Tanjim is a well known rugged brand in Bangladesh. Tanjim is a
sister concern of Ecstasy. Tanjim has been innovative and
interesting in the line of fashion industry.
The brand is the innovator in fashion product. It will continue to
innovate and design unique strategies.
They offer limited edition items, which allow creating perfect
personal look which is updated throughout the season. They
always work on wearable products. Since the premiere of
interesting washed T-shirt in 2006, which had a major influence
on street fashion, was a natural consequence. Tanjim has
broadened its concept to include a newer, edgier image,
appealing to all styles, trends and ages, while keeping the
product in the purest form it provides customers with a rugged,
trendy yet fashionable sense of clothing.
BRAND AUDIT OBJECTIVES AND SCOPE
• To explore the clothing industry.
• To know your brand's position against competing brands and act on
the perceptual. (E.g : Cat’s Eye, Yellow , Artisti)
• To determine the strength and weaknesses of the existing brand.
• To define brand objectives for each consumer aggregate.
Tanjim is trying to minimize the region within Bangladesh mostly in
order to make things less complicated. There are a few competitive
companies which are doing in our country such as Artisti , Yellow ,
Cat’s Eye .
Our scope of study will cover as many aspects as possible for this
brand. We will study the brand background, industry background,
consumer analysis, brand exploratory, and we end with some
recommendations to enhance the brand.
Brand Audit Approaches
We decided to use a few types of approaches to complete this
brand audit project.
We must follow the guidelines provided to know what are the
things or aspects included to complete a brand audit project.
• Task allocation
We allocated task accordingly between our members and the
group leader will be the one who compile all the sub topics
after completing the report.
• Information search
To ensure we get sufficient information to study this project,
we search information from internet, broachers, customer
feedback, newspaper, and so on.
21 stores sprawled across the nation having
outlets in Dhanmondi, Gulshan, Banani and in
city centres of Sylhet and Chittagong
Initially unfavorable, later paved the way to make it
a respectable brand name.
Uniqueness of associations:
‘Tanjim’ being one of Bangladesh’s most renowned
brands as for western wear.
life, Your rules”
“Tanjim” was the first brand in Bangladesh who stepped out to
bring branded merchandise on the rock music of Bangladesh. They
brought the first “Artcell” branded merchandises in their stores
which was also available in their mother store “Ecstasy”. “Artcell” is
Bangladesh’s one of the biggest rock music band and by selling their
branded t-shirts meant a huge promotion for their brand. This was
a very good step of marketing strategy taken by Tanjim. This offer
was for a limited period of time and it helped them to promote their
brand in huge masses. Some t-shirts were also personally
autographed by the members of the band itself. “Tanjim” was the
first Bangladeshi brand to end the era of the popularity of T-Shirts
and other merchandises consisting of international bands (such as,
Children of Bordom, Iron Maiden or Metallica) amongst the people
of Bangladesh and start a trend of the use of merchandises
presenting popular national bands..
Profile of Competitive Brands
one of the largest
merchandiser for clothing
attitude towards fashion that
bends and breaks rules
own manufacturing facility
on the cutting edge of fashion
mainly provide formal
clothing for men
Design driven brand
light-hearted and optimistic
inspired by their customers
unconventional yet high-
progressive yet tastefully
trendy and fashionable
innovative and trendy
lifestyle retail theme
Specialized in formal wear
diplomats, business man)
Good sales service
Export Quality Materials
Rapid trend adoption
Young & Vibrant
This branding strategy enables Tanjim to develop a plan which
involves successfully bringing together three key elements the
product, communications with the consumer and the way in
which Ecstasy or tanjim products are presented in retail outlets
The marketing planning process involves gaining a clear
understanding of the consumer architecture for example the
structure of the correct product to the correct consume, enabling
Tanjim to identify the various sectors of the jeans and men’s
The latest trends, consistent high quality, and affordable prices this is the fashion formula that “Ecstasy” has brought.
is a Extended Brand of Ecstasy,
they are selling the clothing items which
is only for men.
When their was inaccessibility classy
casual apparel in Dhaka accept few store
,“Tanjim” and it’s concept included a
newer ,edgier image appealing to all
styles ,trends and ages while keeping the
product in the purest form took birth.
• Tanjim’s has a major influence in street
fashion, and was a natural consequence
which differentiates them from other similar
• Tanjim’s collection includes a trendy and
fashionable assortment of flattering styles
• Authentic details and functional attributes
give Tanjim a strong sense of identity.
Brand Positioning Analysis
• At the beginning Ecstasy always tried to
establish itself as a world famous brand but
could not be able to do it due to the lacking of
high financing so they used to sell different
brands in Ecstasy which were export leftovers. it
was a fashion house where they used to sell
different brands under the same umbrella. And
then Ecstasy started to offer its own exclusive
brand as Tanjim.
• Tanjim Tried to create a Brand Image by their
exclusive designs and high quality product which
can compete with any renowned Brand.
So far “Tanjim” has been innovative .interesting and
credible among its target audience. And its
continuous updating of its designs makes “Tanjim”
a true point of reference for anyone interested in
Strategy to connect with target consumers define as
“spirited minds” that they are ageless, positive and
dynamic. These consumers are iconic
,experimental in nature. There is a change in
attitude marked by greater confidence and free
look for the brands which they
can identify with. Tanjim is all about
attitude and this is the key differentiation
which gives the brand a distinct identity.
“Tanjim” is about breaking rules and
never follow the crowd”.
The brand is the innovator in fashion
product. Tanjim will continue to innovate
and design unique strategies and product
Re-branding their brand name
Start campaigning the colleges, universities
Taking sponsorship in various popular sports in bd.
They can go for TV commercial (CSR).
More outdoor advertising.
Use their website more appropriately.
Starting online shopping.
Take quick action according the necessity of the consumer
They should going for more branches
They can change their packaging.
Proper coordination between the members of Tanjim
Proper communication with the customers about the needed information.
Use mobile as a media.