Executive Summary

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 dont 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.

Objective of Study
Primary objective is to brand a retail outlet. While branding a retail outlet we have come to know before selecting any brand name, logo, jingle what are the things to consider and hoe to differentiate a brand among the thousands of remaining brand in the market.

Methodology
For making the report we have collected secondary information from internet. We also went to National Museum for collecting information about tribal people of our country.

Introduction
Generally brand is a name, sign, symbol etc to distinguish one sellers product from another. In day before yesterday brand was simply like that. Yesterday it was a bundle of benefits delivered by products or services to consumers. But today brand is more than a name, sign etc. Today it is an experience that real people enjoy everyday and it has a name and personality which fits with person. Combining with the previous brand identity and utility now the present way of branding is to experience and express own identity.

Now companies or marketers are focusing on the latest concept of branding, which is holistic selling proposition (HSP). It focuses on sensory branding. This proposition is based on five basic senses. 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. In our branding of this retail outlet we have given importance on holistic selling proposition (HSP) the new approach of branding. By focusing on sensual branding, emotional attachments, experiencing and expressing own identity along with brand identity and brand utility we have branded our tribal culture based retail outlet.

Rationale for Product Selection

Throughout this report a place will be branded. The retail outlet will display the product made by tribal people all over the country. Tribal products like- cloths, dresses, accessories, household accessories will be kept in the store. There will also be arrangements for tribal food and cultural program. The following aspects have influenced us to go for BIRISIRI
First one to do so- There are many boutique shops stretched all over in Dhaka but none of

them have focused on Tribal product thoroughly. We will be the first retail outlet to introduce variety products of 7 different types of Tribal group such as -Chakma, Marma, Monipuri, Santal, Khashiya, Garo, and Tripura under a single roof.

Changing dressing style- Now-a-days people are more interested in wearing trendy

traditional dresses. People are really eager to dress up with material of our own country, popularity of boutique shops like Aarong, Banglar Mela, Deshal, etc. are evidence of it. So, keeping that in mind we are interested to open a new door of trend which represents the tradition of tribal people of this country.

 Uplifting the Tribal- It is all known to us that tribal people are still backward both

economically and socially. 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. 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. We want to make our consumer realize that tribal dresses or accessories are not for tribal people only; it certainly has the ability to make them gorgeous as well. Our fusion theme will also them an idea that how they can get a modern look using a traditional tribal fabric.

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, food together is not a unique idea in todays market. But a retail outlet concentrating fully on tribal, 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. Originality: The product of the outlet will be directly brought from the tribal weavers and they will be in a way traditionally they are.
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Customization: Customers can have their fabrics in a way they want it to be. There will a tribal weaver who will directly take the orders from customers.

Weakness
Vulnerable to Producer: Product of our retail outlet will directly be brought from the tribal weavers. So, any disruption like- problem with the weavers, strike may lead to devastating consequence.

Sales Person: As a new outlet most of the sales person would be new and inexperience. Any time they might show inefficiency. 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.

Opportunity
Competitive Advantage: Tribal retail outlet is a new idea for market at this moment. So, initially there will no interruptions of any direct competitors. Again, customization option will also serve as a competitive advantage. Scope of Expansion: For this retail outlet there is a complete opportunity for expanding the market. We can expand the market by adding international traditional dresses and also by increasing product category for example including shoes. Local Events: Bangladesh is nation of various festivals. Now a day it has become a trend for the people to buy new dresses for any and every occasions. Thus, these festivals will give us the opportunity to have special arrangements.

Threats

Competitors: In the market there are thousands of boutique shops who offer variety of clothing. As a retail outlet of cloths they will be our competitors. Political Unrest: The political situation of Bangladesh is getting worse. This will definitely have a bad effect on us. Economic Condition: As it is known already that the economic condition of most Bangladeshi people is not impressive. So, this poor condition might make us suffer.

