Agora
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A Report on Product marketing strategy and New product performance of Agora. Submitted to: Mr. Hamidul Islam Course Instructor: Principles of Marketing Faculty of Business Administration, AIUB Submitted By: Name of the Group Members: ID Number: Karmakar, Animesh 08-10984-2 Saha, Suvir Kumar 08-10938-2 I
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Transcript of Agora
A Report on
Product marketing strategy and New product performance of
Agora.
Submitted to:
Mr. Hamidul Islam Course Instructor: Principles of Marketing
Faculty of Business Administration, AIUB
Submitted By:
Name of the Group Members: ID Number: Karmakar, Animesh 08-10984-2 Saha, Suvir Kumar 08-10938-2 Saha, Swarup Kumar 08-10946-2
Ahmed, Javed 08-10933-2
AMERICAN INTERNATIONAL UNIVERSITY – BANGLADESH.
Date of Submission: December 10, 2009
I
December 10, 2009
Hamidul IslamLecturerDepartment Of Business Administration.American International University-Bangladesh.
Subject: Submission of the Report.
Dear Sir
With due to respect it is our pleasure to present the term paper entitled “Product Marketing Strategy and New product performance of Agora”. While preparing the report we have tried our level best to focus closely on the topic and tried to collect most complete and up-dated information available. We believe that it will provide a clear scenario of Product Marketing Strategy and New product performance of Agora.
To prepare this report, we have given best effort to accumulate needed information.
We shall be available to answer my question clarification. Thank you for your sincerely support.
Sincerely yours,
Karmakar, Animesh (08-10984-2)Saha, Suvir Kumar(08-10938-2)Saha, Swarup Kumar (08-10946-2)Ahmad, Javed(08-10933-2)
II
Acknowledgement
The success of this report depends on the contribution of number of people specially my
group members who have shared their thoughtful guidance and suggestions to complete
this report.
First, we express our sincere gratitude to our honorable course teacher Mr. Hamidul
Islam for his valuable contribution to the preparation of this report. He has been gracious
enough to spare time out from his busy schedule for giving us all the necessary assistance
throughout the entire period of the semester and the report writing time. Without his help
this report might not have been a comprehensive one.
We would like to give special thanks to Mr. Harunur Rashid, Head of finance &
accounts for giving us time from their very busy office work to discuss the things & have
guided us by giving useful suggestions and providing us data and relevant information for
completing this report.
I would also like to thank my brother Mr. Bajan saha, accounts manager of Agora for
giving us some important information about the official procedure and inspiration
techniques of Agora to complete this report. They shared their practical experiences and
talk about their loyalty and commitment towards the organization.
All of our group members supported each other, throughout the making of this report and
completing it successfully. We have done some group discussions, where we shared each
other’s views on the different issues to complete this report.
III
Executive Summery
Agora is the largest retail superstore in Bangladesh. Agora’s interior is similar to most
supermarkets in design and layout due to trends in marketing. It produce tends to be near
the entrance of the store. Various kinds of products and services are sold (at least 2500
products and services). Milk, bread, and other essential items are located in the rear and
other out of the way places. This is purposely done to ensure maximum time spent in the
store, strolling past other items and capitalizing on impulse buying. The front of the store
or Front-End is where one might find point of sale machines or cash registers. Agora has
plans to implement self-checkout devices in their stores in an attempt to reduce labor
costs as well as bringing complete customer satisfaction. Understanding the historical
context from which some of today's organizational structures have developed helps to
explain why some structures is the way they are but Agora using a structured which is
more horizontally capitalizing on the innovativeness of their employees. Part of the
reason, as this section discusses, is that organizational structure of Agora that has a
certain inertia—the idea borrowed from physics and chemistry that something in motion
tends to continue on that same path. Because of this unique management process they
have become the leading superstore in the Bangladesh. The managers of Agora have to
make decisions as they develop an organizational structure, although they may not be
explicitly aware of these decisions. Agora is synonymous with market at low prices and
name brand quality products. The company basis of success and foundations cannot be
credited to the current management. Agora formula for success simply put is their
relationship with customers, employees, and technology that assists in forming
relationships with their suppliers; places Agora as the top discount retailer, history-
development, and Growth Sam Agora to become the top discount retailer. The Mega
Corporation has eliminated top competitors such as Nandan and PQS to reign supreme
over the discount retailing market. Following international trend, discount retailing
evolved due to frugality during year 2000. Agora opened the first outlet in Dhanmondi in
2000. And see what the company could do to improve. Agora needs to do research on the
locations that it moves to. The customs and the people need to be thoroughly looked into
IV
so a new store opens as smoothly as possible. Meeting could be held with business
owners and locals to answer in questions or concerns. Relationships need to be looked at
closely especially between the employees and suppliers so that it becomes one of give,
take, and trust and not so one sided.
V
Chapter-1
Introduction
1.1: Overview of Rahimafrooz:
The Rahimafrooz journey dates back to the early fifties when Late Mr. A C Abdur Rahim
founded a small trading company and paved the way for making of one of today’s
leading Bangladeshi business conglomerates. Over the decades, Rahimafrooz has grown
in size, scale, and diversity. The Group today has seven Operating Companies (SBUs),
three other business ventures, and a non-profit social enterprise. As of 2007, the Group
currently employs more than two thousand people directly and a further twenty thousand
indirectly as suppliers contractors, dealers and retailers. Rahimafrooz operates in three
broad segments – automotive after market, power and energy, and retail. While our
Group activities are coordinated from the Rahimafrooz Corporate Office (RACO), we
have eight Strategic Business Units (SBUs), three other business ventures, and a not-for-
profit social enterprise.
Rahimafrooz strengthened their market leadership at home while reaching out to
international markets. Ranging from automotive after market products, energy and power
solutions, to a world class retail chain – the team at Rahimafrooz is committed to
ensuring best in class quality standards and living the Group’s four core values –
Integrity, Excellence, Customer Delight and Innovation.
