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 1
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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
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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?
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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
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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
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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
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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