Target Market Analysis

Segmentation
Dividing a market into smaller groups with distinct needs, characteristics, behaviors who might require separate products or marketing service- is termed as marketing segmentation. A market can be segmented by different variables. Such as- Demographic, Psychographic, Behavioral and Geographic. 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, male and also kids

Psychographic Segmentation: Social class Lifestyle Personality Behavioral Segmentation:

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Middle class and Upper class of the society People who believe in dynamic life-style People who are aesthetic minded

Occasion

Main occasions that would be offered by Pahariya to display special collections: Adibashi Week Eid Puja Baishakhi Uttsab

User Status

New year etc. Socially recognized, mid earner, icons etc.

Targeting
A target market consists of a set of buyers who share common needs or characteristics that the company decides to serve. Market Targeting can be carried out at several different levels. Pahariya is for those who are Middle class & upper class. Aesthetic minded. Color lovers.

We have recognized that trying to satisfy the whole market is not a very profitable idea. That is the market segmentation has been done. Again, trying to satisfy the whole market with one product is even a worse idea. So, Pahariya is going to introduce more varieties of tribal products from various tribal group including cloths, ornaments and household accessories. In marketing term this is known as differentiated marketing.

Brand Elements

Brand Name: Pahariya Color: Green, Reddish Orange and Yellow

Logo:

Slogan: Jingle:

, ..... ..... ................

Packaging:

Two types: 1. Regular packaging 2. Premium packaging

Mix and Match Our Brand Elements with Six Criteria:

Criteria Name Pahariya Color Green, Reddish Orange & Yellow

Brand Elements Logo Slogan Notun Ronge, Notun Dhonge Jingle Packaging Regular and Premium

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Memorability Meaningfulness Likeability Transferability Adaptability Protectability

Brand Name - Pahariya : Brand Name is the most important element of branding. First impression can be created by choosing effective brand name. We have chosen our brand name Pahariya. The reason behind this name is as follows Ours is a retail outlet of tribal cloths, ornaments and accessories. The name Pahariya can

be easily recognized and recalled by the people of our country. As the name has come out from the Bangla word Pahar which means hill. Most of the tribal live in the hilly areas of the country. Thus, the name gives the consumer the flexibility to relate our brand Pahariya with the tribal theme of us.

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 This name is a descriptive name as from this name consumer will come to know about the general description of our product category. Because our retail outlet contains products of tribal who are well known inhabitant of hill tracks. 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. We have legally registered this name so that the protection is ensured.

Color Green, Reddish Orange & Yellow: In our brand name, logo, Interior design of our outlet we have used three basic colors that expresses our brand attributes.
As we have identified that tribal people loves to wear colorful bright dresses and Reddish is

very common color of their fabrics. Keeping that thing in mind we have a plan to use that Reddish color in our logo, official papers, website and even in the interior of the retail outlet. These colors are so bright and common that these can be eye-catching. Thats why these colors would meaningful and likeable to the consumers. These colors are also transferable as these are adoptable and likeable to the people across the country boundary. We have chosen these three colors especially because in tribal dresses these colors are being mainly used. And also we selected these colors because of these colors attributes that suits our brand. Like:
Green: Represents freshness and soothing.

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.

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 Reddish Orange:

Red represents enthusiasm and excitement. Orange represents

cheerfulness and warmness.

Bright colorful fabrics will make our consumer feel enthusiastic and positive towards life and the new texture makes cheerful.

Yellow: Represents creativity and motivation.

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.

The soothing and charming accessories of tribal motivate consumers to buy those.

Logo: Brand logo is something that expresses specially a graphical aspect or iconic symbol that represents a company, product or service. Logo conveys an image of a brand. Our logo is Text logo with attractive and meaningful colors and unique typography. So it would be able to attract the consumers. And they will recognize and like the logo.

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 This logo is a simple text logo so that we can easily change this overtime if needed. And our logo is being protected as it is being legally registered. Slogan - : The slogan is something that boosts up, motivates, aware consumers about the brand. The main purpose of slogan is creating awareness in the mind of consumer and to introduce the brand.
Our slogan expresses that this brand will bring out a new colorful era of trends. Our slogan

will inspire people to have a new look and to find the new meaning of colors. So it is memorable, meaningful & likable. 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. It is also adoptable because we will be able to update this depending on the changing market condition and the personality of people. 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, warehousing, logistics, sales and end use. As we are branding retail outlet so, 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. For Pahariya we have thought of two types of packaging to present it in a different pattern.
a)

Regular Packaging: The normal paper packets that every retail outlet

provides, but of course with a new looks. The packet will be festooned with the watermark of the picture of tribal culture along with our logo.

