2012

Holistic Marketing Concept

Rahimafrooz (Bangladesh) Ltd. , 1A Gulshan Avenue, Gulshan 1 Dhaka 1212
Tel: 9893442-3

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At the very beginning, We would like to express our deepest gratitude to the Almighty Allah for giving
us the ability and strength to finish the report successfully within the scheduled time.

We pay gratitude to the teacher & instructor of our report, Husna Ara, Senior lecturer, Department of
business Administration, EWU. We also pay honor to the teacher for his contribution.

Our cordial thanks go to Md. Saburul Kabir, Area In-charze E&A (CTG) for his assistance to make the
report a complete one. He provided us relevant information regarding EBL and instructions for organizing the
report in a fair way.

We want to thank Md. Saburul Kabir for his consistent support to make the report informative. We
would also like to thank all the respondents who helped us a lot by filling the exit interview form and providing
the necessary information.

Finally, We are also thankful to all of our group members who have been helpful by giving their co-
operation and efforts in completing this report.




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17
th
October, 2012

To
Husna Ara
Senior Lecturer,
Department of Bachelor of Business Administration,
East West University
Subject: Formal submission of the report.
Mam,
With due respect and humble submission we would like to inform you that we Abdul Gaffar Mahfuz, Jayanto Debnath
are the students of Bachelor Business Administration (BBA). It is indeed a great pleasure to have the opportunity to
submit the report as a part of our course MKT201. We have prepared the report according to your instructions. The
Topic name is Holistic marketing concept use in Rahimafrooz LTD. We have enjoyed preparing this report which
enriched our practical knowledge of the theoretical concept. We have tried our best to present all the things to make
the report more informative and usual one. If any part of the assignments means inappropriate and irrelevant with the
subject please advise us.

In fine we are very grateful to you for assigning such an important topic and your kind and generous guidance to make
the report successful.

Thanks and Best Regards,

1. Abdul Gaffar Mahfuz


2. Jayanto Debnath


3.


4.

______________________
5.
______________________

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Table Content


No. : Content Page no.
1.1
About Rahimafrooz
6
1.2
Mission Statement
6
1.3
Aspiration
7
1.4
Vision
7
1.5
Values
7
1.6
Executive Summary
8
2.1
What is holistic Marketing
10
2.2
Integrated Marketing
11
2.3
Internal Marketing
20
2.4
Performance Marketing
23
2.5
Relationship Marketing
25
3.1
Conclusion
29
3.2
Reference
29





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Introduction

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1.1 About Rahimafrooz (Bangladesh) LTD.:
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 Groups 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 behaviour 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.


1.2 Mission Statement:
Rahimafrooz has been a partner in the development journey of this nation for more than fifty years now. They
set themselves the highest standards in responsible corporate behavior and their passion for success is aligned
with the development journey of Bangladesh. Rahimafrooz as an organization, are committed to playing a
leading role in driving growth, prosperity, ethical values and social responsibility. Rahimafrooz Group will
continue to serve its customers through unparallel quality excellence and service superiority. Their business
success is complemented by their commitment to the environment, society and community. Rahimafroozs
mission is committed to deliver the highest level of service, the broadest selection of products with a
conviction of continuous improvement in our operational excellence to the people in Bangladesh and being
one of the pioneers in world solar energy business.


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1.3 Aspiration:
Rahimafrooz aspires to be the most admired and trusted organization through excelling in everything it does,
following ethical business practices, and adding value to its stakeholders.



1.4 Vision:
Rahimafrooz not only tries to incorporate in its products new concepts but also tries to excel in innovativeness
with a comparatively stronger R&D than other Bangladeshi companies. Rahimafrooz continues to satisfy
customers through their quality products and services. The vision is expressed in their corporate mission
statement ensure quality product and service excellence for total customer satisfaction. The company has
set a vision of becoming a billion dollar diversified group committed to adding value to all stakeholders and
the community by the year 2015.


1.5 Values:
Rahimafrooz is built on its values. And time and again the company has proven that they live their values. A
country like Bangladesh, where we lack innovation and creative thinking in all aspects of life from governance
to plain entertainment, Rahimafrooz stood true to their promise.






