A FUSION OF FOLK & FASHION

A SOCIAL ENTERPRISE OF BRAC

BACKGROUND
Aarong means a Village Fair
Established in 1978 by BRAC
Shares the Vision of BRAC
A Retail Chain to market products made by rural
artisans

RELATIONSHIP OF BRAC, AARONG &

AAF

A SOCIAL ENTERPRISE
Upholds the crafts & tradition of our country
Triple Bottom Lines: Aarong targets

Economically:

Success in operation (35Years)

Socially: Poverty alleviation
Environmentally: Environment friendly

Aarongs Profit
Reinvested

for expansion or
Fed back to BRACs development programme

MAJOR MILESTONES OF AARONG

OVER THE
LAST 3 DECADES
Revival and Improvisation of Traditional
Bangladeshi Crafts
Creating the Work-culture for the Women
Making traditional products fashionable
Introducing modern shopping culture
Introducing the rich crafts of Bangladeshi to the
world
Pioneer of Flagship Outlet Opening in Bangladesh

BACKBONE OF AARONG:
OUR ARTISAN & PRODUCERS

Independent
Producers

AAF
(Production
Centers)

65,000
Artisans
(33,000
women)

OUR ARTISANS
AAF (Production
Centers)

Embroidery
Tailoring
Weaving
Block Printing
Screen Printing
Vegetable Dye
Batik

Independent
Producers

Weaving
Pottery
Metalwork
Jewelry
Bamboo
Leather
Candle
Paper
Embroidery
Tailoring

AAF SERVICES TO WORKERS

Free Skill Training
Free eye treatment
Treatment cost for
severe illnesses
Advance wage
payment
Day care center
Workers retirement
fund

AARONG SERVICES TO
INDEPENDENT PRODUCERS BY
SCPR
Design
Payment upon deliveryno
credit
Market information
Working capital loan
Interest on deposits

WHAT IS MARKETING????

1.
2.
3.
4.

4 Ps
Product Development
Pricing
Placement
Promotion

:Design Studio
: Costing Dept.
:Retail Dept.
:???

HOW IT WORKS?

SOURCES OF PRODUCTION

Ayesha Abed Foundation

Production Centers: 13
Sub-Centers : 600
Rural artisan:65,000
(33,000 of these rural artisans are mainly women)

Registered suppliers/ individual artisans: 25,000

Aarong at a glance from customers point of view

FASHION
LABEL

CATERS TO THE
NICHES

URBAN

EXPENSIVE

WIDE
ARRAY OF
PRODUCTS

HANDICREAFTS SHOP
SUPERIOR QUALITY

65,000 ARTISANS

AYESHA ABED
FOUNDATION

FAIR TRADE
ORGANIZATION

IMPROVING LIVES &

LIFESTYLES

EMPOWERING
WOMEN

SOCIAL ORGANIZATION

ORGANOGRAM OF AARONG
MARKETING DEPARTMENT
Sr. Director of
Aarong, AAF &
BDFP

HOD

Customer
Relationship
Management

Planning &

Activation

Personal
Relationship
Management

Product
Development

HOW MARKETING DEPARTMENT

WORKS?
Developing and organizing advertising, marketing
and public relation strategies to increase the
sells volume of products, enhance brand value of
the company and reach a variety of customers
nationwide.
1.
2.
3.
4.

Know the product/company

Identify the target group
Setup the objective and goal
Select the Appropriate communication channels

AARONG PRODUCTS

OUR MARKET
Aarong Outlets
11 Self-owned
6 in Dhaka
2 in
Chittagong
1 in Sylhet
1 in Khulna
1 in Comilla

Export
Europe
Italy, U.K., The
Netherlands, Spain,
France
North America
Canada
Asia
Japan, Korea
Australia
Ecommerce in 2013

TARGET GROUP FOR AARONGS

PRODUCTS

MARKETING PLAN DEVELOPMENT &

EXECUTION
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.

Brainstorming: goals, objectives, methods

Write down the plans in detail
SWOT analysis
Cost benefit analysis
Select the best one
Prepare a task list & time line for implementation plan
Assign tasks and responsibilities
Prioritize tasks according to urgency, time taken to do task, and
sequencing
Confirm logistic support (IT, staff, resources)
Follow up: schedule meetings and list specific deliverables from
each team member
Schedule final meeting/ review before deadline

AARONG: THE BRAND PERSONA

Glance on Aarongs Marketing Activities

Billboards
Press release
Social Media Coverage: Facebook, twitter, .
Events
Press Conference
Outlet Opening
Photo Shoot
Fashion Show
Exhibition
Participation in Social /Global Event: one billion
rising
CRM
Brand loyalty card know as My Aarong Rewards
Card

In-store promotional activities

Billboards
Aarong won the award in the
category of MOST EFFECTIVE
OUTDOOR COMMUNICATION
AWARD. We achieved this award
for our 2008 outdoor (Billboards)
campaigns.

SOCIAL NETWORKING
1.

Facebook. Fan page: BRAC.AARONG

#2,43,789

(31.0.2013)
2.

Twitter name

: BRAC_AARONG

3.

Pinterest Name

: Aarongbd

4.

Channel Name

: myaarongrewards
5.

#349

YouTubeURL :

http://www.youtube.com/user/myaarongrewards
6.

LinkedIn Name

: BRAC-Aarong

7.

URL: :

#769

http://www.linkedin.com/company/brac-aarong
8.

