NORTH SOUTH UNIVERSITY

Group Project

On

Agora
Submitted to:
Dr. Farzana Nahid
Assistant Professor
Department of Marketing & International Business

Submitted by:

Name ID
Shafar Ahmed Momin 1712467630
Ahmed Muttaquee 1812355630
Afia Nazmul 1811335030
Saklain Hossain Bin Nazmul 1812216030

Shopnil Tajrin 1822143630

Marketing 337 Section: 03

 Acknowledgements
Firstly, we want to thank Allah the almighty for finishing the project paper on
time.
Special thanks to our honorable faculty, Dr. Farzana Nahid ma'am, from the
bottom of our heart. Because of her guidance and contribution throughout the
semester, we are able to complete this project paper on time. We found this project
very informative and helpful. Doing this project paper during this pandemic time
was a very challenging test for us. Without the proper guidance of our dedicated
faculty, developing this project was quite impossible.
Lastly, would like to thank all the members of the group for being supportive and
industrious.
 Executive Summary
This project paper aims to analyze the Agora's current promotional problem. Also,
solving this problem through a proper promotional campaign, thus leveraging
Agora's sales. Agora is the first-ever superstore in Bangladesh. It operates a retail
business as a chain of hypermarkets. The campaign focuses on promoting the
brand among its major competitions. The goal is rebranding, repositioning and
increase its market share. It is also our campaign objective.Our campaign slogan is
"পুর োর ো আস্থোয়, ন র্ভয় বোজো ". It indicates to sincerity, trust, and reliability.
Currently, Agora's position is in the declining phase because its current
advertisements are not effective. With a one year campaign budget of 2.25 Crore
Tk. We can successfully grow Agoras market share and make a strong brand
positioning in the market. Maintaining interest of the customer as well as creating a
proper desire so that they feel the interest and take action to come and buy, the way
Agora must follow to get their potential customer base and bring them back. As an
old brand in the market, Agora can go for a mix of rational and emotional appeal
with the advertisements so that customers feel the way they felt before to buy from
Agora. The spokesperson have to be someone reliable whom people can have trust.
Nowadays, people are more active in online and social media so; it must be
emphasized to proper platforms to reach consumers. Other proper medias needed
to be used for maximum reach. By doing the necessary things Agora can do better
Contents
Company Overview: ...................................................................................................................................... 5
Introduction: ................................................................................................................................................. 6
Campaign Theme:......................................................................................................................................... 7
Identifying the Challenge through Research: .............................................................................................. 8
Why Agora needs a promotional makeover: ............................................................................................ 8
Identifying the following though primary and secondary research: ............................................................ 9
Current target market: .............................................................................................................................. 9
Current Advertisement Practices of Agora: ............................................................................................ 10
Swot analysis of current campaigns of Agora: ........................................................................................ 11
Identifying the demographics and Psychographics: ............................................................................... 12
Campaign Objectives: ................................................................................................................................. 15
Creative Brief: ............................................................................................................................................. 19
Brand Personality .................................................................................................................................... 19
Client-agency Communication Model ........................................................................................................ 20
Appeal ......................................................................................................................................................... 21
Creative Elements: ...................................................................................................................................... 24
Public relation: ............................................................................................................................................ 28
Digital Marketing to generate sales: ....................................................................................................... 30
Media and Budgeting: ................................................................................................................................. 31
Monthly Plan:.......................................................................................................................................... 34
Conclusion: .................................................................................................................................................. 35
Refenrences: ............................................................................................................................................... 36
Company Overview:
Agora is the first grocery chain shop in Bangladesh, started its journey in 2001.
Agora is Under Rahimafrooz company, but a Swedish firm is having about 70%
stake of Agora. In 2011 Agora bought the famous PQS super shop chain, and in
2015 Agora was nominated as the Best retailer by Bangladesh Brand Forum. It
provides daily necessities such as groceries, toiletries, fruits, fish, meat, etc. The
superstore's customers are urban-based. Currently, Agora having 17 superstores in
Dhaka.
Introduction:
Agora is the first Bangladeshi chain of a superstore that follows hypermarkets and
convenient grocery stores. Though the superstore had the first-mover advantage, it
is unable to dominate the market currently. The superstore chain needs a better
promotional campaign to reach its targeted customers, which will leverage sales.
The purpose and goal of this campaign report is to help Agora to gain its lost
market share; rebranding, brand repositioning and increase its sales. This campaign
comes up with the slogan "পুর োর ো আস্থোয়, ন র্ভয় বোজো ” which actually means
people can buy their necessary items by relying on Agora. The slogan indicates to
sincerity, trust, and reliability.
Campaign Theme:
An advertisement campaign is focused on the designing sequence of
advertisements for promotional purposes. It is mainly used to build a strong brand
image, increasing market share, and growth,
Every campaign is required to have a campaign theme or slogan. This slogan or
theme holds the main message for the entire promotional activities.
We selected Agora for the project, which is the first super shop in Bangladesh. We
selected Agora because its previous campaigns are not being effective. It is facing
lots of competition among its competitors; Swapno, Meena Bazaar, and Unimart.
Compare to them, Agora lacks much behind. Agora failed to create a brand image,
which took them to low market share.
So, to increase its market share and create a brand position, an effective campaign
is needed. For the effective campaign, we selected a slogan which is "পুর োর ো
আস্থোয়, ন র্ভয় বোজো ”. It indicates to sincerity, trust, and reliability.
Identifying the Challenge through Research:
Why Agora needs a promotional makeover:
Started in 2001, Agora was the first grocery super chain shop of Bangladesh.
However, the current position of Agora is very bad. As per the BCG matrix, Agora
is a dog now. Its market share and growth is in declined stage. Compared to its
competitors Swapno, Meena Bazaar, and Unimart, Agora does not have any brand
positioning or any unique selling points. Swapno super shop is currently the market
leader. With their tagline "করে টোকোয় শ্রেষ্ঠ বোজো " they have a strong brand
position among the middle-class people. Whereas Unimart targeted the upper class,
"The ultimate experience" is their tagline, making it exclusive and unique for the
upper class. Meena Bazaar also has strong brand recognition as a safe, organic, and
chemical-free food provider. Meena Bazaars' unique selling points is the online
delivery system. They are the first mover on this. Their online service is call,
website, and app-based, which is a great competitive advantage. On the other hand,
Swapno's unique selling point is the Swapno express.
To acquire a strong brand positioning and increasing market share, Agora needs
rebranding and aggressive marketing. Agora needs to go for campaigns with a
unique theme or slogan to grab consumers' attention.
Without a proper promotional makeover, Agora will not be able to survive in the
market.
Identifying the following though primary and secondary research:
Current target market: Agora the 1st convenient store of Bangladesh established in
2001 facing huge competition in keeping the market share. More specifically their
market share is not at decline.

