Aiman Farhan's Report

COMPARISION OF
22.07.2020
TEXTILE BRANDS
(PAKISTAN AND
BANGLADESH)
STUDENT: AIMAN FARHAN

SEAT NO: 17066003
ENRLLMENT: RLAK/SCI/6627/2017
DEPT: APPAREL AND TEXTILE
SUBMITTED TO: MISS SHAHEENA PARAS
COMPARISION OF TEXTILE BRANDS (PAKISTAN AND BANGLADESH)
TABLE OF CONTENTS
ABSTRACT…………………………………………………………………………….…3
INTRODUCTION: ............................................................................................................. 4
INTRODUCTION OF COMPANIES: ............................................................................... 6
HISTORY OF BRANDS: ................................................................................................... 8
CORE COMPETENCE: ................................................................................................... 10
MARKETING STRATEGIES OF BRANDS ................................................................... 12
MARIA B .......................................................................................................................... 12
AARONG: ........................................................................................................................ 19
MARKETING RESEARCH: ............................................................................................ 25
METHODOLOGY FOR MARIA B:.......................................................................................... 25
METHODOLOGY FOR AARONG: ....................................................................................... 30
SWOT ANALYSIS:.......................................................................................................... 40
ADVERTISEMENT OF BOTH BRANDS ...................................................................... 44
CONCLUSION: ................................................................................................................ 45
REFRENCES: ................................................................................................................... 46
Page 1 of 46
LIST OF FIGURES
Figure 1: MARIA B. BRAND LOGO ......................................................................................... 6

Figure 2: AARONG BRAND LOGO .......................................................................................... 7
Figure 3: COMPETITORS OF MARIA B ................................................................................ 10
Figure 4: Competitor analysis of AARONG ............................................................................ 11
Figure 5: COMPETITORS OF AARONG ............................................................................... 12
figure 6: representing the mgirl collections of maria b ........................................................... 14
Figure 7: representing the cotton wear ................................................................................... 15
Figure 8: REPRESENTING evening wears ............................................................................. 15
Figure 9: Representing the lawn collection ............................................................................. 16
Figure 10: Maria b. bridal wear.............................................................................................. 17
figure 11: mbroidered fabric collection ................................................................................... 18
Figure 12: herstory logo .......................................................................................................... 21
Figure 13: Products of AARONG ............................................................................................ 23
Figure 14: GENDER DISTRIBUTION .................................................................................... 26
Figure 15: Age Distribution..................................................................................................... 27
Figure 16: Occupation ............................................................................................................. 27
Figure 17: Know-how of the brand ......................................................................................... 28
Figure 18: FREQUENCY OF PURCHASES ........................................................................... 28
Figure 19: Parameters of analysis .......................................................................................... 29
Figure 20:frequency of use of brand ....................................................................................... 29
Figure 21: GENDER (AARONG) ............................................................................................ 32
Figure 22: Age (aarong) .......................................................................................................... 33
Figure 23: Ocupation (AARONG) ........................................................................................... 34
Figure 24: INCOME (ARONG) ............................................................................................... 35
Figure 25: AWARNESS ABOUT AARONG ............................................................................. 36
Figure 26; AWARNESS ABOUT HERSTORY ......................................................................... 37
Figure 27: SOURCES OF KNOWING ABOUT HERSTORY .................................................. 38
Figure 28: PARAMETER OF ANALYSIS (AARONG)............................................................. 39
Page 2 of 46
ABSTRACT:
In this report we did comparison of Pakistan textile brand (MARIA B.) with other
country brand Bangladesh (Aarong) on women clothing wears. These countries are selected
because of the similar traditional and cultural values. While both of the countries playing
effective role to increase their economy through the textile industry. Considering the fact that
both of the countries are still in developing stage the comparison will be done accordingly.
Both countries were compared on the basis of their history, core competence, marketing
strategies, marketing research. And through statistical analysis it is observed that both brands
have high customer ranges. Peoples like their brand because of the quality, colors, aesthetics
and comfort while their prices of Maria B. were very high that only high-income group people
can afford their product. But AARONG is doing great as its product range can be affordable
to all socio-economic groups. SWOT Analysis is also performed for both brands and their
descriptive results can be read in the report.
Page 3 of 46
INTRODUCTION:
Textiles are surrounding us. Anything produced using yarns, textures, or strands fall in the
classification of textiles. With the end goal for them to be utilized, textiles must have
adaptability, scraped spot obstruction, quality, and dampness control properties. It is a typical
confusion that textile designers just work on the plan of textiles. Numerous textile designers
are additionally engaged with the whole generation process. Textiles are utilized in various
items for fluctuating purposes. Garments, bed cloths, kitchen towels, floor coverings, covers,
impenetrable vests, and safe gloves are only a few models where textiles are utilized at the
same time, for each situation, the kind of textile being utilized is diverse on the grounds that
the material is utilized for various applications. Textile designing is closely related with the
textile fashion. And the printed phase on the fabrics. Textile design is basically concern with
the technical understanding of the yarns and the modes of the working of the fibers at industrial
sectors. Textile design is a field which is involve in the process of created design for knitted ,
woven printed on fabrics. Textile design is integrated part of fashion industry.
The countries chosen for brand comparison are Pakistan and Bangladesh because of the
similar traditional and cultural values. While both of the countries playing effective role to
increase their economy through the textile industry. Considering the fact that both of the
countries are still in developing stage the comparison will be done accordingly.
TEXTILE INDUSTRY IN PAKISTAN:

The Textile Industry in Pakistan is the largest manufacturing industry in Pakistan. Pakistan is
the 8th largest exporter of textile commodities in Asia. Textile sector contributes 8.5% to the
GDP of Pakistan. In addition, the sector employs about 45% of the total labor force in the
country (and 38% of the manufacturing workers). Pakistan is the 4th largest producer of cotton
with the third largest spinning capacity in Asia after China and India and contributes 5% to the
global spinning capacity. At present, there are 1,221 ginning units, 442 spinning units, 124
large spinning units and 425 small units which produce textile.
Pakistan has so many textile businesses and about 30% of Pakistani workforce depends on
textile sector. after china, India and Bangladesh Pakistan is 4th major producer of cotton in
world. Pakistan has huge spinning capacity and it plays an important role in textile industry of
Pakistan. here you can find best Pakistan yarn manufacturers, suppliers of garment fabrics,
wholesale apparel cloth retailer, textile machinery and mills exporters and textile fiber raw
Page 4 of 46
material importers of textile business from Pakistan. The segment of textile in Pakistan has a
giant impact on the business economy and over all contributing 57% to the country exports as
per government of Pakistan ministry of textile industry. in recent years cotton yarn textiles and
apparel cloth garment were the main focus of the cloth industry, because of the vast amount of
agro cotton yarn produce in the country its fourth rank in across the world after India and china.
there are so many textile mills, spinning mill, weaving and knitting mill, textile processing unit,
textile machinery and dyeing and printing industry developed and growth in past five year.
TEXTILE INDUSTRIES IN BANGLADESH:

