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Brand study report: Aarong
Aarong, founded in 1978 by Ayesha Abed and Martha Chen, is a prominent brand in Bangladesh with 16 outlets focused on empowering rural women through employment and economic development. The brand's mission emphasizes providing a unique Bangladeshi lifestyle experience, while its product range includes men's, women's, and children's apparel, home decor, and jewellery, attracting both local and international customers. Aarong aims to strengthen its market presence and promote traditional craftsmanship, supported by the Ayesha Abed Foundation and BRAC initiatives.
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Brand study report: Aarong
- 1. Brand Study Report: Aarong
- 2. Overview about theBrand Brand Name : Aarong Brand Logo : Brand Founded In : 1978 Founder Name: Ayesha Abed Martha Chen The Word “Aarong” Means : “A Village Fair or Market” Number of Outlets: 16 Production Monitored By: Ayesha Abed Foundation (AAF) Brand Head Office Address: Aarong Centre (Head Office), 346 Tejgaon I/A, Dhaka-1208. Online Shopping URL : http://www.aarong.com/ Email Address: marketing.aarong@brac.net customerservice.aarong@brac.net
- 3. Relationship among Aarong,Brac and AAF As a support entity of BRAC, a significant portion of Aarong earnings go directly into financing the NGOs development programs in healthcare, education as well as economic and social development. The AAF is closely interrelated with other programs especially BRAC Development Program (BDP) and Aarong. The women workers of the AAF come from the BDP organized village organizations. Working at the AAF thus gives the women access to other BRAC programs. All of the AAF‘s finished products are sold through Aarong, which additionally provides designs, raw materials and financial support to AAF. Since AAF supplies exclusively to Aarong, it is teemed as Aarong Production Centers.
- 4. Organogram of theAarong Director General Manager (HR & Training) Executive Secretary Chief Operating Officer General Manager (retail & Infracture) General Manager (Design) Manager Export Manager (merchandising) General manger (administration service & Textile division) Procurement Transport Security Maintain ace Processing Store Central Store Ware House Textile division Sr. Manager (information & technology) Sr Manager Quality Control Executive inventory control E-Commerce Marketing Manager SCPR General Manager (Finance & Account)
- 5. Aarong Outlets Name •Uttara Flagship Store • Aarong Dhanmondi 1 • Aarong Dhanmondi 2 • Aarong Gulshan • Aarong Moghbazar • Jamuna Future Park • Aarong Banani • Aarong Mirpur • Aarong Wari • Aarong Bashabo • Aarong Narayangonj • Aarong Sholoshahar • Aarong Halishahar • Aarong Khulna • Aarong Comilla • Aarong Sylhet
- 6. Mission, Vision &Goals of Aarong Mission “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.” Vision Aarong has a vision to establish them as world„s one of the famous fare trade fashion house. Aarong‟s vision is to remain market leader throughout its business. Aarong expand its business in international arena. Aarong has a dream to develop more artisans of Bangladesh and make them dependent and attract more and more international customers toward Bangladeshi Culture. Goals • Empowering destitute rural women by providing opportunities for employment and income generation. • Ensuring commercial success of the enterprise of women producers. • Reviving traditional skills of rural artisans.
- 7. Unique Selling Proposition •Traditional Product. • Classy Product. • Fashionable and Trendy Product. • Leading brand reputation. • Specialist marketing expertise. • Practice of indigenous customs and values. • Excellent Environment. • Excellent Customer Service. • Variety of Products. • Quality Ensuring Product.
- 8. Aarong’s Product Range Aarong’sProduct Range Men’s Product Women’s Product Kids Product Home Decor Nakshi Kantha Jewellery Product Taaga
- 9. Men’s Product Range •Punjabi • Payjama • Punjabi Payjama Set • Shirt • T-Shirt • Polo Shirt • Fotua • Short kurta • Lungi • Scarves and Uttorio • Shoes • Men’s accessories
- 10. Women’s Product Range • Saree •Shalwar Kameez • Nightwear • Scarves • Shawls • Women’s Punjabi • Fabric • Shoes • Woman’s Accessories
- 11. Kids Product Range • SkirtTop • Pant Top • Gift Set • Kids Kantha • Nima • Frock • Shalwar Kameez • Gagra Choli • Pant • Skirt • Punjabi Payjama set • Shirt pant set • Fotua • Sherwani & Coaty Set • T-shirt • Shoes • Toys
- 12. Home décor’s ProductRange • Bed Cover & Cushion Covers • Curtains & Kantha • Table Cloths • Cutlery & Utensils • Napkin Holders • Cups, Mugs & Jugs • Trays & Bowls • Plates & Platters • Coasters • Desk Accessories & Folders • Cards, notebooks, Books & Recycled home made paper product • Mirrors, Photo Frames, Candles & Candle stands, Wooden accents, Cast iron novelties, Flower vase , Lame & shades
- 13. Nakshi Kantha’s ProductRange • Saree • Sherwani • Shawls & Scarves • Photo Frames , Boxes & Wall Hanging. • Tablecloths, Runners, Placemats & Napkins • Bed covers, Cushion covers & Prayer Mats • Bags ,Product & Apron etc.
