Rebranding Rajshahi Silk

Course title: Brand Management

Course code: MKT 465
Section: 04

Prepared for:
Zarjina Khalil (ZTK)
Lecturer
Department of Marketing and International Business

Done By:

Serial Name ID
1 Tayeba Jaha Sharif 1813260030
2 Fariha Nowshin 1813263030
3 Akif Bin Aslam
4 Rasiqul Islam
5 Tahlin Islam

Date of Submission: 8th September

Table of Contents
Introduction & History of Rajshahi SIlk 2

Types of Silk produced in Bangladesh: 3

The brand: The Bengal Silk 4

The Product Line of Bengal Silk 5

Types of Customers 9

Introduction & History of Rajshahi SIlk

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The production of silk holds a long history. For many centuries China was the sole
country which had the expertise of creating and weaving silk. They kept it as a secret for
many centuries so that others do not get to produce it. However, Japan later on found
out the secret behind it as they abducted three Chinese girls who knew all the details
about the silk production. The Silk Road was developed later on, which stretched
beyond China towards Persia and Eastern Europe. It has crossed India and the
Mediterranean Sea as well. Trading has developed to a great extent in these routes and
silk was the predominant item.

Bangladesh got to inherit the art of sericulture due to its close proximity with China and
India. Alongside Muslin and Jamdani, the Rajshahi Silk is also a pride of our nation. It
was initially known as the ‘Ganges Silk’ back in the 13th century by the Italians who
loved this fabric which slowly became famous across the world.

Later on, due to separation of India and Pakistan back in 1947 caused a great harm to
this sector because the majority of the cultivation area fell into West Bengal, India. Then
after the independence of Bangladesh in 1971, there was a grand sericulture
development program in Rajshahi. The region was chosen for silk cultivation as the
weather in that area is favorable to grow mulberry trees and rearing the silk worms that
only feed on these trees.

The Rajshahi Silk is expected to receive the GI tag very soon due to its uniqueness.

Types of Silk produced in Bangladesh:

Mulberry Silk.

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This is one of the finest qualities of silk ever produced and hence it comes with a heavy
price tag. It is known as reeled silk or soft silk. Mulberry silk is expensive as it is made
from silkworms that are raised in captivity and under special conditions. These
silkworms are quite special because all it does is feed on the mulberry leaves 24/7 and
lives a pampered life. These silkworms are not allowed to grow in full grown moths after
the hibernation process. The cocoons are kept in warm water to soften its filament and
they die in the process. This fabric is usually used for exotic clothing, sarees, beddings
etc.

Eri.
It is not as soft as mulberry silk. The worms that produce this silk feeds on castor leaves
and not mulberry leaves. Eri silk is known as Endi silk in Bangladesh and India. To
produce Endi silk, the threads from the cocoon are spun when the moths have left. This
silk is best for salwar kameez and other clothing which requires sewing of intricate
designs. The material is heavier than Mulberry silk which makes the process easier.

Tassar.
This fabric is made from silkworms that live in wild forest and feeds on a variety of
plants such as Oak, Jamun, Arjun etc. The fibers of this silk are quite short, which
makes the thread stronger and jagged. It can also be weaved in different styles of
clothing due to its rich texture and color.

https://www.thedailystar.net/lifestyle/cover-story/silk-bengal-576484

The brand: Bengal Silk

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We have come up with a brand of our own ‘The Bengal Silk’ to revive its popularity in
Bangladesh once again and promote the brand in local and international markets. Our
enthusiastic team members have come up with fresh ideas on how to develop this
sector and inspire people to purchase goods made with this luxury fabric.

The Bengal Silk, is a new brand which focuses on the home textiles sector. We have
planned to design a variety of products for home such as luxury curtains, bedsheets,
cushion covers etc. Even though these products are readily available in the market in
various materials like cotton, jute & polyester, our brand would solely focus on
producing the goods using silk only. The objective of the brand is to become a niche
brand for home textiles in Bangladesh where people can buy their home accessories
which are made using the finest quality Mulberry silk from Rajshahi.

The silk fabric is usually used in clothing and there is not much emphasis on the home
textiles sector, so we have planned to develop a new market here. Just like Jamdani is
a well-known product of Bangladesh, Silk can also be a promising fabric. Our products
would promote history and at the same time inspire our local artisans to explore their
creativity in designing it. All of the bespoke products of The Bengal Silk will be
handmade to maintain the uniqueness of it and portray the fine craftsmanship in each
design.

We have planned to target a very niche market segment who loves goods made with
luxury fabrics and at the same time enjoys decorating their homes with it. Our
customers can also use our products when they have any special occasion at their
home. Also, they can opt to purchase silk yards and customize the products as per their
wish.

The Product Line of Bengal Silk

1. Cushion Covers

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Comes in a variety of styles and patterns. We offer a range of colors for cushion covers.
Colors can also be customized from the wide variety of silk colors in store.

2. Blankets and throws

Luxury silk blankets in various designs and colours of your choice to make your room
feel royal.