The textile and clothing industries provide the single source of growth in Bangladesh’s rapidly
developing economy. exports of textiles and garments are the principal source of foreign
exchange earnings. at present, Bangladesh ranks second in the world as the largest apparel
producers with a $20 billion business in which 80% is earned by exporting goods. the textile
and clothing industries in the Bangladesh is main sector of country economy and rapidly
developing readymade western wear garment industry after china, the world’s second largest
apparel garment exporter business of western brands. as global textile market demand for cheap
apparel clothing, good quality and rapid delivery, the country maintains second largest
readymade apparel cloth exporter across the globe due to large population. high garment
machinery, wide area, low labor cost and government policy.
Main Factor of Apparel Garment Business in Bangladesh: -
• Garment exports account for 20% of Bangladesh's GDP

• Second largest exporter in readymade western wear apparel
• 4 million workers in textile industry (mainly women)
• Textile industry is Contributes 80% of all exports
• Contributed 5% of the Bangladesh's total national income
Page 5 of 46
INTRODUCTION OF COMPANIES:
MARIA B.
MARIA. B DESIGNS (PVT.) LTD is the largest
manufacturer and retailer of women’s fashion garments in
Pakistan, with a large clientele in the US, UK and Europe.
The company was set up in 1999 by Maria Butt, after she
graduated from PIFD (Pakistan Institute of Fashion
Design), In 1997 Maria won an international fashion
competition held in Belgium called “Les Etoiles de la
Mode”. Here she was also named as one of the three
upcoming designers in the world. After studying the strict
Parisienne “Haute Couture” and Prêt-a-Porter courses she created MARIA.B, Pakistan’s first
professional fashion house.
The logo of MARIA. B is
F IGURE 1: MARIA B. BRAND LOGO
AARONG:
Aarong (Bengali word: meaning Village Fair) is a chain of Bangladeshi department stores
specializing in Bengali ethnic wear and handicrafts. It is owned by the non-profit development
agency BRAC, and employs thousands of rural artisans across the country. Today, with 20
retail stores across Bangladesh and over 100 fashion and lifestyle product lines, Aarong
supports 65,000 artisans with fair terms of trade. Revolutionizing the retail industry with high
standards for quality and artistry, this iconic brand blends the traditional with the contemporary
in ways that never cease to win consumer appeal both at home and abroad.
Aarong’s reach has spread beyond Manikganj to the rest of the country. It has grown
into a thriving international enterprise showcasing ethnic wear to beautiful crafts from silks,
handloom cotton, endi to terracotta, bamboo, jute and much more. From a single shop, Aarong
has grown into one of Bangladesh’s biggest retail chains, with eight stores spread across the
Page 6 of 46
major metropolitan areas of the country – in Dhaka, Chittagong, Khulna and Sylhet and one in
London, UK.
Aarong clothing:
• Aarong
• Taaga & Taaga Man
• Herstory
Aarong’s superb marketing team is working endlessly to take the brand to a new height of
fashion and lifestyle. As a result of their determination, HERSTORY created an ambience
among the existing and potential consumers of Aarong in a short period of time. HERSTORY,
a sophisticated brand for women was launched on 13th May 2017 followed by an outstanding
fashion show today,
Logo of Aarong:
The logo of Aarong is the image of a peacock. This logo indicates that Aarong products are
eye-catching and unique as a peacock. Moreover, it also emphasizes on its natural, eco-friendly
Products through the symbol of the peacock. There are two colors in the Aarong’s logo. One
is black and another is orange. Black represents professionalism and orange represents energy.
F IGURE 2: AARONG BRAND LOGO
Page 7 of 46
HISTORY OF BRANDS:
MARIA. B:
The business was started by Maria Bilal Butt who is graduate of Pakistan Institute of Fashion
and Design in 1999 in Lahore, Pakistan. In start, she only had one shop and few stitching
machines. She started her business with few thousands of investments. With aim to expand the
brand, Maria B is now largest fashion designer brand of prêt a porter, couture, formal wear,
lawn, embroidered fabrics, linen and cottons. MARIA.B was the first design house in Pakistan
to hire a team or professionally trained fashion designers, textile artists and production
managers to run the company on professional lines. Today MARIA.B possesses not only a
professional design team, but also Production, Management Information Systems and General
Management teams. The professional approach ensures the timely delivery of thousands of
garments to 23 outlets in Pakistan —and our franchises/stockiest around the world.
In a short span of twenty years, MARIA.B has created a fashion revolution with her exquisite
designing and chic image which shows in all her lines from Casuals, lawn, Evening-Wear,
Westerns to Bridals. With a large skilled workforce of over 500 employees and a team of
professionally trained designers and an export-oriented vision, MARIA.B. is all set to become
one of the most powerful fashion houses from South Asia.
AARONG:
In 1976, when BRAC– the world’s largest development organization – engaged a small number
of rural women to produce crafts, their only buyers were a few scattered retailers in Dhaka.
Weeks, even months would pass between supply and payment, until BRAC intervened and
established Aarong to pay the rural women for their goods on time. Over the past four decades,
Aarong has carved out a unique market segment for handicrafts, reviving Bangladesh’s rich
heritage and impacting the lives of more than 325,000 people through 850 small entrepreneurs
and the Ayesha Abed Foundation. The foundation acts as Aarong’s production hub. From clay
pots to diamond jewelry, and silk and cotton fabrics to brass and leather merchandise, Aarong’s
vast range of innovative products, backed by a robust supply chain and distribution network,
makes Aarong truly a household brand in Bangladesh. Its growing presence outside of
Bangladesh – through fair-trade networks and the online shop– continues to broaden the market
for Bangladeshi crafts globally, reating more opportunities for artisans to protect their age-old
art and livelihoods.
Page 8 of 46
The organization was established in 1978. Aarong operates production units in rural and semi-
urban areas as a part of its social enterprise model and provides the market linkage through its
own retail outlets.
HERSTORY by Aarong is an exclusive designer line for women. Blending modernity with
time-honored artistry, this line brings the fine artisanal craft of Bangladesh into sophisticated
couture. The meaning of HERSTORY is story of artisans. This name carries a special
significance. Like every other established lifestyle brand Aarong does not have a huge
production center in the city hubs. Rather they preferred to have many small sub-centers in
almost every major district of Bangladesh. Their fundamental aim is to create an easy way for
the artisan who works for Aarong to work from home or from a neighborhood. Most of the
HERSTORY merchandises are hand embroidered and stitched. Therefore, the name indicates
each stitch in a fabric convey stories of happiness and sadness of an artisan. This is how the
name creates an emotional attachment between an artisan and a consumer. Moreover, it
supports an artisan to make more from a HERSTORY product than standard Aarong garments
which also helps her to come out of poverty line.
Page 9 of 46
CORE COMPETENCE:
MARIA B:
According to Maria B. her cotton line, in terms of sales and revenue and feedback are her
strength Couture is such a small portion of what they do and not even something their focus on
anymore. Ready to wear is where the challenge is. Cotton and lawn are their biggest strength
(much detail can be read in product description). The competence can be seen through
following factors:
• Wide product Range

