An evaluation of present sales strategies and branding practices that are being initiated by Yellow brand of Beximco.

1. YELLOW BRAND
OF BEXIMCO
Production process, product planning, brand strategy, sales
strategy and product classification
ABSTRACT
An evaluation of the present sales
strategies and branding practices that
are being initiated by Yellow.
Group membersB-160202045 to B-
160202055
Marketing Management (MGT- 3203)

2. An Assignment ON
Yellow Brand of Beximco Ltd
Marketing Management
MGT-3203
SUBMITTED TO
Md. Mizanur Rahman
Associate Professor
Department of Management Studies
Jagannath University
SUBMITTED BY
B-160202045 to B-160202055
BBA 3rd
year 2nd
semester
SECTION: A
Department of Management Studies
Jagannath University
SUBMISSION DATE: 21/9/19

3. Group Members
Serial
No.
Name ID No. Remarks
1. Kakoly Akter Tamanna B160202045
2. Rakibul Islam B160202048
3. Farzana Akter Opiya B160202049
4. Anupam Chowdhury B160202050
5. Mohsin Gazi B160202053
6. Farhan Shehab (GL) B160202054
7. Mahedi Hasan B160202055

4. Table of Contents
Summary..................................................................................................................................................i
Introduction...........................................................................................................................................1
Objectives...............................................................................................................................................2
Methodology..........................................................................................................................................2
Scopes.................................................................................................................................................3
Limitations..........................................................................................................................................3
Theoretical Framework........................................................................................................................3
PRODUCT PLANNING ....................................................................................................................3
COMPETITION IN MARKET:.........................................................................................................4
TEXTILES- BEXTEX Ltd...................................................................................................................5
Mission:..............................................................................................................................................5
Vision: ................................................................................................................................................5
YELLOW OUTLETS...........................................................................................................................6
Activities, Products & Product Classification ....................................................................................6
Yellow Production Process:..................................................................................................................8
Operation of Yellow Manufacturing is given below in details..........................................................9
Relating Theories with YELLOW’S Strategy Driven Practices.....................................................11
Product Planning in YELLOW’S Retail Stores...............................................................................12
FINDINGS...........................................................................................................................................14
RECOMMENDATION......................................................................................................................14
Conclusion ...........................................................................................................................................15

5. Summary
Bangladesh is now experiencing the new age of fashion industry day by day which is also
growing as the lifestyle trends of Bangladeshi people is achieving the higher standards. But the
task of survival in this booming industry is getting harder as there are a lot of strong direct and
indirect competitions around the business. For Yellow, innovating, creating and changing the
sales strategies and branding practices are the most important and continuous task towards their
main success. To categorize the most appropriate target customers for brand positioning into
the minds of the customers and developing a suitable increasing sales approach, analyzing
about the overall fashion industry market situation and consumer’s behavior towards purchase
is necessary. However this task is very much difficult in case of clothing industry, as people
tend to have different taste and other different liking criteria’s about their clothes. Not only
these, in fashion industry any organization need to update its sales strategies and branding
practices according to the changing trends of fashion to make them further advanced and
effective towards the goal of the organization and to keep them ahead of the rivals.
The aim of this assignment is to evaluate the present sales strategies and branding practices
that is being initiated by Yellow. To analyze if all the sales and branding strategies are working
in effective as well as efficient way by creating a unique image in the potential customer's
mind. This study gives us the indication that Yellow’s sales strategies and brand practices are
working smoothly and it has created a brand image on consumers mind. Nevertheless, Yellow
has some problems regarding their inventory which is affecting Yellow’s sales. In case of
branding, Yellow mostly depends on digital marketing. It generally does it’s branding through
online web store and Facebook, which is actually making them more obvious towards their
customer and creating a strong customer relationship and establishing a better way of achieving
customer loyalty.

