Overall Internship Experience

I was assigned to the Business development and marketing department as a Business Analyst
Intern. It is one of the company’s most essential departments in terms of revenue generation.
This department manages several prominent Business Planning, analyses the business proposal
and other queries. Most of the work is done through both online and offline meetings.

ASSIGNMENT & CONTRIBUTION TO THE ORGANIZATION

My assignments were primarily given by my supervisor Eriko Sultana and used to describe
the whole task. Throughout my internship, I have involved myself in several types of work
within the marketing department and business Development Division. Everyone in the office
took care of me whenever I needed their help for doing the work. Here is a brief description
about my job responsibilities in Shanta Lifestyle Limited

Responsibilities and Duties of the Job:

During my time at the internship, I have been fortunate enough to work on multiple segments of
the marketing department of Shanta Lifestyle. This part includes all the responsibilities I was
assigned during my job at Shanta Lifestyle.
Task 1: Understanding products and brands:
Natuzzi Italia, Natuzzi Editions, Zalf, Desiree, Molteni & C, Cattelan Italia, and Euromobil
Kitchen are the six brands owned by Shanta Lifestyle. All of them are Italian brands. Each of
these brands has its own distinct items as well as its own identity. For example, the Natuzzi
edition began about 60 years ago (1959-today). It is now a major corporation that exports to
countries all around the world. The brands'’ main items are furniture and accessories. Sofas,
armchairs, recliners, beds, furniture, and accessories. Each product is subjected to several other
tests to determine its load, stability, wear, friction, impact, and light fitness.
TASK 2: Image collection and Creation of Products Lists
My initial objective was to learn about the brands and their websites. I get a broad concept of the
entire product and their website. For Shanta Lifestyle, I gathered all of the images from the
website of this each Italian furniture brand. Shanta lifestyle brands are the only distributors of
Shanta lifestyle. These images were gathered for Shanta Lifestyles' 20,000 square foot
showroom. After I finished the image collection, I separated the images into pre-defined
categories based upon the brands. While gathering the images, I acquired a basic view of Shanta
Lifestyles' products and current brands.

TASK 3: Population of Lists for Cataloguing

Shanta Lifestyle also has various additional brands for kitchen small appliances. These products
have included stand mixers, blenders, toasters, ovens, hand mixers, kettles, food processors,
choppers, microwaves, and so on. Shanta Lifestyle is bringing those KitchenAid items in the
store. The appliances suites from the KitchenAid brand are designed to maximize potential.
With the medium and small kitchen tools, anyone can prepare meals as well as make a statement.
I compared the pricing, quality and images of KitchenAid equipment to that of other stores, such
as Transcom Digital and MK Electronics. In terms of design, pricing, technical difficulties, and
model, each of the products was evaluated against similar products from Transcom Digital and
MK Electronics. Thus I prepared a broad comparison matrix among KitchenAid, Transcom
Digital, Mk Electronics, Smeg products.

