North South University

Department of Marketing and International Business

Spring 2020
MKT 202: Introduction to Marketing

Name: Tarannum Jahan Mimi

ID: 1921426030
Sec: 15

Total marks possible: 30

Deadline: 4th June

Section 1: Final Assignment (to be attended by all students)

Answer to Question 1 (A)

Aarong is one of the biggest and most popular lifestyle retail chain in Bangladesh. Current
critical situation creates problems for Aarong’s business. But to keep going with the economy
Aarong has managed to open up some of their selected outlets and taking necessary safety
precautions. (aarong.com, 2020)

Aarong has modified its promotions. Now the retail chain advertise that “WE CARE FOR
YOUR WELL-BEING” (aarong covid-19 response, aarong.com) and promoting that they
very cautious about the health of the people and they do care lives. They have changed their
marketing process. Now if someone wants to shop in Aarong they need to book a time slot at
aarong.com for shopping and they will be given a specific and limited time slot for shopping
(for safe shopping). The stores will be open from 10am to 4pm only. (bdnews24, May 09
2020).Aarong has modified its place completely. All of the employees are following safety
protocols regularly. For safety reasons employees are working in shifts. In one shift only
limited employees are providing service to avoid more contamination of the virus. They are
all wearing mask and other safety suits needed. When a customer enter the store he/she needs
to go through a number of steps. Before entering the shop they need to sanitize themselves
and customers who are not wearing mask are prohibited from entering the shop. Body
temperature of the customers is also measured before entering the shop.After entering the
shop while doing shopping they need to maintain at least 3 feet distance from each other to
make sure social distancing. Entries of children under 10 years are strictly barred. Customers
need to finish their shopping within the provided time. For more precaution Aarong is
encouraging customers to use cashless methods for payments for contactless service. Aarong
is doing its best to ensure safety of their employees and customers. (THE FINANCIAL
EXPRESS, MAY 9, 2020)

Answer to Question 1(B)

Observing the current situation it seems that the the virus will stay long time above our
expectation and people have to take some steps to protect themselves as well as their family
members and to do so they will need safety equipments and products. So if Aarong brings a
safety item in their store it will be a good decision. Aarong should introduce PPE (Personal
Protective Equipment) in their store and right now how useful it is we all know. People are
not getting proper PPE so if Aarong available PPE in their store it would be great for both the
company and the people. (REUTERS.COM, 2020)

Answer to Question 2(A)

Aarong should use the following 5 different advertisement execution technique

1. Fantasy: Create a animation of Aarong showroom where employees have taken

precaution and corona virus tries to go near them but not being able to harm.

2. Musical: Create a song about corona virus awareness and the song would be like “ Use
safety, be healthy”

3. Slice of life: Shows that Aarong is providing masks to the people who cannot afford to buy
it and says that we provide safety.

4. Personality symbol: Creates a character who is wearing mask and taken safety suits
before entering the shop.

5. Image: Promote safety and awareness about corona virus and build a image that Aarong
always prefer safety first.

Answer to Question 2(B)

For releasing the advertisement I would use the television media. In our country television is
available in every home and even lower middle class people also own television. Almost
every people watch television and prefer news channels mostly in this current situation. So if
I use television as media and news channels or other channels like nTv, ATN Bangla News as
media vehicle the message of the ad will reach to the common mass and people would know
about the steps Aarong has taken for customer safety. Then people would not hesitate to do
necessary shopping. ( THE DAILY STAR, 2020)

REFERENCE LISTS:

1. Aaron.com (2020) Book a shopping time slot. It’s easy! [Online]. Available at:
https://www.aarong.com/
2. Bdnews24.com (2020) Aarong slots one hour for each Eid Shopper. [Online].
Available at: https://bdnews24.com/business/2020/05/09/aarong-slots-one-hour-
for-each-eid-shopper
3. THE FINANCIAL EXPRESS (2020) Aarong reopens 14 outlets to get one hour.
[online]. Available at: https://thefinancialexpress.com.bd/trade/aarong-reopens-14-
outlets-each-customer-to-get-one-hour-1589037173
4. REUTERS.COM (2020) Production of Personal Protective Equipment. [Online].
Available at: https://www.reuters.com/article/brief-notion-vtec-to-venture-into-
produc/brief-notion-vtec-to-venture-into-production-of-personal-protective-
equipment-idUSFWN2BX0DC
 5. THE DAILY STAR (2020) Digital Marketing [online]. Available at:
https://www.thedailystar.net/opinion/news/digital-marketing-two-thousand-crore-
taka-market-1793365

Section 2: Quiz 3 (to be attended by all students):

Answer
The 8 major steps the brand needs to take,

1. Idea Generation: Generate idea what kind of mask they should introduce.

2. Idea screening: Aarong should choose one type of mask to introduce which will be able to
stop virus from entering.

3. Concept development and testing: Show detail concept of the mask. Test the mask among
limited consumers.
4. Marketing strategy development: Show description of the target market and the sales.

5. Business analysis: Review sales of the mask and cost and profit.

6. Product development: Goes for actual mask development

7. Test market: Test the mask in realistic market setting.

8. Commercialisation: After test marketing mask production goes for commercialisation.