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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. This premium packaging will definitely help us to differentiate ourselves. The consumer will have the freedom to choose which packet they want. However a point to note is that the consumers will have to pay some premium to get this special packet.
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. They are the extended musical slogan. Jingles are memorable tune with lyric broadcast used in radio and television commercials, which are intended to convey and advertising slogan. For Pahariya we have made a jingle which is-

,
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 ..... ..... ................ .................. ..................

This jingle is a perfect reflection of our theme. 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, 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. This jingle conveys a massage that we are inspired to make a brand like Pahariya. Its beautiful composition with a tribal tune will help the people to get a tribal image. So, we hope that it will be a memorable and meaningful jingle to the target audience helpful for advertising.

Positioning through Differentiation

Right now in Bangladesh there are thousands of boutique shops. Pahariya- our retail outlet is under the category of boutique shop. So, its worthy to mention that if we dont differentiate ourselves from competitors then there is a cent percent possibility that we will be lost among the thousands of brands. To cope up with the situation on new era we have followed some differentiation strategies to distinguish ourselves.

1. Differentiation via Attribute: Everything has a unique characteristic and that thing is

remembered for that characteristic. That attribute differentiate the product from others.

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Here, our point of differentiation is generation of many tribal products under one roof. There can be outlets which display tribal product but not in a branded way which are going to do. This unique characteristic of us will definitely help us to conquer consumer minds.

2. Differentiation via Being First: The inventor of an idea is always remembered. 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. It is more that getting benefit. 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.

3. Differentiation via Specialization: Consumer wants something which has unique

feature. An organization may be big, but the organization must give consumer a reason to buy the product. Our fabrics and other products are made by those weavers who are generation by generation specialized in making those products. These specialized weavers will definitely provide us a point to differentiate ourselves.

4. Differentiation via Heritage: The origin of the product has a significant effect on

consumers mind. Because the origin of the product may have some specialty.

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In our retail outlet we are bringing out the tribal culture and heritage. Our intention is to present the tribal culture and heritage to the modern urban people, which nobody has done yet.

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. Finding the Crenue: After exploring the market, we have found the crenue which means hole that, there is no particular market in the country which concentrates on the product of tribal of all area. We would like to bring and re-tie the ancient tribal cultures in new shape which was already in customers choice. 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. 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 dont have any competitor right at the moment, 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

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Brand Sense
People often speculate as to what makes the top tier brands so strong. Well, that common thread is simple they understand the delicate art of appealing to the consumers senses. In an effort to strengthen your businesss foothold on the branding battleground, it warrants a similar strategy. Most businesses make the mistake of attempting to associate their product with only one of the five senses, but as brands like Google, GE, and Coca-Cola reveal, we recall those with whom we connect on more than one level the fastest. If one can do then chances substantially increase of leaving a strong, positive influence on the mind of your target consumers. These five senses are sight, sound, smell, taste, touch.
1. Sight: We are creatures naturally drawn to attractive things, be it an autumn sunset, a

fluttering butterfly. Sight represents the simplest sense to understand for good reason; it has everything to do with appearance. So it is important to pick strong designs to represent brand from the logo down to office layout. We want the consumer to remember our brand fondly, so we consider these traits wisely. It is very important to focus on everything visible. There will be a look of tribal heritage in the interior design.

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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. It gives the outlet a look of tribal culture.

There will be a soft yellowish light will make the customer feel that will bring peace in consumers mind. Lighting will definitely give them flexibility to see their fabrics intensely. So consumer will get a soothing environment for shopping.

The colorful pictures of tribal people hanging in the wall will give them idea about each tribal culture and heritage.

In the outlet people will visualize the selected colors of us everywhere from the wall to logo to the vouchers.