The super shop targeted customers are basically urban and semi-urban based. The
retail shops outlets are almost in every important and posh areas of the Dhaka city
such as Dhanmondi, Gulshan, Uttara, Kakrail, Mirpur, Mogbazar. However, it also
has its operation in Chittagong and Sylhet.
It seems the super-shop targets only people of higher income mostly. Who belong
from the higher socio-economic back-ground. Besides people occupation ranging
from mid-level to top management people are their main target market. Which
refers it targets people of upper middle class to Elite class.

The personality of their current customers seems like price insensitive no matter
how much the price is they don’t bother that much as long as they are getting better
service.
Current Advertisement Practices of Agora:
Agora was started in 2001 as the first grocery chain shop in Bangladesh. However,
currently, Agora is not having any brand positioning and any unique selling points.
Agora doesn't spend much on advertisements. Currently Agora uses sales
promotion. They mainly gives offers and incentives by their membership cards.

They also send messages to their customers about the offers and deals, which is
direct marketing. Moreover, Agora uses personal selling, and lastly, it uses
Facebook, which falls under internet marketing.
Swot analysis of current campaigns of Agora:

Strengths: Agora is the first grocery chain shop in Bangladesh. They always
maintain good quality, and they are still recognizable among the competitions.
Weakness:
Agora does not spend on its promotional activities. They do not do any branding
on themselves. Because of that, they lost their position in the market. They also
lack in online presence. They only have a Facebook page where they post about
products. Compare to their competitors, they do not have any unique selling points.
They also do not go for any promotional campaigns.
Opportunities:
By rebranding and repositioning, Agora will easily gain attention from consumers.
Agora is a recognizable brand by proper promotional activities; they can easily
give competitions to their competitors.
Threats:
Agoras competitions have strong brand positioning. Swapno for the middle class,
Unimart for the upper class, etc. Their all competition having unique selling points
that Agora does not have despite being the first mover. Compare to the
competitions, Agora does not having any online presence. Because of that, they are
currently in a decline stage. These are the major threats of Agora.
Identifying the demographics and Psychographics:
Demographic:
Age : 17- 68