6. 1
Introduction
BEXIMCO, a legendary group of companies in Bangladesh, is one of the oldest and renowned
group of industries. BEXIMCO was born but back then it had a different name. New Dacca
Industries Ltd. - Jute yarn Manufacturer was founded by Late Faz-lur Rahman. In 1972 it was
named BEXIMCO Ltd Bangladesh’s first Export Import Co. Ltd (Amin, 2016). It is one of
the best and successfully trusted organization in Bangladesh which has variety of business
operations in many different areas.
Here the production process runs from making yarn to fabric and from fabric to finished
garment. In this age, of globalization, Yellow wants to go global too. Bangladesh is flourished
with RMG sector where this division has its immense contribution as a large textile industry
BEXIMCO has large numbers of employees but the productivity is getting slow day by day.
So, it is a matter of concern that why this huge industry is doing stagnant profit.
As Yellow is a fashion brand under Beximco group, it is quite a challenge for Yellow to keep
their strategies up to date. With the changing trend of fashion, Yellow has to change its
strategies too to make their survival more strong towards the customers as well as to the
competitors.
This assignment includes the organization profile of Yellow. How Beximco the mother
organization has brought Yellow in front of the consumers. This paper describes about each
and every products of yellow and the steps of the production process. It also includes
information and analysis of the fashion and styling, comparing it with Yellow’s own fashion
and styling process. Some of the findings are also given which we founded while doing the
whole survey report on Yellow. We did the survey on yellow in the next following pages and
came into a result after the survey. Secondary sources are like magazines, books, journals,
internet or newspapers helped us to do our work. Here we used the internet especially as a
method of the study .We uses some websites for collecting information’s about yellow and also
about the Beximco Company. The websites are given in the end of the whole study. Last of all
some Recommendations are given about Yellows that we found might improve Yellow in many
different ways.

7. 2
Objectives
The objectives of this report are mentioned below:
 Understanding detail business functions of clothing industry
 Gaining information about fashion brands.
 Getting idea about sales procedures.
 Developing concept about sales and branding.
 Getting the knowledge of apparel industry.
 To develop new sales strategies.
 To have an overview of managerial and technical procedure of apparel industry.
 To know the Administration Process in Garments Industry.
 To focus on the valuable parts of Yellow’s Sales and Branding.
 Getting knowledge on customers’ perception about branding of fashion brand.
 To find the current scenario of sales and branding of Yellow.
 To find the ways of increasing the overall sales of Yellow and making the brand more
renowned and trusted towards the customers.
Methodology
Different approaches which has been used although creating and doing the analysis part of this
report are stated below:
1. Primary Source: We gathered data from primary source which is from survey. We
conducted several interviews with them and noted down all the information that they have
provided.
2. Secondary Source: Most of the cases, we have used secondary source and took data from,
websites, Yellow’s earlier internship reports, software data, magazines, text books, and
also from the annual report of BEXIMCO Ltd, websites, internet or newspapers helped us
to do our work.

8. 3
Scopes
Applicable information and analysis of Yellow as well as recommending new sales strategies
and branding opportunities in different product divisions are stated in the report which could
be a great scope for Yellow to consider the outcomes of their service in near future.
Limitations
There are few limitations while preparing this report; they are-
 Privacy issues raised in gaining most of the information.
 Lack of overall information about BEXTEX in their archives.
 Lack of overall information about Yellow in their website.
Theoretical Framework
PRODUCT PLANNING
In order to maximize his sales revenue and profits, a business firm must continuously adjust
and adapt its products and services to the changing requirements of customers. From time-to
time, it may have to design and develop new products.
Product planning is the process of searching ideas for new products, screening them
systematically, converting them into tangible products and introducing the new product in the
market. It also involves the formation of product policies and strategies.
Product planning includes improvements in existing products as well as deletion of
unprofitable or marginal products. It also encompasses product design and engineering which
is also called product development. Product planning comprises all activities starting with the
conception of product idea and ending up with full scale introduction of the product in the
market.
It is a complex process requiring effective coordination between different departments of the
firm. It is intimately related with technical operations of the organization, particularly with
engineering, research and development departments.
Any product has two broad objectives—immediate objectives and ultimate objectives.
Immediate objectives include satisfaction of immediate needs of consumers, increasing sales,
utilizing idle plant capacity, etc. Permanent or ultimate objectives consist of reduction in
production costs, creation of brand loyalty, monopolizing the market, etc.

