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Report on Brand Management
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NORTH SOUTH UNIVERSITY
Course Code: MKT – 465
Course Title: Brand Management
Section: 1
Group Project
Submitted To:
Abdullah Al Faruq (AFq)
Lecturer
School of Business
Submitted By:
Noor Jahan Juee ID: 111 0800 030
Shamma Tasnim ID: 1110751030
Sumaiya Suhaila ID: 1010696030Samun Nasir ID: 1020540030
Fariya Hossain ID: 111 1181 030
Submission Date: 21st August, 2013
Letter of transmittal
August 21st, 2013To,
Abdullah Al FaruqLecturer, School Of BusinessNorth South UniversityBashundhara, Dhaka.Subject: Request for acceptance of Group Project
Dear Sir,We are truly delighted to complete our MKT-465 group project. We have generated what we believe to be the most appropriate. We tried our best to complete the task in this very short span of time and with the quality of your expectation. We wish the report would be meeting your expectations and standards.
We truly appreciate this task as it helped us to learn the practical situation from the Marketer’s perspective. We sincerely hope that you will appreciate and accept our report. We have enjoyed working on this group project report and have learnt a lot.
Sincerely yours,
Noor Jahan Juee Shamma TasnimSumaiya SuhailaSamun NasirFariya Hossain
Executive Summery
This report is prepared on MKT-465 titled Brand Management on Aarong It is prepared solely for academic purpose of learning.
We started with a brief overview of our chosen brand Aarong in a general Introduction paragraph.
In our fiest section we have discussed Brand Inventory where the main issues dealt with were Brand Equity Analysis, Description of the Brand Elements and their role, Marketing Mix, Points of Difference, Points of Parity. All relevant aspects has been discussed and it discloses everything in the case in brief.
The next part of the case is Brand Exploratory where issues like Brand Identity, Brand Meaning, Brand Responses, Brand Relationship has been dealt with. In this part we have discussed about presence and standing the market and how they have bonded with their customers.
Key Findings reveal the most important findings in this case. This part is a summary of the pints identified in the prior sections
We have also discussed the Brand Strategies of Aarong, although briefly but we have included maximum points possible considering the restraint on word limit.
And what initiatives’ the company should take for the problems has been discussed in the later part in Recommendation.
Lastly we have outlined a Conclusion where we have ended by stating our views on Aarong’s take on the market as a potent brand.
TABLE OF CONTENTS
PAGE NO.
Introduction 1
Brand Inventory 1
Brand Exploratory 11
Key Findings 12
Brand Strategies 13
Recommendation 14
Conclusion 14
Aarong
Introduction:
Aarong is one of the most popular brands when it comes to high quality, unique and
classy designs. It is a contemporary lifestyle store in Bangladesh, which was
conceived and founded by Shilu Abed. Aarong is a store famous for selling the
country's own products, which are made in Bangladesh. And every Aarong product
represents a beauty of Bangladesh. Everything for sale in Aarong is the country's
own products, which are mainly produced in the village by the village people
themselves. Established in 1978, Aarong is a fair trade organization devoted to bring
about affirmative changes in the lives of disadvantaged artisans and underprivileged
rural women by reviving and promoting their skills and craft. We will be discussing in
details the brand management aspects undertaken and observed by Aarong in our
report.
Brand Inventory
Brand Equity Analysis
Brand Equity:
Brand equity is the mixture of brand awareness and brand association. To get the right
brand equity of a brand analysis of the both brand awareness and brand association is
a must. To identify the brand equity of Aarong we also analyzed these two steps.
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Brand Awareness:
Brand awareness is the stage where people know about the brand, recognize and recall
from any situation. To figure out brand awareness of Aarong we need to analyze how
much consumer recognize and recall the brand.
Brand Recognition:
The uniqueness of the products and the quality put Aarong at the top of the brand
recognition. Aarong’s Nakshikatha and Jamdani Saree is a particular favorite for most
consumers, as it is a rare display of intricate artwork. Such handwork help Aarong to
recognize and put themselves out of the box to identify.
Brand Recall:
Aarong positioned itself in a position that when consumers think about traditional
handcrafted product or artwork Aarong is the first brand that comes to consumers’ mind.
So, it is very clear that Aarong’s brand recall is very strong because of its uniqueness of
its products, the quality and getting involved with the Bangladeshi culture.
Brand Association:
Aarong always try to portray and associate them-selves with the traditional culture.
Their billboards ads show that no matter what they never forget the root of our culture.
Aarong always try to associate with the patriotism, culture lover, and unique artwork and
with the trend that goes around.
