Professional Documents
Culture Documents
SADAKALO
Husna Ara
Lecturer, Department of Business Administration
East West University, Bangladesh
Mohakhali, Dhaka.
Submitted by:
Syed Md. Fakruuddin Millath
ID# 2011-2-10-195
Rashed Chowdhury
ID# 2011-2-10-196
Nahian Bahar
ID# 2011-2-10-193
Abir Mahmud
ID# 2011-2-10-186
Date of Submission:
1
SADAKALO
SADAKALO
ID#2011-2-10-193
Acknowledgement:
For making the term paper we visited some outlets and also the head office of Sadakalo
to collect some important information. Thats why we had to relay and communicate with
some of employees of Sadakalo. By their help we got some rare and important
information which was so important for our term paper. The persons we interact with
them list is shown below:
Name
Designation
Salesman
Head office
Bashundhara City
Yasmin Ara
Salesman
Branch
Uttara Branch
Sharmin Akhter
Salesman
Dhanmondi Branch
Branch Manager
Bashundhara City
Business Analysis
Branch
Head Office, Nikaton,
Razia Sultana
Muntasir Mamun
Gulshan 1.
Without their co-operation it would be really so hard to complete the term paper and we
are so grateful to them. Because they were very helpful, polite and generous with us to
provide their information, those were possible to them.
We also thankful to Rafiul Alam, Imran Rahman Sohad, Istiaq Uddin , Sourav Das
student of East West University who helped us to collect information about Sadakalo.
SADAKALO
CONTENTS
TITLE PAGE....................................................................................................... 1
LETTER OF TRANSMITTAL...................................................................................2
ACKNOWLEDGEMENTS........................................................................................ 3
TABLE OF CONTENTS.......................................................................................... 4
EXCLUSIVE SUMMARY........................................................................................ 5
1 INTRODUCTION........................................................................................... 6-7
1.1. BACKGROUND OF THE STUDY.......................................................................6
1.2. OBJECTIVES OF THE STUDY..........................................................................6
1.3. DATA COLLCETION METHOD..........................................................................7
1.4. LIMITATION OF THE STUDY............................................................................7
2. REPORT FINDINGS, ANALYSIS, DISCUSSION......................................................7-27
2.1. THEORETICAL
FUNDATIONS
.........................................................................7
COMPANY NAME......................................................................................9
2.2.B.
LOCATION.............................................................................................. 9-10
2.2.C.
FOUNDERS............................................................................................ 10
2.2.D.
HISTORY............................................................................................... 10
2.2.E
LOGO................................................................................................... 11
2.2.F
VISION................................................................................................. 11
2.2.G
MISSION............................................................................................... 11
2.2.H.
OBJECTIVES......................................................................................... 11
MARKET DESCRIPTION
........................................................................12
2.3.B.
MARKET GROWTH.................................................................................12
2.3.C.
INDUSTRY ANALYSIS..............................................................................13
PRODUCT PROFILE..............................................................................13-22
2.4.B.
PRICING STRATEGY............................................................................22
2.4.C.
DISTRIBUTION....................................................................................23-25
2.4.D
PROMOTIONAL TOOLS.........................................................................25-27
SADAKALO
Executive Summery:
At present fashion house market has a good market-growth in Bangladesh .
SADAKALO is one of the leading fashion houses in the fashion house industry.
Sadakalo, one of the well known fashion houses of our country was established in 2002
jointly by Tahsina Sahin and Azharul Haque. The brand use traditional and cultural
concept to design their products by two colors. They segment their market in scientific
way and do differentiation and positioning by artistic way. They provide all shorts of
family product including parents to kids to couples. They are providing quality products
with a reasonable price. Their mission and vision is to uphold our culture and tradition
along with getting international recognition. They already have nine showrooms in
Bangladesh and one in USA. Their target is to set up more outlets through out the world
because they want to introduce Bengali culture allover the world. Their main theme is to
satisfy consumer through their quality products.
SADAKALO
1. Introduction:
1.1. Background of the study:
We are the student of BBA program in EWU, as a part of classroom teaching of course
Principle of Marketing, sec-9, have been highly encouraged to prepare a term paper on
the topic An Overall Situation Analysis of the Fashion Houses in Bangladesh: A Study
on Sadakalo.