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1.6 Executive summary:


Rahimafrooz is one of the respected and reputed business houses in Bangladesh. It has just crossed 50
years of operation. 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 founded Rahimafrooz as a trading company. In
recent years it has become one of the largest businesses groups in Bangladesh. Over the decades,
Rahimafrooz has grown in size, scale, and diversity. The Group today has Nine Operating Companies (SBUs), a
few other business ventures, and a non-profit social enterprise
Rahimafrooz is not listed in the stock exchange. As a reason of being a private ltd. Company, its Annual report
is not at all accessible. Rahimafrooz operates in four broad segments Storage Power, Automotive and
Electronics Division, Energy and Retail.
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 Groups 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 Stabilizer, 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.
The Group operates a non-profit organization Rural Services Foundation (RSF) through which the solar home
systems reach the customers in the rural areas of Bangladesh. By different ways they always approach holistic
marketing concept.







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Body

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2.1 What is holistic marketing :

The holistic marketing concept is a relatively new marketing perspective that takes into account
the entire organization in addition to its counterparts when determining or executing its overall
marketing strategy. Holistic marketing recognizes that there are many stakeholders involved in each
transactionfrom suppliers, to employees, customers, shareholders, the community at large, and the
environment. In order for a company to achieve success in todays business landscape, it must take into
consideration the complexities of its breadth and interdependencies because businesses no longer exist
in a vacuum but within a multi-dimensional, global, interconnected landscape. Companies who adopt
this new marketing paradigm are not only generally more profitable, but they subscribe to a triple
bottom line objective of profit, people and planet as opposed to a pure profit maximization strategy that
typically only serves to benefit shareholders.
From a 2005 article in the European Journal of Marketing entitled Stakeholder perceptions
presage holistic stakeholder relationship marketing performance, the authors write:


Stakeholder performance appraisal results to date indicate that a holistic stakeholder
relationship marketing orientation that incorporates triple bottom line philosophy
significantly enhances business financial performance beyond that achieved by a
customer relationship marketing orientation.









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2.2 Integrated Marketing:
Integrated marketing in Rahimafrooz:
One of the major task of marketers is to integrate one of the major task of marketers is to integrate all
marketing activities and programs like creating , communicating and delivering Value to the customer
.the famous marketing mix the 4ps as devised by mccarthy constitute the traditional marketing activities in
four brand group as given bellow in details :
Product : design , feature , brand names , model , style , appearance , quality , warranty, package (
design , type , material, size , appearance and leveling ) service , pre-sale , after sale , service
standards , service charges , returns
Price: pricing policies, list price, margins, discounts, rebates, terms of delivery. Payment terms,
credit terms , installment , purchase facilities, resale price , maintenance price
Place : channel of distribution (channel design , types of intermediarys , location of outlets ,
remuneration , dealer principal relation )physical distribution ( transformation , warehouse ,
inventory levels, order processing etc. )
Promotion : personal selling , expertise , size and sales feature , quality of sales force and marketing
communication advertising(media mix , media vehicles and programs , sale promotion , publicity
and public relations, direct and indirect marketing )
Now, this is tradition of concept of 4ps repress the sales view of marketing tools available to influence buyers
. In holistic marketing one has to see also the buyers point of view, where each of the tools will deliver the
customer benefit or value .Robert mauterborn suggest the buyers 4cs as follow
Product customer solution
Price customer Cost
Place convenience
Promotion communicating
But the successful companies are those who can meet
Customer needs
Economically

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Conveniently
With effective communicative
To broad concept of integrated marketing as follow
1. Several different marketing activities are used to create communicate and deliver customer value
2. All marketing activities co-ordinate to maximize their joint effort


Or in other word, the design and the implementation of one activities is done will all other activities in mind.
The business of running of successful organization is to integrate the system of management of demand,
resource and network.

Strategy aimed at unifying different marketing methods such as mass marketing, one-to-one marketing, and
direct marketing. Its objective is to complement and reinforce the market impact of each method, and to employ
the market data generated by these efforts in product development, pricing, distribution, customer service, etc



2.2.1 Product:
This section describes Rahimafrooz Groups businesses according to the four broad segments that its
companies operate in.