TASK 4: Conduct research on present market competitors, market visit and analyze their product
Store
In this work, I was tasked with determining who may be a rival for Shanta Lifestyle. So I
conducted some research and discovered that Penthouse Living, Renaissance Home Decor, and
Ashley Furniture are well-known businesses in Dhaka City and are virtually direct competitors
for Shanta Lifestyle. I was told to visit those furniture stores so that I could better comprehend
what was happening around.
I had prepared some broad questions ready before going to the market. After that, I went to those
stores as a client and gathered data and information on the overall quality of the items, their
brands, furnishings how they import, their approximate budget, online purchase procedure/pre-
order, ENIEMI/financing, their damage repair policy and coverage and so on. I also prepared
almost 50 questionnaire for the salesperson, sales executive. Some of these questions are given
below
1. If you find a cheaper price on an identical, in-stock product from an online retailer. Will
you be able to equal it?
2. What is the most a person will spend on a living room, bedroom, or study area piece of
furniture?
3. Are there any legal obligations from the Bangladesh bank as a result of Evaly?
4. Assume I've made a previous purchase from you. How can I make my future purchase
match the materials and quality of my previous one?
Besides some changes had been made in the product list of the brands Natuzzi Italia and Natuzzi
edition. I add those additional images and prepared the updated product list. I also prepared
additional product lists for the alternative floor plan.
TASK 5: Market Visit and Research
To have a better understanding, I was directed to visit both local and branded furniture stores, as
well as lighting and accessory stores and collect the findings. Penthouse Living, Renaissance
Furniture, Porcelanosa, Ashley Furniture, Bezpoke, and Flos lighting were the first stores I
visited.
From these stores, I gathered the most essential quotations. Bangladesh's only distributor and
reseller of high-end foreign furniture brands from Italy, the United States, and Germany. Some
of the world's leading high-end brands and manufacturers in the home furnishings and design
industries are recognized in RDL's core brands. Their exclusive brand licensees for the
Bangladesh region include Versace Home, Etro Home Interiors, Roberto Cavali Home,
Gianfranco Ferre, as well as many other prominent European brands. Ashley Furniture is a brand
that creates and distributes home furnishings all over the globe. Partex Home Sstores Limited,
the licensee of an Ashley permit in Bangladesh, owns and operates this Ashley Furniture
HomeStore. Bezpoke's distributors include Gessi, Pedini, Pianca, Jacuuzi, Illoft, Elite Stone, IPF,
Adriani & Rossi, Reflex Angelo, and others. The firm also has a Project/Contract Division that
helps its real estate and hotel partnerships provide the most efficient, sustainable, and premium
solutions.
I also went to several local Dhaka furniture and lighting stores, where I had an entirely different
perspective on the furnishings. Athena's Furniture, Koncept Furniture, Maak Furniture, Charuta
Private LTD, Creative I International, Omni Lights, and Heaven's Light were among the stores I
visited. Athena's Furniture & Home Décor offers the highest-quality Shegun (Chittagong Teak)
furniture and home décor, as well as a lifetime guarantee on the craftsmanship. In their own
facilities in Morkun Tongi and Gazipur, the best-trained artisans in the business specialize in
producing Victorian and Italian design characteristics.
I observed that Koncept Furniture sells the identical furniture for a fraction of the price, and the
quality isn't poor either. I learned that they exclusively import the fabric and material and
manufacture it in their own factory in Bangladesh. They also imported furniture from China into
their local market and customized it so that no one could grasp the difference between the
coverings and designs. As a consequence of modifying the product in their own unique method,
they are willing to market such things at a cheaper rate than Penthouse Living, Ashley, and
others. Maak furniture also claimed to import furniture and accessories from European brands
such as Versace, but they wouldn't show their license. Then they admit to sourcing things from
the local Chinese market and referencing Italian furniture designs.
These are the stores that Shanta Lifestyle competes with directly. FLOS Platform Solutions
Limited is FLOS Lighting (Italy official)'s distributor in Bangladesh. The committed FLOS
team, which includes architects and lighting professionals, is now working on a variety of
projects ranging from personal design to commercial and residential structures with excellent
results. Lighting design advice, installations, operational assistance, including after support are
all available through FLOS.

In my report, I have shown the comparative price analysis among those furniture stores. For
instance, sofas and beds from Ashley, Renaissance, and Penthouse Living are quite the same in
terms of design, pricing, brand value, quality, finishes and materials.

TASK: 6 Understanding the product customization and develop the concept of the customer

I also interviewed several customers and gathered data from the stores I visited. While pre-
ordering the personalized goods, the store's salesman mentioned their issue. They also provided
me with information on client behavior. As a result, I'll go over the specifics below.

