Rangpur Foundry Limited (RFL) was founded in 1981 by Major General (Retired) Amjad Khan Chowdhury. This is one of the biggest Cast Iron and food and Beverage Company in Bangladesh. They started their journey with cast iron and their initial main objective was to ensure pure water and affordable irrigation instruments for improving rural life. By they did not stop there; they added new products in their portfolio.
The products that RFL is offering are Agricultural utilities, Building materials, Kitchen room utilities, Sanitary ware and fittings, Engineering utilities, Electric and electronic products, Plastic products.
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| RFL Sanitary |
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| RFL Plastic |
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| RFL Agriculture Utilities |
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| RFL Electronics |
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| RFL Buildings Materials |
They have added different product line unit in their portfolio to maximize the brand equity. First question as a marketer which comes in our mind is are they really maximizing the brand equity? The answer is yes. Because RFL is a well established brand and the product line they are including are more or less connected to their initial main product. They did not just randomly pick up a product and added it as a product line unit. They products that they are offering are both good in quality and have gained the trust of customer. So this is how it increases the brand equity.
When you add a lot of well established sub brand in your brand portfolio sometimes it becomes a threat to yourself because a single product might focus the whole brand. This may cause your main brand equity. Or in other sense, it may cause negative brand equity because if one of the single products becomes poor in quality it may cause harm to other products. For example if the qualities of RFL electronics are not that good it may cause harm to whole brand equity. But still now did not face such thing. Obviously all of their products have personal brand equity, but they are not causing harm to the whole brand equity because they are offering good quality product and maintaining the whole brand equity.
RFL (Rangpur Foundry Limited) stores are available in every Division, District and Upazilla. That means geographically and demographically they are maximizing coverage.
They are offering products for every variety of customers. They have low price product for the people and on the other hand they have high price product for the people.
The brands also need to maintain some characteristics when they are in a brand portfolio:
RFL plastic products are working as a flanker brand in the brand portfolio. They are creating stronger points of parity with competitors brand and helping flagship brands to retain the desired positioning. For example: RFL is creating a point of parity with Bengal plastic and Tannin Plastic.
Every Sub-brand of the portfolio of RFL works as a cash cow for the total Portfolio. For example, RFL Plastic Products are working as a cash cow in the portfolio. They are earning one of the biggest portions of profit by selling RFL plastic Products.
They are also offering high and prestige offer for each sub-brand.
Every sub-brand of the brand portfolio of RFL is one of the highest profit makers of the industry. RFL plastic and RFL sanitary are doing their job very well.
References:
Retrieved from http://www.rflbd.com/
Retrieved from http://rflplastics.com/
Retrieved from http://ditfeshop.com/RFL/
Retrieved from http://rfleshop.com/about_rfl_electronics.
RFL.(nd). Retrieved April 14, 2015 from https://en.wikipedia.org/wiki/PRAN-RFL_Group.
Keller, K.L.Customer based brand equity. (Third edition), Strategic Brand Management (pp 455-468).New Delhi: Pearson.
When you add a lot of well established sub brand in your brand portfolio sometimes it becomes a threat to yourself because a single product might focus the whole brand. This may cause your main brand equity. Or in other sense, it may cause negative brand equity because if one of the single products becomes poor in quality it may cause harm to other products. For example if the qualities of RFL electronics are not that good it may cause harm to whole brand equity. But still now did not face such thing. Obviously all of their products have personal brand equity, but they are not causing harm to the whole brand equity because they are offering good quality product and maintaining the whole brand equity.
RFL (Rangpur Foundry Limited) stores are available in every Division, District and Upazilla. That means geographically and demographically they are maximizing coverage.
The brands also need to maintain some characteristics when they are in a brand portfolio:
RFL plastic products are working as a flanker brand in the brand portfolio. They are creating stronger points of parity with competitors brand and helping flagship brands to retain the desired positioning. For example: RFL is creating a point of parity with Bengal plastic and Tannin Plastic.
Every Sub-brand of the portfolio of RFL works as a cash cow for the total Portfolio. For example, RFL Plastic Products are working as a cash cow in the portfolio. They are earning one of the biggest portions of profit by selling RFL plastic Products.
They are also offering high and prestige offer for each sub-brand.
Every sub-brand of the brand portfolio of RFL is one of the highest profit makers of the industry. RFL plastic and RFL sanitary are doing their job very well.
References:
Retrieved from http://www.rflbd.com/
Retrieved from http://rflplastics.com/
Retrieved from http://ditfeshop.com/RFL/
Retrieved from http://rfleshop.com/about_rfl_electronics.
RFL.(nd). Retrieved April 14, 2015 from https://en.wikipedia.org/wiki/PRAN-RFL_Group.
Keller, K.L.Customer based brand equity. (Third edition), Strategic Brand Management (pp 455-468).New Delhi: Pearson.
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