SADAKALO
A. Primary Method:
We went to various outlets of SADAKALO and gathered much information from the
salesman, branch manager, and business analysis. We also surveyed the consumers.
B. Secondary Method:
We got all the secondary data via internet .Such as, official website and social networking
service (Facebook).On their facebook page, there was few basic important information
about them which helped us to complete this turn paper.
SADAKALO
BCG Matrix:
The BCG Growth-Share Matrix is a portfolio planning model developed by Bruce
Henderson of the Boston Consulting Group in the early 1970's. It is based on the
observation that a company's business units can be classified into four categories based
on combinations of market growth and market share relative to the largest competitor,
hence the name "growth-share". Market growth serves as a proxy for industry
attractiveness, and relative market share serves as a proxy for competitive advantage. The
growth-share matrix thus maps the business unit positions within these two important
determinants of profitability.
Market Segmentation:
A market segment is a sub-set of a market made up of people or organizations with one
or more characteristics that cause them to demand similar product and/or services based
on qualities of those products such as price or function.
Target Marketing:
A target market is a group of customers that the business has decided to aim its
marketing efforts and ultimately its merchandise.
Positioning:
Positioning has come to mean the process by which marketers try to create an image or
identity in the minds of their target market for its product, brand, or organization.
SADAKALO
Promotion:
Promotion is one of the four elements of marketing mix (product, price, promotion,
place). It is the communication link between sellers and buyers for the purpose of
influencing, informing, or persuading a potential buyer's purchasing decision.
Media Vehicle:
Deciding to include advertising in the communication mix process is a relatively easy
decision compared to deciding which media and media vehicle (for example which
magazine or which cancel on TV, etc.)
B) Location:
The industry of Sadakalo is situated at House#62, Road#03, Block#B, Niketon,
Gulshan-1, Dhaka, 1212, Dhaka, Bangladesh. Their head office also located there. They
have ten showrooms on and outside of the country. The location of their showrooms is
shown blow1. Dhanmondi Branch
351 Rifels Square, 3rd floor, road-2, Dhanmondi, Dhaka.
2. Baily Road Branch 1
2 Proparty Arcade, Baily Road, Dhaka
3. Baily Road Branch 2
5-6 Navana Baily Star, Baily Road, Dhaka
SADAKALO
4. Banani Branch
House-26, Road-11, Blook- d, Banani, Dhaka
5. Gulshan Branch
Gulshan Pink City, Glshan 2, Dhaka
6. Bashundara Branch
Label 1, Block-D, SHOP 68-69, Bashundarta City Shopping Mall, Dhaka.
7. Uttara Branch
H-9, Sec.-7, Sonargong Janapath, Uttara, Dhaka.
8.Dashi-Dosh Branch 1
Label 7, Block A, Shop 98, Bashundara City Mall, Dhaka
9.Dashi-Dosh Branch 2
Afmi Plaza, 1/A Baizid Mustami Road, Panchish, Chitagonj
10. New York Branch
37-38 73 Street Jacson ,Heights NY 11372, New York, USA
C) Founder:
The Founders of Sadakalo are Tahsina Sahin and Azharul Haque. Now Tahsina Sahin is
the chairman and Azharul Haque is the CEO of Sadakalo.
D) History:
Sadakalo a renowned fashion house started their journey in 2002 by opening a showroom
at Rifles Square, Dhanmondi, Dhaka. Tahsina Sahin the founder of Sadakalo who was a
student of Institute of Fine Arts of Dhaka University along with Azharul Haque thought
to introduce our culture and serve the people who are so conscious about our Bengali
culture, and through this thought they established Sadakalo. Now Sadakalo is providing
quality products along with good service. Sadakalo has become a renowned and famous
brand of our country.
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SADAKALO
E. Logo:
A logo is a graphic mark commonly used by commercial enterprises , organizations to aid
& promote instant public recognition like other organizations yellow has a distinct
logs.that is given bellow-
F. Vision:
Their vision is to get international recognition and be the leading fashion house of
Bangladesh.
G. Mission:
Their mission is to get world wide recognition by delivering quality products and setting
out outlets world wide to introduce Bengali tradition.
H. Objectives:
To fulfill the vision and mission they are focusing on: High quality product.
Reasonable price.
More outlets for making products highly available.
Offering exact size of cloths for satisfying consumers expectation.
Providing superior customer value to capture the market.