• Unique designs, colors, embroideries
• Good brand awareness
• Legal enterprises
• Traditional dress
• Maria B mostly design the dresses for politicians
• Practice of indigenous customs and values.
Following are the core competitors of Maria B.
F IGURE 3: COMPETITORS OF MARIA B
Page 10 of 46
AARONG:
The core competency of Aarong is integrity, innovation, inclusiveness and effectiveness. As a

most successful enterprise model in Bangladesh Arong creates competitive advantage among
the handicraft-based retail industry in Bangladesh.
Aarong’s strengths are included strong financial foundation, legal enterprise, good brand image
as well as good brand awareness, handmade & unique products, traditional, dedicated
workforce, socially responsible, backward linkage, fair trade leader, good office environment
and one stop shopping
Competitors Analysis of Aarong:
Analysis in marketing is an assessment of the strengths and weakness of current and potential
competitors. This analysis provides both an offensive and defensive strategic context through
which to identify opportunities and threats. Aarong has its own version of the competitive
analysis and its function is clear: to line up your product with other products and show where
yours falls short and where yours is superior. Each industry brings a different spin to this old
favorite and user experience design has its own set of criteria by which to judge competitors.
Criteria Products Feature Quality Supplier Technology Finance Distribution Product
Innovation.
F IGURE 4: C OMPETITOR ANALYSIS OF AARONG
From the above diagram it is seen that Aarong has competitive advantage over its competitors
on almost every factors. Only few companies have ability to chase some sort of advantage like
Aarong. Such as Kay-Kraft and Anjan’s supplier, Rang’s color and Jatra’S cost.
Page 11 of 46
ANJAN’S
SUPPLIERS
F IGURE 5: COMPETITORS OF AARONG
MARKETING STRATEGIES OF BRANDS
MARIA B
To make a company that could compete internationally with other global brands in terms of
designing, production, and marketing capabilities and to make Maria B. a prestigious and
synonymous brand in the world of fashion.
Geographical segmentation:
With this global vision, Maria B. Designs was founded in 1999 in Lahore. Initially, it was a
small-scale operation in rented premises. However, the company grew fast and managed to
establish a full-fledged vertically integrated facility in Lahore doing everything except cloth
production under one roof. Three more retail outlets were opened in different cities of Pakistan
within four years of its inception. Maria B.’s domestic operations covered four outlets in
exclusive locations, one each in Lahore and Islamabad, and two in Karachi; they provided
apparel to a diverse group of people in terms of tastes and lifestyles. Maria B. did not have a
retail outlet abroad, yet it had a very loyal customer base outside Pakistan as well. The company
reached its international customers primarily through fashion shows held abroad.
Maria B focuses on Eastern dress. Most of their outlets are situated in the city hearts to grab
the attention of target customers easily.
Page 12 of 46
Demographic segmentation:
To serve customers of various age groups. Maria B divided its customers based on Casual
wears, Formal wear and bridal wear for example: Cotton, linen, embroidered, lawn are in
Casual Wear. Bridal Wear.
Psychographic segmentation
Maria B mainly focuses on Upper Class and Middle-Class socio-economic groups, by this
psychographic it produces the exact product that fulfills the need of these groups.
Behavioral segmentation:
Maria B. also segments its customers based on occasion. Namely: Eid, winter seasons, summer
season spring season, Valentine Day and Wedding seasons
Export oriented strategy:
MARIA.B. is also working on an export-oriented strategy; thus, the quality and standards are
well maintained under the guidance of trained fashion designers. For that purpose, the product
lines have been displayed in fashion events all over the world:
• U.S.A –Chicago (2001)

• France -Paris (Pret-a-Porter,2001)
• U.S.A -New York (2002)
• Thailand – Bangkok (Bangkok International Fashion Fair, 2002)
• U.K –Birmingham (South Asain Fashion Mela, 2002)
• U.S.A -Los Angeles (2003)
• U.S.A -Washington DC (2004)
• U.K – Manchester (Asian Brides Show, 2004)
Today MARIA.B is the only fashion house with a vertically integrated industrial scale
production facility and one of the largest networks of outlets in Pakistan.
Page 13 of 46
4 Ps’ of Maria B.
1. PRODUCTS
1.1 MGIRL:
MGirl is the new fun and fearless kurta and western wear brand by MARIA.B. MGirl is for the
cosmopolitan youth of Pakistan, providing them with everything they need to create that
modern urban look. With a collection, which contains everything from sleek tops, pants,
dresses, all the way to shoes, and bags – MGirl has it all. Maria believes that no outfit is
complete without accessories, hence at this brand, one will find a funky, and trendy collection
of accessories, such as bracelets, earrings, corsages, belts, gloves, caps, scarfs and socks. MGirl
is for girls who know how to have fun with their style.
FIGURE 6: REPRESENTING THE MGIRL COLLECTIONS OF MARIA B
1.2 MARIA.B. Cotton:

MARIA.B. Cotton Collection is the line for everyday wardrobe essentials where they utilize
indigenous khaddars, cottons and linens, to provide with affordable, yet trendy design for
everyday wear. Every season, new screen prints are designed, western cuts and silhouettes are
incorporated into the collection, and the look is always a fusion of international trends with
Pakistani style. The collection is affordable, wearable and the signature MARIA.B. style, and
it is no wonder that it has an immense following of Pakistani Women!
Page 14 of 46
F IGURE 7: REPRESENTING THE COTTON WEAR
1.3 MARIA.B. Evening Wear:
The Evening Wear collection at MARIA.B. is a staple for women to light up their evenings.
The collection always has some traditional pieces with signature style, as well as the modern,
statement pieces. Using the premium textures afforded by chiffons, silks, and georgettes, with
exquisitely embellished motifs, this collection contains essentials to add pizazz to the evenings.
The evening wear collections are trendy, feminine, inspired, affordable and wearable. It is no
wonder that this line is one of the best sellers at MARIA.B.
F IGURE 8: REPRESENTING EVENING WEARS
Page 15 of 46
1.4 MARIA.B. Lawn:
Besides their regular luxurious lawn, they are the first designer label to launch Arabi Lawn
Prints. Their partners at Reshmatex, with their fantastic R&D capabilities, have created a fabric
that was previously only imported into the country. With this new addition, it was all set to
take the MARIA.B. Lawn brand to new heights. While the last few years have seen lawn
brands, and designer lawns come and go, they have stayed focused on what our customers love:
trendy designs and quality fabrics. They introduced pure Chinese silk dupattas and pure
Chinese silk chiffon for the first time, so the customers may get the quality that they want.
Along with this, they have a special lawn formulation that is lighter, softer and more luxurious
with Pure Egyptian Giza Cotton.
The aim for 2014 Lawn was to bring the creativity back to the lawn designs; to make the
experience of wearing designer lawn different again by delving into art - the ottoman glory, the
first roses of spring, the Moroccan burst of culture; each design taking you on an artistic
journey. MARIA.B. is a retail powerhouse with a dominance in Pret that is un-matched by any
designer brand in the country, and this year we are going to get much bigger with multiple
launches of Lawn, Linen, Khaddars and Embroidered Silk Collections. MARIA.B. began as a
retail brand with a vision of bringing high quality, trendy clothes to the modern woman and
has been churning out 20collections per year for the past 12 years.
F IGURE 9: R EPRESENTING THE LAWN COLLECTION
Page 16 of 46
1.5 MARIA.B. Bridal wear:
At MARIA.B. Brides, the bride is the star of the show. MARIA.B Brides is the haute couture
(or made to measure) line. The signature gowns and dresses at the studio are specifically
tailored to meet the needs of all brides. The bridal studio is situated in Lahore, Gulberg (MM.
Alam Road), where bridal and formal clothes can be ordered by appointment. There are
designers on call, along with trained staff and the studio has an array of samples for weddings
and formal evening wear, all put together to make sure that each bride gets the unique
experience that she deserves.
F IGURE 10: M ARIA B . BRIDAL WEAR
1.6 Maria B. Mbroidered Fabric Collection:
Each season, delve into the luxury of MBroidered Fabrics with MARIA B. the first
embroidered collection by a designer brand in the country on pure Chinese silks, Chinese
chiffons and katan silks. Celebrate with our elegant collection of feminine French rose, ottoman
patterns and Mughal, phulkari & cross stitch embroideries. With add-on details of velvet and
digital borders, laces and button, MBroidered Fabrics will present exclusive collections with
an attention to detail and a look of pure elegance.
Page 17 of 46
FIGURE 11: MBROIDERED FABRIC COLLECTION
2. PRICE:
S.# DRESSES PRICE (RPS)
1 Evening Wear 5000-19000
2 Cotton line wear 3500-5500
3 MGirl 2000-4500
4 Lawn wear 6500-22000
5 MEmbriodery 10000-21000
6 Bridal wear 50000-onward
T ABLE 1: P RICES OF M ARIA B DRESSES
3. PLACE OF MARIA B:
Different main outlets are located in Lahore, Karachi, Islamabad while the Franchises are
located in Faisalabad and Peshawar.
4. PROMOTION OF MARI A B:
Maria B. uses the following promotion strategies:
1. Advertising: Television, radio, movies, theater fashion shows
2. Print media: Newspaper, Magazine
3. Publicity: billboard, road show, campus visit, sponsorship
4. Sales Promotion: Gift, Discount, Incentives
5. Print media: Newspaper, Magazine
6. Publicity: billboard, social media
Page 18 of 46
AARONG:
Aarong covers a very large segments of its market segments. It has proven records of reaching
the targeted customer. Aarong also shown its capability in differentiation in offering large
variety of options to create the superior feeling and values, in customers mind and after all of
this, Aarong secured its position in its customer heart. Aarong created values for its targeted
consumers that made huge numbers of satisfied, delighted and loyal customer all over
Bangladesh.
Aarong’s Market Segmentations:
Aarong studied its marketplace very well and by the help of proper knowledge it introduced a
variety of segmentation for reaching its targeted customer
Geographical segmentation:
Aarong focused on urban area that helped its brand image. It also segmented the rich parts of
the world. All of Aarong‟s retail outlets are situated in the important cities of the country and
in the most important point of each city. It helped Aarong to reach for targeted customer easily.
Demographic segmentation:
Aarong also segmented its products into smaller segments for reaching its targeted customers
and providing specific offerings. It divided its targeted customers into smaller segments
according to Age and Gender. Aarong made a large variety of products to satisfy different age
groups and genders under demographic segmentation. Taaga is designed for female customers
aged below 30years whereas HERSTORY products are for female age range above 30years.
Psychographic segmentation:
Aarong mainly focusing on middle class, upper middles, lower uppers and upper uppers. It also
promotes the lifestyle of achievers and focus on ambitious and extrovert personality. By these
psychographic segments it produces exact product that fulfill the need of this type of group.
Behavioral Segmentation:
Aarong also made some clear segmentation over Occasions, User Status, User Rate, Loyalty
Status, Readiness Stage and Attitude toward product. Aarong identified regular occasions,
seasonal and special occasions to promote its product. Aarong also divided its users in usage
rate and status. It also divided the readiness of its customer to help them by providing enough
Page 19 of 46
information. Aarong also focused on making the proper attitude toward product of its customer
by dividing them according to their attitude.: Eid, Puja, Pahela Baishakh, Valentine Day and
Wedding season.
Aarong’s Targeted Customers:
By the help of segmentation, we now have a clear idea about the targeted customers of Aarong.
Aarong’s targeted customers are targeted according to middle and higher socio-economic
classes, all age groups, expatriates, foreign visitors, Bangladeshis living abroad and Export
customers: mainly fair trade organizations (85% fair trade and 15% commercial).
Aarong’s Market Differentiation:
Aarong differentiate the market offering to create superior customer value. Aarong offers
different and specific offerings for its targeted customers.
For Women:
Aarong used different offerings. Aaron created a huge variety for women wares, as like Salwar-
Kameez-Dupatta, Taaga, Saree, Unstitched Fabrics, Long Dress, Ladies Panjabi, Dupatta,
Shawl, Scarf, Blouse Piece and Hair Band. Each of these is made of many different type
materials, sizes, types and styles for different test of women.
For Girls:
Aarong offers differently for kids between 2-15 years old and girls. Aarong offers dresses like
Taaga, Saree, Salwar-Kameez-Dupatta, Dupatta, Shirt-tops and pant-tops. These are also
offered at 2/3, 4/5, 6/7, 8/9, 10/11, 12/13, 14/15 sizes. Aarong differentiated its market
according to its targeted customers and segments. Aarong offers differently for its each
customer according to their needs and demands. By this Aarong made a strong market position
compared to its competitors. More over Aarong also gives different options to its customer to
choose and enjoy the rich collection of products from large range of price offerings. These
unique advantages help Aarong to lead the market according to its market plans and strategies.
Aarong’s Market Positioning:
Aarong took its position in the market by its capability of large range of product, size, material,
promotion and price offering that created desired position in the minds of target customers.
Page 20 of 46
Value Created by Aarong:
Aarong created its targeted customer value by following the direction of the great person,
Mahatma Gandhi. Aarong believe that, “A customer is the most important person on Aarong’s
premises. He is not dependent on us; we are dependent on him. He is not an interruption in our
work; he is the purpose of it. He is not outsider in our business, he is part of it. We are not
doing him a favor by serving him; he is doing us a favor by giving us an opportunity to do so”.
Aarong tries to make good customer value by providing enough information and quality
products and services. It created a good variety of products and a trained work force to fulfill
the task of customer-driven strategy. Aarong offers different types of new and innovative
products and services make its customer delight.
Herstory marketing strategies:
HERSTORY launches its products followed by a fashion show at Radisson Blu which is not a
common practice in the story of Aarong. Before the launching ceremony, the strategies it
followed are described precisely:
Introduction of Logo: To differentiate HERSTORY from Aarong, they introduced a new