2. Sound: Sounds are powerful. They tap into something primal within us. Audible brands

push us in directions that we unconsciously follow. The association of a sound with your brand represents one of the best ways to capture the attention of your target audience. like

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Most of the consumers like soft music when shopping. 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.

3. Smell: Unless one is in the food industry, smells are probably the last concern on list.

Brand can still use aromas to its benefit. Color office with a unique, but enjoyable fragrance for meetings or even for your employees. It surprisingly and quickly creates an aura of positively at the office.

There will be a rooftop cafe along with our retail outlet which will sell the tribal foods. Tribal people made their food in a bit different way than us which will have special smell.

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.

4. Taste: Among five brand sense taste works when we eat something. This taste is also

beneficial for a brand.

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We Pahariya represent the heritage of tribal people in front of modern society. 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. The taste of those foods will seem uncommon to them.

5. Touch: Touching a brand is about more than being able to hold a product in the palm of

your hand; it is about emotional connection. A recent study out of MIT found that when individuals came into physical contact with certain objects that varied by quality, texture, and material, they were left with feelings of deep emotional resonance. If ones 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. Ours is retail outlet for cloth. So, touch is very important here. Before purchasing the product people will definitely touch the fabric and try to feel its texture. Same goes for ornaments and accessories.

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Blue Ocean
Blue Ocean is such a business where everything is unknown. Blue Ocean contains new markets and new demands for which we dont have any competitors over there. Consequently, competition becomes irrelevant. Blue Ocean focuses on non-customers. Blue Ocean creates and captures a new trade off which is called value cost trade off. To create value innovation, there is four actions frame work. Those actions are- Reduce Eliminate, Create and Raise. Blue Ocean in terms of Pahariya: Our business supports Blue Ocean system of Business Universe because; our business includes a new idea. 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. Four Actions Frame Work of Pahariya:
Eliminate:

Renown designer

Reduce: Expensive materials Number of sales person

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Raise: Customized marketing

Create: Tribal products Tribal cultural program

Reduce- Use of expensive materials and number of sales person. Since we bring the cloths

materials directly from the tribal peoples, we are optimistic that, our cost of production will be more economical. And another objective is to reduce the number of sales persons, which will definitely reduce our cost. So, the price will also be lower.
Eliminate- Well known designer. We have not kept any experienced designer for the

customers at the beginning that would help us to reduce our production cost further.
Create- Theme of tribal product and food. In PAHARIYA, we have set a food court where

we keep traditional foods and these foods will be sold out to the general customers. We would also arrange monthly cultural program with tribal people that would provide extra pastime for the customers.
Raise- customized marketing. In this case, customers will express their choice that, what

type of materials they would prefer for making cloths and we would try to provide according to their desire. We are not using renowned designer but we will give opportunity for new designer & new talent who will help in customizing product.

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. 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. For

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pulling up the existing equity or creating new, brand uses secondary brand associations as a leveraging tool. For a retailed outlet like Pahariya, 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. 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. 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. The location of our retail outlet will also help to leverage the brand. For location our prior preference goes to Gulshan, which is perceived as an aristocratic and sophisticated area of Dhaka City. So, our location can also be thought of as a leveraging tool. 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. This is also a source to create association to those events for leveraging the overall brand name.

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Our target is people with belief in leading versatile lives, who like to think and bring varieties in life style. This is to enjoy newer colorful and varieties of lives. 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, performer Shamim-Ara-Nipa etc. 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- the artists.

Conclusion
In todays world the word branding is not confined in name logo or even the benefits. It is also not emotional bondage with customer only or giving power to customers. It is now going beyond all this things. Very soon branding will be known as Holistic Selling Proposition (HSP). This means it will have to cover all the sides of marketing. In other words it would be playing with five senses of human being- sight, sound, smell, touch, taste. Here, in this report we have tried to reflect on this notion of branding. We tried to come out with new idea regarding branding a retail outlet. We tried to create some values for consumer and to define our point of difference. If we got the opportunity to proceed on by our planned way then in future this retail outlet will come out as successful brand.

Bibliography

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 www.google.com www.google images.com www.yahoo.com www.yahoo images.com

National Museum in BANGLADESH.

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