9. 4
Thus, product planning is required for the following reasons:
(i) To replace obsolete products;
(ii) To maintain and increase the growth rate/sales revenue of the firm;
(iii) To utilize spare capacity;
(iv) To employ surplus funds or borrowing capacity; and
(v) To diversify risks and face competition.
COMPETITION IN MARKET:
Bangladesh has recently come to the focus. Along with the world demand, the local market is
also altering itself to rapid changes in fashion trends. Bangladesh’s largest sector
Garments/Textiles is recently looking for Fashion Designers and Highly skilled technical
Personnel. So they know about the latest trends and tastes in this field. This field is highly
competitive and they need to be not just talented, but also very determined, ambitious,
Hardworking and needs to have good business sense. Communication skills are important to
be able to put across ideas and concepts clearly for the workers as well as the clients. A good
hand at sketching can be helpful. In the long run, to make it on their own, they should have
knowledge of colors, styles, shapes and the various types of fabrics. A well-groomed and
attractive personality is also important. Since here are lots of well-known brand such as Arong,
kay kraft, Artiste, Ecstasy, Anjan, Jatra, Deshal, Vasavi, Nabila, Mantra, Cats eye, Westecs,
Annamela, Rang etc. These all are local brands and these are main competitor of Yellow. They
also know latest trends and tastes of customer
Organizational Overview
Today the Beximco Group is the largest private sector group in Bangladesh. As Beximco has
grown over the years, the flagship platform now has operations and investments across a wide
range of industries including textiles, trading, marine food, real estate development, hospitality,
construction, information and communication technologies, media, ceramics, aviation,
pharmaceuticals, financial services and energy. The Group sells its products and services in the
domestic Bangladesh market as well as international markets.
Beximco encompasses one of South Asia's largest vertically integrated textile and garment
companies. The Textile division is a fully integrated manufacturer of cotton and polyester
blended garments for men, women and children, both for domestic and export markets.

10. 5
TEXTILES- BEXTEX Ltd.
The foundation of textile sector was first established in the 60th decade of 19th century. Over
the years, Beximco has developed in-house design capabilities with teams based in Bangladesh
and Spain. The Group is present in retail apparel through "Yellow", a youthful brand sold
through Beximco owned outlets. Yellow is a design driven brand that celebrates creative and
original thinking to highlight a cheerful and bright view of life through a superior quality
product. Yellow captures a modern interpretation of fashion and relaxed attitude expresses a
comfortable and confident quality. Yellow is inspired by its customers; unconventional yet
high-quality.
Mission: BEXTEX Ltd. is a full service vendor with strong vertically integrated production
facilities as well as creative & analytical capabilities which clearly sets it apart from most other
South Asian vendors.
Vision:
 Gain market leadership in high value added apparel in USA & Europe. 
 Use “Innovation” & “Speed” as prime drivers, rather than cotton & cheap labour. 
 Dominate these markets in high quality: 
 Men's, Women's , Children
 Shirts ( Dress & Casual )
 Blouses ( formal & casual ) ,
 Skirts, Jackets
 Jeans & Casual non - denim bottoms
 Knitted tops & bottoms.
YELLOW
The trendiest fashion brand from Bangladesh, which is mostly distinguished for its true
international quality designs and fabrics. As a retailer of parent brand BEXIMCO, it started in
2004 and now has 15 outlets across Bangladesh and Pakistan including a 24/7 online store.
Since origin it has been offering world class designs at amazing value price. Its product line
includes a wide range of fashion clothing, fragrance, and accessories for men, women and
children; textiles for home decoration; accessories; avant-garde ceramic items; paintings;
books; and many more.

11. 6
YELLOW OUTLETS
In Bangladesh currently Yellow has twelve stores and four stores in Pakistan.
YELLOW Stores in Bangladesh:
1. Dhanmondi Store
2. Pink City Store
3. Bashundhara City Store
4. Jamuna Store
5. Banani Store
6. Uttara Store
7. Uttara Store ii
8. Maghbazar Store
9. Mohammadpur Store
10. Bailey Road Store
11. Wari Store
12. Chittagong Store
YELLOW Stores in Pakistan: 
1. Zamzama Boulevard, Karachi
2. Dolmen Mall, Tariq Road, Karachi
3. Dolmen City Mall Clifton, Karachi
4. M.M. Alam Road, Lahore.
Activities, Products & Product Classification
They have their own Fashion design and Product development department where designers
study the globally Yellow’s creations suggest a sense of freshness, energy & liveliness. The
Yellow brings to its customer high quality fashion & life style at affordable prices. They
produce different types of products such as Shirt, T-Shirt, Trousers, Jackets, skirts, tops,
bottoms, jeans, Sweater etc.
The Yellow Man
Yellow offer a great range of wares and products for man:

12. 7
 – Panjabee
 – Fatua
 – T-shirt
 – Shirt
 – Shoes
 – Wallet
 – Tie
 – Undergarment
The Yellow Woman
It deals with many varieties of woman fashion trends and wares:
 Salowar-Kameez
 T-shirt
 Shirt
 Tops
 Skirt
 bullero
 Pant
The Yellow Kid
Boys
 Panjabee
 Fatua
 T-shirt
 Shirt
Girls
 Salowar-Kameez
 Dress
 Tops
 Skirt

13. 8
Yellow Production Process:
Stepwise garments manufacturing sequence on industrial basis is given below:
Design / Sketch
↓
Pattern Design
↓
Sample Making
↓
Production Pattern
↓
Grading
↓
Marker Making
↓
Spreading
↓
Cutting
↓
Sorting/Bundling
↓
Sewing/Assembling
↓
Inspection
↓
Pressing/ Finishing
↓
Final Inspection
↓
Packing
↓
Dispatch

14. 9
Operation of Yellow Manufacturing is given below in details
SL
No.
Operation Job Method
01 Design/Sketch
It is given by buyers to
manufacturers containing
sketches including measurements
of particular styles
Manual/Computerized
02 Basic Block
Basic block is an individual
component of garments without
any style of design (without
Allowance, Style, Design)
Manual/Computerized
03
Working
Pattern
When a pattern is made for a
particular style with net
dimension regarding the basic
block along with allowance then
it is called working pattern.
Manual/Computerized
04
Sample
Garments
To make a sample, this will be
approved by buyer. After making
a sample, it is sent to buyer for
approval to rectify the faults
Manual
05
Approved
Sample
After rectify the faults, sample is
again sent to buyers. If it is ok
then , then it is called approved
sample
Manual
06 Costing
1. Fabric Costing
2. Making Charged
3. Trimmings
4. Profit
Manual
07 Production
Pattern
Making allowance with net
dimension for bulk production
Manual/Computerized
08 Grading If the buyer requires different
sizes, so should be grade as S, M,
L, XL, XXL
Manual/Computerized
09
Marker
Making
Marker is a thin paper which
contains all the components for
Manual/Computerized

15. 10
different sizes for a particular
style of garments
10 Fabric
Spreading
To spread the fabrics on table
properly for cutting
Manual/Computerized
11 Cutting To cut fabric according to marker
dimension
Manual/Computerized
12 Sorting &
Bundling
Sort out the fabric according to
size and for each size make in
individual bundles
Manual
13 Sewing To assemble a full garments Manual
14 Ironing &
Finishing
After sewing we will get a
complete garment which is
treated with steam ironing & also
several finishing processes are
done for example extra loose
thread cutting
Manual
15 Inspection Should be approved as initial
sample
Manual
16 Packing Treated by Polyethylene bag Manual
17 Cartooning After packing, it should be placed
In cartooning for export
Manual
18 Dispatching Ready for export Manual
Sewing Thread & Labels Manufacturing
Beximco is one of the rare companies that also has in house manufacturing facilities for Label
making, sewing thread making which gives it an edge for faster turn around and changes as per
the customer requirement. The sewing thread ranges in diff counts and blends and this can be
used for casual or formal clothing items

