Marketing BAD

NAME ID

ABID FAISAL 1821456

1821456
NOORUS SABAH 1731142
1731142
YOUSUF ABDULLAH 1821712
1722017
SAIF MAHFUZ 1721979
1720190
NASIB SADMAN 1830703
1731114

Course Name: Brand Management

Course ID: MKT 470
Section: 01
Subject: Analysis of Brand Personality & Brand Prism (Aarong)

Submitted To
Ms. Zakia Binte Jamal, Senior Lecturer, IUB
 COMPANY OVERVIEW

Introduction
Aarong is one of the most reputed retail chains in Bangladesh. Aarong is well-known for
attempting to establish its brand value in the country by hosting fashion shows, exhibitions,
and other promotional events. The name, Aarong, has grown increasingly popular throughout
the country as a result of these activities. Aarong was the first to advertise using a well-
established model and continues to be a pioneer in determining marketing strategies. Aarong
is now a platform enabling autonomous cooperative groups and family-based craftsmen to
promote their art, with the goal of elevating the country's handicraft sector to a global level of
recognition.

History
Aarong Initially started their journey with a humble goal of supporting rural people, especially
women by giving them a choice of rising above their poverty & have an economic stability. In
Manikganj, BRAC began training women to make sarees in 1976. They also took the initiative
to sell sarees manufactured by these village women in the major cities. Aarong was founded in
1978 as a result of this endeavor. Over the past four decades, Aarong has carved out a distinct
market niche for handicrafts, restoring Bangladesh's rich history and affecting the lives of more
than 325,000 people through 650 small businesses and the Ayesha Abed Foundation.

Distribution & Product Portfolio

Aarong began with silk saris, nakshikatha, silver jewelry, leather goods, and different sorts of
handicrafts from Jamdani and Block Print. Today, it has 21 retail stores across Bangladesh &
over 100 fashion and lifestyle product lines covering all the major cities such as Dhaka,
Chittagong, Sylhet, etc. They segment different in various colors & combinations for both
gender such Panjabi, fotua, shirt, sandal for men & sarees, salwar kamiz, jewelry, sandals for
women. They have also extended to clay pots to diamond jewelry, and silk and cotton fabrics
to brass and leather merchandise. Aarong is a household name in Bangladesh thanks to its wide
range of innovative goods and strong supply chain and distribution network. They have also
made name for themselves in the food and cosmetics industry. Foods include milk, juice, curd,
butter, and honey. The cosmetics includes shampoo, soap, oil, facial wash etc. with homecare
having 17 kinds of products.

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 Analysis of Brand Personality (Aarong)

Brand personality helps a brand to stand out from the crowd by conveying how they want
people to perceive them. It allows people to make an emotional connection with the brand.
Aarong’s humble approach made them the promoter of traditional ethnic Bangladeshi products
& designs, inspired from the rich cultural heritage. Aarong has become a symbol of trust,
originality & quality products which made their way to household all over Bangladesh. Aarong
is associated with the color orange with peacock feathers chosen as logo which implies novelty
& strength.

Based on evaluation of their history, positioning, how they marketed themselves, we can
corroborate that they fall under the brand personality dimension of “Sincerity”. To support our
statement, we have provided ads in the following-

Argument #1: Here Aarong is trying to represent how their products creates a bond between
family and friends. These ads are showing cheerful faces, sentiment between the relationships
and all which is down to earth and wholesome as well. Sharing Aarong’s clothing at the
different festivals between friends and family can create a bond, cheerful relationship, and good
memories also.

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Argument #2: In these ads we can see that Aarong is giving the massage that they collect their
products directly from farmers so that customers can have the most authentic and pure dairy
products and the ad on the right side implying a mother choosing the best products for her
family. The ads clearly show wholesomeness, caring perspectives.

Given our arguments, we can successfully dictate that the brand personality of Aarong falls
under the dimension of Sincerity.

Brand Prism (Aarong)

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