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SADAKALO
a) Market Description:
Sadakalo which primarily focused on the market of cultural and traditional
fashion, based on family and couples .They also offer complete home accessories.
b) Market growth:
There is an increase in the demand for a particular product or service over time.
Market growth can be slow if consumers do not adopt a high demand or rapid if
consumers find the product or service useful for the price level. For example, a new
technology might only be marketable to a small set of consumers, but as the price of
the technology decreases and its usefulness in every day life increases, more
consumers could increase demand. The increase in size or sales observed within a
given consumer group over a specified time frame. When the management of a
business is reviewing the success of a product, it needs to deduct the overall market
growth rate from the observed product sales growth. About Sdakalo their overall
market growth is going well as they are having a high sale in Sharies,Kamij and
Panjabies. In term of accessories, these kinds of market demand are increasing day by
day.
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SADAKALO
c) Industry Analysis:
Industry analysis is a type of investment research that begins by focusing on the status of
an industry or an industrial sector. its includes the following method named after Michael
E. Porter, this model identifies and analyzes 5 competitive forces that shape every
industry, and helps determine an industry's weaknesses and strengths.
1. Competition in the industry.
2. Potential of new entrants into industry.
3. Power of suppliers.
4. Power of customers.
5. Threat of substitute products.
Sadakalo mainly focuses on traditional and cultural dresses to differentiate their brand
from their competitors. Their theme to serve families and couples has helped them to
increase their sells of products well, comparing to others brands like Anjons, K-kraft,
Rong ,Nipon, Deshal,Banglar Mela, and others. Match up to the adobes brands
Sadakalo;s Panjabirs and Kamij sells well. On the other hand some product like
accessories does not have a good sale.
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SADAKALO
4) Their products are totally family oriented.
5) They set their products price considering middle class and higher middle class
people.
6) Offers family oriented and couple based products.
Variety:
There are some verities of their products such as cloths for men, women and kids, also
fashion accessories and books. Varieties of different of different products are shown
below:-
Men:
Proverb goes your clothing reflects your personality. Keeping that
in their mind SADAKALO is exactly doing it for men.
For men their products and it's price are given in the next page:
Product name
Product price
Panjabi
650-10000
Fotua
650-2600
Kurta
850-2600
Shirt
550-1850
T-shirt
250-350
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SADAKALO
Woman:
For stylish, intelligent and confident women SADAKALO is
providing quality products .They provide traditional and classic
dresses to the woman which is suitable for work, social activities and
parties. For women their products and it's price are given below:
Product name
Product price
Shari
900-12000
Fotua
650-1550
Tops
1000-6000
Kamij
1000-6000
Kids:
SADAKALO offers every kind of products which are made for men and
women.
Quality:
Asking about their product quality they say that their product quality is good by which
they can satisfy customer desires .Sadakalos perception about their product is shown
below by a chart:-
Design:
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SADAKALO
They follow the traditional design for their products, and by this they want to uphold the
Bengali culture and tradition all over the world. They provide different style by the
designing of their products on different occasions and season.
Features:
Sadakalo always provides different features for their customers, like they provide a whole
range of products service for an individual family, starts with parents to kids to husband
and wife. They say if a product is made by them for a father or mother, the same product
is also available for their kids. Along with these they provide different themes in their
products based on verity of traditional or cultural occasion .Their products suits of all
ages and classes of people.
Packaging:
Packaging the products is one of the most effective way to attract customer. Sadakalo
follows some significant strategy to package their products.
Sadakalo uses two types of packs, one is poly bag and the other is hard paper made
shopping bag .The poly bag they use for product safety and the shopping bag for
customers carrying comfort ability .They use their logo, address of their outlets and some
innovative designs on their shopping bags.
