This action might not be possible to undo. Are you sure you want to continue?
Brand management says - “Anything and Everything can be branded.” Company, Product, Place, Event, Service all of this are part of them. This report focuses on branding a retail outlet. This outlet will fall under the category of boutique shop. But the difference of this outlet would the type of its product it is going to display. It would a retail outlet completely focusing on tribal products like- cloths, dresses, ornaments, household accessories etc. There will also be arrangements for tribal food and cultural program on rooftop. We will start the outlet with introducing product from basic 7 different types of tribal groups such as -Chakma, Marma, Monipuri, Santal, Khashiya, Garo, and Tripura under a single roof. There are mainly three reasons which inspired us to take a forward step with this idea. Firstly, there is no such retail outlet presently in Dhaka city that focuses on tribal product broadly. So, we will be the first one to do such thing and this pioneer step towards this category will certainly bring success. Secondly, peoples now-a-days focus on dressing up with traditional material and we will bring tribal tradition over here. Thirdly, this step of our will definitely help the backward tribes to come forward. For this retail outlet SWOT analysis has been conducted which results in a number of strength and opportunities that motivated us to go forward with the idea. There came out a number of weaknesses and threats as well, however this can be easily managed by smart marketing. Making a strong marketing strategy is very important for building brand equity. Here in this report suitable market segmentation has been done considering demographic, psychographic and behavioral arena. Target market of this retail outlet would be middle class and upper class people of the society. Our strategy is to target those people who love color and those who are aesthetic minded. The brand elements- name, logo, slogan, color, jingle, packaging everything has been chosen keeping the five criteria of brand- memorability, meaningfulness, likeability, transferability, adaptability, protectability. “Pahariya” has been chosen as the brand name, which has come from the word “Pahar” means hill. Most of tribal people live in hilly areas and this was the reason behind choosing this name. For the outlet a unique text logo has been made along with the slogan
which is “Notun Ronge Notun Dhonge”. Colors chosen for this brand are Reddish Orange, Green and Yellow which people can recognize easily. Another reason is tribal people wear colorful dresses. As we are working with tribal so we should use bright color in our brand elements. There are arrangements for two type of packaging- regular and premium. Along with all the brand elements a beautiful Bengali jingle has been created with a tribal touch. Positioning is a crucial point of branding. “Pahariya” the name itself will help to acquire a position in human mind. As mentioned earlier people correlate tribes with hills. So, the name is giving a floor to position the retail outlet. There were lot many retail outlets in clothing criteria but no such outlets are there who focuses on tribes, although we found there are a lot of opportunities lies there. So it would a wise idea if we grab this “crenue” of market and fill it. Although we don’t have any direct competitor in the market and have a lot many indirect competitors. So to survive in this competitive market value innovation is compulsory for us. For this, we have worked with the three exclusive value innovation approaches- Differentiation or Die, Blue Ocean and Brand Sense. By this three we tried to differentiate our outlet, give the consumers reasons to visit us and buy from us. We have also worked on how we can leverage our brand through building secondary brand association. We associated our brand with its name, location and idea. We have a plan to assign some renowned faces of this age as our endorsers.
logo. 3 .Objective of Study Primary objective is to brand a retail outlet. We also went to National Museum for collecting information about tribal people of our country. While branding a retail outlet we have come to know before selecting any brand name. Methodology For making the report we have collected secondary information from internet. jingle what are the things to consider and hoe to differentiate a brand among the thousands of remaining brand in the market.
It says the more a brand can give five senses the more it can create emotional attachments. Here we have branded a retail outlet which is based on “Tribal” concept. But today brand is more than a name. It focuses on sensory branding. This proposition is based on five basic senses. symbol etc to distinguish one seller’s product from another. Now companies or marketers are focusing on the latest concept of branding. which is holistic selling proposition (HSP). Yesterday it was a bundle of benefits delivered by products or services to consumers. sign etc. emotional attachments. Combining with the previous brand identity and utility now the present way of branding is to experience and express own identity. experiencing and expressing own identity along with brand identity and brand utility we have branded our tribal culture based retail outlet. By focusing on sensual branding.Introduction Generally brand is a name. Rationale for Product Selection 4 . In our branding of this retail outlet we have given importance on holistic selling proposition (HSP) the new approach of branding. Today it is an experience that real people enjoy everyday and it has a name and personality which fits with person. sign. In day before yesterday brand was simply like that.