VI
The business initiatives are organized through the Strategic Business
Units (SBUs):
Rahimafrooz (Bangladesh) Ltd. (Group Parent Company)
Rahimafrooz (Batteries) Ltd.
Rahimafrooz Distribution Ltd.
Rahimafrooz Energy Services Ltd.
Rahimafrooz Superstores Ltd.
Rahimafrooz CNG Ltd.
Rahimafrooz Accumulator Ltd.
Rahimafrooz Globatt Ltd.
Rahimafrooz Renewable Energy Ltd.
Excel Resources Ltd.
The major milestones in Rahimafrooz history can be summarised as below:
Incorporated in 1954 by Mr. A.C. Abdur Rahim
Distributorship of Lucas Battery in 1959
Exclusive distributorship of Dunlop tyre in 1978
Acquisition of Bangladesh operations of Lucas UK in 1980
First producer of industrial battery in 1985
Pioneering Solar Power in collaboration with BP in 1985
VII
First ever battery export – to Singapore – in 1992
Launched Rahimafrooz Instant Power System in 1993
Acquisition of Yuasa Batteries (Bangladesh) Ltd. – in 1994
Attained ISO 9002 certification for RBL operations in 1997
First India office opened in Ahmedabad – in 2000
Awarded “Bangladesh Enterprise of the Year” in 2001
Attained ISO 14001:1996 for RBL operations
Launched “Agora” – the first ever retail chain in 2001
Launched Rahimafrooz Energy Service in 2002 – promoting distributed
power.
Established Rahimafrooz CNG ltd. in 2003
Awarded “National Export Trophy” in 2003
Metronet Bangladesh, a fibre optic based digital solution provider for data
communication.
launched in joint venture with Flora Telecom – in 2004
Received McGraw-Hill Platt Global Energy Award for Renewable Energy in
2004
Received the “Ashden Award” for Sustainable Energy in 2006
The Group celebrated its 50th anniversary on April 15, 2004 with a renewed,
enhanced
commitment to being successful while upholding its core values.
Established Rahimafrooz Globatt Limited and Rahimafrooz Accumulator
limited in 2009
Rahimafrooz superstore Ltd.(Agora):
Rahimafrooz Superstores Ltd. (RSL) made a breakthrough in the urban lifestyles by
launching the first retail chain in the country, ‘Agora’. Currently there are four Agora
VIII
outlets at Gulshan, Dhanmondi, Moghbazar and Mirpur in Dhaka. With many more
coming up at important locations in Dhaka and other major cities, Agora is endeavoring
to fulfill the everyday shopping needs of the urbanites through fair price, right
assortment, and best quality.
While Agora mainly focuses on food items - ranging from a wide variety of fish, meat,
vegetables, fruits, bakery, dairy, and grocery - it also carries a vast array of other
household, grocery, personal care, and miscellaneous products. At any point in time,
there are nearly 20,000 different products available at our stores.RSL is committed to
sustaining and growing as the most trusted, loved, and frequented retail chain.
To build on Rahimafrooz Superstores’ long tradition to enhance customer satisfaction, we
are pleased to announce the launch of Agora E-commerce website. With the continued
support of our valued customers, Agora is now just a click away. Browse through our
website to find your desired products and have them delivered to you at home. By e-
commerce, we at Agora hope to take the relationship with our customers one step further
and be nearer to them at all times.
Founder of Rahimafrooz:
Late A C Abdur Rahim (1915 – 1982)
IX
A man of strict religious values, yet a believer in progressive dynamism, and a dreamer
who thought nothing is impossible – Late A C Abdur Rahim overcame numerous
challenges and obstacles to become one of the most accomplished entrepreneurs of this
country. Born on the 20th of January 1915, he lost both his parents by the time he was a
mere seven-year old. Deprived of formal schooling and a typically comfortable
childhood, he grew up as a man with strong determination, hardworking diligence, and
humane compassion.
Mr. A C Abdur Rahim’s first initiation with business was with his uncle Mr. A C
Mohammad in the latter’s trading business in Kolkata. By the early 1940s, Mr. Rahim
started small scale commercial trading on his own. He moved to Chittagong in 1947 and
stared afresh with very little capital in hand, but with a whole world of courage and faith.
In 1950, he established the small trading concern dealing in various items. This
proprietary business was formally incorporated on April 15, 1954 as Rahimafrooz & Co.
Till date, Rahimafrooz Group commemorates this as its “Foundation Day”.
The childhood hardship and the struggle in his young years only made Mr. Rahim a
strong individual, a faithful human being, and a leader full of compassion and humanity.
He was a caring father and an affectionate person throughout his life – to his family,
friends, and for all the people who worked with him at Rahimafrooz. Whoever, in his
lifetime, came in touch with Mr. Rahim, fondly remembers him as a man of tremendous
humility, dignity, and trustworthiness. His passion for continuously improving himself
and his business, his strict religious and ethical righteousness, and his dedication to
please his customers – are still prevalent in today’s Rahimafrooz culture - shaping the
Group’s present and its future.
Management structure of Agora:
Management is a small word which starts with word manage. It dreams to gather things
together. So we can easily say form its meaning it main objective in together. Employers
X
are the owner of the firm or the representative assigned by owner. So management starts
form that stage and we can say that the management born form there. This is the top
level. The first design what will be the structure of the firm and how they going to
operate these organization. The also decide has much the power they give to employ. All
these things will work or proper management. If the owner or employer failed to make
proper management stage if will ruins all the recourse of the owner which is not accepted.
XI
Managing director
1.2: Objective of the report:
Chief Executive Officer
Functional head
Marketing & Sales
Accounting & Finance
Production Internal Audit
Operations Management HR Admin
ManagerManager
ManagerManager
Manager
Manager
Executive manager
Executive manager Executive
manager
Executive manager
Executive manager Executive
manager
XII
Every company has its own objective. There are some objective of Agora they are given
below:
To know the business portfolio of Agora.
To know the product of their store which is offering to the customers.
To know the marketing strategy of Agora.