Gender : Male - Female

Life-cycle stage:  Teenagers, Bachelor stage young,

Single people not living at home
 Newly Married couples with no
kids
 Full nest 1 (has a toddler child)
 Full nest 2 (Has child aged in
between 6-9)
 Full 3 (couple with their
dependent children)
 Empty nest 1 (Couple married
over 25+ years and no children is
living with them currently)
 Empty nest 2 ( Retired couple no
children live with them)
Income Individuals, Households with low to
middle income, Upper-class
Occupation Students, floor level employees, mid-
level managers, Top level managers,
Businessman
Psychographic:
Social Class Lower Middle class, Middle class,
Upper-class
Lifestyle  Urban, Semi urban lifestyle
 People having interests in food,
Family, friendly
 People who rely more on
internet and online shopping

In demographic Agora should target on people who are in their teenage to those of
late baby boomers born after 1955. The Generation X is the next generation they
must care about. And they have to emphasize more on millennials right now who
are know as Generation Y as they are the current customers who will be buying the
products more often. The generation Z or iGen are the current and future potential
consumers as they born after 1996 they are the future people who will have family
and become early nesters and their family will be growing for next 20-35 years.
It seems like if Agora targets on people from teenagers to 65+ years they will be
covering a lot of market shares. Besides they need look into the income level of
mass people as a result more outlets should be opened in more areas of Dhaka and
all around the country. Some smaller express outlets in densely populated
residential areas can do well. Moreover, they need to look into consumer income
level and set price and products accordingly. People ranging in occupation from
student to Top level should be targeted.
In Psychographic the super shop must look into people lifestyle and if they open
outlets in different locations and urban as well as semi urban area the convenient
shop has to look into their way of living which refers to the products they need
from the shop. Although the product offering may not differ that much from store
to store. Though some additional products can be placed according to demand. The
personality traits has to be look into more carefully such as buyer openness,
conscientiousness, agreeableness etc.

Justification: The reason why this changed audience will help leveraging the
brand Agora is basically increased sales. Agora is the first convenience super shop
of Bangladesh which had view to serve people under one roof and provide best
quality products at a better price. Where environment and experience of buying
will be better. However, having this view they used to miss out huge market
opportunity. As a result other shops take chance of filling up that demand. Agora
did not look for serving mass people.
When this changed audience will come to know about Agora if there is more
expansion of the stores they will think about this oldest super shop at least in their
subconscious mind. If the product quality is better along with price sensitivity of
the consumers are highly ensured, Agora is good to get enough customers no
doubt. Because to get maximum customer in this retail industry there is no better
way than serving in diverse market place. Nowadays, most of the people buy their
necessary goods online as it is hassle free and easy. When Agora will do business
online more rigorously, they will get enough online traffics and their sales will face
an increase.
Campaign Objectives:
There can be many objectives for Agora, but their market position is now a
significant concern. Started in 2001, Agora was the first grocery super chain shop
of Bangladesh. Compare to Swapno Meena Bazaar and Unimart as per BCG
matrix Agora is Dog now.

Currently, Agora does not have a proper brand position.