Khashiya. The retail outlet will display the product made by tribal people all over the country. Garo.Now-a-days people are more interested in wearing trendy traditional dresses. popularity of boutique shops like Aarong.Throughout this report a place will be branded. Tribal products like. Deshal.cloths. So. We will be the first retail outlet to introduce variety products of 7 different types of Tribal group such as -Chakma. dresses.There are many boutique shops stretched all over in Dhaka but none of them have focused on Tribal product thoroughly. are evidence of it. 5 . and Tripura under a single roof. Changing dressing style. Banglar Mela. Monipuri. accessories. Santal. There will also be arrangements for tribal food and cultural program. People are really eager to dress up with material of our own country. etc. Marma. keeping that in mind we are interested to open a new door of trend which represents the tradition of tribal people of this country. household accessories will be kept in the store. The following aspects have influenced us to go for “BIRISIRI” First one to do so.
Originality: The product of the outlet will be directly brought from the tribal weavers and they will be in a way traditionally they are. 6 .It is all known to us that tribal people are still backward both economically and socially. most importantly on various groups of tribal in the country is definitely a new concept and that can serve as a strength of the outlet. But a retail outlet concentrating fully on tribal. SWOT Analysis Strength: • • • Exclusive Concept Originality Customization Weakness: • • • Vulnerable to Producer Sales Person Financial Support Opportunity: • • • Competitive Advantage Scope of Expansion Local Events Threats: • • • Competitors Political Unrest Economic Condition Strength Exclusive Concept: Retail outlet for cloths. it certainly has the ability to make them gorgeous as well. We want to make our consumer realize that tribal dresses or accessories are not for tribal people only. After considering all these issues we have decided to select tribal product for our retail outlet and to brand it in a manner so that it attracts our modern generation specially. food together is not a unique idea in today’s market. In this scenario if we engage them in this kind of productive work this will definitely help them to strengthen their position in the society. Uplifting the Tribal. Our fusion theme will also them an idea that how they can get a modern look using a traditional tribal fabric.
Any time they might show inefficiency. any disruption like. Again. these festivals will give us the opportunity to have special arrangements.problem with the weavers. We can expand the market by adding international traditional dresses and also by increasing product category for example including shoes. So. Financial Support: The idea of this retail outlet is quite huge and it needs a strong financial support. We are getting support from IFIC Bank which may not be sufficient for us. customization option will also serve as a competitive advantage. Thus. Sales Person: As a new outlet most of the sales person would be new and inexperience. Opportunity Competitive Advantage: Tribal retail outlet is a new idea for market at this moment. Local Events: Bangladesh is nation of various festivals. strike may lead to devastating consequence. Now a day it has become a trend for the people to buy new dresses for any and every occasions. Scope of Expansion: For this retail outlet there is a complete opportunity for expanding the market. Weakness Vulnerable to Producer: Product of our retail outlet will directly be brought from the tribal weavers. There will a tribal weaver who will directly take the orders from customers. Threats 7 .Customization: Customers can have their fabrics in a way they want it to be. So. initially there will no interruptions of any direct competitors.
Psychographic. Such as.Competitors: In the market there are thousands of boutique shops who offer variety of clothing. this poor condition might make us suffer. This will definitely have a bad effect on us. male and also kids Psychographic Segmentation: Social class Lifestyle Personality Behavioral Segmentation: 8 Middle class and Upper class of the society People who believe in dynamic life-style People who are aesthetic minded . Behavioral and Geographic. Target Market Analysis Segmentation Dividing a market into smaller groups with distinct needs. Political Unrest: The political situation of Bangladesh is getting worse.is termed as marketing segmentation.Demographic. Economic Condition: As it is known already that the economic condition of most Bangladeshi people is not impressive. The way of segmenting the market of retailed outlet for tribal cloths can be Demographic Segmentation: Age Gender Considering age is from 5-45 Female. behaviors who might require separate products or marketing service. A market can be segmented by different variables. characteristics. As a retail outlet of cloths they will be our competitors. So.
