A product must serve
some value to its customers with proper branding to be favorable to its
customers. Without proper branding a company cannot sustain in long run. Mostly
in fashion and life style sector people will go for the branded products.
Aarong is a Bangladeshi iconic brand in fashion and life style sector. Aarong
can differentiate from others by providing unique local culture and taste.
Category wise customers have knowledge about Aarong and it has a strong brand
image too. For fashion and life style products the brand name “Aarong” is able
to come quickly to the customer’s mind and also customers can recall the band
easily. It is found in a statistics that in every 5 minute 2-3 people visit
Aarong’s outlets. Aarong is successful to associate to its customers.
Aarong is one of the
first brands in fashion and life style sector. They use professional models and
create sophisticated ad campaigns and continue to set the style and quality
standard for promotion by achieving greater levels of class and elegance with
each campaign. They have a great brand value to its consumers.
Aarong gives some
facilities and discount to its loyal customers providing "My Aarong
Rewards" card membership. Aarong also organize different fashion show program. Half of the profit from every purchase goes
towards supporting schools, health services and specific interventions targeted
to the ultra-poor segment by BRAC.
One of their strategies
is branding “Taaga” which offers specialize in casual wear that blends
traditional designs with modern fashion trends. The tops and tunics are adorned
with local fabrics in western cuts.
Nowadays in Bangladesh
there is a great demand of online shopping to the customers. Aarong has
recently opened its website through which they will provide online service to
the customers which is a part of their branding strategy. Aarong‘s new online
marketplace will meet customer’s demand by making their products available and
it will help them to get more customers. “My Aarong rewards” card members can
also purchase items online while earning and redeeming points on their cards.
It provides flexible payment options such as bkash, cash on delivery and credit
card in its online service. It charges 80 taka and takes 2-3 days for delivery.
In urgent delivery it takes 24 hours and charges 200 taka. But others charge
less than Aarong for delivery.
My opinion is Aarong
should develop its website with more product range and facilities like 360
view, products’ pictures etc. It should make aware to the customers about its
online service and it should charge competitive price for delivery.
References:
L Keller, K. (2013). Strategic Brand Management (Forth Edition).
J N Kapfere (2013). The New Strategic Brand Management (Forth Edition).
www.aarong.com
www.superbrands.com/bd/images/PDF/02
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