Swapno super shop is currently the market leader. With their tagline "করে টোকোয়
শ্রেষ্ঠ বোজো " they have a strong brand position among the middle-class people.
Whereas Unimart targeted the upper class, "The ultimate experience" is their
tagline, making it exclusive and unique for the upper class. Meena Bazaar also has
strong brand recognition as a safe, organic, and chemical-free food provider.
Meena Bazaars' unique selling points is the online delivery system. They are the
first mover on this. Their online service is call, website, and app-based, which is a
great competitive advantage. On the other hand, Swapno gives huge discounts than
any other super shops in Bangladesh. Their unique selling point is the Swapno
express.
In comparison to them, Agora does not have any strong brand position, not even
they do not have any unique selling points.
Therefore, the Agoras campaign objective is to grow their market share with a
strong brand position. To make a strong presence in the market, Agora should
combine both sales and communication objectives. Their main goal has to be to
increase sales and increase their brand image to sustain in the market for a long
time. Agora need to go for both sales and communication objectives.
With the new campaign slogan" পুর োর ো আস্থোয়, ন র্ভয় বোজো " Agora needs to
promote itself through the AIDA model. This model shows the process of how a
consumer takes service or purchase a product. This model is based on four stages,
which are
1. To attract attention: This can be achievable through eye-catching
advertisements.
2. Maintaining interest: For customer retention, Agora needs to maintain
interest.
3. Create desire: Agoras service has to be desirable for the consumers.
4. Taking action: Buyer desire needed to transform to purchase by taking
necessary actions.
AIDAs model is also frequently is supplemented by "S" which is the satisfaction.
This satisfaction refers to customer satisfaction.
Agora needs to emphasize on brand awareness. They have to use all the primary
IMC tools, which are advertising, sales promotion, public relations, direct
marketing, and personal selling. For advertisements, they need to go for full-
service ad agencies. They can go with viral marketing, word of mouth (buzz
marketing). They need to use proper channels media for effective communications.
Furthermore, promoting Agora by celebrities and influencers will also help to gain
market share as well as it will create awareness. Agora needs to have an
appropriate spokesperson for themselves. Mashrafe Bin Mortaza can be their
spokesperson. He has a leadership position, and lots of people admire him. As a
spokesperson, he has three source attributes, which are credibility, attractiveness,
and power. Agora can also use indirect sources to attract consumers. For the
marketing strategy, they should go for conative strategy. For rational appeal, they
can use ads with favorable price appeal. Moreover, they need to do reminder
advertising and teaser advertising. They can present their advertising message by
combination of straight sell, demonstration, comparison, testimonial, and a slice of
life. Among them, the testimonial is very useful as it gives credibility. They must
select a proper media panning by selecting the right medium and media vehicle for
getting the maximum reach and coverage. They can put their advertisements on TV
as well as print media. For buying time on television programs, Agora can make
sponsorship, participation, or spot announcements.
Moreover, they can use support media, both traditional and nontraditional. For
traditional, they can use billboards, street furniture, place-based media, transit ads,
sky banner, blimp etc. Blimp and sky banners unique in our country using those
will be very effective. And For nontraditional, they use everything. It is also
essential or Agora to do internet marketing such as display advertising, search
engine marketing, social media marketing, email marketing, video or viral
marketing, affiliate marketing, and referral marketing. Various sales promotion
such as providing coupons, premiums, contests, refunds, bonus packs, price offs,
event marketing, etc will help to attract consumers and help a lot to create a
positive image.
Agoras campaign objectives are SMART- Specific, Measurable, Achievable,
Realistic, and Time-bound.
This will help to fulfill Agora's goal and target. By this, Agora can gain its
campaign objective, which is to increase the market share and reposition Agora in
consumers' minds.

Creative Brief:
In this section of the report, Agora's brand personality, process modeling of client-
agency
communication and usage of appeal are elaborated. Here, the appropriate
personality Agora
should carry would be recommended. Likewise, a discussion on the relevant appeal
for
establishing this brand's personality is incorporated in this section of the report.

Brand Personality
The competitors of Agora have captured the customers with innovative values.
Swapno, with its tagline and many branches, has captured the vast middle-class
families; Meena Bazaar is positioned as Fresh, organic food and first mover for
online groceries, Unimart captured the upper-class with varieties of retail products
and unique, posh shopping experience. So, to keep pace with them, Agora needs to
buckle up, and for this, Agora's appropriate personality would
be 'Sincerity' and acquire the captured customers with "prime quality selection in
store's products."

Back then, in 2001, Agora was the most promising retail super shop and the largest
super shop in Bangladesh. In 2011, Agora bought PQS, one of the most popular
super shop chains in the country at the time, and in 2015, Bangladesh Brand Forum
declared it as the best retail brand in the country. However, with time, the
competition of Agora started to begin. Analyzing the history, this can be
undoubtedly stated that Agora used to possess a big share of the Bangladeshi
market once upon a time. At that time, this was one of the leading brands in retail
super shop. Agora was seen as an upper-class retail store, so Swapno actually
could take the massive middle-class. Agora needs to penetrate the middle-class
market with the right promotional tools.

Agora has very few outlets over the country; they mostly based on big spaces.
Also, unlike Swapno and Prince super shop, Agora does not have any own retail
product brands. This can come to benefit from creating a 'prime' brand image,
which is 'sincere' with what it offers because it has a fair selection process of its
products. So, Customers do not need to scrutinize through packages or groceries to
find the fresh one. Also, with 'less price', it can acquire the middle-class but give
Swapno, Unimart, or Meena Bazaar premium experience.