In marketing term this is known as differentiated marketing. Brand Elements Brand Name: “Pahariya” “পাহািড়য়া ”” Color: Green. Again. Pahariya is for those who are• • • Middle class & upper class. icons etc.Occasion Main occasions that would be offered by Pahariya to display special collections: Adibashi Week Eid Puja Baishakhi Uttsab User Status New year etc. trying to satisfy the whole market with one product is even a worse idea. mid earner. That is the market segmentation has been done. Market Targeting can be carried out at several different levels. Aesthetic minded. So. Targeting A target market consists of a set of buyers who share common needs or characteristics that the company decides to serve. ornaments and household accessories. Reddish Orange and Yellow Logo: 9 . Pahariya is going to introduce more varieties of tribal products from various tribal group including cloths. Color lovers. We have recognized that trying to satisfy the whole market is not a very profitable idea. Socially recognized.
িনেজেক সাজাও নতু ন সােজ........ Packaging: Two types: 1. Slogan: Jingle: “নতু ন রেঙ নতু ন ঢেঙ ” “বাংলার কােছ উপজািতর সােথ। আিছ আমরা ..... তাই েতা পােশ আিছ আমরা পাহািড়য়া.. Regular packaging 2.. Notun Dhonge” Jingle Packaging Regular and Premium 10 . Reddish Orange & Yellow Brand Elements Logo Slogan “Notun Ronge....... Premium packaging Mix and Match Our Brand Elements with Six Criteria: Criteria Name “Pahariya” Color Green. পকৃ িতর কােছ িমেশ েযেত এস েতামরা িনেজেক রাঙাও নতু ন রেঙ.....
The name “Pahariya” can be easily recognized and recalled by the people of our country. We have chosen our brand name “Pahariya”. The reason behind this name is as follows Ours is a retail outlet of tribal cloths. Most of the tribal live in the hilly areas of the country.Memorability Meaningfulness Likeability Transferability Adaptability Protectability Brand Name .“Pahariya” “পাহািড়য়া”: Brand Name is the most important element of branding. First impression can be created by choosing effective brand name. ornaments and accessories. Thus. 11 . As the name has come out from the Bangla word “Pahar” which means hill. the name gives the consumer the flexibility to relate our brand “Pahariya” with the tribal theme of us.
Color – Green. 12 . Keeping that thing in mind we have a plan to use that Reddish color in our logo. It is easy to say and also will be likeable to the consumer as it contains aesthetic pleasure for the people of our culture. This name is being chosen in such a way that in future we can update this if needed. • The new style and texture of the fabrics and quality of tribal materials make consumers feel fresh and the clothing materials and ornaments are soothing. These colors are so bright and common that these can be eye-catching. website and even in the interior of the retail outlet. Like: Green: Represents freshness and soothing. Because our retail outlet contains products of “tribal” who are well known inhabitant of hill tracks. As we have identified that tribal people loves to wear colorful bright dresses and Reddish is very common color of their fabrics. Reddish Orange & Yellow: In our brand name. logo. This name is a descriptive name as from this name consumer will come to know about the general description of our product category. Interior design of our outlet we have used three basic colors that expresses our brand attributes. We have legally registered this name so that the protection is ensured. And also we selected these colors because of these colors’ attributes that suits our brand. These colors are also transferable as these are adoptable and likeable to the people across the country boundary. official papers. We have chosen these three colors especially because in tribal dresses these colors are being mainly used. That’s why these colors would meaningful and likeable to the consumers.
13 . • As we will do individual marketing in response to the different choices and personality of individual customers so it represents a creative attribute of our brand. Orange represents cheerfulness and warmness. Reddish Orange: Red represents enthusiasm and excitement. And they will recognize and like the logo. • Bright colorful fabrics will make our consumer feel enthusiastic and positive towards life and the new texture makes cheerful. product or service. Our logo is “Text logo” with attractive and meaningful colors and unique typography. Logo: Brand logo is something that expresses specially a graphical aspect or iconic symbol that represents a company. Yellow: Represents creativity and motivation. So it would be able to attract the consumers. Logo conveys an image of a brand. • The soothing and charming accessories of tribal motivate consumers to buy those.