Storage Power:

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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.
Rahimafrooz Batteries
Rahimafrooz IPS
Rahimafrooz UPS
Rahimafrooz Solar Energy solutions





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2.2.2 Price :

Rahimafrooz Batteries Ltd. :
TO sell the battery Rahimafrooz set value-based Pricing refers setting the prices based on buyers perceptions of
value, not the sellers cost

Rahimafrooz Globatt Ltd. :
Its a high priced battery because these batteries quality are highly standard. Thats why these products are now
using Market Skimming Pricing strategy with high initial prices to skim revenue layers from the market.
Tyres:
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.

Lubricants:
Castrol, the worlds 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 RDLs portfolio has enabled the
company to strengthen its market leadership position. It is also set value-based Pricing.

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Electronics:
To sell electronics Rahimafrooz set Cost-plus pricing. Because it sets for make up the cost of the product.
Rahimafrooz IPS:
Rahimafrooz IPS is the ideal power back-up system for continuous power supply during electricity failure.
In our country load shedding 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
Rahimafrooz UPS :
Rahimafrooz UPS is a highly reliable power stabilizer 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.
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.


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.
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.
Rahimafrooz Superstores Ltd :

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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.
Metro net :
Rahimafrooz Group, in a joint enterprise, has ventured into the first ever fiber optical commercial networking
backbone in Bangladesh Metro net Bangladesh Ltd. (MBL). They also use good-value pricing method.
Agribusiness :
Rahimafroozs 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.

Core-K :
Core Knowledge Ltd (Core-K) is a new initiative of Rahimafrooz Group (RA). RA started Core-K in2009 with
the aim to support the vision of education for all. They are using Market penetration Pricing Method.


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.

2.2.3 Place:
Rahimafrooz, having a present nationwide distribution network of 172 Dealers, 263 Retailers and
102Lubricant Dealers and carrying over ten national and international brands. It is the clear leader in the

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automotive aftermarket and emergency power products categories. Rahimafrooz inaugurates its biggest and
most modern warehouse at Hemayatpur, Savar in 2010. SO they are satisfying the customers 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 Unreason 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 Stabilizer. The company plans to
introduce other popular brands in the near future.

2.2.4 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:







o Advertising of Rahimafrooz Company Limited:
Rahimafrooz is using all kinds of promotional afford including:
Print Media

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Broadcast media
Outdoor Media
Internet & Websites
o 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 their own newsletter
service through by them.

Bangla News paper
Name of newspaper Daily circulation in
DHAKA
Ratio of coverage to
households of DHAKA
Percentage of
convertation
The Daily Ittefaq 180000 180000180000/1788520=
0.1006410.064
10.064%
The Daily Janakanta 200000 200000200000/1788520
=0.1118211.182
11.182%
The Daily Jugantar 160000 160000/1788520 =
0.0894598.946
8.946%
The Daily Prothom Alo 230000 230000/1788520
=0.12859712.86
12.86%
The Daily Star 150000 150000/1788520=
0.083868.387
8.387%
The Daily Observer 120000 120000/1788520
=0.06709456.7095
6.7095%


o 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.


o Outdoor Media

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Rahimafrooz is also active in outdoor media. They are giving Billboard advertisement in everywhere in the
main road of the city
o Internet & website:
Rahimafrooz is providing one of the best website of an organization. Anyone can get any information from the
product from here.
o 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.

o 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

o Personal Selling :

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

o Direct Marketing :
In this case Rahimafrooz are not providing any kind of promotion of these.