Brand Elements of Aarong and Their Role
Brand Name:
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The name Aarong is the strongest brand element of the company. The name plays a
big role for the success of the brand. Consumers identify them and think differently
when they come to know the particular products are from Aarong. It gives Aarong a
competitive advantage in the market.
Logo:
Aarong’s logo is another element to identify them easily. Their logo uses symbol of
handcrafted work and also at the bottom it says its name. Aarong is using the same
logo for a long time, which helped them to differentiate from their competitors.
Uniform Resource Allocator (URL):
As a renowned brand Aarong also has their URL. It helps the consumers to know about
Aarong and their products also the places that they are available.
Aarong’s URL link is:
http://www.aarong.com/
Brand Roles:3
Brand Salience:
Brand salience is how many people know about the brand (brand depth) and how
many sales (brand breadth) it’s generating. Analyzing Aarong we identified that both
Aarong’s depth and breadth are very high. Aarong is known as one of the most famous
brand in Bangladesh and if we consider the sale or how many quantities it sales Aarong
will still be on top.
Brand Performance:
Aarong is always very famous for their quality of the product and reliability. Besides, the
designs that they have for their products also help Aarong to have a positive brand
performance. Their primary and supplementary feature is to uphold the traditional
culture with their unique design. Aarong is always the first choice of the consumers for
their service effectiveness and efficiency.
Consumer Brand
resonance
Consumer Judgment
Brand Performances
Consumer Feelings
Brand Imagery
Brand Salience
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Brand Imagery:
Aarong doesn’t only sale products they upholding the culture and tradition of
Bangladesh. So, when people buy any product from Aarong they have the perception
that they are taking home their tradition with them. This is the image that Aarong able to
create among their consumers.
Brand Judgment:
Brand judgment is the reflector on what basis a brand is judged by its consumers. To
identify that there are four types of brand judgments that are initiate among consumers.
So, for Aarong we have also used the same four types to judge Aarong as a brand:
- Brand Quality: Considering quality Aarong’s product quality is extreme high.
They make sure that their consumers paying for the right quality products. Their
materials, designs are very rich that help Aarong to provide higher quality
products to their consumers.
- Brand Credibility: Aarong is expert in handcrafted product and for artworks. As
they are expert in it so the credibility of their handcrafted products are very high.
When the credibility is high it is very much obvious that consumers’ trust and
likability will also be high.
- Brand Consideration: Aarong is very devoted to the culture and tradition of the
country. They always sell which are related to our culture. So, when consumers
consider Aarong they always consider it as a brand of tradition and culture.
- Brand Superiority: Aarong is superior as a brand because of the unquiness of
its products. Handcrafted products and artworks and dresses with the mixture of
current trend along with the tradition are not usually seen. These are the key
elements that made Aarong a superior brand.5
Brand Feelings:
Brand feelings are the emotional attachments of consumers with the brand. For Aarong
the tie is much stronger, because Aarong sell products which are related to our culture,
tradition and history. People often feel emotional when they think about their country’s
history so attachments with the brand of the consumers are very strong.
Brand Resonance:
Brand resonance occurs when consumers are in sync with the brand. This happens
when loyalty is high and the brand is related intensely with consumers’ life. On basis of
that we tried to identify the brand resonance of Aarong with the following four
categories:
- Behavioral Loyalty: As a strong brand in the market Aarong has such huge
loyal customers of their products who purchase repeatedly of their products and
make them the first choice of buying anything.
- Attitudinal Attachment: When consumers buy Aarong products they either
show positive attitude or negative attitude. Positive attitude are seen when they
think the product they bought are value of and on the other hand negativity are
seen when expectations are not meet accurately.
- Sense of Community: For Aarong such sense of community is seen in women.
Aarong is very much popular among them. Cause women find that Aarong is
giving the value that they are looking for.
- Active Engagement: It is basically relying on particular brands’ products heavily.
There are lot of consumers who are very much involved with Aarong’s products.
Through that they show active engagement with Aarong and also appreciation.
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Marketing Mix:
To grab more markets Aarong need to maintain marketing mix which refers to put the
right product in the right place, at the right price, at the right time.
It is really important for Aarong to design a perfect marketing mix for their brand in order
to compete with the other competitors in the market.
Product:
“Innovation and creativity are at the heart of its product design” Aarong is not only
limited within the clothing products, they sell everything from clay pots to diamonds.