meaningful & likable. Our slogan expresses that this brand will bring out a new colorful era of trends. The slogan has been set in such a way so that it makes the consumer recognize that there is something new and unique about our brand “Pahariya”. aware consumers about the brand. logistics.“নতু ন রেঙ নতু ন ঢেঙ”: The slogan is something that boosts up. As we are branding retail outlet so. a) Regular Packaging: The normal paper packets that every retail outlet provides. 14 . Slogan . sales and end use. motivates. For “Pahariya” we have thought of two types of packaging to present it in a different pattern. Our slogan will inspire people to have a new look and to find the new meaning of colors. by the word packaging we mean the bags or carriers that consumer will carry when they will be taking the product to home after purchase. Packaging: Packaging is the activity of designing and producing containers or wrapper for a product. Packaging can be described as a coordinated system of preparing goods for transport. The main purpose of slogan is creating awareness in the mind of consumer and to introduce the brand. It is also adoptable because we will be able to update this depending on the changing market condition and the personality of people. So it is memorable. but of course with a new looks. warehousing. And our logo is being protected as it is being legally registered. The packet will be festooned with the watermark of the picture of tribal culture along with our logo. This logo is a simple text logo so that we can easily change this overtime if needed.
which are intended to convey and advertising slogan. However a point to note is that the consumers will have to pay some premium to get this special packet. পকৃ িতর কােছ িমেশ েযেত 15 . The packaging will be in such a way that it will provide an ease to carry the product and our premium packaging will also provide an aesthetic significance Jingle: Jingles are musical massages around the brand. Jingles are memorable tune with lyric broadcast used in radio and television commercials. The consumer will have the freedom to choose which packet they want. This premium packaging will definitely help us to differentiate ourselves. For “Pahariya” we have made a jingle which is- “বাংলার কােছ উপজািতর সােথ। আিছ আমরা .b) Premium Packaging: Unique type of packaging which will hold the tribal culture. It will be a basket made of the fiber of bamboo and cane. They are the extended musical slogan.
Its beautiful composition with a tribal tune will help the people to get a tribal image... So. So.... িনেজেক সাজাও নতু ন সােজ.... This jingle conveys a massage that we are inspired to make a brand like ‘Pahariya’..... 1... পাহািড়য়া.. তাই েতা পােশ আিছ আমরা পাহািড়য়া.... Differentiation via “Attribute”: Everything has a unique characteristic and that thing is remembered for that characteristic...... 16 .. Positioning through Differentiation Right now in Bangladesh there are thousands of boutique shops.এস েতামরা িনেজেক রাঙাও নতু ন রেঙ. That attribute differentiate the product from others........ “Pahariya”........ we are here to present another side of Bangladeshi culture which is still not explored solely by anyone and start a new trend of tradition and fashion......our retail outlet is under the category of boutique shop... The words of the jingle reflect that our retail outlet is about the tribal products and we are with the tribal people. It also says. To cope up with the situation on new era we have followed some differentiation strategies to distinguish ourselves..... পাহািড়য়া. it’s worthy to mention that if we don’t differentiate ourselves from competitors then there is a cent percent possibility that we will be lost among the thousands of brands...... This jingle is a perfect reflection of our theme.. we hope that it will be a memorable and meaningful jingle to the target audience helpful for advertising...
3.Here. It is more that getting benefit. This unique characteristic of us will definitely help us to conquer consumer minds. These specialized weavers will definitely provide us a point to differentiate ourselves. Our fabrics and other products are made by those weavers who are generation by generation specialized in making those products. They have kind of emotional attachment with the customer and customers are more loyal to them who have given them the first opportunity to make the choice. Differentiation via “Specialization”: Consumer wants something which has unique feature. Differentiation via “Being First”: The inventor of an idea is always remembered. An organization may be big. but the organization must give consumer a reason to buy the product. 4. 17 . Differentiation via “Heritage”: The origin of the product has a significant effect on consumer’s mind. There can be outlets which display tribal product but not in a branded way which are going to do. our point of differentiation is generation of many tribal products under one roof. 2. We are the first who is giving customers the opportunity to explore an outlet which exhibits a huge variety of products made by various tribal people. Because the origin of the product may have some specialty.