logo. Also, a tag for clothes and a stylish shopping bag was introduced to represent
HERSTORY as a premium brand.
F IGURE 12: HERSTORY LOGO
Page 21 of 46
Celebrity endorsement:
Aarong hires models for every Photo shoot but for this particular show, they hired 52 models
including some international models. International models were hired specially to represent the
HERSTORY products.
Above the Line marketing (ATL):
Renowned magazines like “Weekend Tribune”, “Lifestyle cover the news of HERSTORY in
their weekly feature. They have also used digital screen where models wearing HERSTORY
clothes were displayed and customers could preorder products if 13 they liked any of these.
During the Fashion Show there were few booths where Aarong officials were taking pre-orders.
Below the Line marketing (BTL):
Previously it has been discussed that Aarong have 3 kinds of MARC customers. Namely:
Lifestyle, Gold and Premium. For this Fashion Show, they only invited their premium
customers to attend the show. Aarong sent SMS, Email, Phone Calls also invitation cards to
each customer of this category as a part of BTL.
Through the Line marketing (TTL):
TTL involves print, online and social media publicity. Fashion show was shown live in
Facebook. Especially for customers in Chittagong, they have booked Hotel Peninsula and
arranged Facebook Live using Aarong’s Facebook page to introduce his premium brand with
the customers.
Page 22 of 46
4 P’S OF AARONG
1. PRODUCTS
Aarong is a leading fashion house in Bangladesh. Though it was started its journey in need of
helping the disadvantaged, poor silk farmers of Manikganj, but soon enough Aarong started to
grow and expanded throughout the whole country, from one single shop to the biggest retail
chains of Bangladesh. Since 1984 this organization has also entered export market. The product
lines of Aarong have also grown up with the growth of the organization. At present Aarong
have more than 100 product lines. But here we are discussing only women wears.
Women’s Products
• Sarees
• Shalwar Kameez
• Kurta
• Ladies Panjabi
• Shawls/Scarves
• Shoes
• Bags
• Fabrics
F IGURE 13: P RODUCTS OF AARONG
Page 23 of 46
2. PRICES OF AARONG:
They do pricing of the product according to the promotional activities they do to promote the
product and to recover the fixed cost of the product. Aarong follow different pricing policy as
they charge higher price and better quality which create value to customers.
Sarees: 1000-30000, Night Wear 800- 1200, fabrics 200-1200
3. PLACES OF AARONG:
Aarong Limited operates through 886 branches including 4 overseas branches at United Arab
Emirates. It is linked with 1202 foreign correspondents all over the world and a subsidiary in
Italy. The corporate head office is located at Dhaka with 35 divisions. The corporate head office
is located at Dhaka with 10 (ten) Divisions comprising of 38 (thirty-eight) Departments
Herstory available on Gulshan branch.
4. PROMOTION OF AARONG:
The following promotion activities are used:
• Advertising: Television, radio, movies, theater

• Print media: Newspaper, Magazine
• Publicity: billboard, road show, campus visit, sponsorship
• Sales Promotion: Gift, Discount, Incentives
Page 24 of 46
MARKETING RESEARCH:
Methodology for Maria B:

In this research the data used is primary because there is no data available related to Maria B
in websites or in any books/journals. Therefore, the data is generated by using a survey
questionnaire.
Sources of Data:
Most of the information was collected from online survey prepared through google Form.
Data collection techniques:
Online survey: the respondents were given online survey link to participate in the survey. This
method was convenient for both interviewer and respondent.
Research design:
Sample size:
There were only 24 respondents. This is because the target population was high profile females.
Therefore, it was not possible to reach them easily in many cases.
Sampling techniques:
Convenience sampling techniques were used because it’s not possible to interview high profile
females without any prior notice. However, most of the respondents were housewives and
Student as they are the potential customers for Maria B. products.
Research methods:
Quantitative method is followed here rather than qualitative methods. This is because
qualitative method requires a lot of time and analysis which was not possible to conduct within
this limited time.
Beneficiaries from this study:
This study will help Maria B to understand whether their marketing strategy was appropriate
enough to reach their potential customers. Also, they will get knowledge about other platforms
they could use to reach their customers.
Page 25 of 46
Survey Analysis:
Do you know Do you How often

Gender Age Occupation the brand purchase How much do you wear
a brand-new
“Maria B.”? dress on importance
dress?
How do you special do you give
come to occasion to each of
know about or when these
the brand? you feel parameters
like it? on a scale of
(Skip this 1 to 5 before
question if buying
you don’t clothes? (1:
know about lowest 5:
Maria B)? highest)
Valid 23 24 24 23 23 24 24
Missing 1 0 0 1 1 0 0
Table 2: Stats of MARIA B SURVEY
Respondent Profile:
Gender:
The research was conducted on Maria B which is a designer wear for females. Therefore, the
respondents were both genders. Mostly females and some males are also participated.
Frequency Percent
Female 19 82.6%
Males 4 17.4%
Not to say 0 0
Total 23 100
Table 3: GENDER PROFILE (MARIA B)
F IGURE 14: GENDER DISTRIBUTION
Page 26 of 46
Age:
Potential customer for this brand can be seen on diagram for all ages from 20 t0 28 years old.
F IGURE 15: A GE D ISTRIBUTION
Occupation:
Occupation
20
18
16
14
12
10
8
6
4
2
0
Student Housewife Employ
Occupation
F IGURE 16: O CCUPATION
Mostly the respondents were students, while the minimum response was taken from
housewives.
Page 27 of 46
Question no. 4:
F IGURE 17: K NOW - HOW OF THE BRAND
It can be seen through the diagram mostly people know about the brand through the source of
social media that may include the Facebook and Instagram pages and other sources. While the
least response was taken from newspaper and magazine this is may be because this is the digital
world and people are now preferred social media comparatively newspapers and magazines.
Question No. 5:
F IGURE 18: FREQUENCY OF PURCHASES
Respondents mostly purchases this brand on special occasions may be like wedding, parties
and functions etc. while the second most selected option is when feel like it at this point most
of the purchases are of lawn and cotton collection while very few peoples purchases the brand
to gift others.
Page 28 of 46
. Question No. 6:
F IGURE 19: P ARAMETERS OF ANALYSIS