Home furniture represents human personality while also providing insight into individual tastes.
Purchasing customized furniture, on the other hand, can minimize the identified problem.
Consumer enter a furniture store, they most often assume there are still a lot of other people who
own similar sofas to everyone else.
Including personalization as an option in design furniture can help companies attract a large
number of customers. Most customers would also rather utilize an easy-to-use platform that can
assist them in selecting inferior upholstery selections. Humans advocate instilling the concept of
customization to make this even more fascinating for company consumers.

When a customer opts for customized home furnishings, they are looking for an alternative to the
browser solution. They have the luxury of incorporating all of their criteria from many
metalworkers under one roof. Something as unique as the type of couch people want in their
living rooms or the beds people want to use will provide anyone with an amazing experience
every time they use it. Uniqueness is a strong perk for customers when it comes to furniture. It
reflects hard work, taste, and, most importantly, elegance. Many times, their sofa looks just like
their neighbors', and while most here don't agree, it irritates them greatly. So, to put that scenario
back together and achieve the greatest value for money, handcrafted furniture is a win-win
situation for everyone. The most crucial key consideration while purchasing customized furniture
is that custom orders may not always be able to be cancelled once placed.

A customized couch takes significantly more time and investment from the producer. Companies
frequently want to guarantee that their efforts and supplies are not squandered based on the
amount of manpower and customization needed. Cancelled customized orders would not have
the same attractiveness as standard furniture, and dealerships would not have the space to resell
actual products that do not match the display layout. Each manufacturer will have various
policies and may have relatively flexible cancellation procedures when it comes to deciding to
make items. Many individuals may be too unsure of their choice to purchase customized
furniture because of the level of investment necessary on the dealer's side. Custom furniture must
be developed to client requirements, which takes longer than bulk furniture owing to the
lengthier wait time before the furniture is ready to ship to the selected retailer. As previously
said, customized furniture is a far more thorough way than standard bulk furniture in terms of the
range of particular attributes and additional expense required. The higher price tag, on the other
hand, comes with outstanding craftsmanship and extremely high standards that clients will not
find in low-cost furniture.

TASK: 7 Attending meetings for marketing pitches and gathering quotations

I went to a lot of marketing pitches from several marketing agencies. Asiaticn Experiential
Mindshare Pitch for the Shanta Lifestyle is one of the agencies. Pitch for Shanta Lifestyle by
Asiatic Mindshare and last but not least, Turn Up PR. These marketing firms created marketing
strategies, public relations approaches, and communication strategies. Some of those ideas are
given below -

 To reach followers on social media, transform and build a well-targeted online and real
community (Instagram, Facebook, and LinkedIn). This boosts social media's talk ability
and communicative possibility.

 Create a distinct SLS tone for the interior/decor/architecture market in Bangladesh.

 Underline the most important aspects of each product or service.

 Participation in the network: acquiring brand mentions and sparking conversation

 Effective approach for increasing discussions and product visibility.

 Establish and increase consumer loyalty and examination of the target audience.
 An analysis of architect profiles

 Increase the number of users who visit the website and utilize the service channels.

 Create a brand identity and generate content ideas

 Shanta Lifestyle's launch and setup require a 360-degree online-offline marketing

strategy.

 Launch plan: Pre-launch, launch, post-launch, campaign framework and activation.

 Create comparisons within vendors, price, items, aesthetics, or activations.

