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companies according to the benefits it offers. I. Geographic Segmentation: a) Rural Areas: Rahimafrooz’s renewable energy division has been providing solar solutions to over 52,000 solar home systems (SHS) to the rural, off-grid areas of Bangladesh where the national grid cannot reach. b) Urban Areas: It also provides CNG fueling systems for the car owners in city areas. Rahimafrooz, in 2001, made a breakthrough in the urban lifestyles by launching the first retail chain in the country – Agora. II. Demographic Segmentation: a. Income Segmentation: Rahimafrooz has introduced Agora to the people of Average income level. Also they have IPS, Batteries etc at different price levels to the different customers from different income levels. b. Family size: IPS, UPS and Voltage Stabilizers can be bought according to the need of customers’ family size. Nuclear families may have small batteries for their need where others can have the bigger ones.
Psychographic Segmentation: a) Lifestyle: People with less time may have their daily shopping from Agora. Business class people and the employees who don’t have much time to spend or who prefer a free and open space for daily grocery shopping can have their work done from here. b) Social status: People who use cars and maintain high social life can have their quality batteries for their cars and home IPS and UPS from Rahimafrooz.
Occasional Segmentation: Based on different occasions in Bangladesh Rahimafrooz offers discount rate on IPS. and electrical accessories to the customers. C. Customers are segmented by their need of benefit A. Behavioral Segmentation: and their status. tyres and lubricant as well as electronics ranging from home appliances. Rahimafrooz’s biggest segmentation is behavioral segmentation. So they can be accessible since they are not too difficult to reach. 1. power backup systems. . Storage power: Rahimafrooz Accumulators Ltd. 2. Effective segmentation: 1. lighting products. Accessible: Most of the products of Rahimafrooz are for people of average or elite social class. Rahimafrooz Batteries Ltd. Measurable: Users for Rahimafrooz products such as Agora and other energy products users can be detected by using statistical tools. 2. 3. Retail chain: For people who want convenient buying process can have Agora available everywhere in the cities. Also Agora offers sales discount on a certain purchase amount.IV. UPS and Batteries. Benefit sought: Customers who are in need of their own different needs are segmented to the respective companies of Rahimafrooz. and Rahimafrooz Globatt Ltd offer the power storage facility of automotive and industrial batteries to the customers. Usage rate: Rahimafrooz offer battery replacement facility for the users depending on the customer’s usage of the product. B. Automotive and Electronics: Rahimafrooz Group markets and distributes various automotive after-market products such as automotive batteries.
5. It has also got advantage over the other companies of the market. business. 2. Market Positioning: Rahimafrooz group of companies has positioned in to customers’ mind as second to no one. It has supplied over 52. workplaces. Differentiated approach: users of different products and services of different companies of Rahimafrooz get different promotions. energy and retail Chain Company of Rahimafrooz is profitable enough. Concentrated approach: The Group operates a non-profit organization Rural Services Foundation (RSF) through which the solar home systems reach the customers in the rural areas of Bangladesh. Like all users of Agora gets the same promotional features from Rahimafrooz. the company promotes same thing to all. 4.00 per month for lighting up their homes. Differentiable: All the segments of Rahimafrooz are distinguishable. 4. Actionable: Rahimafrooz take quick actions on their decisions to be made to the segments. Market targeting: Rahimafrooz performs several targeting approaches to attend its customers. 3. Undifferentiated approach: For users of a particular company of Rahimafrooz.000 solar home systems (SHS) to the rural. off-grid areas of Bangladesh where the national grid cannot reach. Consumers of agora receives discount on 2000tk buying where IPS buyers gets warranty services. solar system users are quite different in their needs. Substantial: Storage power.3. competitive . etc. Better service. 1. Micromarketing: Rahimafrooz’s Renewable Energy division has been providing Solar solutions. whereby a family can pay as low as USD 7. Agora has its own segment and IPS and UPS. The Company has helped light the darkness by making available the SHS through micro-credit. availability and products quality has made a trustworthy reputation for the companies.
Competitive advantage: A. Agora is the first retail chain in Bangladesh leading the first place in this sector. and medical support and service for a healthy living. B.where families of 500 underprivileged children are provided with free basic education. Image differentiation: The Dhaka Project by Rahimafrooz is a not-forprofit project run by Rural Services Foundation (RSF) . E. Service differentiation: UPS and IPS of Rahimafrooz have offered better service for the respected customers whenever they want. made the employees happy to provide better service to the customers. It has a reputation of providing customer service even at midnight. etc. It has created the biggest channel for this sector. balanced nutritious food for physical development. Also batteries of Rahimafrooz are available in all places of Bangladesh. Better workplace. . D. People differentiation: Employees of Rahimafrooz companies has provided better services and got facilities to be differentiated from others. Also other activities has made Rahimafrooz’s image better. Channel differentiation: Agora is the biggest retail chain of Bangladesh. Product differentiation: Products of Rahimafrooz’s companies has a reputation for good quality and moderate price. C. compensations.