BUS 251

Business Communication

Section-21 Semester: Spring 2019

Submitted to: Farin Daulah (FD)

Term Project:Comparison of Communication Process

Companies: Aarong and Ecstasy

Group Name: The Outliers

Group Members:
Name ID
Arifur Rahman 1320025030
Jasia Sajed Rahman 1530236630
Rubayet Alam 1631223630
Ruslan Adib 1712189630
Robin Rahman 1711948030
 Table of Content
Contents Page Number
Letter of Transmittal 1
Introduction 2
History & Mission 3
Cultures 3
Target Market 5
Communication with Audience 6
How they portray themselves as brands 8
Company image projected by visuals on 9
Website
Customer Services 11
Conclusion 12
 Letter of Transmittal
April 21st, 2019
Farin Daulah
Lecturer,
Department of Management,
School of Business and Economics,
North South University
Subject: Submission of Report
Dear Ma‟am,
In response to your assigned work, we would like to inform you that, our chosen companies are
Aarong and Ecstasy.Both the organizations are from the clothing industry. We have completed
all the necessary research required to determine the company that communicates better with their
audiences. Finally, after doing all the analysis we have come up with a successful outcome
within the given time period, which was 21st April 2019. I hope that you have received the soft
copy this file on time and we have printed our hard copy as well which is due on 21st April 2019.
We are thankful to you ma‟am for guiding us through the whole semester and for your valuable
advices and helpful instructions. We would be happy if you read the report and we will be trying
to answer all the questions that you have about the report.

Sincerely Yours,

Arifur Rahman 1320025030

Jasia Sajed Rahman 1530236630

Rubayet Alam 1631223630

Ruslan Adib 1712189630

Robin Rahman 1711948030

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 Introduction

VS

In today‟s modern era communication is the heart of any business. Reaching out to the audience
and delivering the message is an essential part of day today business activities. However how an
organization communicates with its audience depends on certain factors. These factors dictate
the mode and means of communication used. Such factors include the history,mission,target
market and how an organization portrays themselves as a brand.

In the following report we have uphold the above mentioned factors of both Aarong and Ecstasy
along with a few other several factors that indicates the communications pattern of the company
with their respected audiences.

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History of Aarong:

The history of Aarong said that it was starting through BRAC the world‟s largest development
organization in 1978. Aaong – Bengali for „village fair‟ – is the most popular lifestyle retail
chain in Bangladesh. This brand began in 1978 which main objective was to empower rural
people and it is continuing. Now –a-days, Aarong has 20 retail stores across Bangladesh. It has
also 100 fashion and lifestyle product lines and supports 65,000 artisans with fair terms of trade.

Language:

For business, Aarong uses both English and Bangla Language.

Mission of Aarong:

“To make Aarong the best in the world in providing a unique Bangladeshi lifestyle experience to
empower people and promote Bangladesh while protecting our environment.”

History of Ecstasy:

The brand Ecstasy was launched by Tanjim Ashraful Haque and it was in 1997 though its
journey started in 1996. It has been active for over 21 years. Now, Ecstasy is one of the fastest
growing high-end apparel retailer stores in Bangladesh. Now, it has 23 outlets.

Language:

For its buyer, Ecstasy use English Language. On the other hand, customers can use both use
English and Bangla Language.

Mission of Ecstasy:

The mission statement of Ecstasy is 'Your Final Fashion Destination'.

Cultures

Aarong:

Aarong – Bengali for „Village Fair‟ – is Bangladesh‟s most popular lifestyle retail chain. This
ethical brand began in 1978 to empower rural artisans to rise above poverty. Today, with 15

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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. 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, where artisans find employment and access to
BRAC‟s holistic support including, maternal health care, hygiene awareness and subsidized
latrines, micro-credit, legal aid, day care and education for their children. From clay pots to
diamond jewelers, 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, creating more opportunities for artisans to protect their age-old art
and livelihoods.

Ecstasy:

Ecstasy is a well-known rugged brand in Bangladesh. Tanjim is a sister concern of Ecstasy.