we don’t have any competitor right at the moment. Finding the ‘Crenue’: After exploring the market. In the market of boutique shop we are entering with our differentiation strategy. To position ourselves in this competitive market it was necessary for us to find a “crenue” of boutique industry. But as we know till now there is no such retail outlet which displays the product of different tribal combined. As we are the first one who is branding tribal so. We would like to bring and re-tie the ancient tribal cultures in new shape which was already in customer’s choice. which nobody has done yet. Different culture and way of living of tribal are already in human mind and their behavioral analysis says they are fond of the tribal cloths and accessories. we can be the leader in this particular field and ultimately we could fill-up the “crenue”. Positioning statement of “Pahariya” would be – ‘we are the first’ 18 .In our retail outlet we are bringing out the tribal culture and heritage. we have found the “crenue” which means “hole” that. Our intention is to present the tribal culture and heritage to the modern urban people. there is no particular market in the country which concentrates on the product of tribal of all area.
that common thread is simple – they understand the delicate art of appealing to the consumer’s senses. If one can do then chances substantially increase of leaving a strong. Well. sound. a fluttering butterfly. it has everything to do with appearance. Most businesses make the mistake of attempting to associate their product with only one of the five senses. Sight represents the simplest sense to understand for good reason. In an effort to strengthen your business’s foothold on the branding battleground. 1. so we consider these traits wisely. touch. but as brands like Google. taste. There will be a look of tribal heritage in the interior design. it warrants a similar strategy. GE. smell. be it an autumn sunset. These five senses are sight. we recall those with whom we connect on more than one level the fastest. positive influence on the mind of your target consumers. 19 . So it is important to pick strong designs to represent brand from the logo down to office layout. It is very important to focus on everything visible. and Coca-Cola reveal.Brand Sense People often speculate as to what makes the top tier brands so strong. Sight: We are creatures naturally drawn to attractive things. We want the consumer to remember our brand fondly.
2. It gives the outlet a look of tribal culture. • In the outlet people will visualize the selected colors of us everywhere from the wall to logo to the vouchers. • The colorful pictures of tribal people hanging in the wall will give them idea about each tribal culture and heritage.• The whole outlet will be decorated with bamboo and bamboo made partitions as it is seen that bamboo is a very significant element of tribal houses. like 21 . Sound: Sounds are powerful. • There will be a soft yellowish light will make the customer feel that will bring peace in consumers’ mind. Audible brands push us in directions that we unconsciously follow. Lighting will definitely give them flexibility to see their fabrics intensely. So consumer will get a soothing environment for shopping. They tap into something primal within us. The association of a sound with your brand represents one of the best ways to capture the attention of your target audience.
3. but enjoyable fragrance for meetings or even for your employees. Taste: Among five brand sense taste works when we eat something. Color office with a unique. It surprisingly and quickly creates an aura of positively at the office. Tribal people made their food in a bit different way than us which will have special smell. Smell: Unless one is in the food industry. 22 . Brand can still use aromas to its benefit. • There will be a rooftop cafe along with our retail outlet which will sell the tribal foods. • We have a plan to spray an air freshener everywhere in the shop so that consumers can feel that special fragrance just after entering the shop and have it everywhere in the shop.• Most of the consumers like soft music when shopping. smells are probably the last concern on list. As ours is a retail outlet where consumer will get tribal product so there will be soft flute tune which will give the customer a different feeling. This taste is also beneficial for a brand. 4.
it is about emotional connection. texture. So.• We “Pahariya” represent the heritage of tribal people in front of modern society. The taste of those foods will seem uncommon to them. and material. If one’s brand lacks a similar interactive element – something that the consumer can touch or feel – then you already stand to lose a great deal of business. touch is very important here. 23 . 5. A recent study out of MIT found that when individuals came into physical contact with certain objects that varied by quality. • Ours is retail outlet for cloth. Touch: Touching a brand is about more than being able to hold a product in the palm of your hand. they were left with feelings of deep emotional resonance. Before purchasing the product people will definitely touch the fabric and try to feel its texture. Same goes for ornaments and accessories. So we try to make consumer not only feel the nature of our heritage also taste of those traditional food which are very famous for tribes.