- 14. Jewellery Product Range •Earrings • Necklace • Bracelets &Bangles • Ring • Nose pin • Anklet • Necklace set • Jewellery box
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- 16. Men’s Product Price& Size Range Category Price Range Size Range Punjabi 1000-12000 36-48 Pajama 400-600 34-48 Punjabi & Pajama Set 1000-7000 38-48 Shirts 400-3000 S-XXL T-shirts 200-400 S-XXL Polo 400-700 S-XXL Fotua 500-1100 38-46 Short Kurta 400-200 38-46 Lungi 700-2000 47×90-96×50 Men’s Uttorio 200-500 108×33 Shoes 500-2000 38-44 Accessories 500-1400 34-48
- 17. Women’s Product Price& Size Range Category Price Range Size Range Saree 1000-30000 ---- Shalwar Kameez 1000-20000 32-46 Women’s Punjabi 500-2000 S-XXL Nightwear 500-2000 ---- Scarves 200-2000 ---- Shawls 500-10000 ---- Fabric 200-1300 ---- Shoes 600-2000 35-41 Accessories 500-5000 ----
- 18. Taaga Product Price& Size Range Category Price Size Top 500-4000 XS-XXL Shirt 700-2500 XS-XXL Tunic 500-5000 XS-XXL Skirt 500-3000 XS-L Pant 500-2000 XS-L Shoes 500-3000 34-41 Accessories 500-4000 ---- Maternity Dress 400-3000 S-XXL
- 19. Competitor Analysis • KayCraft • ANJANS • BANGLAR MELA • DESHAL • RONG Representing Word A=AARONG, K=KAYKRAFT AN=ANJANS BM=BANGLAR MELA D=Deshal R=Rang Criteria Products Quality Supplier Technology Finance Distribution Product Costing Feature Innovation High A,R,K A,K,A A,K,A A A A A N N Moderate AN,BM R,BM R,K,B R,K,AN, R,K,A R,K,AN,B R,K,AN, R,K,A M BM N,BM, M BM N,BM D Low D D D D D D D,A
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- 21. Aarong’s Product Rangein Percentage 26.80% 10.70% 7.80% 6.60% 12.20% 6.10% 2.20% 27.70% Percentage Women's Wear Children's Wear Jewellary Leather Household textle Household Non- Textile
- 22. Targeted Customer (In the basis of Purchase ,Segmenting by Age Groups) Age Groups Numbers of consumers 10-18 17% 19-26 40% 27-36 20% 37-50 15% 51 and above 8% 17% 40% 20% 15% 8% Purchase Percentage by Age Groups 10-18 years 18-26yaers 26-36years 36-50yaers 50 and above Age Groups
- 23. Visual Merchandising ofAarong
- 24. Economic Diagram ofAarong (Last Five Years) $47.60 $50 $57.80 $60 $61.79 $0.00 $10.00 $20.00 $30.00 $40.00 $50.00 $60.00 $70.00 2011 2012 2013 2014 2015 USD in Million USD in Million
- 25. Packing Details ofAarong • They offer different size shopping bag (paper made )with purchase. • They offer Silica gel with leather products. • They offer different poly to protect merchandise. • They offer covering poly for white dresses. • They offer box for several Jewellery , Gift Items. • They offer Wrapping for packing items.
- 26. Material Used inMen’s Products Category Material used Punjabi Addi Cotton, Blended Cotton, Cotton Cottray , Endi Cotton , Handloom Cotton , Jacquard Cotton , Joysree Silk , Viscose Viscott. Pajama Cotton Punjabi & Pajama Set Cotton Viscose Shirts Cotton ,Handloom Cotton T-shirts Knit Cotton Polo Knit Cotton Fotua Cotton, Handloom Cotton Short Kurta Blended Cotton ,Cotton Lungi Cotton Scarves Handloom Viscose Shoes Leather Accessories Handloom Viscose
- 27. Material Used inWomen’s Products Category Material Used Saree Cotton , Muslin , Silk , Nakshi Kantha, Jamdani Shalwar Kameez Addi Cotton, Cashmilon, Cotton Cottray, Handloom Cotton, Jacquard Cotton, Khadi,Linen, Viscose, Voile Punjabi Cotton, Handloom Cotton, Jacquard Cotton, Linen, Viscose, Voile Nightwear Voile Scarves Silk, Viscose Shawls Cotton, Viscose,Endi, Silk,Nakshi Kantha, Handloom Cotton Fabric Cotton, Silk, Muslin, Brac Silk, Handloom Cotton Shoes Leather Accessories Leather, Mixed silk, Mixed cotton
- 28. Material Used inTaaga’s Products Category Material Used Top Blended Silk, Cotton , Endi Cotton, Endi Silk, Handloom Cotton, Jacquard Cotton, Joysree Silk,Linen , Silk viscose, Viscott Shirt Cotton, Handloom Cotton, Jacquard Silk, Joysree Silk, Viscott Tunic Artificial Jacquard Silk, Blended Cotton & Silk,Cotton , Endi Silk, Handloom Cotton , Jacquard Cotton, Jacquard Viscose, Joysree Silk, Linen Skirt Cashmilon ,Cotton, Handloom Cotton, Handloom Jacquard Cotton, Joysree Silk, Linen, Silk, Viscose , Viscott, Voile Pant Blended Cotton, Cashmilon, Cotton Georgette, Handloom Cotton, Jacquard Cotton, Twill Cotton, Viscose, Viscott Shoes leather Accessories Maternity Blended Jacquard Silk, Cotton, Endi Cotton ,Handloom Cotton, jacquard,Cotton, Linen , Viscose, Viscott
- 29. 2017 Product PredictionFor Aarong
- 30. 2017 Product PredictionFor Aarong
- 31. Thank you foryour Patience
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