Ecstasy has been innovative and interesting in the line of fashion industry. The brand is the
innovator in fashion product. It will continue to innovate and design unique strategies. They offer
limited edition items, which allow creating perfect personal look which is updated throughout the
season. They always work on wearable products. Since the premiere of interesting washed T-
shirt in 2006, which had a major influence on street fashion, was a natural consequence. Ecstasy
has broadened its concept to include a newer, edgier image, appealing to all styles, trends and
ages, while keeping the product in the purest form it provides customers with a rugged, trendy
yet fashionable sense of clothing.

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There are 23 outlets of Ecstasy are there in Bangladesh. Only Dhaka city has 17 outlets. Ecstasy
has an outlet at Dubai also. It is matter of great achievement that the apparels of Ecstasy are in an
International standard and made by Bangladesh. People nowadays are getting fascinated
specially the young generations by the advertisement of Ecstasy. People are getting attracted and
Ecstasy is raising its market share day by day. Ecstasy‟s market share is now sky high with a
major influence of street fashion.

Target Market

Aarong:

Aarong is the one of the oldest fair trade fashion house in

the Bangladesh. It is a private organization. All kind of
people are shopping their branches but Aarong have a
target customer.

 Middle and higher socio-economic classes: The

middle and higher socio economic classes of
people are one of the main targets of Aarong.
People of this class tend to use the products by Aarong to decorate the
households and give them an essence of the Bangladeshi culture at their
own houses.
 All age groups: Aarong has a huge variety of products from traditional
clothing to household accessories, toys, food products, etc. This attracts
people from all age groups to try out the products of Aarong
 Expatriates & Foreign visitors: Bangladesh has foreign people living in
our country for different purposes. But they are not as familiar to our culture and style.
Aarong‟s products allows them to get familiar with the culture of our country and
understand them in a better way.
 Bangladeshis living abroad: Many Bangladeshi people are living outside of their home
country for different purposes. Hence they are being deprived from our culture. Aarong
helps these people to have a touch of our elegant culture through their products.
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Ecstasy

Ecstasy is one of the most popular and trendy fashion stores in

Bangladesh. But Ecstasy produces their product targeting two
main categories of people.

 Young Men: Ecstasy produces their products keeping the

fashion sense of our country on par with the western
culture. The products are trendy and appreciated mostly
by the young generation who like to keep themselves
updated with the western culture.
 Young Women: Ecstasy not only prepares trendy and
fashionable clothes for men, they also prepare trendy
fashion wear for women too. Not only do they have
products for women which resembles to the western
culture, but they also prepare trendy clothing resembling
to our culture as well. This attracts a huge number of young women for their trendy
fashion wear.

Communication with their audience

Aarong:

The name itself means „village fair‟ which gives a vivid sense of
ethnicity to its customers. The logo is a symbol of strength and
hypertension with a vibrant colour of orange. The ethnicity is also
reflected in all their products. Aarong mainly highlights its clothing line,
which is focused on Bangladeshi culture and tradition. Other products
such as home décor and fashion accessories also strongly reflect the
country‟s ethnicity in their design. This is why Aarong is also popular
among foreign tourists who look for perfect souvenirs of Bangladesh.
Rural artisans, especially women, make all of Aarong‟s commodities;
another reason for which Aarong is well liked.

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They communicate with the mass through vibrant and catchy adverts on huge digital and static
billboards. The advertisements usually consist of bright colours, nature, Bengali makeover and
components that relate to the country‟s culture. The fashion shows are also followed with a
similar theme. Aarong is very popular for its video advertisements that are aesthetically pleasing
towards the majority of the Bangladeshi audience. The music used in the advertisements is also
very traditional. Aarong also heavily promotes themselves on social media platforms to attract
the young adults with its eye-catching video ads. In their advertisements they always use the
country‟s language, Bengali, to communicate. The stores are also very traditionally decorated.

Eventually, Aarong is expanding towards the urban youth with the separate clothing entity
named Taaga. This is focused towards the youth but the style is purely ethnic.

Ecstasy:

The name means „excitement or feeling of great happiness‟ which

is the reason why the brand is also focused towards the young,
outgoing, modern and urban audience. The logo is simple and
straightforward with a black font on a white background. Ecstasy
is famous for its modern and western influenced clothing line
along with other fashion accessories like shoes, bags and jewelry.

