YELLOW

Yellow is a Bangladesh-based fashion brand and clothing retailer owned by Beximco. Its
corporate headquarters is located at Beximco Industrial Park, Dhaka, Bangladesh. Yellow started
their journey in 2004 and now they have 15 outlets across Bangladesh and Pakistan including a
24/7 online store.

KEY VALUES &FEATURES

 Design-driven brand

 Has a superior quality

 Modern interpretation of fashion but comfortable

 Believes in innovation

 Wide range of fashion clothing for women, men and even children .

 Inspired by their customer.

 Unconventional yet high quality

 Progressive yet tastefully casual-yellow embraces harmony through conflict
MARKET OFFERING
Product line includes a wide range of fashion clothing, fragrance, and accessories for men,
women and children; textiles for home decoration; avant-garde ceramic items; paintings; books;
and many more.

YELLOW MEN

  Casual Shirts
 Templeton Shirts
  Formal Shirts
 Polos
  Tees
  Punjabi
 Jackets And Blazers
  Sweaters
 Hoodies
  Denim
 Casual Pants

YELLOW WOMEN

  Ethnic Tops
  Fashion Tops And Shirts
  Tees
  Denim And Trousers
  Jackets & Blazers
  Sweaters
  Lawn
 Saree

YELLOW Beximco Luxury Lawn

Beximco Luxury Lawn was launched in 2014 by Beximco, dedicated only

to Women's clothing.
INTERNAL ENVIORNMENT:

• Follows divisional structure

• Yellow designing divided in two parts – male and female clothing
• Hierarchy:

2 executive
directors

Creative director Creative

of Beximco Export director of
Yellow

Head designer
head designer
(male) (female)

head
merchandiser

junior
merchadiser
OUTLETS / STORES:

Bangladesh

 Bailey Road

 Bashundhara City

 Dhanmondi

 Maghbazar

 Mohammadpur

 Gulshan

 Uttara (2 outlets)

 Wari

 Chittagong

 Jamuna Future Park

 Banani

 Mirpur

Pakistan:
 Zamzama Boulevard, Karachi

 Dolmen Mall, Tariq Road, Karachi

 Dolmen City Mall Clifton, Karachi

 M.M. Alam Road, Lahore
COMPETITOR:

There are a lot of well-known brands such as Aarong, Easy, Artiste, Sada kalo, Ecstasy,
Anjan’s, Sailor, Cats eye, Deshal, Rang, Kay Kraft, Freeland etc. . These all are local brands and
these are main competitors of YELLOW .They also know latest trends and tastes of customers .

EXPANSION:

In 2014, Beximco announced the opening of 102 Outlets in Bangladesh and several in
Dubai, New York City and Toronto in early 2015 and Seoul in mid-2015

SPONSORSHIP IN SPORTS:

1. Dhaka Dynamites
2. Sheikh Jamal Dhanmondi Club

SALES & COST:

Yellow (Beximco) is quite famous. Company sale do not reveal how well the company is
performing relative to competitors. To access the relative performance, market share analysis
could be done. The company’s overall market demand can be expressed as its sales expressed as
a percentage of total market sales.
DATA ANALYSIS AND INTERPRETATION:

Data Analysis and Interpretation

Particulars Strongly Agree Neutral Disagree Strongly
agree disagree
1. Fabrics of Yellow are good. 60% 15% 15% 10% 0%
2. Yellows fabric is comparatively 20% 10% 40% 20% 10%
batter then other brands in the
market.
3. Yellow should extend its brand 20% 20% 30% 20% 10%
and introduce new product.
4. You are satisfied with the 5% 10% 35% 20% 30%
finishing, swing style & also
packaging of Yellow.
5. The Price of Yellow products are 40% 10% 30% 10% 10%
reasonable.
6. All lines of products are available 0% 10% 30% 40% 20%
in every showroom of Yellow.
7. You purchase Yellow products 60% 10% 20% 5% 5%
for keeping upgraded styles.
8. The Promotional activities of 20% 35% 15% 30% 0%
Yellow are satisfactory ((TV
advertisement, Newspaper
advertisement, Billboard etc.)
9. Comparing with other brands in 30% 30% 20% 10% 10%
the market, Yellow can be
considered better.
 Interpretation:

From the survey the statistics analyses we got a clear idea of Yellows present
condition. First of all Yellow has the better brand value then the other and they have
been keeping their position from so long with comparatively others competitor. All of
their products are available in every showroom. But their promotional activities are
not good enough like others have.

SOWT ANALYSIS:

Strength:

 Branding - YELLOW has strong branding in the everyday basics, from casual to
work wear etc.
 Infrastructure - Allows for ease of distribution nationally all over Bangladesh.
 Image- Consumer trust on brand in image perspective is already built.
 Quality- Consumers trusts the products with their quality.
  Has been in the market for 10 years
 Strong group of loyal customers
  Gained a lot of experience in the past years
 Men’s wear both casual and formal
  Supplier in the form of Beximco textile
 Keeping in line with latest and upcoming trends.

Weakness:

 Marketing: A strong brand it may be, but marketing is not as strong in Pakistan.
  Less variations in all kind of clothing
  Have not been able to open their brand’s outlets all over Bangladesh
  High price can also be considered as a weakness
  Yellow does not do that much of aggressive marketing
  Lack of access to key distribution channel
 Lack of patent protection
 Opportunities:

 Online Retail and E commerce

  Expansion into other countries
 Social media gives more opportunity to market the products
  Technological advancement
 An unfulfilled customer need
  Arrival of new technologies
 loosen of regulation

Threats:

  Unstable political situation of Bangladesh

  Entry of several foreign famous brands
  Consumer switching is on a high rate
  Sift in customer tastes
 New regulation
 Increased trade barriers
RECOMMENDATIONS:
Yellow is producing the high quality product. They launched this brand by producing finest
fabric with their visionary approaches. Such acceptance has made the brand a market leader
within a very short time. In our way of thinking the recommendations for this company are:

 Advertise more.

 Give occasional discounts.

 Should not underestimate the new entrants.

 Increase their branches. They have so many customers in the market. But there are no
enough showrooms in every location. So they have to increase their branches.

  Promotional activities. They also have less promotional activities. Their path is only
BILLBOARD. We think they have to look for other activity like NEWS PAPER,
Web site and etc.

  Marketing: A strong brand it may be, but marketing is not as strong in Pakistan. They
have to increase or follow good marketing policy not to lose market outside the
country as well as Bangladesh.

CONCLUSION:

We can say that, the company may achieved a strong level of customer preference. Although
there is a tough fight with its major competitors but Company’s quality of products played a
vital role to create this position in such situation.