brand study report: aarong
TRANSCRIPT
Brand Study Report : Aarong
Overview about the BrandBrand Name : Aarong
Brand Logo :
Brand Founded In : 1978Founder Name: Ayesha Abed
Martha ChenThe Word “Aarong” Means : “A Village Fair or Market”
Number of Outlets: 16Production 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: [email protected]
Relationship among Aarong, Brac and AAFAs 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.
Organogram of the AarongDirector
General Manager (HR & Training) Executive Secretary Chief Operating Officer
General Manager (retail & Infracture)
General Manager (Design)
Manager Export
Manager (merchandising)
General manger
(ad
ministration service & Textile division)
Procurement
Transport
Security
Maintain ace
Processing Store
Central Store
Ware House
Textile division
Sr.
Manager (infor
mation & technology)
Sr Manager Quality
Control
Executive inventory
control
E-Commerce
Marketing
Manager SCPR General Manager (Finance & Account)
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
Mission, Vision & Goals of AarongMission
“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.”
VisionAarong 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.
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.
Aarong’s Product Range Aarong’s Product Range
Men’s Produ
ct
Women’s
Product
Kids Produ
ctHome Decor
Nakshi
Kantha
Jewellery
ProductTaaga
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
Women’s Product Range• Saree• Shalwar Kameez• Nightwear• Scarves• Shawls• Women’s Punjabi• Fabric• Shoes• Woman’s
Accessories
Kids Product Range
• Skirt Top• 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
Home décor’s Product Range
• 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
Nakshi Kantha’s Product Range
• Saree• Sherwani • Shawls & Scarves• Photo Frames , Boxes &
Wall Hanging.• Tablecloths, Runners,
Placemats & Napkins• Bed covers, Cushion
covers & Prayer Mats• Bags ,Product & Apron
etc.
Jewellery Product Range • Earrings • Necklace• Bracelets
&Bangles• Ring• Nose pin• Anklet• Necklace set• Jewellery box
Taaga Product Range
•Top•Shirt•Tunic
•Pant•Shoes•Accessories•Maternity
Men’s Product Price & Size RangeCategory 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
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 ----
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
Competitor Analysis• Kay Craft
• ANJANS
• BANGLAR MELA
• DESHAL
• RONG
Representing Word A=AARONG, K=KAYKRAFTAN=ANJANS BM=BANGLAR MELAD=DeshalR=Rang
Criteria Products Quality Supplier Technology Finance Distribution Product CostingFeature 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
Competitor’s Products Styling
Aarong’s Product Range in Percentage
26.80%
10.70%
7.80%6.60%
12.20%6.10%
2.20%
27.70%
Percentage
Women's WearChildren's WearJewellaryLeatherHousehold textleHousehold Non-TextileOthersMen's Wear
Targeted Customer ( In the basis of Purchase ,Segmenting by Age Groups)
Age Groups Numbers of consumers10-18 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 years18-26yaers26-36years36-50yaers50 and above
Age Groups
Visual Merchandising of Aarong
Economic Diagram of Aarong(Last Five Years)
2011 2012 2013 2014 2015$0.00
$10.00
$20.00
$30.00
$40.00
$50.00
$60.00
$70.00
$48 $50 $58 $60 $62
USD in Million
USD in Mil-lion
Packing Details of Aarong• 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.
Material Used in Men’s ProductsCategory Material used
Punjabi Addi Cotton, Blended Cotton, CottonCottray , Endi Cotton , Handloom Cotton ,
Jacquard Cotton , Joysree Silk , ViscoseViscott.
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
Material Used in Women’s ProductsCategory Material Used
Saree Cotton , Muslin , Silk , Nakshi Kantha, Jamdani
Shalwar Kameez Addi Cotton, Cashmilon, CottonCottray, 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
Material Used in Taaga’s ProductsCategory 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
2017 Product Prediction For Aarong
2017 Product Prediction For Aarong
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