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The products are contemporary global fashion inspired that is exactly the opposite of Aarong.
Fashion shows are simple and modern. Advertisements portray themes of nightlife, clubbing,
friends‟ hangout sessions and such. The advertisements usually have dark backgrounds, neon
lights, and models with western makeover and clothing; following a mod trendy theme. Ecstasy
is more focused on communication through social media, fashion shows and big billboards. It
uses the language, English, in advertisements. The target is clearly not the mass but only the
urban young population who have a lifestyle influenced by the western culture. The decoration
and interior of stores also completely differ from Aarong; they are modern and simple.

How they portray themselves as a brand

Aarong:

Aarong concentrates on building trust and a symbol of quality by showing their attachment to the
country‟s culture and roots. It claims itself to be ethical and empowering. Hand crafted products
from the country‟s rural people make Aarong stand out among other brands. Embracing the
culture and heritage of this country with high standards of quality and artistry have made it one
of the biggest clothing brands of the country. Aarong positioned itself as a brand that is fit for all
generations because culture will remain. The company promises people to provide the finest and
purest of fabrics that have been produced for centuries in this country

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Ecstacy:

Ecstasy portrays itself as stylish and up to date in terms of fashion. It tries to influence the urban
lifestyle towards the Western fashion culture. This is why the young generation is its main target
because this audience is the most exposed to global trends. The brand is positioned as unique,
one of a kind and sophisticated. There is no space for the country‟s tradition or history in the
products or the way the brand communicates. The brand guarantees quality as well but promotes
style and trendiness more than that.

Company image projected by visuals on website

Aarong:

As soon as we get into the website,we are baffled to see how well organized and structured the
website is and clearly shows the rangeof products they have to offer starting from home decors,
accessories,jewelry to clothing ranging for children to elderly customers.Aarong segments its
sectors based on the following things gender,age,festivals and season. The website has different
segments for men,women,children of different age and recently promotion could be seen
regarding their boishakhi collection.Aarong‟s website gives customers the feeling of a one stop
destination for various shopping desires as the variety range of products that they offer in a
single place.What‟s interesting is that each segment has its own type of target market which is
quite different from the other in terms of taste,fashion sense. Example: Aarong Men, TAAGA

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MAN. Their website is very informative and rich in terms of latest offers such as “Offers for
TAAGA Club Members” news and events such as their new app launch. They are also providing
discount for the first order from the app.The website further has the option to subscribe to new
promotional material by providing mail address and Aarong would just shoot mails regarding
new promos. Other social media platform links such as facebook,instagram,twitter is available
and the store locations are clearly mentioned for convenience of the customer to locate them.

Ecstasy:

Looking into Ecstasy‟s website it can be seen that it‟s a pretty simple setup and showcases that
their main target market is the youth. Their products are segmented on the basis of gender only.
They also have a range of perfume collection.Exploring their website it gives off the vibe if style
icons. Information about new offers and gift vouchers available on the website,with further
option of subscribing to new promotional content. Other social media platform links such as
facebook,instagram,twitter is available and the store locations are clearly mentioned for
convenience of the customer to locate them.

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Customer service and help
Aarong:

Has a different page which deals with customer services related problems.Certain aspects are as
follows: „How to order‟ „Billing and Payments‟ „Product sizing‟ „Returns and exchanges‟ etc.
The process is clearly described step by step for each of the queries that a customer can have.For
further assistance Aarong also provides customer care helpline open every day from 10am to
8pm.This various means of reaching out to the company helps to ease customers shopping
experience.This shows that Aarong is willing to communicate with their customers so that they
can serve them more efficiently.

Ecstasy:

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Compared to that of Aarong‟s customer service Ecstasy has a more rigid and time consuming
customer service program.Helpline number,is provided but no specific office hours are provided
for calling.Shipping and exchange and other policies are mentioned in a very brief manner. Only
other way to contact Ecstasy is through providing name,email address and quires on the website
and waiting for a response.This shows the rigidness in the customer service,no proper means of
communication with the organization to solve or meet customer quires.

Conclusion:
From the above content we are able to deduce the fact that despite being two different brands
having two totally different unique target market,Aarong is ahead in terms of communicating
with their audience. Aarong in recent times are utilizing the means and modes of communication
far better than Ecstasy.Their audience reach is much larger than that compared to Ecstasy, as the
target market of Aarong is much larger. Also the methods used by Aarong,to communicate with
the audience is much more accepted in the context of our society taking into consideration the
larger sum of the population.

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