Branding Strategy Of Aarong

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

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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.