Report on case: Embrace the change – The New way of

Online Delivery in Bangladesh | Deligram.

Course Title: Consumer Behavior

Course Code: MKT344
Section: 08
Submitted To
Mahtab Muntazeri (MBT))
Lecturer, Department Marketing and International Business
North South University
Submitted By

Name ID
Anupam Saha 1330684030
Md. Shamim Ahmed 1411437030
Sabrina Sadia 1420773030
Habib Redwan Rafi 1620512030
Faiza - E - Mahmud 1721030630
Tasnima Rahman 1721737030

Submission Date: 25th August, 2019.

Deligram 1
 Letter of Transmittal
25th August, 2019
Mahtab Muntazeri
Lecturer North South University

Subject: Submission of report paper on “Deligram locker”

Dear Sir,

Here is the Report that we were assigned on the topic as per your Selection. The Report has
been completed by the knowledge that we gathered while we conducted a survey. We are
thankful to all those persons who provided us with important information and gave their
valuable time to us. We would be happy if you read the report carefully and we will also try
our best to answer all the questions that you have about the paper. We have tried our best to
complete this paper meaningfully and correctly, as much as possible. we do believe that our
effort will help you to gather the exact knowledge about the whole paper.

Thanking you.

Yours sincerely,

Anupam Saha
1330684030
Md. Shamim Ahmed
1411437030
Sabrina Sadia
1420773030
Habib Redwan Rafi
1620512030
Faiza - E - Mahmud
1721030630
Tasnima Rahman
1721737030

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 Acknowledgement
We would like to express our gratefulness our course advisor, Mr Mahtab Muntazeri sir. His

guideline, inspiration, cooperation, important advice and suggestion provided us with

necessary insight to the problem and also the successful completion of this paper work. In

addition, we would like to add that without his proper support we would not be able to do

this. We would like to convey enormous gratitude to, Mr Mahtab, for his constant supervision

as well as sharing his knowledge and provide information that we needed most to complete

our report. Our appreciations also go to all our friends and family who really helped us with

their abilities to develop the project.

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 Executive summary
Deligram is an Omni-channel E Commerce platform. E commerce is a competitive field
business faces many challenges. Although Deligram also have many opportunities as well,
nowadays people are very technology dependent and online shopping is very common in
recent days. Deligram is launching a “self-pick up locker” named “Deligram locker”
So, Deligram.com can help people get their order and their desired products easily. It is a
very innovative service. For that reason, Deligram might be able to attract more customers
and will be able to be more popular than other E-commerce sites. There are some challenges
for them as well. So, it will not be that much easy to lead the market. They need to be very
careful and spend a lot on marketing so that they can survive in this competitive sector and be
successful in their new service launch.

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 Table of Contents

Objective of the report 06

Methodology of the report

Introduction 07

Demography of TG 08

Comprehensive Analysis 09-11

Position of attracting target 11-12

audience

Positioning 12-17

IMC Campaign 17-18

Conclusion 19

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 Objectives of the Report:

1. Conduct a consumer research to understand their response to such offering. Also, find out
whether the response deviate depending on the demography of the given TG.

2. Conduct a comprehensive analysis of consumer perception

3. Does the idea of “Self-pick-up locker named Deligram Locker” has the potential of
attracting the mentioned target audience by solving the existing problem? If yes, justify your
solution with your reasoning behind the success. And if No, justify the reasoning behind its
failure

4. What type of positioning will be suitable depending on our analysis.

5. Analysing customer perception on the recent IMC campaigns of Deligram.

Methodology of the Report:

To complete this report, mostly I have used primary sources but I have also taken some idea
from other books as secondary sources.

Primary Sources:

As we have conducted a survey, we got a chance to collect the information we needed first
handed. Which, helped us form a clear idea about the paper.

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 Introduction:

Deligram Technology is a start-up E-commerce business company which is affiliated by

Rahimafrooz Bangladesh. The CEO of Deligram Technology is Mr. Waiz Rahim.