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SADAKALO
STAR
High
Market
Panjabi
Kamij
Shari
QUESTION MARK
Shirts
Tops
CASH COW
Growth
DOG
Rate
Low
Fotua
T-Shirt
Kurta
Accessories
High
Relative Market
Share
a) Star:
Stars are high-growth and high-share products. Sadakalo offers high market-growth
products- Panjabi, Kamij, Shari, and they have a high market-share. So Panjabi,
Kamij, and Shari are in the Star position. They need heavy investments to finance
their market rapid growth.
b) Cash Cow:
Cash cows are low-growth, high-share products. Fotua, Kurtra have low-growth rate
but a high market share, so they are in cash cow position. These established and
successful products need less investment to hold their market share.
c) Question Mark:
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SADAKALO
Question marks are low-share units but high-growth markets. Though Tops and
Shirts have a high growth rate, Sadakalo has a low share market. They require a lot of
cash to hold their share, let alone increase. So the managements have to think about
which question marks it should try to build into starts.
d) Dogs:
Dogs are low-growth and low-share market products. Sadakalos T-Shirt and
Accessories have low- share market , these products market-growth also low. They
may generate enough cash to maintain themselves but do not promise to be large
sources of cash.
STP :
S T P
Market Segmentation
Positioning
Target Marketing
Market Segmentation:
Sadakalo does their marketing segmentation and target marketing by using scientific
formulas. On the other hand they do positioning and differentiation in an artistic way.
Sadakalo has specific marketing segmentation strategies for segmenting the consumers
market and that is given below:
Demographic Segmentation
Psychological Segmentation
Behavioral Segmentation
Demographic Segmentation:
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SADAKALO
Sadakalo is segmenting their market by using four tools of demographic
segmentation Age, Gender, Family life cycle and Occupation.
a) Age and life cycle :
Sadakalo offer their products for all ages people.
b) Gender :
Sadakalo also segments their target market based on gender. They offer
their products for male, female and kids.
d) Occupation :
Sadakalo segments their market on the basis of occupation. They offer
their Casual product for students.
Psychographic Segmentation
Sadakalo also segments their market by using two tools of psychographic
segmentation.
a)Social Class :
Sadakalos most important tool for segmenting the target market is social class.
They consider middle and higher middle class people as their ultimate customer.
b)Personality :
Sadakalo designs their products such a way, so that different types of people,
having different personality can purchase their product. For example ,Sadakalo
provides their products by based on white and black colour and tradition.
Behavioral Segmentation :
Sadakalo also use some tools of behavioral segmentation for segmenting their
market.
a) Occasions:
Occasions is also a most important tool for segmentation the target
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SADAKALO
market. Sadakalo focuses on some occasion more precisely in Eid-UlFiter, Pahela Baishak, 21st February.
b) User Statues:
Though Sadakalo has a good position in fashion industry, they want to
capture more market by providing the standard products.
Target Marketing:
Sadakalo follows differentiated (segmented marketing) marketing strategy as their
target marketing strategy. Sadakalo targets several segmentations and offers products to
each and individual segments at a time accounting to customers needs and wants. For
example , Sadakalo segments their market by using occasion, gender, social class at a
time and offers Panjabi, Fotua, Kurta for those segments.
*Product Differentiation:
Sadakalo differentiates their product by following ways
Style Differentiation :
They always offer different style through their product.
Design Differentiation:
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SADAKALO
Sadakalos product design is very attractive to look. It changes their product according to
the customers want.
Reliability Differentiation:
Now a days Sadakalo becomes reliable among the customers as a brand.
Durability Differentiation:
Comparing with the other brand Sadakalo product is durable. Consumer can use their
product for a long time.
*Personal Differentiation:
To provide superior customer value, Sadakalos all employers and sales man are trained
up and having much responsiveness.
*Image Differentiation:
Sadakalos name and logo spread their fame and reputation. They use their logo to get a
good position and soft-corner among the consumer mind.
B) Pricing strategy:
Sadakalo always follows two things to set their product price and they are:
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SADAKALO
1. Cost consideration;
2. Customer perception.
They set their product price first thinking of production cost and then add a perfect
amount of profit to make the price of their product reasonable to their customers .Their
product price changes over time. When their production cost increases their product price
increases and when their production price decreases their product price decreases also.
We can easily get a clear assumption about their products price by comparing their price
with their competitors .We can see the comparison of the products price through the chart
given below:
Products
Brand
Name
Panjabi
Fotua
Kurta
Shirt
Shari
Sadakalo
650-1000
650-2600
850-2600
550-1800
900-1200
Kay-kraft
850-65000
750-1450
Banglar Mela
450-2650
450-2300
450-5000
Anjon's
750-4000
1000-30000
Nipun
695-3315
395-1295
485-1495
525-825
795-4995
Kamij
1000-6000
1295-7000
850-5500
1500-9000
1295-3495
M
E
Tops
1000-6000
1500-12000
N
K
Fotua
650-1550
450-2000
550-1200
kids Products
250-3000
350-3000
M
E
N
I
D
C) Distribution :
*Distribution Channels:
Distribution of products, a complete process involves decisions about transportation,
storage and store selection. To distribute products organisation use different marketing
channels. Sadakalo is using two marketing channels, one for consumer products and
another for industrial products.