Create and Raise. We would focus on non customers to create a new net work and to create this net work we have to make value cost trade off. The frame work of reduce and eliminate will help us to reduce the cost and the remaining two create and raise the value. Blue Ocean focuses on non-customers. Blue Ocean in terms of Pahariya: Our business supports Blue Ocean system of Business Universe because. there is four actions frame work.Reduce Eliminate. To create value innovation. Consequently. competition becomes irrelevant. Blue Ocean creates and captures a new trade off which is called value cost trade off. our business includes a new idea. Those actions are. Four Actions Frame Work of Pahariya: Eliminate: Renown designer Reduce: Expensive materials Number of sales person 24 .Blue Ocean Blue Ocean is such a business where everything is unknown. Blue Ocean contains new markets and new demands for which we don’t have any competitors over there.
customers will express their choice that. And another objective is to reduce the number of sales persons.Use of expensive materials and number of sales person. Since we bring the cloth’s materials directly from the tribal peoples. We have not kept any experienced designer for the customers at the beginning that would help us to reduce our production cost further. In PAHARIYA. we are optimistic that.Theme of tribal product and food. For 25 .customized marketing. what type of materials they would prefer for making cloths and we would try to provide according to their desire. We would also arrange monthly cultural program with tribal people that would provide extra pastime for the customers. Raise. which will definitely reduce our cost. A brand is successful if it gets higher brand equity with the response of customers towards that brand from knowing it as awareness to become loyal. We are not using renowned designer but we will give opportunity for new designer & new talent who will help in customizing product. our cost of production will be more economical. Create. Eliminate. In this case. we have set a food court where we keep traditional foods and these foods will be sold out to the general customers. Leveraging through Secondary Brand Association Brands can also be associated or linked to other entities that have their own association which is known as ‘Secondary Brand Associations’. So. the price will also be lower.Raise: Customized marketing Create: Tribal products Tribal cultural program Reduce.Well known designer.
pulling up the existing equity or creating new. This is also a source to create association to those events for leveraging the overall brand name. For location our prior preference goes to Gulshan. For that we are planning to associate our brand to the renowned models of this age. Our main choices are Joya Ahsan and Chanchol Chowdhury who are the popular figures in Bangladesh and have create a special place in peoples mine by their versatile acting ability. our location can also be thought of as a leveraging tool. So. If the associated entities for any brand are considered then the appropriate associations can be signified: • Main objective of Pahariya is to attract the young generation as well as the middle aged people towards the traditional things. • This retailed shop is different for its arrangement of recreation space on its first floor with a place for sponsoring or organizing events like tribal cultural programs of different institutes monthly. • The location of our retail outlet will also help to leverage the brand. the secondary brand associations can be thought with some entities that will leverage its equity from awareness to a higher level by being more highlighted to its target market and go to the next level of branding. 26 . which is perceived as an aristocratic and sophisticated area of Dhaka City. For a retailed outlet like “Pahariya”. brand uses secondary brand associations as a leveraging tool.
It is now going beyond all this things. smell. Here. If we got the opportunity to proceed on by our planned way then in future this retail outlet will come out as successful brand. for which it can be considered to link up with special segment of celebrity as endorsers too in leveraging the brand process to customers in this category and their aficionado. This is the reason of explaining Pahariya the brand of associating with attribute “Designed for designers. who like to think and bring varieties in life style. Very soon branding will be known as Holistic Selling Proposition (HSP).sight. in this report we have tried to reflect on this notion of branding. Conclusion In today’s world the word branding is not confined in name logo or even the benefits. This is to enjoy newer colorful and varieties of lives. performer Shamim-Ara-Nipa etc. We tried to create some values for consumer and to define our point of difference. sound. touch. This means it will have to cover all the sides of marketing. People with aesthetic minds and experimental thinking are attracted who like to play with colors. In celebrity to specify the type to convince about this brand would be sculptor Priobhasiny.the artists”. We tried to come out with new idea regarding branding a retail outlet. Bibliography 27 . taste. It is also not emotional bondage with customer only or giving power to customers.Our target is people with belief in leading versatile lives. In other words it would be playing with five senses of human being.
com www.yahoo. www.com www.com www.com National Museum in BANGLADESH.google images. 28 .yahoo images.google.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.