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2.3 Internal Marketing


Internal marketing ensure that everyone in the organization adopts appropriate marketing
principles and the top management should see it happen. This the management task of hiring, training
and motivating the employees to serve the customer well. Smart and successful companies understand
that there is a much activity outside the company as inside for it makes no sense to promise excellent
service before the companys service staff is ready to provide. Internal marketing must happen into 2
levels as follow:
1. The first level of the marketing function like sales force, marketing measures, customer
service, product management, advertising etc. must go together. All the personnel should work in
tandem or unison for common goal.
2. At the second level, marketing must be embraced by other department for a common
goal of the organization. All the relevant functional departments like finance; HK, Operations, logistic
systems etc. must co-ordinate each other to have a marketing orientation. Only trying to meet individual
departments target and norms and not supporting the marketing objectives will take the company now-
her .One has to bear in mind that it is a marketing that earns revenue.
Internal marketing requires that everyone in the organization buy into the concept and goals of
marketing and engage themselves in selecting, creating, communicating and delivering customers
value. Only when all the employees realize that their job is to create service and satisfy the customers
does the company become an effective marketer.



The Board of Directors:






NIAZ RAHIM Group Director
MUNAWAR MISBAH MOIN Group Director
AFROZ RAHIM Group Chairman
MUDASSIR MURTAZA MOIN Group Director
FEROZ RAHIM Group Managing Director
MOHAMED ISMAIL Group Deputy Managing Director

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Hiring: Rahimafrooz (Bangladesh ) LTD. hires people through different ways:

External Source:

o Newspaper
o Internet
o Website
o Employee agency
o Temp agency
o Reference

Internal Source :

o Rehiring
o Promotion

Motivation:
Rahimafrooz (Bangladesh) ltd. provides many motivational activities for their employees thus the
employees serve the best afford. Some motivational activities:
o Bonus
o Transport facilities
o Mobile facilities
o Residence facilities
o Attractive environment





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Rahimafrooz provide training on four basic grounds:
1. New candidates who join an organization are given training. This training familiarizes them with
Rahimafroozs mission, vision, rules and regulations and the working conditions.
2. The existing employees are trained to refresh and enhance their knowledge.
3. If any updation and amendments take place in technology, training is given to cope up with those
changes. For instance, purchasing new equipment, changes in technique of production, computer
impartment. The employees are trained about use of new equipments and work methods.
4. When promotion and career growth becomes important. Training is given so that employees are
prepared to share the responsibilities of the higher level job.


How Rahimafrooz benefitted by providing training program:
o Improves morale of employees- Training helps the employee of Rahimafrooz to get job
security and job satisfaction. The more satisfied the employee is and the greater is his morale, the
more he will contribute to organizational success and the lesser will be employee absenteeism
and turnover.

o Less supervision- A well trained employee will be well acquainted with the job and will need
less of supervision. Thus, there will be less wastage of time and efforts of Rahimafrooz.


o Fewer accidents- Errors are likely to occur if the employees lack knowledge and skills required
for doing a particular job. The more trained an employee is, the less are the chances of
committing accidents in job and the more proficient the employee becomes.

o Chances of promotion- Employees acquire skills and efficiency during training. They become
more eligible for promotion. They become an asset for the organization.


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o Increased productivity- Training improves efficiency and productivity of employees. Well
trained employees show both quantity and quality performance. There is less wastage of time,
money and resources if employees are properly trained.













2.4 Performance Marketing :
Holistic Marketing incorporates social responsibility marketing. This involves broader concern of the society at
large like social, legal, ethical and environmental in the context of marketing activities. Companies operate in a
society and so do their customers and hence they should never forget its contribution to the company. It requires
that marketers carefully consider the role they are playing in terms of social welfare. Companies need to
evaluate whether they are truly practicing ethical and socially responsible. Several factors are driving the
companies to practice higher level of corporate social responsibilities. Such as:

1. Rising customer expectation.
2. Changing employees expectation
3. Government legislation and pressure.
4. Investor interest in social criteria
5. Changing business procurement criteria.


Business success and continually satisfying the customer and other stake holder are closely linked to adoption
and implementation of high status of business and marketing conduct. The most admire companies in the world
adhere to a code of serving people in people interest. Not only their won have the most important factored of
performance marketing:
Legal behavior: Companies operate within the law of the land and they must impart the employee with
adequate knowledge of law and how to practice them.
Ethical behavior : Companies must evolve and adopt a property written code of conduct based on the
social and cultural ethics , decency , tradition and legal practices and ensure that all concerned are
responsible in observing this guideline

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Social responsibility behavior: A consumer also wants to know what the firms contribution to the
society.
Cause and relative marketing: Contribution to the society can enormous and bench companies choose a
particular are of society for a particular causes.