To know the present product of Agora.
To know the upcoming products of Agora.
To know their additional services of Agora.
To know their last lunching product of Agora.
1.3: Limitation of the study:
In every research work there exist some limitations that the researcher faces while
conducting different activities. In the process of the research work, We also come across
certain limitations that hampered the actual findings and analysis of my research work.
Some of these notable limitations can be identified are:
Employee of Agora are usually busy with their daily work and activities, so it is
quite impossible sometime to get time from them for getting information about
our report.
Sometimes the authority does not provide their internal information which is very
difficult to collect from any other sources.
To know the information of Agora we had to Mohakhali branches of Agora. This
place is restricted for outsider. This is not their shop. This is their office. So it was
quite difficult to gather information.
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Our group members were so busy because they had to made 2 or 3 reports. That’s
why it was quite difficult to regroup and group study for making report.
We did not have any proper financial support and limitation of time is also a
barrier for making this report.
Chapter 2
Research Methodology
2.1: Data Collection Technique:
Questionnaire: Unstructured and open-ended questionnaires (please see
appendix) were asked to the different people of different areas where the
Agora super store is situated to find whether they satisfied with the Agora’s
service and their overall performance.
Observation: we were visited gulshan branches of Agora that time we
mainly observed their products, products prices, their shop’s environment as
well as their product prices.
Secondary information: Secondary information has collected by reviewing
websites, journals, brochures and some other relevant documents.
2.2: Sources of data collection:
Primary: The primary information is gathered through informal interviews
of the employees working over there under management level, their salesman
who are directly involved with selling product and also observation while
physically visiting the office premises.
Secondary: Secondary sources had also used to collect information.
Secondary sources include:
XIV
Features and articles published in newspapers and other journals
Visiting website of Agora super store.
2.3: Sampling plan:
Sampling Procedure: The sampling procedure has been conducted on
the Deliberate Sampling method has used where the respondents and the
interviewees are considered on my convenience and priority.
Sampling Unit: In order to carry out the research work, the study was
focused on taking the interviews of the Personnel involved in the
different departments of Grameen Phone Gulshan Office.
Chapter 3
Finding and Analysis
3.1: Business portfolio of Agora:
In this part of our report we tires to focuses on the different category of product of Agora.
Here we tries to briefly discuss on different product.
3.1.1: The list of product name of Agora:
Baby Care
Pampers, Saudi S-28
Johnson Baby Pink Lotion
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Johnson Baby Powder
Rok Wetty Wet Tissue
Johnson Baby Oil
Johnson Baby Milk Bath
Johnson Baby Shampoo
Johnson Baby Lotion
Tollyjoy Baby Wet Wipes
Pampers, Saudi Junior 17
Pampers, Saudi L-19
Pampers, Saudi Ea - 18
Pampers, Saudi M-20
Beverage
Horlicks Malt Drink, 800g Glass Jar
Horlicks Malt Drink, 400g Glass Jar
Nestle Milo, 500g Tin (Malayasia)
Viva Malt Drinks 450gm Bott
Rooh Afza Sharbat 750ml
Viva Malt Drinks, 800gm
Junior Horlicks 400 Bib (Pack)
Boost Malt Drink 200g Bott
Boost Malt Drink 400g Bott
Mothers Horlicks Malt Drink 400g
Maltova Malt Drink 200g
Maltova Malt Drink 400gm
Horlicks(Bib) Malt Drink 400gm
Mothers Horlicks 200g
Complan Chocolate 200gm Jar
Complan Chocolate Flvr.350gm Bag In Box
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Complan Natural Flavour 350g bag in box
Horlics Chocolate Flavor 450gm
Complan Chocolate 400gm Jar
Maltova Malt Drink 450gm Bott
Complan Strawberry 500gm Box
Complan Mango 500gm Bag In Box
Milo 250gm Tin
Milo 200g Pack
Ovaltine Malt Drink White 400g Jar
Confectionary
Toblerone Chocolate 35gm
Maltesers Chocolate Aus 37gm
Ferrero Rocher Chocolate
Guylian Perles Docean
Tudor Gold Hazel Eclairs
Ferrero Rocher Chocolate
Ferrero Rocher Chocolate 16pcs Packet
Macadamia
Guylian Twist
Choc Coin (All Flavour) 240g Box
Mentos Sugar Free Chewing Gum 10g (7pcs)
Kopiko Candy
Centerfresh Liquid Filled Gum
Gandour Gum Fruit 16.20gm
Wrigleys Extra Prof Sugar Free Gum 12pcs Pk
Tango Almond Nut Chocolate 100g Bar
Cloud-9 Chocolate 30g Pkt
Umbrella Chocolate 25g Pk
Tango Max Crunch Hazelnut 80g Pk
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Kent Relax Sugar Free Gum 25g Pkt
Choc Coin (20pcs) 80g
Galaxy Smooth & Creamy Milk 40g
Vochelle Dairy Milk Bar 50gm
Happydent Sugar Free Chewing Gum
Tango Light Mango Chocolate 137g
Tango Light Banana Chocolate 137g
Vecof Milk Toffee 250g
Alpenliebe Origianal 165pcs Pouch
Alpenliebe Lollipop La Cream 30pcs
Soft Orange Candy -Malaysia 200gm
