A presentation on Aarong
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This document summarizes a presentation about the Bangladeshi brand Aarong. Aarong is a chain of department stores owned by the nonprofit BRAC that employs thousands of rural artisans. It was started in 1976 and has grown to 23 stores. The presentation covers Aarong's vision, mission, market segmentation, targeting upper and middle class Bangladeshis and foreigners, product portfolio including clothing, home goods and crafts. It discusses pricing strategies, distribution channels, promotional activities, and concludes with a SWOT analysis and reiteration of Aarong's positive impact through employment.
A presentation on Aarong
- 2. Submitted To Submitted By Ms. Nadia Nowsin Lecturer, Dept. of Business Administration, BGMEA University of Fashion & Technology. Asif Hossain ID:201-005-811 Niloy Kundu Bijoy ID:201-049-811 Sujon Mia ID:201-042-811 Samiul Islam Sony ID:201-041-811 Jakaria ID:201-015-811 Asif Hossain ID:201-005-811 Niloy Kundu Bijoy ID:201-049-811 Sujon Mia ID:201-042-811 Samiul Islam Sony ID:201-041-811 Jakaria ID:201-015-811
- 3. Introduction Aarong is a popular Bangladeshi brand. Aarong is a chain of Bangladeshi department stores specializing in Bengali ethnic wear and handicrafts. It is owned by the non-profit development agency BRAC, and employs thousands of rural artisans across the country. It
- 4. History In 1976, Ayesha Abed, the late wife of Sir Fazle Hasan Abed, founder of BRAC (NGO)BRAC, initiated many of the major activities of Aarong by identifying and experimenting with various crafts that women could produce at homes such as Nakshi Kantha, embroidered goods, baskets, mats and items made of cane, bamboo, and jute. In 40 years from a single shop Aarong had grown into one of Bangladesh’s biggest retail shop with 23 stores in major city’s. Aarong embraces and nurtures a diverse representation of 65,000 artisans,85% of whom are women.
- 5. Aarong Vision To create a world free from all forms of exploitation and discrimination where every one has the opportunity to realized their Aarong Mission To empower people and communities in situations of poverty, illiteracy, disease and social injustice. Our interventions aim to achieve large scale. positive changes through economic and social programs that enable men and women to realize their potential.
- 8. Market Targeting Middle and higher socio economic classes Bangladeshis living abroad Foreign visitors All age groups
- 9. Positioning • Aarong took its position in the market by its capability of large range of product,size,materials,promotions and price offering that created desired position in the minds of targeted customers. • They take feedback from the customers and try to fulfil the customers requirements. • They mainly focused on handicrafts and hand maid dresses.
- 10. Product portfolio Aarong Man Woman Kids Home decor Beauty Gifts & Crafts Jeweller y Weedin g • Panjabi • Panjabi, Pajama set • Pajama • Coarta • Short Kurta • Shirts • Fatua • Lungi • T-shirts • Polos • Sleepin g Suites • Shoes • Cap • Shawls • Sharee • Shalwa r Kamee j • Kurta • Dupatt a • Scarve s • Nightw ear • Shawla • Shoes • Fabric • Masks • Fatua • T-Shirts & Polos • Pants • Panjabi • Panjabi Pajama Sets • Pajama • Tupi • Waistcoat s & Hoodies • Sleeping Suits • Belts • Frocks • Skirts • Living • Dining • Décor • Stationary and gift card • Lawn and gardening • Gift basket • Handma de Shops • Shampoo s • Body Care • Face Washes • Face masks • Hair oil • Body oil • Face packs • Hair Packs • Gift cards • Earth Gift Baskets • Souvenir s • Occasio ns • Textile craft • Non- Textile crafts • Earrings • Necklace s • Necklace sets • Bracelets • Bangles • Rings • Nose pins • Toe Rings • Anklets • Lockets • Pendants • Hair accessori es • Woman • Man • Gift card • Home décor • Jewellery
- 11. Pricing Strategy Pricing strategies refer to the processes and methodologies businesses use to set prices for their products and services. There are different pricing strategies used by Aarong, some of the more common ones include: o Value-based pricing o Competitive pricing o Price skimming o Cost-plus pricing o Penetration pricing o Economy pricing o Dynamic pricing
- 12. Pricing Strategy of Aarong The pricing strategy used by Aarong can be said to be premium pricing. Premium price for most products but market pricing for some products as well. This is because Aarong follows a lot of standards when it comes to equal pay, equal opportunity and fair trade policies. Gender is not a factor at any scope of the supply chain and thus men and women get equally paid for their respective job when it comes to producing goods.
- 13. Distribution Channels A distribution channel represents a chain of businesses or intermediaries through which the final buyer purchases a good or service. The distribution channels of Aarong includes- • Distributor • Whole Seller • Retailer • Online Platform There is also direct distribution channel through which Aarong sells directly to the consumer.
- 14. Promotional Activities A promotional activity is any effort made by a business to create awareness of new products or services, develop brand image, showing superiority over competitors and turning potential buyers into real customers. Types of Promotional activities done by Aarong- Advertising Personal selling/ telemarketing Publicity Short Term sales promotion Direct Marketing Digital Marketing
- 15. Major Sales Promotion Tools Aarong use a number of promotional tools, such as- • Coupon • Price packs • Premium • Advertising Specialties • Patronage Rewards • Contest • Sweepstakes
- 16. SWOT Analysis Strengths • Leading brand reputation • Variety of products • Specialist marketing expertise • Customer loyalty • High production quality • Maximum level of sales • Strong management • Low product damage rate • Practice of indigenous customs and values • Excellent working condition for its employees
- 17. SWOT Analysis Weaknesses • Vulnerable to producer • Limited budget for research and development • Limited financial support • Sales persons need more training • No direct market experience • Limited outlets all over Bangladesh • Price is higher
- 18. SWOT Analysis Opportunities • Top grabs in international market • New market segmentation • Seasonal fashion influence • Cost advantages • Capture more market share • New distribution channels • Variety of products in future
- 19. SWOT Analysis Threats • Competitors have some superior products • Political instability • Economic conditions • Changing technology • Price wars with competitors • Rise of the competition
- 20. Aarong is not only a fashion house it is more than that. Over the year, it has brought positive chance in the life style of disadvantaged people. With time, Aarong has evolved itself as one of the most successful lifestyle store in our country maintaining the tradition and the trends. Besides becoming the leading lifestyle chain store in Bangladesh they have cherished the traditional crafts of Bangladesh through Ayasha Abed Foundation and have been able to create employment of thousands of people. CONCLUSION
- 21. Thank You For your Attention
- 22. Any Question