Planning of starting Deligram Technology was from 2017 but finally it starts its journey

from 2018 January. The website of Deligram Technology is Deligram.com. They also take

order via their facebook page. At the beginning, they targeted Cumilla as their market. Why

the choose Cumilla is because very few of Cumilla is known to E-Commerce shopping and

deprived of the benefits. So, they are trying to make their life easier by their service.

Deligram Technology is not only focusing online for their service but also, they are taking

orders from customers by offline through their agents. They also have a hub at Cumilla

Kandhirpar, where customers can order or pickup their delivery. Right now, Deligram has

more than twenty agent shop in Cumilla and also started to set their agent shops in Dhaka. In

December 2018 Deligram is planning to launch their business in Dhaka. After launching in

Dhaka, they will start to spread their business whole over the country. The Website address

of Deligram is www.deligram.com

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OBJ1: - Conduct a consumer research to understand their response to such offering. Also,

find out whether the response deviate depending on the demography of the given TG.

Online shopping service is now easier and much popular in Bangladesh. Deligram is

now trying to make it more convenient by introducing their new feature “self-pick up

locker”. We have conduct a quantitative research on it among 40 people for understand

their view towards this.

60% population from our research are full time student and other 40% are in a combination

with part -time, full time employee or part time job + student. In terms of education more

or less everyone is undergraduate student. 39 people do use online service 1 person never did

use online service before. From this 39 people who use online delivery 47.5% people are not

more or less satisfied. Around 73% people from less satisfied people don’t like online

delivery due to delay or unexpected time delivery. we asked will they use this self -delivery

service 50% people said maybe they will use this service if they can ensure them proper

maintenance. Among that 73% ,37.5% people said they think maybe Deligram self-service

can solve their problem. As for Deligram people have to pay first 55% people said they will

use this service and pay first sometimes, it depends on their situation.

When we asked them about their preference that will they take this service 10% people deny,

they said they are not ready to take a self -service where they have to visit a determine place

for receive their product. 50% people want to take this service sometimes and another 10%

are extremely willing to take the service. In our last question when we asked them what they

want to add or skip from this service 10% people said they don’t want to pre-pay the money.

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OBJ2. Comprehensive analysis of consumer perception.

Consumer perception is about how the consumer see’s the product. It is the process by which

consumers select, organize, and interprets stimuli. In terms of selecting information it

depends on two factors:

 Consumers’ previous experience

 Consumers’ motives

Through our survey, we have found that most of our customers have used online deliver

system before and most of them (47.5%) are satisfied with their current delivery system.

In terms of their motive most of them want a safe and secure delivery system. But they are

open to new systems.

Deligram is launching a “self-pick up locker” named “Deligram locker”. From our survey,

we see that most of our customer sees “Deligram locker” as something very unique. They

think the idea of a self-pick up locker rather than their regular delivery system is something

very innovative, and that it offers something new to the table.

Extremely 7.5%
Innovative
3 people

Very Innovative 55%

22 people

Somewhat 37.5%
innovative
15 people

Not at all 2.5%

innovative
1 people

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Through our survey, we see that 55% of people have had a call from their delivery man at an

inconvenient time, or have missed their 1st slot of delivery. So, they believe Deligram’s

“self-pick up locker” has potential and it might be able to solve their existing problem

regarding online delivery

.
When it comes to online delivery system, security is one of the primary concerns of us. It is
extremely important for the customers to have a delivery system that they

can believe in. In our survey, we see that most of our customer’s views Deligram locker as a

very secure way of purchasing products.

Question: Do you think 'Self pick up locker' is a secure way of purchasing product?

Most of our customers use online delivery system and since most of them have faced some

sort of inconvenience almost all of them feel the need for something better. So, they see

“Deligram locker” as something they need in order to make their online delivery experience

better.

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Question: Do you think 'self-pick up locker’ is something that you need or not?

In conclusion, we can say that our customers perceive “Deligram locker” as a very

innovative and secure product, that has the potential to solve their current problems, so

they believe it is something they need to make their online delivery experience easier,

comfortable and secure.