Consumer Products:
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SADAKALO
The channel Producer to Showroom to Customer is used by Sadakalo for consumer a
product is shown below by a flow chart.
Producer
Showroom
Outlets
Customer
Industrial Products:
Sadakalo collect industrial products by using producer to industrial user
channel. This channel is commonly used for industrial product. The
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SADAKALO
Producer
Industrial
User
By comparing the products price of Sadakalo and its competitors we can say Sadakalo is
offering their products in a reasonable price.
Exporting Issue:
Sadakalo is a well known brand in Bangladesh, and their aim is to get international
recognition; thats why they have a plan to export their product in different countries.
According this they have already two outlets at New work in USA. They export their
products at New York in USA thought their showrooms commercially. They are earning a
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SADAKALO
good profit by exporting their product. Now they are going to open more new outlets in
USA, Canada, UK, India, and in some other countries .Thats why exporting of product is
important for them.
D) Promotion:
*Promotional tools:A companys promotional tools consists of the specific blend of advertising ,public
relations ,personal selling ,sales promotion direct marketing tools that the company uses
to create values and build or maintain a profitable relationship with customers, Sadakalo
uses advertising and public relations tools in their promotional mix.
Advertising:Advertising is the first and most important tool of promotional mix .It helps to get
the strong position over customers mind and makes everyone aware of the product.
Sadakalo uses newspaper and magazine for advertising their product.
Public relation:To build a good relationship with the various publics of Sadakalo takes some
strategy, like obtaining favorable publicity, build up a good corporate image and hand
on head off unfavorable rumors, stories and events.
Media Vehicle:As a establish brand of butic house industry Sadakalo uses different media
vehicles according to their promotional budget and organizational position
.Newspaper vehicle
Sadakalo .
Massage of the Each Tool:Sadakalo always offers their products based on family and couples. They say they
want to serve the whole family, thats why they always design and provide their
products in a complete family range and category. Their target is to provide every
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SADAKALO
persons of an individual family, starts with parents, to husband and wife and kids.
Advertising through news paper and magazine, they try to inform the customer about
their new designed product and their features.
No discount:Sadakalo does not give any kind of sales promotion but the Business Analyzer of
Sadakalo mentioned that, they are going to provide some sales promotion on
upcoming occasions.
Effect on sales:As Sadakalo uses different types of promotional tools, there is a positive impact
over their sales .Their opinion about the effects is expressed below in a chart:
Strongly
Disagree
Neutral
Agree
Strongly
Disagree
Agree
ADV.
PS
PR
DM
Advertising is the most important promotional tool Sadakalo and it has a large impact
over their sales .As they achieved a large impact over sales, so they are going to use more
media vehicles like TV, radio, internet etc. By providing public relation they also got
some good amount of increase of sales.
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SADAKALO
Strength
Weakness
members.
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SADAKALO
Opportunity
Threats
1) Possibility of capturing
international market.
fashion houses.
2) Effective positioning.
2) Entry of international
brands.
3)
Increasing
demand
products.
for
butik
3) Effect of western culture.
SWOT Analysis
3. Conclusion:
Sadakalo is in the fashion house industry for the last nine years. In their whole journey,
they have passed a lot of experiences. If we observe their whole journey, then we can
define their achievement and lackage .They are now in a good position and as a well
known brand in market. Fulfilling their prime target to get international recognition they
have already set outlet in abroad. But still they are far from their mission and vision, but
if they go like present situation, they will be able to achieve their goal.
4. Recommendation:
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SADAKALO
Though every organisation wants to develop their position and tries to
distinct their organisation, they have some lacks or incompetence of idea
and steps. Sadakalo also has some lacks which needs some
recommendations:
* Sadakalo sets the price of their products thinking of the middle class,
and higher middle class people but they should also follow the other
classes of people.
* They only follow traditional culture but they should follow other
cultures.
* They do not provide any sales promotion. They should provide it.
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