Fruit Jelly Beans Malaysia 200gm
Kunuz Chew Gum Orange 25gm
Gandour Gum Cinnamon 16.20gm
Gandour Gum Mastick 16.20gm
Crispy Chocolate 50g Bar
Gandour Pik-One Wafer Bar 24g Pk
Gandour Safari Chocolate Bar 30g Pk
Gandour Safari Chocolate Bar 30g Pk
Tango Hazelnut Chocolate 50g Pkt
Drinks
Dewlands Mango Juice
Dewlands Mango Juice 1ltr T.Pack
Cyprina Mango Mixed Juice
Cyprina mango mixed (orange & apple) juice 1ltr t. Pkt
Country Fresh Apple Juice
Cyprina Apple Juice
Dewlands Red Grape Juice
Tang, 750g Poly Pack
Dewlands F.Cocktail Juice
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Berri Grapefruit Juice
Schweppes Ginger Ale
Berri Grapefruit Juice
Tiffany Mango Juice 1ltr T.Pack
Tang Instant Orange Drink
Tang Orange, 750g Jar
Foster Clarks Mango Inst. Drink 900g Tin
Schweppes Tonic Water 330ml
Foster Clarks Inst.Orange Drink, 1.5kg Tin
Foster Clarks Inst.Mango Drink 1.5kg Tin
P&N Crush Orange
Zam Zam Cola 250ml
Frutika Mango Drink 250ml Pet Bott
Frutika Red Orange Drink 250ml Pet Bott
Frutika Mango Drink 1000ml Pet Bott
Pepsi 2000ml(2ltr) Pet Bott
7 Up 2000ml(2ltr) Pet Bott
Pran Guava Juice 250ml Pkt
Foster Clarks Lemon Instant Drink 750g
Foster Clarks Mandarin Instant Drink 750g
Foster Clarks Mango Instant Drink 750g Jar
Foster Clarks Orange Instant Drink 450g Jar
Foster Clarks Orange Instant Drink 750g
Foster Clarks Orange Instant Drink 900g Tin
Pran Orange Juice 250mlcan
Nutri-C Instant Drinks 250g Pkt
7 Up 1000ml Pet Bott
Fosrter Clarks Instant Pineapple Drink750g
Foster Clarks Instant Mango Drink 450g Jar
Virgin Cola 500ml Pet Bott
Country Fresh Orange Juice Aus 2ltr Pkt
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La Ice Cola 375ml
La Diet Ice Cola 375ml
Schweppes Soda Water 330ml
Delmonte Prune Juice 946ml USA
Schweppes Bitter Lemon - 330 Ml
Golden Circle Ginger Ale 375ml
Dewlands Orange Juice 1ltr T.Pack
Dewlands Apple Juice 1ltr T.Pack
Dewlands Guava Juice 1ltr T.Pack
Evian Natural S.Water 1.5 ltr
Foster Clarks P&A Ins.Drink 750g Jar
Tipco Pineapple Juice 1ltr T.Pack
Tipco Gauva Juice 1ltr T.Pack
Redbull Energy Drink - Aus 250ml
Rock Energy Drinks 250 Ml Can
Rc Royal Cloudy Lemon 250 Ml Can
Rc Cola Diet 250ml Can
Royal Crown C.Soda Drinks 250ml
Rc Cola 1.25lt Pet Bott
Rc Q Upper 10 1.25ltr Pet Bott
RC Cola 500ml Pet Bottle
Mum Natural Drinking Water500ml Pet
Mum Natural Drinking Water 1500ml
Rasna Instant Drink Orange (Refill) 500gm
RC Q Lemon 500ml Pet Bottle
Super Fresh Mineral Water 2ltr Bott
Super Fresh Mineral Water 1ltr Bott
Tiffany Orange Juice 1ltr T.Pack
Tiffany Pineapple Juice 1ltr T.Pack
Sprite 1.5ltr Pet Bott
Pran Mango Juice 250ml Rtd Pkt
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Pran Mango Juice 250ml Nr Bott
Pran Mineral Water 600ml Pet Bott
Pran Mineral Water 2000ml Pet Bott
Pran Cola 1000ml Pet Bott
Pran Junior Juice Pack 125ml
7 Up Ice 500ml Pet Bott
Mojo 500ml Pet Bott
Mojo 1000ml Pet Bottle
Mojo 2000ml Pet Bott
Lemu 500ml Pet Bott
Lemu 1000ml Pet Bott
Lemu 2000ml Pet Bott
Pran Frooto Juice 1000ml T.Pack
Acme Orange Juice Premium 1000ml
Acme Mango Orange Juice 1000ml
Acme Mango Juice Premium 250ml
Shark Energy Drink Powder 4gm*6 Box
Nutri-C Instant Drink 750g Jar
Coca Cola 1ltr Pet Bott
Danish Mango/Orange Juice 250ml Rtd Pkt
Pepsi 500ml Pet Bott
Mirinda 500ml Pet Bott
Pepsi 1000ml Pet Bott
Shezan Mango Juice 200ml Gb
Shezan Mango Juice 250ml Rtd Pkt
Shezan Mega Juice (Mango) 900ml Btl
7 Rings Mango Juice 2ltr. Pl. Ctnr
7 Rings Orange Juice 2ltr Pl Ctnr
Nutri-C Instant Drink 350gm Pk
XXI
Fish
Elish
Katal
Rui fish
Fruits
Malta Yellow
Apple Gala
Health Food
Canderel 75g Jar (Germany)
Ahmed Orange Diabetic Jelly 500g Jar
Tripti Chiratar Dal 25g Pkt
Koli Spice Yosuf Gool Bhushi 100gm
Ahmed Apple Diabetic Jelly 500g Jar
Ahmed Guava Diabetic Jelly 500g Jar
Radhuni Diabetic Firni Mix 60gm
Ensure Powder Vanilla 400gm Tin
Tripti Esubgul Bhushi 250gm
Mm Youshubgul Bhushi 100g Pkt
Zerocal Sachet Pack
Meat
Beef Boneless
Broiler Chicken Skinless
Sper Meat(Bone In)
Dressed Chiken (Bangladeshi)
XXII
Mutton legs
Mutton cubes
Oils / Fat
Rupchanda Soyabean Oil 5 ltr Pet Bott
Red Cow Butter Oil (Nz) 900gm Tin
Radhuni Mustared Oil 1000ml
Rupchanda Soyabean Oil 5ltr Hdpe Bott
Red Cow Ghee (Sd) 900gm Tin
Kushtia Special Ghee 500gm
Rajbari Ghee
Red Cow Butter Oil (Nz) 450gm Tin
Lucy Oliva Pure
Teer Mustard Oil 900ml Pet Bott
Teer Mustard Oil 0.5ltr Bott
Teer Soyabean Oil 5ltr Pet Bott
Pran Mustard Oil 250ml
Pran Mustard Oil 500ml
Rupchanda Pure Soyabean Oil 2ltr
Radhuni Mustard Oil 500ml
BD Food Mustard Oil 200ml
BD Food Mustard Oil 450ml
BD Food Mustard 900ml
Aarong Ghee 900gm Tin
Teer Soyabeen Oil 900ml Pet Bott
Mm Baghabari Ghee 900gm
Mm Baghabari Ghee 450gm
Mm Baghabari Gawa Ghee 225 Gm
XXIII
Powder Milk
Dano Milk Powder 2kg Tin
Dano Super Inst Milk Powder 1800g Tin
Diploma Powder Milk 1kg Pkt
Diploma Powder Milk 500g Pkt
Nido Full Cream Milk Powder 1 kg Tin
Dano Low Fat Milk Powder 400gm Pkt
Dano Milk Powder 1kg Pkt
3.2: The Marketing strategy of Agora’s product:
In this part of this report we will describe agora’s packaging and branding system, how
they position their product, how they distribute their product, how they communicate
with consumers.