3. Bedding
Various sizes of bed sheets available with intricate detailing that will enhance the beauty
of your home.

4. Table
linen and
Table
runners

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Our table runner comes in vibrant colors and patterns perfect for your dinner table
aesthetic.

5. Decorative accessories
Paintings, dividers or even tassels to make your furniture or curtains look exquisite or
just to upgrade your old furniture in a brand new way.

6. Wall décor
Say goodbye to plain boring walls with our luxurious silk wall décor, perfect for framing
and pop of color.

7. Napkins

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Wow your guests not just with your food but also with how you present them. Turn your
home into a fine dining experience.

8. Duvet covers

9. Curtains
We offer a wide range of curtain designs. No matter what your taste is, you’ll be sure to
find something that catches your eye here.

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10. Silk robes
High quality silk robes are the best gift you can give yourself, especially when you have
the freedom to choose your favourite color or design.

11. Silk Yards.

A B2B opportunity for other individuals who may want to use our silk for their business,
that of dresses, tops, shirts etc.

12. Scrunchies
Silk scrunchies will not just give you the perfect ponytail but also protect your hair from
breakage or damage.

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Segmentation

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Types of Customers
Based on our target audience, there will be primarily two types of customers who will be
interested in purchasing from us.

1) Newly Married women - Newly married women will be moving into a new house,
she will have an incentive to start building her own house from scratch according
to her own tastes and preferences. This is why she will develop an interest to
shop for her aesthetics from Bengal silk. Moreover, since they are usually aged
between 22 years to 28 years of age, they are expected to have a more modern
and minimal taste. They will be opting for more monotonous patterns, solid colors
for their bedsheets and curtains with a pop of color here and there.

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 2) Mothers and homemakers - Mothers or homemakers are the second category
of customers who have lived through the same home throughout their lives and
would now like to upgrade their homes by adding a touch of modern day designs
of bedsheets and curtains among other things. Such women can be from the age
of 29 years to 50 years of age. They are likely to have a more louder taste and
would prefer colourful yet sophisticated interior decor. They will opt for printed
pillowcases, colourful curtains and bedding.

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Positioning Statement:
Bengal silk transforms your dream home into reality and brings your imagination to life
with modern day home decoration by providing a luxurious experience.

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 Brand Elements

Brand Name - Rajshahi Silk itself was once known as Bengal Silk, this is why the
producers decided to rename the whole brand into its original name. Bengal Silk is a
self explanatory name, it defines the place of origin of the silk. It uses the memorability
factor as people can remember it easily and recognise it as a silk brand. The name is
descriptive in nature as its main highlight is given in the name.

Logo - The logo uses a reddish silk fabric like texture as its icon in the background to
provide customers with a mental image of what to expect when coming in. The finest
quality of Rajshahi silk will be used for the many different product lines. The word
“Bengal” is designed with green representing Bangladesh’s flag colors, the mantra is
written in black in a similar fashion.

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Brand mantra - “ One stop Silk Solution” is a four word mantra that gives away the
purpose of the whole brand. It explains how people who love silk can order their desired
items, no matter what it is with the silk color of their choice.

Brand packaging - Packaging design has been kept very minimal in style. Bengal silk
will be using High quality plain white shopping bags with the logo smeared in the
middle. The bags will use white silk for its handles. This will add a touch of luxury. All
the packets will also be given away with a thank you sticker from bengal silk to make
the purchase of customers a more personalised experience. The sticker will have the
brand’s character saying thank you for the purchase to its customers.

Moreover, Bengal silk only uses recycled plastic waste to produce these packets.
Therefore they are completely eco friendly in nature. This is a part of Bengal Silk’s
corporate social responsibility.

Brand Character - Bengal silk will be designing a brand character by the name of
Reshma. A woman adorning a white rajshahi silk saree, her character will be heavily
based on a modern day home maker of our country who is building her daily and her
home from the start. She will be acting as a base of motivation for all other women and
our target audience as to why Bengal silk plays an essential role in designing a modern
day household today. Moreover, it will help customers feel warmth, homely and love for
Bengal Silk

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Brand Extensions - Bengal silk has potential to extend into more product categories,
mentioned below.

1) Candles - Candles are the newest trend for decoration, everyone loves a
scented candle that changes the whole energy in a room. Bengal Silk exclusively
presents its own scented candles in different flavors wrapped in silk. These
candles can pose as the perfect decor piece on coffee tables or side tables and
increase livelihoods on all occasions.

2) Lamp Shades - Lamps are slowly becoming an essential part of home decor.
With its increasing popularity, lamps are now used to add a pop of color in a
room with monotonous colors. Therefore, Bengal silk brings its various array of
lamp shades that can be customized with the silk color of choice.

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 3) Silk Scarves: Silk scarves are very widely and commonly used by ladies for
hijab or for fashion with tops and kameez. Bengal silk will have a huge variety of
colors and prints available for silk scarves. Women will be able to come and
match their desired scarf with their dresses and get it cut within minutes.

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