Aarong is an elegent lifestyle experience of Bangladesh.Aarong is
providing a unique Bangladeshi lifestyle
experience to empower people and promote
Bangladesh while protecting our environment.Without proper branding a company
cannot sustain in long run.Aarong has a
strong brand image.
Aarong is a Bangladeshi
iconic brand in fashion and lifestyle sector.They use professional models to
create different ad campaign.Aarong also organize different fashion show
program in different occasion like eid,puja,pohela boishakh
etc.Aarong has good reputation for fine
quality products.They always try to maintain their standard to secure their
brand image. . It attracts customers towards Bangladeshi culture. It has been
successful in creating a strong loyal customer base among people who prefer to
stay close to their roots.Aarong provides variety of products like clothes,
handicrafts, jewelry, etc. with a vast and diverse range of materials. These
products target a wide range of market including people from different age
group..Arong also introduced “Taaga” which is one of their strategies in
branding.Aarong also gives the audience an opportunity to make online shopping
which is a part of their branding strategy. They have also introduced
fastest,reliable and easiest payment options like visa debit/credit/gift
card,master debit/credit/gift card,bkash or cod(cash on delivery).Aarong
sometimes offer discount between 5% to
15% on their product to promote their brand.They also provide “My Aarong
Rewards” card membership
.
In my opinion
Aarong’s website fails to fulfill customers queries and is not updates
timely.So aarong should develop its website for their online service as
customer prefer online shopping.On the other hand,the price range of aarong is
too much comparing their competitor. Aarong charges higher price for their
products on the other hand the competitors charges lower price for the products.So They should reduce
their price. Even though Aarong does not have any big competitors now but the
number of competition is ever growing. They have some small competitors like
KayKraft,Anjans, Deshal, Jattra, Khubsurti, Rina Latif, OZ, Rang and some other
Boutiques. There is always new competitors’ threat. The number of consumer for
other boutiques is increasing which will eventually decrease Aarong’s market
and as well as sales. Although Aarong has positioned its brand name very
uniquely than the rest of the competitors certain pit falls yet exist in their
strategic brand management process. Aarong has not utilized many of the mediums
such as advertisement on television channels and radio channels which could
help developing its brand image to the optimum level. Utilizing these unused
channels as a first-mover could also be opportunity for Aarong to gain another
competitive advantage over its rivals. Moreover, Compensation and benefits at
Aarong is not attractive comaparing to other organization.Discount rate is given
once in a year which is not sufficient.They should give more offer and discount
in their product..