3.2.1: Packaging:
After collecting grocery products, it is purified, graded according to size (for example
potato, fish, and spices) and then it is sold in particular packets with reasonable price. For
fish it is kept in ice rapping with packet.
3.2.2: Branding:
Agora maintain Brand image. Their motto in branding is “right price right quality”
removing the fear of customer about product’s quality. They always try to sell brand
products which assure good product and service quality. For which every year they are
adding many local and foreign products and service to customer. For adding new
products they run survey on consumer to know their expected products.
XXIV
3.2.3: Marketing process:
Marketing product-------Operational (that will do service) ----------procurement
availability
At first they do marketing their products and then they turn their activities in operation
and after that they ensure the availability of that product when the consumers want these
products.
Agora's growth over the last 6 years has involved a transformation of its
strategy and image. Its initial success was based on the "Pile it high, sell it
cheap" approach of the founder management of Rahim Afrooz. The
disadvantage of this was that the stores had a poor image with middle-class
customers. In the year 2001 Agora's brand image was so negative that
consultants advised the company to change the name of its stores. It did not
accept this advice, yet by early 2003 it was the largest retailer in Dhaka, with
a 29.0% share of the grocery market according to retail analysts TNS
Superpanel, compared to the 16.8% share of ASDA and 15.6% share of third-
placed NANDAN, which had been the leading competitor until it was beaten
by Agora in 2004.
Key reasons for this success include:
* An "inclusive offer". This phrase is used by Agora to describe its aspiration to
appeal to upper, medium and low income customers in the same stores. According
to Citigroup retail analyst David McCarthy, "They've pulled off a trick that I'm
not aware of any other retailer achieving. That is to appeal to all segments of the
market”. By contrast ASDA's marketing strategy is focused heavily on value for
money, which can undermine its appeal to up market customers even though it
actually sells a wide range of up market products. During its long term dominance
of the supermarket sector Nandan’s retained an image as a high-priced middle
class supermarket which considered itself to have such a wide lead on quality that
XXV
it did not need to compete on price, and was indifferent to attracting lower-income
customers into its stores. This strategy has been abandoned since losing the
number 1 spot to Agora and particularly since the adaption of new management in
2004 that has established a new customer-focused strategy closer to that of Agora.
One plank of this inclusively has been Agora's use of its own-brand products,
including the up market "Finest" and low-price "Value". The company has taken
the lead in overcoming customer reluctance to purchasing own brands, which are
generally considered to be more profitable for a supermarket as it retains a higher
portion of the overall profit than it does for branded products.
The management in the mid 2000 has taken the bold step of trying not to focus
on the usual corporate mantra of "maximizing shareholder value". The company's
mission statement reads, "Our core purpose is, 'To create value for customers to
earn their lifetime loyalty'. We deliver this through our values, 'No-one tries
harder for customers', and 'Treat people how we like to be treated'". The
underlying aim is of course to make higher profits, but there is a clear focus on
customer service at the top level of the company.
Diversification :
The Company has a four-pronged strategy:
Core Dhaka business" - That is, grocery retailing in its home market. It has been
innovative and energetic in finding ways to expand, such as making a large-scale
XXVI
move into the convenience-store sector, which the major supermarket chains have
traditionally shunned.
"Non-food business" - Many supermarket chains have attempted to diversify into
other areas, but Agora has been exceptionally successful. By late 2004 it was
widely regarded as a major competitive threat to traditional high street chains in
many sectors, from clothing to consumer electronics to health and beauty to
media products. Agora sells an expanding range of own-brand and as well as local
and international non-food products, including non-food Value and Finest ranges.
It also has done quite well in non-food sales in Ireland. CDs are one of the best
examples, with Agora Gulshan promising to sell all chart CDs (except
compilations) for Tk.50.00 compared with local Music Stores selling the same for
around Tk. 70.00.
"Retailing services" - Agora has taken the lead in its sector in expanding into
areas like dairy and utilities. It usually enters into joint ventures with major
players in these sectors, contributing its customer base and brand strength to the
partnership. Other supermarkets in Dhaka have done some of the same things, but
Agora has generally implemented them more effectively, and thus made most
profit.
3.2.4: Distribution Channel of Agora:
Here we will mainly discuss the distribution process of Agora’s product to their
customer. Actually Agora don’t produce any product. They buy their product from local
market than they refine their product for their customer. Than they store their product at
their show room. Than they rearranges their product under their whole branches. Than
they sell their product to their customer. Their main motive is “ we will your product”.
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Local Market
Customer
3.2.5: Communication process of Agora:
Major Advertisement tools:
Print Media------1) Newspaper (daily pratham alo, jugantar, daily star)
--------2) Magazine (adandaloc, weekly2000)
Shop
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Broadcast media--------1) Television (channel I telecast program based on agora 3times is
week, recently it is off.)
