COMPANY OVERVIEW

Rahimafrooz Superstores Ltd. (RSL) dispatched Agora the first ever retail network in

Bangladesh in 2001 and guarantees an important shopping background that gives quality and

new items at the right cost. It expects to reliably give a strikingly fulfilling and significant

shopping background through a business that enhances the personal satisfaction for clients

and colleagues.

With outlets in significant areas all through Dhaka, and a lot of people all the more being

arranged in Dhaka and other real urban communities, Agora is attempting to satisfy the

ordinary needs of its clients by giving the right quality, variety and cost through stores of

different structures and sizes.

While Agora basically concentrates on sustenance things - extending from a wide assortment

of fish, meat, vegetables, apples and oranges, bread kitchen, dairy, and staple - it likewise

conveys an incomprehensible show of other basic need, individual consideration, and

different other customer products and family utensils.

Meena Bazar is a decently rumoured retail store chain in Bangladesh with International

gauges. It began its operation in 2002 and runs outlets in Dhaka, Chittagong and Khulna

division. Each Meena Bazar outlet conveys just about 6,000-8,000 items to offer. It gives

advantageous shopping background, benevolent client benefit alongside simple stopping

procurements for its clients. Meena Bazar is a backup of Gemcon Group. It likewise delivers

natural items, dairy things, arranged sustenance & home grown items.

Meena Bazar is the first retail superstore in Bangladesh that has a site to shop on the web. We

dispatched our site in April, 2012, and now we convey in Dhaka, Khulna and Chittagong. We

took this activity to make client life simpler. Internet shopping with Meena Bazar spares time

and it is additionally exceptionally helpful for our client as we face more movement

nowadays.

At Meena Bazar we not just offer the items to the clients; we attempt to pass on the item

advantages to them as well. To give the clients the best conceivable quality for their cash, we

obtain the items straightforwardly from the ranchers, uprooting the agents, while

guaranteeing excellent, freshness and constant accessibility. Meena Bazar is otherwise called

one of the dependable sustenance suppliers of the country. Meena Bazar is resolved to

convey the best accessible items to the clients and is presently growing more to serve

Bangladeshi clients better.

MARKET SEGMENTATION OF AGORA

Geographic:

Geographic area is mainly the Dhaka, Chittagong and Khulna within Bangladesh.

Demographic:

Age level between 25-75 years.

Income level of around 25,000 BDT/Month.

Combined working family

Occupation: Business, Working and Student Class.

Psychographic:

Social class: Higher Middle Class family to Elite Members of the Society

Lifestyle: Materialistic

Personality: Brand image, quality and service based product users.

Behavioral:

Benefits

User status: Prestige users.

Attitude toward product: Loyal customers.

TYPE OF SEGMENTATION

Primarily, we can say from the type of product they sell that Meena Bazaars follow

differentiated or segmented marketing strategy. They are segmenting their market for those

customers who have similar type and sets of needs which are mostly within the easy to buy

and easy to use product category.

BASIS OF SEGMENTATION

Meena Bazaar defined the market mostly on the basis of psychographic and behavioural

segmentation. They are offering their product basically from the upper middle class of

populous who prefer a free and open space for daily grocery shopping can have their work

done for them. People who want to buy products from a more hygienic place can come and

buy a variety of necessities from Meena Bazaar as well. For the exclusive people who like to

have premium and branded products are mostly welcome in Meena Bazaar as well. Elderly

people who cannot move to lots of places at a time can easily find plenty of space to move

about. Again, regular people with common needs come here frequently. They try to fulfil the

needs of these categories of people. Again, even though they want to sell their products to the

whole country, they specifically target the people of above average and higher income level.

MARKET SEGMENTATION OF MEENA BAZAR

TARGETING STRATEGY OF AGORA

They always try to give modified and new products to the existing target groups which are

the premium and regular middle class customers. So their targeting strategy is diversification.

DIFFERENTIATING AND POSITIONING PRODUCT

They have three types of outlets, Agora supermarket, Agora fresh and Agora Super Stores.

Within these outlets the products vary from area to area.

OVERALL POSITIONING STRATEGY OF AGORA

Their overall positioning strategy is, they have less outlets (only 13), but those outlets are

situated in huge areas and thus they have enormous variety of products. Again, their motto is

Protidiner Quality Bazar meaning, you can buy good quality products every day.

OVERALL POSITIONING AND TARGETING STRATEGY OF MEENA BAZAR

Positioning of a product involves dealing with individual elements of marketing mix in order

to attract target customer segment in the most efficient manner. Meena Bazar uses a wide

range of positioning strategies in order to attract target customer segment.

Functional positioning is associated with increased range and quality of functionalities of

products and services. For example, Meena Bazar sells its Meena Bazar Finest range of

products through functional positioning, and accordingly quality of this range of products is

serving as the main point of advertisement for selected customer segment.

Symbolic positioning is subjective is based on values and aims and aspirations of customers.

This type of positioning is utilised by Meena Bazar in relation to its Fair Trade range of products in

food and grocery sector. Symbolic positioning is used by Meena Bazar in relation to clothing products

as well by refusing the use of cotton grown in countries where child labour is used in cotton

production.

Segmentation bases Target customer segment for Meena Bazar

Geographic Region Dhaka, Chittagong and Khulna Density Urban

Demographic

Age All age categories

Gender Males and females

Income Low and middle income category

Occupation Students, employees, professionals

Education High school, technical, Bachelors,

Social status Working class, skilled working class, lower middle class, middle class

Family size Single individuals, nuclear and extended families

Psychographic Lifestyle Traditionalists, contended conformers Personality Easy-going, determined

Behavioural

Occasions Regular

Benefits sought Cost advantage, variety

User status Active user

Attitude Sceptical, positive