The brand was analyzed using the above-mentioned parameters and it is observed that mostly
peoples considers that the price of the brand is very high while the aesthetics and looks were
also considered very good but according to some responses there are the possibilities of some
improvements. If we talk about the fashion and uniqueness and product quality mostly peoples
considered it best while very few peoples still responded for bad quality. In terms of comfort
it can be seen that the responses are average while people also think that there is need to
improve the style because of the similar cuts and prints. Peoples considers that the products of
maria b are highly durable. Average responses were to the promotions and advertisement.
Question No. 7:
F IGURE 20: FREQUENCY OF USE OF BRAND
Mostly people responded that they purchase the brand multiple times.
Page 29 of 46
Methodology for AARONG:
Data type:
In this research all data used is Secondary The data is collected from the research papers articles
and research reports.
Sources of Data:
Only 2-3 newspaper/magazines published report regarding the launching ceremony of

HERSTORY. These are used as supporting details.
Data collection techniques:
Questionnaire: A structured questionnaire was used to conduct the survey.
Online survey: Most of the cases, the respondents were given online survey link to participate
in the survey. This method was convenient for both interviewer and respondent.
These sources are used in this study as secondary data.
Research design
Sample size
There were only 20 respondents. This is because the target population was high profile females.
Therefore, it was not possible to reach them easily and, in many cases, they were not as
cooperative as students.
Sampling techniques
Convenience sampling techniques were used because it’s not possible to interview high profile
females without any prior notice. However, most of the respondents were housewives and
service holders as they are the potential customers for these products.
Research methods: Quantitative method is followed here rather than qualitative methods. This
is because qualitative method requires a lot of time and analysis which was not possible to
conduct within this limited time.
Page 30 of 46
Beneficiaries from this study:
This study will help Aarong to understand whether their marketing strategy was appropriate
enough to reach their potential customers. Also, they will get knowledge about other platforms
they could use to reach their customers.
Survey Analysis:
T ABLE 4: SURVEY ANALYSIS OF AARONG
Gend Age Occupati Income Do you Do you How do What comes to
er
ion know the know the you your mind when you
brand brand know hear about the niche
‘HERSTO RY’?(Skip
“Aarong”. HERSTO about this Question if you
How do RY (Skip HERSTO never heard about
HERSTO RY,
you question RY? please proceed from
questionno.9 and
come no. 7 & 8
10)
to know if your
about the answer
brand(Ski is
p this NO)?
question
if
you don’t
know
about
Aarong)?
20 20 20 20 20 19 5 5 Valid
missing
0 0 0 0 0 1 15 15
2 2 1 1 1 1 4 1 minimu
2 4 4 5 5 2 5 4 m
maximu
m
Page 31 of 46
Respondent Profile:
Gender The research was conducted on HERSTORY which is a designer wear for females.
Therefore, all the respondents were females.
Genders:
T ABLE 5: GENDER (AARONG)
Frequency Percent Valid Cumulative

percent percent
Valid Female 20 100.00 100.00 100.00
Female
female
F IGURE 21: GENDER (AARONG)
Page 32 of 46
Age:
Potential customer for this sub-brand is considered as senior women rather than students.
However, there are few products that students can also purchase. Therefore, we have collected
response from few students as well.
T ABLE 6: A GE
Frequency Percent Valid Percent Cumulative

Percent
21 – 30 4 20.00 20.00 20.00
31 – 4 20.00 20.00 40.00

40
12 60.00 60.00 100.00
41 –
50 20 100.00 100.00
51 - 60
Age
21-30 31-40 41-50
F IGURE 22: A GE ( AARONG )
Page 33 of 46
Occupation:
We had no preference about occupation of our respondent. However, this option was included
to determine how customers of different occupation behave.
T ABLE 7: O CCUPATION
Frequency Percent Percent Valid Cumulative

Percent
Student 3 15.0 15.0 15.0
Housewife 9 45.0 45.0 60.0
Service Holder 7 35.0 35.0 95.0
Businessman 1 5.0 5.0 100.0
Total 20 100.0 100.0
Occupation
Student House wife Service holder Bussinessman
F IGURE 23: O CCUPATION (AARONG)
Page 34 of 46
Income:
Determining income range was important because the price range of HERSTORY products are
in between 14,000-30,000tk. Therefore, we shouldn’t count everyone as our potential
customer.

percent
Below 20,000 4 20.0 20.0 20.0
21,000- 40,000 3 15.0 15.0 35.0
41,000- 60000, 7 35.0 35.0 70.0
61,000- 80,000 4 20.0 20.0 90.0
Above 80,000 2 10.0 10.0 100.0
Total 20 100.0 100.0
T ABLE 8: INCOME
Percent
40
35
30
25
20
15
10
0
Below 20000 20000-40000 41000-60000 61000-80000 Above 80000
Percent
F IGURE 24: INCOME (ARONG)
Page 35 of 46
Awareness about Aarong:

HERSTORY is a niche of Aarong therefore, we first tried to identify whether an individual
knows Aarong. If yes, then how do they come to know about this?
Do you know about brand Aarong. How do you come to know about the brand? (skip this
question if you don’t know about the Aarong.
Awareness About Aarong

60
50
40
30
20
10
0
Newspaper/Magzines Online/Social Media Words Of Mouth Other
Awareness About Aarong
F IGURE 25: AWARNESS ABOUT AARONG
We observed that 50% of the total respondent know about Aarong from WOM (Word of
Mouth). Less than 40% know about Aarong from Newspaper/magazine. The rest percentages
can be ignored as these are not big figures. It is to be noted that Aarong spend less than 1% of
their total sales revenue for their marketing activities
Awareness about HERSTORY:

The purpose of this question was to identify customer’s awareness about HERSTORY.
Do you know the brand HERSTORY (Skip question no. 7 & 8 if your answer is NO)?
Page 36 of 46
T ABLE 9: AWARNESS ABOUT HERSTORY

