it is basically a case study on aarong

1. A Presentation on

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.

6. STP Analysis
Market
Segmentation
Market
Targeting Positioning

7. Market Segmentation
Demographic
al
Geographical
Physiographi
c
Behavioral
Age
Gender
Urban
Areas
Populated
Areas
Middle
Class
Upper
Middle
Class
Upper
Class
Occasions
Loyalty
Status
User
status

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