16. 11
Printing
Beximco has its in house flatbed printing facility backed by screen exposing and screen making
facilities. All designs and screens can be produced in house the printing unit can do quality
placement prints in foil, flock, plastisol, rubber printing, embossed effects
Embroidering
To further enhance the value addition with quality supervision of the fashion garments, the
embroidery unit is encompassed within the infrastructure. Embroideries in many colors and
stitch counts can be produced in special computerized machines with needles.
Washing
They have a large capacity washing plant, which was setup with German collaboration and
special distressing and finishing capabilities. They can do garment dyeing, all types of
whiskering, three-dimensional effects using different resins, enzymes, bio-polishing,
sandblasting, etc. They mostly produce very high fashion garments. Their technical washing
experts have over the years been trained by Germans, Italians, Turkish, Chinese and Tunisian
experts and have had a broad International exposure. Moreover, it has a close association with
Italian washing experts, who work every season to develop new ranges of products.
Packaging
To complete the whole supply process from the yarn to the final garment, the packaging is an
integral part at the end of the chain. Beximco has its own paper and carton making facility in
order to provide the required sizes, qualities and other details that can be easily incorporated
into the final shipments of the orders.
Relating Theories with YELLOW’S Strategy Driven Practices
Theory of Global Marketing: The process of conceptualizing and then conveying a final
product or service worldwide with the hopes of reaching the international marketing
community. Proper global marketing has the ability to catapult a company to the next level, if
they do it correctly. Different strategies are implemented based on the region the company is
marketing to.
Yellow is promoting their product in Pakistan, Bangladesh and the reason why they change
their marketing strategies for Pakistan people is that they analyzed Pakistani culture and find
out the choice and demand of Pakistani people. So they change their local market strategies for
promoting product in Spain and capture Pakistani market and so was the case in Pakistani,
although the Pakistani outlet has been closed, yet the Pakistani Outlet is going fabulous, and
plans are to open in Singapore, India, and Sri Lanka in the near future.

17. 12
Maslow‘s Hierarchy of needs: Maslow hierarchy of needs are Five and they are Physiological
needs, Safety needs, Belongingness and Love needs, Esteem needs, Self-Actualization needs .
Yellow’s product is cloths and it is physiological needs for human. So we want to fulfill the
physiological needs of the people and we think that our Brand Yellow perfectly fulfill this
needs.
Entry Strategy: Yellow has already entered in Pakistani market in alone and hs local marketer
for marketing the products and has also local distributor for distributing their product in Spain.
The marketing decision is taken by Pakistani marketer because they know the market and other
competitors. For influencing Pakistani customer for buying their products Yellow focuses on
the Pakistani culture in products. They collect raw materials from Bangladesh and also
production activities held in Bangladesh. If they collect raw materials in Spain and their
production units are also established in Spain these time they are not complete in the Pakistani
market because this time the cost of product will be high. So they try to charge low price with
High quality products to Pakistani and local consumer.
Item/ Product Planning
Item Planning lets the brand to build plan by item, key item, or assortment—by vendor, class
or item attribute—and across multiple sales channels. With Item Planning a company can plan
and forecast sales and inventory requirements in line with changes in demand to maximize
margin potential for key items at every stage of the product lifecycle.
Product Planning in YELLOW’S Retail Stores
 Stock Distribution
 Style Replenishment
 Size Ratio Analysis
 Forecast Quantity of Production
 Mid – Season Sales for Slow sellers
 Consolidate stock
 Previous season performance analysis

18. 13
1 – Stock Distribution
Stock distribution throughout the entire store is critical to efficiency. Yellow has many outlets
in Dhaka, online shop, yellow online sale in Daraz, one in Chittagong and some in Pakistani
too. Now problem arises when all the shops are not equal in size. Meaning some shops are
small or some are too big. And, after keeping that in mind if we start distributing our stock that
will also not do since we don’t have any hard and fast rule about making such decisions, here
then Yellow need to focus onto observation power.
2 – Style Replenishment
Not all styles go as a hit hype to the customer, but some do make a magic blast as customers
buy it so quickly that they make it a hot selling item of the season. That Item which becomes
the most popular and sells like hot cake. Later on, they also ranked the bestselling shops
category wise, with the help of which they could understand for which shops which category
sells the best.
3 –Size Ratio
One of the important job responsibility Yellow has to measure the size set ratio is alright or
not. Likewise to see, they are properly identifying the right size ratio or they need less or more
of may be a new size.
4 –Forecast Order Quantity & Previous Season Performance Analysis
Usually in Yellow, they forecast quantity seeing the last season‘s production quantity. Since it
is a growing business, new ways and efficient ways are always appreciated. Whether they are
actually producing the number of quantity that is ordered. If the matching of forecasted quantity
and quantity produced is equal then it is going at the right track.
5 – MID –SEASON SALES FOR SLOW SELLERS
At the present Yellow came up with a brand new idea of what they should do with the slow
sellers. As a matter of fact not all items are fast sellers, some or sometimes a significant number
of items happens to be categorized as slow sellers. Then the action they need to take is to track
those slow sellers from the web report.
6- CONSOLIDATE STOCK
This process is not just a process it is an integrated process. This process of uniting/ gathering
the stock is interlinked with several other factors. For example- the factor could be anything,
sometimes it might be an unexpected problem for which they needed to collect all the stock of
garments from the stores.
7 -FREQUENT STORE VISITS, MARKET SURVEYS, PRODUCT ANALYSIS
One of marketer’s job responsibilities is to physically visit stores to look upon what is going
on. Their focus includes a lot of areas, such as product problems, challenges the sale force is
facing while purchasing a particular item, what is happening with slow sellers.