Percent
Yes 5 25.0 26.3 26.3
No 14 70.0 73.7 100.0
Total 19 95.0 100.0
Missing System 1 5.0
Total 20 100.0
Do you know about the brand Herstory
Yes No
F IGURE 26; AWARNESS ABOUT HERSTORY
More than 70% said they don’t know HERSTORY. This indicates it requires extensive
promotions to create awareness.
Identifying platforms:
This question was asked to understand which platforms help the customer to know about
HERSTORY.
How do you know about HERSTORY?
Page 37 of 46
T ABLE 10: SOURCES OF KNOWING ABOUT HERSTORY

percent
Word of Mouth 2 10.0 40.0 40.0
Other 3 15.0 60.0 100.0
Total 5 25.0 100.0
Missing System 15 75.0
Total 20 100.0
How do you know anout Herstory
40%
60%
Word f Mouth Other
F IGURE 27: SOURCES OF KNOWING ABOUT HERSTORY
Most of the respondents skip the question as they don’t have any knowledge about
HERSTORY. 40% among those who responded said WOM is the source of their awareness
whereas 60% mentioned other sources
Page 38 of 46
Perception about HERSTORY:
The core purpose was to find out customers perception about the brand.
What comes to your mind when you hear about the niche HERSTORY’? (Skip this question if
you never heard about HERSTORY, please proceed from question no.9 and 10)
T ABLE 11: PARAMETER OF ANALYSIS

percent
High Quality 1 5.0 20.0 20.0
Exclusive Wear 2 10.0 40.0 60
Uniqueness 2 10.0 40.0 100
Total 5 25 100.0
Missing System 15 75
Total 20 100
What comes to your mind when you hear about

the niche ‘HERSTORY’?(Skip this question if
you never heard about HERSTORY, please
proceed from question no.9 and 10)
50
40
30
20
10
0
High Quality Exclusive Wear Uniqueness
What comes to your mind when you hear about the niche ‘HERSTORY’?(Skip this
question if you never heard about HERSTORY, please proceed from question
no.9 and 10)
F IGURE 28: PARAMETER OF ANALYSIS (AARONG)
Most of the respondents considered it either as an exclusive wear or a unique product to

represent themselves. This is very similar to HERSTORY’s motto.
Page 39 of 46
SWOT ANALYSIS:
SWOT analysis means four types of analysis of an organization.
• 1 – Strength
• 2 – Weakness
• 3 – Opportunity
• 4 – Threats
SWOT analysis is the most useful tools for an analysis of the internal and external situation
and it is used in almost every organization for knowing its strength, weakness, threats and
opportunities to deal with its competitors in the market place. Though this powerful tool is
mainly based on an imaginary situation, it’s very effective to evaluate the inner strength of
successful organizations like Aarong and Maria B
Strength: Internal strength of an organization is the capability to compete on having advantage

over other competitors.
Weakness: Weakness is the company’s disabilities in the market places.
Opportunity: A chance of capturing market place with the help of internal strength.
Threats: Any kind of discomfort may feel in market place.
SWOT ANALYSIS OF MARIA B:

Strength:
Brand name Maria B nowadays are famous because they provide good quality.
Wide product Range
Unique designs, colors, embroideries
Good brand awareness
Legal enterprises
Traditional dress
Maria B mostly design the dresses for politicians
Practice of indigenous customs and values
Page 40 of 46
Weakness:
Expensive
Weak marketing
Opportunities:
Awareness of fashion in youth.
New outlets.
People are now interesting about local events and functions like, Victory Day, Independence
Day etc. and they buy new and special products to sell in those special occasions. According
to the season change, people are also changing their preference in buying products and
considering this scenario. Maria B also can produce products on the basis of seasonal
variations.
Threats:
Competitors.
Economic recession.
SWOT ANALYSIS OF AARONG:

The SWOT analysis of Aarong is done based on three consecutive steps which are:
• Identifying the four key elements: strength, weakness, opportunities and threats with
contrast of Aarong’s resources and capacities.
• Applying the major strengths and opportunities that meet up Aarong’s mission and
goals and make improvements in business situation over competitors.
• Reducing the major threats and weakness to implement action-oriented activities to
improve Aarong’s business strategies.
Aarong’s strengths:
Strength Aarong is a very reputed organization. They are now capturing 68% of total handicraft
market share in Bangladesh. It’s a local brand now exporting their products outside of the
country. Aarong has good reputation for fine quality products. It has a strong management team
who are continuously giving their great effort to make it a successful one. Another important
fact is that, Aarong has almost “Zero” production damage rate which reduces their cost. They
Page 41 of 46
are innovative and always bring some new products in the market which meets customer
requirement and expectation. The organization is a respected employer that values its
workforce
Aarong’s strengths are included strong financial foundation, legal enterprise, good brand image
as well as good brand awareness, handmade & unique products, traditional, dedicated
workforce, socially responsible, backward linkage, fair trade leader, good office environment
and one stop shopping.
Weakness of Aarong:
Aarong has a reputation for new product development and creativity. However, they remain
vulnerable to the possibility that their producer may not be able to produce product timely due
to their inability. The collection channel of the organization is not that much structured. So that
they can got the products from the producer on time and it may create problem for them in
future. If any producer is not able to make the product on time, this is a big problem and it
happens most of the time on delivery. Aarong charges higher price relatively then their other
competitors. As a result, sometimes customers lose their interest to buy and they make
customers disappointed by their attitude and customer doesn’t feel good to buy from there.
Sometimes they suffer for financial problem, although it’s a rare situation.
Aarong also weakness is Dependence on BRAC, decentralized production, lack of

standardization & automation in quality, lack of inter-departmental coordination, lack of
planning & implementation follows up, high production lead times and low salary structure of
stuffs comparing high price product are the main weakness of Aarong.
Opportunities of Aarong:
Aarong is very good at capturing the advantages of opportunities. It can go for new distribution
channel like it can make some joint venture with some other small shops and sales its products
in more places. Through that it can capture more market share in the handicraft industry in
Bangladesh. Aarong can expand its business globally. New market for handicraft such as
Europe and America are beginning to emerge. People are now interesting about local events
and functions like, Victory Day, Independence Day etc. and they buy new and special products
to sell in those special occasions. According to the season change, people are also changing
their preference in buying products and considering this scenario. Aarong can produce products
on the basis of seasonal variations.
Page 42 of 46
The potential opportunities of Aarong are E-commerce and m commerce, new outlets, growing
craft factory, franchise ventures and abundance of artisans.
Threats of Aarong:
Aarong doesn’t have any big competitors right now. But they have some small competitors like
Maha, She, Estacy, Menz, Von Dutch, Plus point etc. in Sylhet. In other area they have some
other competitors like Anjans, Deshal, Jattra, Rina Latif, OZ, Rong and others. It may take
48% of customer from Aarong. Aarong always face wars with their competitors, its competitors
have some superior products like Plus point have some superior products like Shirt & T- Shirts.
Maha give customer various types of Salwar Kamiz with good quality. It decreases Aarong
market share and sales. But now they are responsibilities their brand to compete with them.
And also, economic crisis and commitment of the political parties, smuggled goods,
westernization and higher price sensitivity in market.
Page 43 of 46
ADVERTISEMENT OF BOTH BRANDS:
Advertisement of Aarong:
Advertising: Television, radio, movies, theater
Print media: Newspaper, Magazine
Publicity: billboard, road show, campus visit, sponsorship
Sales Promotion: Gift, Discount, Incentives.
The main part of their marketing department is to sell their

product directly to the customers. But Aarong is doing some marketing
activities in regular basis. Those are
• Aarong gives print Ads to the newspapers in Bangladesh in a regular

