support implementation of the strategic plan.

Develop a performance measures tool

Develop a process for continual feedback on  progress from the market and periodic assessment and revision of their marketing strategy and plans.

5.3 How RBL Become Market Leader the values


Honest, fair and impartial to all. – e. g.  delivering on promises to external and internal customers.


Self discipline, personal responsibility, overall commitment e.g.           (a) Taking personal responsibility for delivering the results as planned. e.g. (b)  Finding and implementing new or improved solution.

Total Customer satisfaction

This applies to both internal and external customers, and must fully satisfy both. This means those understanding their expectations, and matching to our resources/capabilities.

Taking new initiatives

Finding and implementing new ways of solving or improving issues


Achieving   targets, taking corrective action, giving feedback.


Empathic, Compassionate . e.g. (a) Receptive to ideas, complaints, feedback of others and adding positive suggestions (b) Actively coaching team members for their development.


E.g. deriving maximum   benefit from  the new style of supportive training programs rather than the previous directive style of training.


Recognizing the qualities & skills required to aspire to the company’s vision e.g. Constantly benchmarking themselves to fulfill aspirations.


Proactive, risk-taking, Self-starter, innovative, confident e.g. Constantly strive to improve knowledge of company.


According to the study if the organization strengths, weaknesses, Opportunities and Threats (SWOT) analysis of  Rahimafrooz Bangladesh Ltd is described bellow;


Excellent cycling ability high reliability and exceptionally long life

Large electrolyte reservoir high tolerance to water loss and minimal maintenance

High charging efficiency

Low self discharge, dry pre-charged plates

High rate of discharge performance

High resistance to adverse mechanical and electrical condition


Expensive than other competitors’ brand

Low self discharge


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 market sectors

Increasing awareness of environmental issues likely to keep demand high.

licensing of technology to other manufacturers


Increasing Global Competition

Low price batteries offered by China

Increasing raw materials price

Chapter Six


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 billion a year and Rahimafrooz has 75 per cent market share.

Rahimafrooz’s   Globatt hits Local 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 Domains

This section describes Rahimafrooz Group’s 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 industrial 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 dealers’ claims that they are dissatisfied with the products of RBL.

The Rahimafrooz Group has more than 10 exclusive outlets.

Bangladesh’s largest manufacturer…distributor of automotive and industrial batteries.

Bangladesh-based Rahimafrooz Batteries Ltd (RBL) expects India operations to contribute 10 per cent to the company’s 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


Service engineers are not identifying the specific problem. Every time new service engineer was coming and 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

Not delivery at proper time

Not inform problem to the original sales people by

Proper service





 If company solves these problems then it will grow faster.


No business stays at the top if it doesn’t 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 Rahimafrooz’s product. Going through, Rahimafrooz’s 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 compose 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.

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