They produce not only traditional products but also non-traditional products. Aarong try
to create trends in every product category. Aarong’s exclusive merchandise offers its
customers wide range of products like:
Mens Brand: Traditional Kurta, Executive Shirts, Maanja, Fotua, Short Kurta, T
Shirt, Shawls/Stoles, Sandals
Women's Brand: Traditional, Western Taaga, Nightwear, Fabrics
Bags
Shoes
Scarves
Textiles
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Fabrics
Wallets
Nakshi Kantha
Though Aarong is a fusion fashion brand, they created a distinct category of clothing for
urban youth. They also emphasize on developing unconventional uses for crafts such
as Nakhshi Kantha and aiding in the revival of these crafts. Aarong continues to set
trends with jewellery. They are the first brand who introduced the use of silver jewellery.
The use of candles as home decoration was also first popularized by Aarong in
Bangladesh and it now leads the market in this segment. They have developed a new
technique for producing a new fabric named Endi. They use the wastage cocoons of
Mulberry silk to produce the fabric. Aarong works with a vast and diverse range of
traditional materials like from silk and cotton fabric to terracotta, bamboo, jute, brass
and leather.
Place:
To sell product, place is the most important thing. Aarong has their own stores at
different locations. Aarong has 7 outlets in Dhaka, 2 in Chittagong, 2 in Sylhet, 1 in
Khulna and their only outside of the country outlet in London. Aarong has placed their
outlets according to the demand of their products. For their consumers convenient they
set up these outlets at their consumers’ nearest places. Statistics say that 3 people
enter an Aarong outlet every second.
Price:
Aarong focuses on innovation, quality, value-based pricing and superior in-store
customer service. Aarong always want to make sure that their consumers getting the
right value on that they are paying. Aarong has products from reasonable to expensive
products. The exclusive products usually cost a bit high. They also have products with
reasonable price for their mass consumers.
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Promotion:
Promotion helps a business to go further. Different companies choose different
promotional activities. Like Aarong they largely focus on billboard ads and print ads.
They don’t usually do TVC and RDC. They have a lot of billboards at different prime
locations. Along with that their ads are seen in different dailies and magazines. In these
ads they try to portray the Bangladeshi culture through their products. The ads convey a
hidden message to encourage buy traditional products and to maintain traditional thing.
Some of their billboard designs are given below:
Point of Difference
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Aarong has competitive advantage over its competitors on almost every factor. Only few
companies have ability to chase some sort of advantage like Aarong. Such as Rina
Latif’s product features, qualities and innovativeness, Kay-Kraft and Anjan’s supplier,
Rang’s color and Khubsoorti’s cost. Aarong’s product designs focus on the various
categories and textures of crafts and designs that have been passed along from
generation to generation among weavers and artisans in craft cores around the country.
And these characteristics make them different from their competitors. Aarong also plays
the role of guardian and supporter of traditional Bangladeshi products and designs. Only
Aarong provides an extensive design library where remnants of our rich craft heritage,
such as Nakshikantha art and Jamdani patterns, have been widely researched and
archived for present as well as future use.
Point of Parity
Every organization tries to bring distinctiveness in their product category which will
make them different from their competitors. But they have some common business
purpose like earning profits, providing best quality products or bring innovativeness in
designs for their customers. In the same way, Aarong and its competitors have some
common similarities.
Brand Exploratory
Brand Identity
There are no households in Bangladesh that do not know about the name of Aarong.
Aarong has good reputation for fine quality products. And consumers are highly aware
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about this as a result they are holding 68% of total handicraft market share in
Bangladesh.
Brand Meaning
The name of the organization Aarong is a Bangla word. It means “a village fair or
market”. The village fair provides craftsmen of all trades a marketplace to display and
sell their traditional handicrafts. The naming of Aarong as such upholds the
organizations commitment to support the ethnic goods of our country, which are a part
of our rich cultural and artistic heritage. It helps vitalize the traditional craftsmanship and
find a wider market for their products nationally and internationally.
The logo of Aarong is an image of peacock. It is spectacularly beautiful because of the
brilliant, iridescent, diversified colorful pattern in its tail. The color of the peacock in the
logo is orange because it represents energy. It wants to emphasize its natural, eco-
friendly products through the emblem.
Brand Response
A brand response contemplates on unrevealed consumer insights of the Aarong name.
The long time success of the brand is a positive indicator that consumers think highly of
the Aarong brand and consider it a reputable and dependable manufacturer of many
suitable and traditional things. Vital words that define the image of the brand as a whole
are as follows: sophisticated, casual, western, traditional and distinct. When one bears
the Aarong name whether it is on a piece of clothing, jewelry, or household item their
self-image changes to model that name.
Perceptions of consumers about the Aarong brand allow it to continue growing at a
successful rate. Because consumers have the conceived notion that Aarong produces
quality lasting products in all departments, they are willing to invest their money in the
name time and again. This ongoing behavioral loyalty and devotion of the consumers
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allow the brand to stay alive and growing. Young generation of our country love to go to
Aarong most because of its’ popularity, high quality and durable products and employee
behaviors.