3. “Self-pick-up locker named Deligram Locker” has the potential of

attracting the target audience. Reasoning’s behind the success given below:

Deligram locker system has the potential to attract the target audience by solving their
problem. In our survey, we have seen that most of the people have answered in favour of
Deligram Self Pick Up locker. Some of them are sceptical about the service because the
service is not launched yet but overall in our survey we noticed a positive vibe among the
people. There are many positive reasoning’s we see in our survey from all of them we are
highlighting some reasoning’s here.
Most of the people think Deligram self-locker system is secured than any other delivery
system. Because Deligram basically providing a locker and the locker is protected by a one-
time password (OTP) system. Most importantly the locker can be opened up only by the
customer him/herself. One the other hand most of the people who shop online they have a
common complain which is the delivery timing. Nowadays everyone is super busy with their
individual life. Besides shopping online is a relief because it saves time from the busy life but
the problem arises during receiving the product. Because the delivery man can come up

Deligram 11
anytime to deliver the product and customer might be busy on that time to receive the
product. Sometimes by giving time to the delivery man aren’t enough. In that case Deligram
self-locker system play a great role because they deliver the product in locker and customers
can pick up the product at their own convenient time. By this customer face less hassle.
Besides that, in our survey we have seen that most of the people think Deligram self-locker
system is an innovative idea and they agreed about the uniqueness about the service. We also
noticed that people has the willingness to switch from the traditional delivery system to self-
pick up locker system very much because they consider Deligram self-locker system as a
unique and new idea to get the delivery of their products.
Deligram self-locker system is less costly compared to home/other places delivery since the
delivery operator could arrange delivery in a more flexible and efficient way. One the other
hand unattended delivery system or self-locker system could reduce customers waiting time
for the delivery so that customers do not need to be constrained by the delivery man. For that
reason, customers might become less dependent on the delivery manned collecting points.
Deligram locker system could improve customer satisfaction since customers can go to the
locker station and collect their product when it suits them. Deligram self-locker system could
also save money by eliminating the number of home/office or any other place deliveries.
There are also indications that customers make more purchases due to the convenience of
collecting product from the locker. Finally, customers can get rid of the delivery man’s
annoying phone calls by using the Deligram self-locker system.

OBJ4: -Positioning
The e-commerce business in Bangladesh is recognizing a rapid growth. For almost every

sector there is an e-commerce business available now in Bangladesh. As the industry is

getting saturated it is getting difficult to penetrate the market, and for a new company this is

quite impossible to make a customer base, providing the same services as the other

companies are already providing.

So, to be in the competition every company tries to do something new, such as Daraz, a

renowned e-commerce site, provides ‘pick up point delivery system’. To mitigate the delivery

Deligram 12
system’s flaw, Deligram is introducing a brand-new delivery system called ‘Deligram

Locker’. The way it works is Deligram will setup ‘self-pick-up lockers (prepaid)’ in

convenient places like, universities, hi rise buildings, corporate offices, through which

consumers can pick up their ordered goods by themselves using an OTP (one-time

password) provided to their contact number. With this new delivery technique Deligram has

taken the ‘Unowned position’. The technique of unowned positioning implies doing a

perceptual mapping and finding out a valuable position which is not used by the industry

competitors. Deligram is planning to do exactly that, no companies in the industry have the

self-pick-up locker system. But this is actually essential for the ease of customers. They

have taken the unowned position of delivery systems problem, which is currently not taken

by any of the competitors like Daraz, Pickaboo etc. Which is leading towards consumer

convenience. If we see the graph of positioning,

We will find out that the positioning Deligram is going to use is of convenience through
unowned positioning. But convenience comes with price, service of Deligram would be a
little bit costly. If we see the current pricing of Deligram we will find out that Daraz, there

Deligram 13
main competitor has lower pricing model than them, it is because the current way of

delivering product that Deligram is using is not cost effective. Hiring a DG agent cost is

affecting it mostly. And hence Daraz is providing more coupons to the customers as their

marketing campaigns. But Deligram can’t do that.

In our survey, where we have collected the opinion of 40 people from our target group. We

have found that this system is quite innovative.

