Aarong.doc

7/29/2019 Aarong.doc

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Executive Summary

Aarong (), the heaven of Bangladeshi handicrafts means a village fair in

the Bengali language. It is an enterprise of BRAC, the largest non-governmental

development organization in the world. Though it is produced and marketed in

Bangladesh, it maintains the international standard. Their strong competitors are

Banglar Mela, Kay Kraft, Aborton etc. Aarong also plays the role of protector and

promoter of traditional Bangladeshi products and designs. It houses an extensive

design library where remnants of our rich craft heritage, such as Nakshikantha

art and Jamdani pattern. They started their journey in 1978, since then 4ps are

successfully used by Aarong.


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a. What needs does this product/brand fulfill?

Aarong is nationally recognized brand in Bangladesh. The first step of marketingis to understand the needs and wants of the customers. They have been doing it

successfully from the beginning. This is an era of modern clothes like t-shirt,

jeans, skirt, and so on, so there were needs of indigenous clothes as well as the

dress or things which can keep our traditional custom alive. They are one of the

first brands that have been successfully fulfilled our needs.

Their products include deshi (indigenous) handicrafts like hand woven clothes,

jewelry, bags, nakshi kantha, pottery, candles, terracotta and a wide range ofindigenous products of metal, bamboo, wood, jute, paper, ceramics.


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b. Who would buy this product/brand?

We all know cultural, social, psychological and personal factors affect consumersbuying behavior. As their products include all sorts of indigenous handicrafts their

target customers are almost everyone.

Aarong suits rich and upper middle class peoples life style, status and

personality and the perception of the product in the customer mind is really

satisfactory, so upper, upper middle and upper class people buy their products.

Although their target customers are mostly women, they have a huge clothes and

accessories collection for boys and men.


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c. How much the marketer charge for the

product/brand?

Initially their objective was to attract a large number of buyers, so they followed

market penetration strategy by keeping their price low. As they are delivering

high quality products their price is bit high now. They charge according to the

product, the cost of production, competitors price. Sometimes they add extra

value to a product to make it more unique. They do not follow the segmentation

pricing strategy, the price is same everywhere. They give discount during Eid,

puja and pohela baishakh and they have their special discount coupon that onecan get after buying a minimum amount of product.

Here is some products price:

Product Price Product Price

Saree 1200-7000 Jewelry 50-1000

Shirt 300-2000 Bags 150-800

Fotua 200-600 Handicrafts 75-500

Punjabi 600-4000 Home accessories 150-1000

Shoe/Sandal 250-2000 Milk 50(1 litre)

d. How is the product/brand placed by the marketer?


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They are providing more benefits at a lesser price at different place around the

country. At present Aarong have 10 domestic outlets across the major

metropolitan areas of the country - in Dhaka, Chittagong, Khulna and Sylhet.

They have placed their products successfully in order to reach near to the

customer. They have their main store at dhanmondi, dhaka. They have their

other outlet at gulshan, wari, moghbazar, uttara, in Dhaka and at GEC,

Halishahar in Chittagong.

e. How is it being promoted?


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They have been determined the market size and spending big amount of money

of capital for promotional activities. Its being promoted throughout the country by

ad in paper, TV, radio, magazine, poster, billboard etc. They are trying to pay

attention by saying that they are one of the few groups who are selling

indigenous products. To make Aarong the best in the world in providing a unique

Bangladeshi lifestyle experience to empower people and promote Bangladesh

while protecting our environment.

Today, Aarong's reach has spread beyond Manikganj to the rest of the country. It

has grown into a thriving international enterprise. From a single shop, Aarong

has grown into one of Bangladesh's biggest retail chains.

f. Recommendation


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As they are successful in their field, their decision and ideas are quite

satisfactory, so in regard to the above situations I would have done same thing in

most of the cases. But in order to become more successful I would have followed

these strategies:

1. As there is a price war between the competitors so, I would have changed

the price by reducing the cost of production and therefore lower middle

and middle class people could buy this product more conveniently.

2. As they have leading brand reputation I would have tried to capture more

market share

3. I would also conduct different promotional activities in rural fairs and

socially responsible promotional activities to attract rural consumers.

4. I would promote Aarong in biggest events in our country by creating a

small store at the place.

Documents

Aarong.doc