Brand Relationship
Not only the Aarong name is credible to their consumers, they feel confident and
satisfaction in the products and its quality. Aarong is highly successful to develop a
strong bonding with its customers by providing quality, stylish and durable products to
their customers. In fact, clothing that Aarong produce makes a man, woman or children
feel distinct yet sophisticated, confident and stylish, and often times rich. These are all
worth feelings that many people craving to feel. Consumers can achieve a much-
desired status of satisfaction and emotional fulfillment by purchasing Aarong products.
Key Findings
Throughout our thorough pin pointing out of brand management aspects of Aarong we
have gathered some key findings for some significant major factors. Aarong has
created such heights and such a potent Brand Equity that when it comes to handcrafted
product recall Aarong at first position..
The POD of Aarong shows that they have competitive advantage over its competitors
on almost every factor. If POP is considered only few companies have ability to ccatch
up with Aarong, but Aarong and its competitors have some common similarities. They
all sell their own country products though their design is not similar. And they all try to
maintain the tradition of our country.
Aarong is trusted brand which provides reassurance that they have bought quality
products that their friends will appreciate as it is from Aarong. Only Aarong connects the
modern lifestyle with consumers root, giving them the confidence to reach out for a
more fulfilling life. Vital words that define the image of the brand as a whole are as
follows: sophisticated, casual, western, traditional and distinct as discussed earlier.
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Perceptions of consumers show a concept that Aarong produces quality lasting
products in all departments, they are willing to invest their money in the name time and
again. This ongoing behavioral loyalty and devotion of the consumers allow the brand to
stay alive and growing.
Aarong is highly successful to develop a strong bonding with its customers by providing
quality, stylish and durable products to their customers.
Branding Strategies
First and foremost branding strategy that makes Aarong a unique brand is its innovativeness
and creativity in all its products. One can rest assure that Aarong’s products will never be
available in any other store or boutiques. Each and every product they make is different and
unique from others. The decoration in their stores, helpful sales person, good management,
high quality products and unique designs makes Aarong stand out from other brands. Aarong
also exports its products outside Bangladesh which has great demand there. Aarong’s
products are always special for its customers because it gives feeling that someone in a far
away village is spending his/her entire time and effort just to make this product for us. And this
is not made by some high tech machinery. Secondly, though the products are made in
contemporary designs, still they are fashionable modern and can be worn everywhere and can
be made as a fashion statement in any part of the world. Lastly, Aarong’s most important
branding strategy is, it is always up to date. There are always new clothing lines with new
fashion statements which meet to all its customers’ requirement and expectations.
Recommendations
First recommendation that we would like to suggest is extending stores globally. Whenever we
send gifts abroad we usually send Aarong’s product as they represent our country’s culture
and fashion. And many foreign people also like Aarong’s unique designs. Thus, Aarong can
open stores abroad.
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Secondly, Aarong can start featuring its clothing lines, accessories for different cultural
occasions like Bengali New Year, pohela falgun, Independence Day, victory day and other
religious events. This is because these days, all the cultural events are also celebrated
grandly. Thirdly, Aarong has some competitors in that market who are also offering same kind
of products even with lower prices. Thus, Aarong should also keep an eye on its competitors
and one never knows what strategies the other might follow. Aarong can also go for category
extensions. They can offer their own tailoring and designers for their special customers can
attract more loyal customers. Lastly, Aarong sometimes charge a bit high on certain products
which are not reasonable and can be found in other places with lower prices.
Conclusion.
According to a website, Aarong Reaches out to weavers, potters, brass workers,
jewelers, jute workers, basket weavers, wood carvers, leather workers and more around
the whole country and embraces and nurtures a diverse representation of 65,000
artisans, 85% of who are women. According to another article, Aarong has become the
foundation upon which independent cooperative groups and family-based artisans
market their craft, in an effort to bring the nation’s prestigious handicraft industry on a
international platform of awareness, appreciation and acknowledgement. Aarong’s
exclusive merchandise offers its customers wide range of products which we have
looked into in our report. Aarong is trusted brand which provides reassurance that they
have bought quality products that their friends will appreciate as it is from Aarong. But
they don’t feel excited about the brand. They miss out the excitement. Aarong
encapsulate the rural essence of Bangladesh. And the design they use in their products
always expresses the essence into geometric and technical pattern. And this approach
took Aarong forward in a multitude of application. Only Aarong connects the modern
lifestyle with consumers root, giving them the confidence to reach out for a more
fulfilling life.
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Reference/Bibliography
http://www.aarong.com/
Strategic Brand Management - Richard Elliott , Larry Percy
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