People loves new innovation. We can see from our response that 7.5% of our demography

thinks that it’s extremely innovative and 55% thinks it’s very innovative, which leads us to

believe that they haven’t used this kind of system before. So, we can say that this delivery

practice is not used in this industry.

Deligram 14
In another question, we’ve asked them about the potential of the system and can it solve

their existing problem.

In response, we got ‘Maybe’ as answer of 55% people. As ‘Yes’, 37.5% of sample. But only

7.5% negative, so what we can see from here that the system can take the challenge of

solving the delivery issues, we are facing.

We’ve also explained the Deligram delivery process briefly and asked them would they use

it if it was available also if would they use it immediately if that was available today.

Deligram 15
In response of this questions as you can see we’ve got very positive responses. So, we can

say that this system will have a market among the consumers.

From our above analysis we can say that, the service ‘self-pick-up locker’ system is a new

Deligram 16
innovative idea of delivery service. And this will solve many people’s problem with current

delivery system. And also we gathered information that this system has a market among the

consumers. Having said that we can see this system fulfills every criteria for the ‘Unowned

positioning’. Also, as we can see from our judgement that the industry no one is using the

delivery system that Deligram is using. So, for the differentiation reason the cost is getting a

bit higher. But as we have seen from our survey that people finds it innovative and most of

our demography says that they want to use the service as soon as possible. I believe that the

positioning that best suitable for Deligram is ‘convenience’ through unowned positioning.

But this comes with a slight higher price as we’ve talked about it previously, for the price

what we think is that Deligram needs to burn their cash runway in the first few years, like

every other start-up. They need to create a customer base which needs attractive things to

target the customers. And to do that and also to make a name in the industry at the beginning

they need to burn their cash runway.

OBJ5:- IMC Campaign:

In the Ad, we see a general shop where two young man enter and ask for different products

like headphone storybook and bike. After getting their response the shopkeeper replies

everything is available in this shop. Listening shopkeepers reply the two-young man become

wonder. In the rest of the ad they have described how conveniently people can shop their

desire products from this platform. In the ad, we also see people don’t face any delivery

related problems. consumers can collect their orders from DG agents or by doorstep home

delivery. We have researched Deligrams official Facebook and YouTube channel where

the positive opinions and comments are posted which indicates the campaign was quite

Deligram 17
effective to the customers. As Deligram is a new start up, they have completed very few

campaigns. So, we have selected 5 potentials who are young stars and young professionals.

Customers would tell us about their perception for Deligram. Here 3 of them are job holders

and the rest 2 are students.

Beginning of the observational research we have shown them the latest advertising. We had

operated a qualitative research on them and tried to understand their perception. All of them

responded that it was safe for them to pick up order from DG agents. They felt comfortable

having the DG agent because it gives them the opportunity to say something about defective

products and most conveniently they can exchange it. Which indicates very positive

perception of the customers.

Suggested IMC campaigns:

As they have positive customer perception they can also use other IMC tools besides TV ads.

1. Direct Marketing: They can send Emails, sms, or call their customers regarding new

offerings product which may create a new value to the customers.

2. Digital Marketing: In this modern era, this can be more effective to do digital marketing

by giving more emphasize on social media ads and so on.

3. Public relation: Managers of Deligram can announce press release to interact more with

customer. Sponsoring can be another option for PR. Social welfare activities also create good

image in customer’s mind and affect perception abilities.

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Conclusion:

In this world of modern technology online shops more favourable to order everything that

human being needs. Being a start-up business Deligram is quiet advance and getting huge

response from their customers and targeted groups, only because of their unique features and

facilities like Deligram Locker which is their very new innovation. There’s huge potentiality

in this project as customers feel safety in their payment and hassle free delivery system make

a different position in their mind. Eradication of some problems, building a strong position

in the market and high focus on market share can bring Deligram a big success in the near

future.

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References

Company website: https://Deligram.com/

Advertising campaigns: https://www.youtube.com/watch?v=I7PKMnMV2Oc
https://www.youtube.com/watch?v=abcvvYaBFVk

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 Appendix

We have given our appendix separately.

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