-----------2) Radio (FM Radio today, ABC, FURTI).
Internet and website: in website agora has own website name-----www.agorabd.com.In
which they provide variety of information about agora.
Sales promotion--------Type of sales promotion:
Consumer promotion---1) in special occasion like Eid, Christmas and after 2or3 month
later they provide discount on buying certain amount of product.
-------2) if anyone buys membership card, he or she get the 400tk
valued gift on buying 20000tk valued products or service.
Major Public relation tools: In public relation, Agora sponsors the various
kinds of events such as: concert is Fantasy kingdom, Nandan and various social activities
such as blood donation etc. Besides it has own website by which they make relation with
consumer. By personal relation Agora want to build a good corporate image in
consumers and in the all superstores.
Direct marketing: In direct marketing to communicate with consumers Agora direct mail, SMS, e-mail etc.
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3.2.6: Pricing of Agora’s product:
Agora superstore is one of the pioneer of superstore concept in Bangladesh. Their targeted customer is all category people. But when they come their targeted customer was A and B category customer. But now their all category people are their targeted customer. Here we will show their regular price of their product. They are given below:
Baby CarePampers Saudi S-28 .... Tk 750.00Johnson Baby Pink Lotion Euro 500ml Plastic Container ....
Tk 300.00
Johnson Baby Powder Classic - Iw India 400gm ....
Tk 160.00
Rok Wetty Wet Tissue 80pcs .... Tk 220.00Johnson Baby Oil Euro 500ml Container ...
Tk 345.00
Johnson Baby Milk Bath Malaysia 200ml Plastic Container ....
Tk 150.00
Johnson Baby Shampoo India 200ml Plastic Container ....
Tk 140.00
Johnson Baby Lotion Aloevera & Vit-E Malay 500ml .
Tk 300.00
Tollyjoy Baby Wet Wipes (70 Pcs Eco Pack) ....
Tk 270.00
Pampers Saudi Junior 17 .... Tk 586.00Pampers Saudi L-19 .... Tk 586.00Pampers Saudi Ea - 18 .... Tk 586.00Pampers Saudi M-20 .... Tk 586.00
BeveragesHorlicks Malt Drink 800g Glass Jar .... Tk 437.00
Horlicks Malt Drink 400g Glass Jar .... Tk 235.00Nestle Milo 500g Tin (Malayasia) .... Tk 340.00Viva Malt Drinks 450gm Bott .... Tk 180.00Rooh Afza Sharbat 750ml .... Tk 130.00
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Viva Malt Drinks 800gm .... Tk 270.00Junior Horlicks 400 Bib (Pack) .... Tk 220.00Boost Malt Drink 200g Bott ... Tk 105.00Boost Malt Drink 400g Bott .... Tk 190.00Mothers Horlicks Malt Drink 400g .... Tk 235.00Maltova Malt Drink 200g Gb .... Tk 100.00Maltova Malt Drink 400gm .... Tk 165.00Horlicks(Bib) Malt Drink 400gm .... Tk 220.00Mothers Horlicks 200g .... Tk 140.00Complan Chocolate 200gm Jar .... Tk 188.00Complan Chocolate Flvr.350gm Bag In Box ....
Tk 257.00
Complan natural flvr. 350g bag in box .... Tk 235.00
Horlics Chocolate Flavor 450gm .... Tk 240.00Complan Chocolate 400gm Jar .... Tk 367.00Maltova Malt Drink 450gm Bott .... Tk 190.00Complan Strawberry 500gm Box .... Tk 320.00Complan Mango 500gm Bag In Box .... Tk 320.00Milo 250gm Tin .... Tk 185.00Milo 200g Pack .... Tk 136.00Ovaltine Malt Drink White 400g Jar .. Tk 272.00
ConfectionaryNestle Kit Kat 4 Fingure U.K 48gm .... Tk 61.00Toblerone Chocolate 35gm .... Tk 54.00Maltesers Chocolate Aus 37gm .... Tk 67.00Ferrero Rocher Chocolate 24pcs Pkt .... Tk 810.00Guylian Perles Docean .... Tk 850.00Tudor Gold Hazel Eclairs 170g G/P .... Tk 280.00Ferrero Rocher Chocolate 16pcs Packet .... Tk 410.00Bansia Oriole Macadamia 150g .... Tk 297.00Guylian Twist 200gm .... Tk 825.00Choc Coin (All Flavour) 240g Box .... Tk 250.00
Mentos Sugar Free Chewing Gum 10g (7pcs) ....
Tk 20.00
Kopiko Candy 150gm Pkt .... Tk 75.00
Centerfresh Liquid Filled Gum .... Tk 120.00
Gandour Gum Fruit 16.20gm .... Tk 12.00
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Wrigleys Extra Prof Sugar Free Gum 12pcs Pk ....
Tk 55.00
Tango Almond Nut Chocolate 100g Bar ....
Tk 80.00
Cloud-9 Chocolate 30g Pkt .... Tk 19.00
Tango Max Crunch Hazelnut 80g Pk ....Tk 26.00
Umbrella Chocolate 25g Pk .... Tk 76.00
Kent Relax Sugar Free Gum 25g Pkt .... Tk 55.00
Kunuz Chew Gum Orange 25gm .... Tk 12.00Gandour Gum Cinnamon 16.20gm .... Tk 12.00Gandour Gum Mastick 16.20gm .... Tk 12.00Crispy Chocolate 50g Bar .... Tk 37.00Gandour Pik-One Wafer Bar 24g Pk .... Tk 16.00Gandour Safari Chocolate Bar 30g Pk .... Tk 16.00Tango Hazelnut Chocolate 50g Pkt .... Tk 42.00Kunuz Chew Gum Orange 25gm .... Tk 12.00Gandour Gum Cinnamon 16.20gm .... Tk 12.00Gandour Gum Mastick 16.20gm .... Tk 12.00Crispy Chocolate 50g Bar .... Tk 37.00Gandour Pik-One Wafer Bar 24g Pk .... Tk 16.00Gandour Safari Chocolate Bar 30g Pk .... Tk 16.00Tango Hazelnut Chocolate 50g Pkt .... Tk 42.00
DrinksDewlands Mango Juice 1ltr T.Pack .... Tk 146.00Dewlands Mango Juice 1ltr T.Pack .... Tk 146.00Cyprina Mango Mixed Juice 1ltr T. Pkt .... Tk 115.00Cyprina mango mixed (orange & apple) juice 1ltr t. Pkt ....