Corporate social responsibilities of Rahimafrooz:

As the aspiration statement reads, Rahimafrooz want to be the most admired and trusted organization, by
excelling in everything we do, following ethical business practices, and adding value to stakeholders. And we
want to achieve all of these while being firmly committed to our social responsibilities. Rahimafrooz Group,
with a proud history of more than 50 years, strongly believes in the principle of contributing back to the
community where we operate. We strive to add value to the society, its economy, and environment through
intelligent efforts and focused initiatives. Our Group companies engage in charitable causes both in the form
of philanthropic contributions as well as sustainable CSR projects. Much of the Rahimafrooz CSR efforts are
carried out through our not-for-profit social enterprise Rural Service Foundation (RSF). The Foundation
operates mostly in rural, disadvantaged communities, supporting the rural people to come out of poverty by
helping them in generating income for themselves. 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. Currently,
Rahimafrooz Group is contributing in the education, transport, environment management, poverty alleviation
and agriculture sectors. Besides, we have always supported many noble initiatives undertaken by different other
individuals and organizations. Our pioneer role in supporting Government initiatives, participation in
environment fairs, support for people distressed by natural calamities, and donation to helpless people in need
all these are examples of the socially responsive manner of our business .

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2.5 Relationship Marketing
The development of deep, enduring relationships with all the people or firms involved directly or indirectly in
the firms marketing activities is appearing as a key goal; of marketing . This is the concept of Relationship
marketing-it aims at building mutually satisfying long-term relationships with the key parties like customers ,
financiers , suppliers , distributors and of course the stackholders, in order to earn and retain their business. It
also builds strong economic, technical and social bindings amongst the parties. There are four key constituents
of marketing are :
1. Customer
2. Employee
3. Marketing partners : Channels, suppliers , distributors ,dealers , retailers, agencies
4. Financial community : shareholder , stakeholder , Financiers , Investors etc.
Another key constituents is the society : well-wishers , scientists, professor .


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Relationship marketing In Rahimafrooz

1 Customers :

Rahimafrooz has the largest number of battery customer in Bangladesh including both individual and business
customers. IPS , UPS, batteries for IPS and UPS , automotive batteries etc. are the product for individual
customers .There are also business customers for these products. But their main business customers are VRLA
batteries .

2 Customer Loyalty & Equity :

Rahimafrooz not only ensures customer satisfaction through providing quality product but also has a good after
sales policy. Battery failure within 90 days of purchase results in a replacement with no question asked and
from the 91 days up to the 365
th
days if any defects occur , a free-cost repair is gladly provide. Through rigid
implementation of quality assurance practices Rahimafrooz ensures uniform quality and in turn customer
satisfaction.



Rahimafrooz is well equipped and successful in achieving customer satisfaction with regard to product and
service quality excellence. They have a close-working relationship among the company and interest groups.
The promotion aspect of working to satisfy customer is also another observable elements.

3 Distribution Channel:

Rahimafrooz has its own distribution channel. They do not depend on any other source for their distribution of
products .This enables them to cut cost from this distribution sector to reduce product cost .They have the
total control over their time and place of distribution. they also They also ensure the on-time delivery of the
products to the customers.

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Conclution

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3.1 Conclusion:

The holistic marketing concept is the most updated concept of marketing. By using this concept organization
and industries can ran their business very effective way. As it consists all the segment of marketing so its very helpful for
all types of organization. As it encloses all the information so the reliability of customers on the organization increases.
Thus organizations can enlarge their business and make strong relationship with the customers.

3.2 Reference :

http://www.rahimafrooz.com/Default.aspx
http://www.scribd.com/doc/18640500/Holistic-Marketing
Book reference : Marketing management , 13
th
edition , philipkotlar , Kevin lane keller , Abraham koshey ,
Mitheleshwar Jha .
http://en.wikipedia.org/wiki/User:LisaLW/Holistic_marketing
Personal reference : Md. Saburul Kabir, Area In-charze E&A (CTG) , Rahimafrooz (Bangladesh) ltd.