basis.
• Aarong are sponsored some of the event and program.
• Focusing their membership card
facilities by paper.
Advertisement of MARIA B
Current advertising of maria B used these tools.
Fashion show
Magazines and Newspaper
Billboards
Online websites page
Through media channels like hum 8xm
morning shows.
Page 44 of 46
CONCLUSION:
The study was done to compare the textile brands of Pakistan and any other country. The
second country selected was Bangladesh this is because of the similar cultural and traditional
values. While both countries are doing great jobs in their textile sector in order to improve their
economy. The brand selected from Pakistan was Maria B. while from Bangladesh AARONG
was selected. From the analysis it is observed that both brands are working effectively in
making their product more useful but the difference observed is that Maria B is mostly
preferred by the High-income group peoples while the AARONG was initiated with the
purpose to provide employment it served as NGO. Aarong has a good reputation in handicraft
industry. They are having good profit and they have very good product promotion and
advertising strategy. They don’t have that formal kind of distribution channel because they
don’t supply product out of Aarong out lets. They do number of CSR activities; they have a
skilled number of people for the product promotion and product development. But Maria B. is
lacking in doing marketing if compared with the AARONG. AARONG is working
internationally while Maria B is only doing online business internationally.
According to me both brands are doing best in their way to fulfill their customer
requirements and most of their customers are highly impressed and happy with their products
and services. I would like to recommend that these brands should also work to make products
for middle-class socio-economic group because there are number of peoples in both countries
who can not afford such expensive product. By doing this their customer will be increased and
numerous peoples can avail such opportunities to wear and gift what they like.
Page 45 of 46
REFRENCES:
https://en.wikipedia.org/wiki/Textile_design
https://www.textileinfomedia.com/textile-industry-in-pakistan
https://textilelearner.blogspot.com/2015/12/textile-industry-of-pakistan-overview.html
https://www.fibre2fashion.com/industry-article/6944/current-scenario-of-the-textile-industry-
in-bangladesh
https://en.wikipedia.org/wiki/Textile_industry_in_Bangladesh
https://www.textileinfomedia.com/textile-industry-in-bangladesh/
https://showbizfashion.pk/everything-you-need-to-know-about-maria-b/
https://en.wikipedia.org/wiki/Maria_B
https://www.linkedin.com/organizationguest/company/mariab?challengeId=AQEc1ec9eZbBn
gAAAXNhlFVt0QtmLfXEfoceeQzKtmuwMiEkYW_ufeTUksPjTBN9nHtHHAzyc9a1PojQ
D03
http://dspace.bracu.ac.bd/xmlui/bitstream/handle/10361/4269/01.pdf?sequence=1&isAllowed
https://somethinghaute.com/maria-b/
http://dspace.bracu.ac.bd/xmlui/bitstream/handle/10361/8926/13304062-
BBA.pdf?sequence=1&isAllowed=y
https://www.academia.edu/10858454/Customer_satisfation_of_Aarong
https://www.slideshare.net/TanvirAbdullahToha/marketing-strategy-of-
aarong#:~:text=8%20Aarong's%20Market%20Positioning%20Aarong,the%20minds%20of%
20target%20customers
https://showbizfashion.pk/everything-you-need-to-know-about-maria-b/
http://dspace.bracu.ac.bd/xmlui/bitstream/handle/10361/8926/13304062-
BBA.pdf?sequence=1&isAllowed=y
https://www.google.com/search?q=Herstory+logo+aarong+&tbm=isch&ved=2ahUKEwjE5-
qu5ODqAhUFyRoKHVi7DuoQ2cCegQIABAA&oq=Herstory+logo+aarong+&gs_lcp=CgN
pbW
http://dspace.bracu.ac.bd/xmlui/bitstream/handle/10361/8926/13304062BBA.pdf?sequence=
1&isAllowed=y
https://journals.sagepub.com/doi/abs/10.1177/097282011000700107?journalCode=ajca
Page 46 of 46

Aiman Farhan's Report

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Aiman Farhan's Report

Uploaded by

Copyright:

Available Formats

COMPARISION OF

STUDENT: AIMAN FARHAN

Figure 1: MARIA B. BRAND LOGO ......................................................................................... 6

TEXTILE INDUSTRY IN PAKISTAN:

TEXTILE INDUSTRIES IN BANGLADESH:

Main Factor of Apparel Garment Business in Bangladesh: -

• Garment exports account for 20% of Bangladesh's GDP

The logo of MARIA. B is

F IGURE 1: MARIA B. BRAND LOGO

F IGURE 2: AARONG BRAND LOGO

• Wide product Range

Following are the core competitors of Maria B.

F IGURE 3: COMPETITORS OF MARIA B

The core competency of Aarong is integrity, innovation, inclusiveness and effectiveness. As a

Competitors Analysis of Aarong:

F IGURE 4: C OMPETITOR ANALYSIS OF AARONG

F IGURE 5: COMPETITORS OF AARONG

MARKETING STRATEGIES OF BRANDS

Export oriented strategy:

• U.S.A –Chicago (2001)

FIGURE 6: REPRESENTING THE MGIRL COLLECTIONS OF MARIA B

1.2 MARIA.B. Cotton:

F IGURE 7: REPRESENTING THE COTTON WEAR

1.3 MARIA.B. Evening Wear:

F IGURE 8: REPRESENTING EVENING WEARS

1.4 MARIA.B. Lawn:

F IGURE 9: R EPRESENTING THE LAWN COLLECTION

1.5 MARIA.B. Bridal wear:

F IGURE 10: M ARIA B . BRIDAL WEAR

1.6 Maria B. Mbroidered Fabric Collection:

FIGURE 11: MBROIDERED FABRIC COLLECTION

S.# DRESSES PRICE (RPS)

1 Evening Wear 5000-19000

2 Cotton line wear 3500-5500

4 Lawn wear 6500-22000

6 Bridal wear 50000-onward

T ABLE 1: P RICES OF M ARIA B DRESSES

Aarong’s Market Segmentations:

Aarong’s Targeted Customers:

Aarong’s Market Differentiation:

Aarong’s Market Positioning:

Value Created by Aarong:

Herstory marketing strategies:

Introduction of Logo: To differentiate HERSTORY from Aarong, they introduced a new

F IGURE 12: HERSTORY LOGO

Above the Line marketing (ATL):

Below the Line marketing (BTL):

Through the Line marketing (TTL):

F IGURE 13: P RODUCTS OF AARONG

Sarees: 1000-30000, Night Wear 800- 1200, fabrics 200-1200

The following promotion activities are used:

• Advertising: Television, radio, movies, theater

Methodology for Maria B:

Data collection techniques:

Beneficiaries from this study:

Do you know Do you How often

F IGURE 14: GENDER DISTRIBUTION

F IGURE 15: A GE D ISTRIBUTION

F IGURE 16: O CCUPATION

F IGURE 17: K NOW - HOW OF THE BRAND

F IGURE 18: FREQUENCY OF PURCHASES

F IGURE 19: P ARAMETERS OF ANALYSIS

F IGURE 20: FREQUENCY OF USE OF BRAND