Tk 115.00
Country Fresh Apple Juice Aus 2 Ltr Packet ....
Tk 368.00
Cyprina Apple Juice 1ltr T. Pkt .... Tk 115.00Dewlands Red Grape Juice 1ltr T.Pack .... Tk 146.00Tang 750g Poly Pack .... Tk 218.00Dewlands F.Cocktail Juice 1ltr .... Tk 146.00Berri Cranberry Juice Drinks 1.5 ltr .... Tk 395.00Schweppes Ginger Ale 330ml Can .... Tk 71.00
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Berri Grapefruit Juice 1.5 ltr .... Tk 347.00Tiffany Mango Juice 1ltr T.Pack .... Tk 485.00Tang Instant Orange Drink 1.5kg Tin .... Tk 132.00Tang Orange 750g Jar .... Tk 258.00Foster Clarks Inst.Mango Drink 1.5kg Tin ....
Tk 285.00
Schweppes Tonic Water 330ml .... Tk 85.00Foster Clarks Inst.Orange Drink 1.5kg Tin ....
Tk 470.00
Foster Clarks Mango Inst. Drink 900g Tin ....
Tk 470.00
Dewlands Mango Juice 1ltr T.Pack .... Tk 75.00Dewlands Mango Juice 1ltr T.Pack .... Tk 146.00
FishElish Tk.335Katal Tk.180Rui fish Tk.200
FruitsMalta Yellow Tk.180Apple Gala Tk.140
Health FoodCanderel 75g Jar (Germany) .... Tk 570.00Ahmed Orange Diabetic Jelly 500g Jar .... Tk 105.00Equal Sachets 100s .... Tk 215.00Hooray Low - Calorie Sweetener 500ml ....
Tk 225.00
Candarel 40g Jar .... Tk 280.00Tripti Chiratar Dal 25g Pkt .... Tk 10.00Koli Spice Yosuf Gool 100gm .... Tk 29.00Koli Spice Yosuf Gool Bhushi 100gm .... Tk 85.00Ahmed Apple Diabetic Jelly 500g Jar .... Tk 105.00Ahmed Guava Diabetic Jelly 500g Jar .... Tk 105.00Tripti Esubgul Bhushi 250gm .... Tk 55.00
Green Field Isubgul Bhoshi 100gm .... Tk 70.00Zerocal Sachet Pack .... Tk 50.00Mm Youshubgul Bhushi 100g Pkt .... Tk 73.00
Ensure Powder Vanilla 400gm Tin .... Tk 560.00
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Radhuni Diabetic Firni Mix 60gm .... Tk 180.00Canderel 75g Jar (Germany) .... Tk 570.00
MeatFresh Beef 1 kg .... Tk 305.00Fresh Chicken 1 KG weight .... Tk 265.00Fresh Beef .... Tk 205.00Fresh Chicken .... Tk 425.00Raw Mutton .... Tk 275.00
Raw Mutton .... Tk 225.00Fresh Beef 1 kg .... Tk 305.00
Oils/FatsRupchanda Soyabean Oil 5 ltr Pet Bott .... Tk 434.00Red Cow Butter Oil (Nz) 900gm Tin .... Tk 605.00Radhuni Mustared Oil 1000ml .... Tk 170.00Rupchanda Soyabean Oil 5ltr Hdpe Bott ....
Tk 554.00
Red Cow Ghee (Sd) 900gm Tin .... Tk 530.00Australian Harvest Canola Oil 4 ltr .... Tk 1310.00Teer Soyabean Oil 2ltr Pet Bott .... Tk 214.00Kushtia Special Ghee 500gm .... Tk 295.00
Kings Pure Soyabean Oil 5 Ltr Pet Bott .... Tk 970.00Kings Sunflower Oil 5 Ltr Pet Bott .... Tk 1167.00Rupchanda Soyabean Oil 5 ltr Pet Bott .... Tk 255.00Rajbari Ghee 500g Jar .... Tk 312.00Red Cow Butter Oil (Nz) 450gm Tin .... Tk 3800.00
Lucy Oliva Pure 5 Ltr .... Tk 132.00Teer Mustard Oil 900ml Pet Bott .... Tk 73.00Teer Mustard Oil 0.5ltr Bott .... Tk 529.00Teer Soyabean Oil 5ltr Pet Bott .... Tk 52.00Pran Mustard Oil 250ml .... Tk 112.00Super fresh soyabean oil 1ltr. .... Tk 95.00Pran Mustard Oil 500ml .... Tk 565.00Tala Pure Sunflower Oil 2ltr Pet Bott .... Tk 434.00Rajbari Ghee 500g Jar .... Tk 605.00Red Cow Butter Oil (Nz) 450gm Tin .... Tk 170.00Lucy Oliva Pure 5 Ltr .... Tk 554.00Teer Mustard Oil 900ml Pet Bott .... Tk 530.00Teer Mustard Oil 0.5ltr Bott .... Tk 1310.00
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Teer Soyabean Oil 5ltr Pet Bott .... Tk 214.00Pran Mustard Oil 250ml .... Tk 295.00
Powder MilkDano Milk Powder 2kg Tin .... Tk 1385.00Dano Super Inst Milk Powder 1800g Tin ....
