Aarong
Producing
products and indigenous crafts and styles of Bangladesh and empowering rural
artisans, Aarong is more than just a retail chain. The word Aarong means ‘village
fair’ and the Aarong brand is meant to invoke a deeper connection to its rural
roots. Aarong is one of
the 18 social enterprises of BRAC - the world’s largest development
organization. It has been
working towards BRAC’s mission of poverty alleviation through economic
development and human capacity building, with a specific focus on the empowerment
of women. Aarong was initiated in 1978 as a project to ensure poor silk
farmers, block printers and embroiders in Manikganj in central Bangladesh were
paid upon delivery of their products.erment of women. Today,
Aarong serves through 13 retail stores across the country and employs more than
65,000 rural Bangadeshi artisans, of which 85 per cent are women. At
Aarong, we aspire to bring all that we love about Bangladesh to customers
around the world. In 2006, and again in 2012, a number of Aarong products received
the UNESCO Award of Excellence for Handicrafts. As a fair trade organization,
Aarong’s products are exported to fair trade companies across Asia, Europe and
North America.
Customer
Profile:
Before we
talk about the brands communication strategy we need to know about their
customer profile.
Demographic
Segmentation:
Age: For
all ages.
Gender:
Male and Female both.
Family life
cycle: For the all members of the family from older to younger.
Income
education and occupation: High and middle income, well educated & for all
kind of high occupation
.
Geographic
Segmentation:
Location :
Urban and Sub urban , major cities.
Area:
Dhaka, Chittagong, Sylhet, Khulna, Narayanganj.
Psychographic
segmentation:
Preference:
Higher & Middle class people.
Perception:
like classy, trendy but modern products of own country.
Attitude:
Positive, patriotic.
Lifestyle:
Trendy, passionate, classy, like to differentiate from others.
IMC
tools: Aarong use various IMC tools for an effective communication with their
customer.
1. Advertisement:
Aarong gives advertisement in television and radios for
communicating with their customer. But their frequency is very low. And now
they just only making TVC for special occasions like eid-ul-fitr, pohela
boishakh, Bosonto Utsod etc. They are also giving advertisement in billboards. They
are using celebrities also in billboards for advertising. They also giving
advertisement in beauty magazines, news paper etc.
2.
Interactive Marketing:
Aarong is using various internet social pages and other
websites to communicate with customer like Facebook, Twitter, Linkedin,
Pinterest, Youtube, Gogle+. They have their own pages in in Facebook , Twitter,
youtube. They are also giving pop up ads in these social media.
3.
Sales promotion:
For promoting sale Aarong gives sales they give discount to
their customer in the special occasions or in special time of the year. Like, “Aarong Independence Day Sale – 2008” .
4.
Direct Marketing:
They
are using mobile
marketing for communicating with customers. Like they are sending sms to the
customers about their new product and sales promotion of their old product.
5.
Public Relation:
Aarong is making a good public relationship
by giving values to their customer. They are giving suitable price, making
bundle goods with price reduction. They also giving upadate in facebook and
other social medias about their recent information.
6.
Personal selling:
Aarong is not doing any kind of personal
selling.
My opinion:
Aarong is a brand with good reputation. And they have many
good communication strategies. But I think they should improve in some of the
aspects. Like, they are now giving some advertisement in billboard and other
media’s which of them are in the image below are very much controversial. These
advertisements have no meaning. They should develop good advertisement which
will show their perspective. They should work more on direct marketing. They need
give email, do DRT etc. They are good in interactive marketing. But I think
they need to give more importance on personal selling if they can.
Reference:
1. About Aarong. Available from.<http://www.aarong.com/about-aarong/
1. About Aarong. Available from.<http://www.aarong.com/about-aarong/