 Enhance the audio and images across several touch points. Exclusive Showroom AV &
Lifestyle AV, digital augment.
 Media Boost Brand Awareness: Generate High-Quality Leads, Configurations, and
Engagement for Shanta Lifestyle.
 Data generation: Data from hyper personalized approach, Custom Audience Data, Video
Views Data, Website Data, and Page Engagement Data.
 Campaign phase: Campaign on Different Channels to Run the Cycle of conversion and
retention, campaign timetable, framework, and activation.
 Features contents and banner advertisements in architecture related online magazines,
also feature article in well-known magazines.
 Digital modality of event in case of failure due to covid COVID 19.
These are the positive ideals promoted by marketing professionals. To keep things fresh,
I learnt how to operate on many tasks at the same time. Immersion keeps me on the
cutting edge of the marketing field. I stay up to speed on the latest technology. This
allows me to quickly identify and understand the demands of the clients. I always shared
the desire to do what I set out to do. I've found that asking for more information is
typically the best approach to help. Instead of simply waiting for me to initiate the
discussions, I appreciated agency partners who seized the opportunity to ensure initiatives
remained on track, even if it meant a significant amount of adoption and inquiries. I am
continuously asking questions. There are several of them. Of course, I conduct research. I
don't simply want the knowledge I need to provide anything; I want to understand
everything I can about the company and industry so that I can offer suggestions and
plans. I learned about new concepts or how an alternate delivery system might work, and
I saved that information for future use. When the opportunity arises for it, I like to change
things up. In addition to the routine review, progress reports, and basic project planning,
I'll always attempt to consider methods to enhance what I have been doing.
TASK 8: Understanding of Brand Persona and Sales Funnel
Shanta Holdings Ltd. will launch a ONE STOP SOLUTION of home décor and interior designing for their
premium customer base. The products and services will be available in a physical store, as well as in a
web platform. We have to design a 360° launch campaign plan which will intrigue the interest of the
potential customers and stakeholders, generate curiosity and draw attention towards the platform. This
TG prefers designer furniture instead of generic ones that fit into their interior decoration. They look for
the upscale living and lifestyle they lead. The audience will be covered by promoting Static Post, Video
Post, Web Banner, Carousel, Lead, Search Ad etc.

TG 1 TG 2 TG 3 TG 4
1. Rapidly 1. Movers and Specifies in the form 1. Shanta
growing urban Shakers of: Holdings
upper middle 2. Frequent 1. Prominent Limited for all
class travelers Architects their internal
2. Combined 3. Luxury mindset 2. Interior building
monthly 4. Appreciates a Designers material
disposable blend of 3. Social and requirements :
income of 150k elegance and corporate  Tiles & Marble
and above innovation influencers  Sanitary
3. Aspiring,  Lights and
digitally Furniture
connected,  Switch and
adaptive sockets
4. A fashionable,  Door Hardware
young, middle-
class person
with a well-
paid job
Task 9: Understanding of Brands' Digital Media Strategy

I was given this job to learn about the Digital Communication Objectives Funnel as well as
Media Coverage and Insertions. For the Shanta Lifestyle Brand, I've learned how to raise
awareness, generate quality leads, convert them, and keep them. I also learned about ad
placement.

The following are some of my findings:

 LP Take Over, Facebook Messenger Ad, Traffic Ad, DSP, Local Publishers,
Facebook/Instagram Reach, YouTube Masthead, Google Search, Website Banners, Rich
Media Banners, App Banners, etc.
 Local Publishers Feeds on Facebook/Instagram, Messenger, Search Ads, and Web
Banners, LP Take Over, Facebook Messenger Ad, Traffic Ad, DSP, Web Banners
Platforms: Retargeting Ad Placements on Facebook, YouTube, and GDN etc
 Understanding on Promotional Content: New trends & home décor ideas, blog post, tips &
trick videos & other relevant curated content to stay in touch with the customer & potential
audience.

Task 10: Website-based Tasks

I observed the website-based tasks in this task. The following are the tasks that I have been
assigned:

 Discussion about Work Breakdown Structure for the ERP System

 Bite to Bite and ADN Digital discuss Microsoft Outlook solutions.
 I've attached the NDA file; double-check the changes made by ADN Digital.
 Discussion with Dreamers Lab regarding launching an event, as well as web-based AR
and QR app options.
 The criteria for selection of product images
 Dreamers Lab and Havas Digital Media and Content Pitch Discussion
 Bit to Byte discusses the Microsoft Outlook solution.
 ADN Telecom's Microsoft Outlook and IT Solutions
 Shanta Holdings' Dcastalia and the Business Automation Team had a discussion.
 Findings from the above-mentioned meeting