Tk 1388.00
Diploma Powder Milk 1kg Pkt .... Tk 505.00Diploma Powder Milk 500g Pkt .... Tk 254.00Nido Full Cream Milk Powder 1 kg Tin .... Tk 713.00Dano Low Fat Milk Powder 400gm Pkt .... Tk 213.00Dano Milk Powder 1kg Pkt .... Tk 562.00
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Chapter 4
Recommendation
With multiple stores in Dhaka, Agora is a leader in superstore retail organizations. The
combination of quality and price under various brand name offers customers value for
their money. We have examined and evaluated the operations of Agora, LTD including
its strengths and weaknesses. we recommend the following in order to ensure continued
success for the future of all Marks and Spencer stores:
Find alternative sources to supply resources to Marks and Spencer stores abroad.
Increase marketing efforts.
Strengthen existing resources, add complementary resources, and develop new
resources.
Evaluation of Current Objectives and Current Strategy
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Chapter 5
Conclusion
The name of Agora is entwined with the glory of-the Agora’s marketing policy “to create
a better environment for consumers”. A man gifted with an inherent entrepreneurial
sense, Late A. C. Abdur Rahim, the founder of Rahim-Afrooz started a trading house in
1973, which continued to expand in scope and nature as time went along. In 2000, Agora
was introduced to the world. The success was immediate as there was a demand for such
business in the local market. Agora's state-of-the-art technology and creative strategy
gave it an edge ocher its competitors at local market.
Agora is a Dhaka-based supermarket chain. It is the largest retailer, both by local sales
and by domestic market share, and the the largest retailer in Dhaka leaving behind PQS,
Meena Bazar, Nandan Mega Shop, Pacific, Pick and Pay, Etc, Shop & Save and others.
Originally specialising in food, it has moved into areas such as clothes, consumer
electronics, consumer financial services, selling and renting DVDs, compact discs and
and consumer telecom accessories.
Agora Ltd. is an enterprise that combines industry and trade, mainly engages in retailing
the quality products at the most lowest price in the market. The management of Agora,
was an enthusiastic advocate of trading stamps as an inducement for shoppers to
patronise their stores: They signed up with all types of quakity products manufacturer,
and became one of the company’s largest clients. But the management was a fan of pile it
high and sell it cheap, and in the mid-2000 Agora faced many cost problems associated
with not properly integrating its purchased chains of stores. When the firm overstretched
itself opening few more outlets throughout the city, management consultants were called
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in to sort out the mess. In 2001 Agora launched Operation Checkout, an across the board
price cutting campaign aimed at countering the threat from the new breed of discounters
such as Kwik Save.
Facing the world and looking beyond, Agora will always maintain the pure-hearted,
enterprising, quality and struggling spirit make efforts to scrupulously abide by our
goodwill, create splendid future together with you in management vision of joint
development, joint prosperity and mutual benefits!
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Appendix
American International University Bangladesh (AIUB)
Topic Name: Product Marketing Strategy and New Product
Performance of a company.
Course Title: Principles of Marketing
Course Instructor: Mr. Hamidul Islam
Name:
Sex:
Occupation:
Address:
Appendix: 01
Before visiting their shop at Gulshan branch we made a questionnaire & try to find out either the customer of Agora is satisfied with their product or not. We also want to find the answer of some other questions also & we asked this question to the employee of Gulshan shop. We talked with many customers & employees at Agora and they contribute with us by giving the answer of our question. Here is the questionnaire which we asked to the customers of AGORA.
Why you come here? (As there are some other superstores in Dhaka city)
Quality product
Cheap price
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Promotional Offerings
Brand name
Most of the time who come here for shopping?
*Husband
*Wife
*Both
What kinds of products mainly they buy?
*Vegetables
*Baby Care
*Fishes
*Drinks
*Other
How frequently you buy your necessary products from Agora?
Daily
Once a week
Twice a week
Once a month
What is your opinion about Agora?
Very Good Good Moderate Bad Very bad
Did you notice any advertisement or Promotional campaign of “AGORA”? Yes No
XL
Is there any foreign products are also available which you expect?
*Yes
*-No
Is Debit card/credit card accepted?
*Yes
*No
Do they provide membership card?
*Yes
*No
Any special facility of carrying membership card?
*Yes
*No
Do they provide online shopping facility?
*Yes
*No
Are you satisfied with the products? (Freshness about the grocery products)
*Yes
*No
Are the price of products and services is higher than local market’s product price?
*Yes
*No
XLI
If yes then how much?
2%
5%
10%
15%
Are you satisfied with their product price?
*Yes
*No
Do they provide any discount on products? If yes, then how many times on a
year?
*1
*2
*3
*4
Do you have any complain about “AGORA” that you want it to be improved?
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Appendix: 02
Before visiting their shop at Gulshan branch we made a questionnaire & try to find out either the customer of Agora is satisfied with their product or not. We also want to find the answer of some other questions also & we asked this question to the employee of Gulshan shop. We talked with many customers & employees at Agora and they contribute with us by giving the answer of our question. Here is the questionnaire which we asked to the employees of the AGORA.
Employee Name:Designation:
Which age group of customers usually comes to buy your product?
*7-14
*10-25
*25-45
*45+
According to your observation about customers purchasing behavior, please mark any of the following options to describe customer attitude towards Agora?
Trial purchaser Repeat purchaser Regular purchaser
According to your observation and interaction with the customers, how much the customer is satisfied about the newly launched product of Agora?
Very much satisfied Satisfied Moderately satisfied Not satisfied at all
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According to your sales record, which types of products customer usally buys?
Answer as your own opinion
According to your observation, which promotional activity of Agora mostly influences the customers for purchasing their daily necessaries from your shop?
Television Commercial
Radio Advertisement
Leaflet
Your recommendation
Did your average sales change (increase/decrease) after the month of Ramadan?
*Yes *No
If yes, how is the affect?
Highly dropped Slightly dropped Remain Unchanged Increased
Do you have any suggestion/ feedback/comment about ‘AGORA’?
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References and Bibliography
1. www.google.com
2. Principles of Marketing, Philip Kotler and Gary Armstrong, 12th
Edition.
3. www.agorabd.com
4. www.rahimafrooz.com.
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