Gmail email: om.aarong@gmail.com

PRESS RELEASES:

Newspapers, Magazines, Souvenirs etc

Outlet Opening
Aarong is going to open the doors to its first ever
flagship outlet. This brand new 36,000 sqft outlet
is a one-of-a-kind retail attraction and promises to
offer its customers an unparalleled shopping
experience.
We would be delighted if you join us to celebrate this
landmark event in Aarongs history.
Date

: Thursday, March 17, 2011

Venue
: 7, Dhaka Mymensingh Road,
Sector 3, Uttara, Dhaka

Programme:
10:00amOpening
10:15am Celebration Rally
11:00am Press Meet (for press only)
06:00pm Jewellery Show

AMBIENCE OF FLAGSHIP OUTLET

WHAT WE WANTED TO
COMMUNICATE
Press Release
Aarong the iconic fashion and lifestyle chain of Bangladesh opened its
first ever Flagship Outlet in Uttara today. The 36,000 sq. ft. outlet is
the countrys biggest retail outlet so far.
The interior design of the outlet is completely new, featuring eclectic materials
starting from wood to brushed metal to polished concrete as well as oversized
handmade tiles and custom lighting throughout. The interior design of the
outlet has been inspired by the theme Tree of Life, a stylized image of the
river networks of Bangladesh which represents a powerful story of Aarongs
family of 65,000 artisans, the rich culture of our nation, all interwoven into a
tapestry that connects all of us. The Tree of Life is indeed a living tree
that gives a livelihood to many Bangladeshis, strongly rooted into our
culture and connecting Aarong and its artisans to the world. The
artistic ambiance of the outlet will take you through a memorable journey of
our rich cultural heritage of craftsmanship comprising its past, present and an
unfolding future. The smart and contemporary interior of the outlet will surely
make its mark in the city.
For the first time the Flagship Outlet introduces Aarong designer
collection- not available at any other Aarong outlet. The designer
segment includes classy and fashion forward panjabis, sherwanis, shalwarkameezes and sarees and also an exclusive jewellery corner. The floor featuring
the designer segment also offers a Premium Lounge for Aarong Gold and
Platinum Rewards Card holders.

HOW WE COMMUNICATED?
1.
2.
3.
4.
5.
6.
7.

8.
9.
10.
11.

Hand tag at all Aarong Outlets

Newspaper insertion
Billboards :08
Magazines Ads.
Invitation Cards
Road Banner
SMS for MARC & VIPs (Aarong introduces a Premium
Lounge specially for its Gold and Platinum Card holders at
its flagship outlet. Enjoy a treat of refreshment at the lounge
on the opening day and pay a visit whenever you shop with
flagship. Please show your reward card to enter the lounge.)
Scroll ad at Cable channels
Newspaper Ads
RDC
Meet the Press

EVENT DAYS

Inauguration by Chairperson of BRAC Sir. Fazle Hasan

Abed accompanied by Tamara Hasan Abed , Sr. Director,
Aarong, AAF & BDFP
Welcome Sweets & Token Gift for all the customers
Meet The Press
Media Letter to the Editor
Invitation Cards
Email & Personal Calls
Press ID
Press Kits: Write up, Token Gift, Press Materials
Refreshment
Jewellery Fashion Show at Evening

JEWELLERY FASHION SHOW

Rally
26 March 2011

PROMOTIONAL BUDGET
Summary Budget of

Flagship Outlet Opening (Appx.)

SN

Total

Tk.

4,580,279.10

01

Foods

Tk.

699,003.88

02

Gifts

Tk.

230,800.00

03

Promotional Events

TK.

2,168,456.00

04

Fashion Show

Tk.

1,043,757.00

05

Agency Budget

Tk.

438,262.00

PRESENCE ON MORE THAN 30 NEWSPAPERS, 05 RADIO

CHANNELS, 05 TV CHANNELS, 10 MAGAZINES ALONE
WITH BDT 25 LAK SALE AT DAY 1.

PHOTO SHOOTS FOR

POHEAL BOISHAK 2013
Products Selection;
Brainstorming,
Idea finalization.
Agency Briefing.
Communication.
Photo Shoot
Picture Selection.
Layout Development.
Bill Board & In house Display Boards
Magazines & Newspaper.

EVENTS
Aarong 30 Years Celebration in 2008
Press conferee

UPCOMING EVENT THIS YEAR

On the occasion of 30 years celebration, Aarong designed a

year long programme consisting of exhibition & fashion
shows by launching 30 years logo. The event schedule are as
follows:

Nakshi Kantha Exhition- 15th July

Eid Preview Fashion Show- 27th August

Nakshi Kantha
The art of Nakshi Kantha is woven to the
root of Bangladeshi rural culture and
heritage. Though the concept exists in
almost all parts of the world, the form of
quilting that prevails in Bengal is unique
and not only serves as a functional article
but also represents the cultural identity
and folk art of this land.

Aarongs relationship with Nakshi

Kantha has been one over almost 30
years, so it is only apt that Aarong
should put together this Exhibition on its
30 Year Anniversary, to highlight one of
our most important national craft
heritage, its roots, its regional
variations, and the vast economic
possibilities that exist as it adorns our
homes and closets and solidifies its
place in the world of fashion.
Tamara Abed
Director
Aarong

Aarong Eid Preview Fashion show

Platinum: 505
Gold: 1514
Lifestyle: 14800

CUSTOMER RELATIONSHIP
MANAGEMENT
(CRM)

Total Customer
Database :16,819

My Aarong Rewards Campaign

IN STORE PROMOTIONAL ACTIVITIES

SUMMARY
1. First local brand to start doing photo shoots and hold
fashion shows, well researched craft exhibitions and
other forms of awareness focused events.
2. Showcasing of Aarongs unique design in fashion wear
through trend setting fashion shows.
3. Rapidly improved its brand equity through marketing
activities in the 90s while benefiting from the emerging
prominence of fashion in Bangladeshi society.
4. Consistent in setting benchmarks in marketing
communications over the years.
5. Advertisements Media
-Magazine
- Point of Sales
- Radio
-Outdoor - Television
-Facebook & Twitter