19. 14
FINDINGS
 Yellow‘s target is to be a top notch international brand. Now it is already a top brand
in Bangladesh, established in Pakistan, further planning to open in Singapore, India and
so on and so forth. By stepping onto one stair at a time, Yellow is will meet its target to
be a global brand soon if it maintains fast pace of the fashion craving industry.
 Since the workplace is quite far from the city, skilled and amazingly talented people
don‘t get motivated enough to travel to this far and settle for a job. Their office is in
Sarabo, Kashimpur.
 One of the appreciable facts about Yellow is they very much want to believe in
innovation. The proof is the internal sophisticated web report they have, the online shop
they have in yellow‘s website and also in Daraz, a shopping website.
 The management is highly ignorant about the kid‘s category. If you can notice, you will
see, there is no promotional activity, advertising, related to kid‘s category.
RECOMMENDATION
BEXIMCO Apparels Ltd is the largest textile group in Bangladesh. It has outstanding
reputation in the global market for excellence. In contrast to that, Yellow is an international
brand now. And has plans to not only go global, but also to become well known all across the
globe. The Beximco Textile from which Yellow works it production, is a composite factory
where they have all the sectors of woven and knit item like spinning, knitting, dyeing, printing,
embroidery, accessories, and garments production. So, this is huge in case of production and
maintenance both.
However, this huge organization is facing difficulty in gathering the maximum profit due to
many of reasons what we have observed Supply chain or procurement department is not very
strong in this company which causes that the merchandisers procure all the raw materials of
garments that’s why they feel more pressure to complete shipment and sometime also over the
shipment date then company should pay the extra money for air shipment. So when supply
chain department procure all the raw materials then merchandiser can easily shipment the
goods within lead time
 Planning department of operation should be strong and the time management should be
followed. Here, productivity is low due to less command of the authority towards the
production. It should be increased for the higher productivity.
 Quality assurance system should be modernized because quality is the top priority of
all international buyers.

20. 15
 Pay scale is very poor which is needed to be increased because company will lose
potential employees due to their policy.
 Distribution of power should be well managed and transparency among the workers
and the management should be followed.
The organization is one of the biggest organizations in Bangladesh and contributing the highest
Amount of GDP in the economy but if it follows these areas then it will be among the greatest
in the region.
Conclusion
Overall ‘Yellow’ can be described as the most promising boutique houses. They have a huge
variety of products. Their price range is very reasonable. They also try to come up with
something new and innovative all the time. Yellow has created a new dimension for the
youngsters.
Reference
1. https://www.yellowclothing.net/
2. https://www.beximco.com/
3. https://www.beximcopharma.com/products/our-product-range.html
4. http://dspace.bracu.ac.bd/xmlui/bitstream/handle/10361/7815/12104069_BBA.pdf?sequence=
1&isAllowed=y
5. https://www.assignmentpoint.com/business/management/product-planning-in-yellows-retail-
stores.html
6. https://www.assignmentpoint.com/business/organizational-behavior/organizational-profile-of-
yellow.html
7. https://www.yellow.com.au/social-media-report/

21. 16