Client-agency Communication Model

Agora is a brand under Rahimafrooz superstores Ltd, an exclusive venture of the
Rahimafrooz group. The list of the companies under Partex Group, there is no
marketing agency. So we will work as a 'Full service, out-house agency' with client
Agora.
Our communication system will be: Centralized. So, we will be responsible for all
promotional activities except for sales. The functions we will provide Agora are:
1. Planning & Budgeting:
2. Administration & execution:
3. Coordinating with other departments:
4. Coordinating with outside agencies

The client will get an innovative strategic plan and level of passion and
commitment. Our services include

1. Digital Strategy
2. Creative Design
3. Innovation & Content Creation
4. Social Media Management
5. App & Web Development
6. Analytics
7. Mobile Marketing
8. Digital Media Planning
9. Community Management
10. Integrated Campaigns
11. Online & Offline Event Activation

The communication between the agency and Agora is recommended to go through

several
departments.
1. Account Department: The assignment would get into the agency through the
Account
Department.
2. Strategic Planner: Then, this department would send it to the Strategic Planner.
In this
The department, the entire marketing plan would be prepared.
3. Creative Department: Creative department would be responsible for preparing
the
plan in which forms the campaigns should reach the audience.
4. Media Department: Through the Media Department, the agency would deal
with the media. Moreover, this department would also be responsible for setting
the campaign budget.

After passing through all these departments, the entire promotional plan would be
delivered to Agora.

Appeal
Agora is recommended to use both rational and emotional appeal. This brand
belongs to the category of cola drinks. Cola drinks are homogeneous by type. By
using logic, the customers are not
Agora is recommended to use conative strategy and mixed appeal of
both rational and emotional appeal.
Reason:
● Agora is in the maturity stage of life-cycle. Target consumers know about their
products and services. With saturated competition, Agora is facing problems in
positioning. However, Agora indeed has a strong brand image by word-of-mouth
and retainable customers. A new advertisement will be effective if consumers can
relate to the emotional framework.
Appeals that will be used are Nostalgia, pride, comfort, affection. Agora's tagline
says, 'Purono Asthay, Nirvoy Bazar' also promotes the fact of sincerity and
promise.

● Agora is recommended to use the best quality at favorable price appeal. Because
this brand belongs to daily necessities and grocery items, including agricultural
food, it must have to be best in quality and affordable in the daily household. By
using this policy, it can attract customers. Because the customer can eye witness
the quality and freshness of the product very closely. So by ensuring proper quality
and reasonable, affordable prices than any other super shop, Agora can gain their
position back.
● Among all of the execution of emotional appeals, humor, dramatization,
animation, and patriotism can be used.
Execution:

To execute the campaign on the target market, we need to keep into account the
market segmentation. As agora is a retail super shop chain, and its new targeted
customers are people age ranging from 17-65+, we need to set our execution plan
keeping them in mind. Those media where these people can be reached more
effectively Agora must target those. The GRP rate should be very high so that people
continuously get exposed to promotional campaigns. They need to use proper
channels media for effective communications. For the marketing strategy, they
should go for conative strategy. For rational appeal, they can use ads with favorable
price appeal. They need to do ‘reminder advertising’. They can put their
advertisements on TV as well as print media. For buying time on television
programs, Agora can make sponsorship, participation, or spot announcements.
Moreover, they can use support media. It is also essential or Agora to do internet
marketing such as display advertising, search engine marketing, social media
marketing, email marketing, video or viral marketing, affiliate marketing, and
referral marketing. Various sales promotion such as providing coupons, premiums,
contests, refunds, bonus packs, price offs, event marketing, etc. will help to attract
consumers and help a lot to create a positive image.

The best execution processes can be:

● Social media marketing by creating better contents to grab customers attention
and likeability.

● Older people or senior citizens are more frequent in reading newspapers and
magazines these print mediums is a better choice to bring the new campaign
 to these people.

● Nowadays, guerilla marketing is another better option in reminding

customers.

● As non-traditional support media, the super-shop will sponsorship in reality

shows which will have high exposure and viewers will accept it more.

● People are more available online for their daily activities. To buys groceries
and necessity goods, people may choose the internet as well as the website.
To increase the traffic over this medium Agora must do SEM as well as SEO.
● To increase web traffic and make people buy more the super shop can offer
coupons so that people buy more as most of the people of the new targeted
market are price sensitive.
● The sources of the ads or promotions must be viable, and trustworthy to the
customer segment as well as their credibility must be justified.

● Finally, creating emotional contents, video, posts on social media is more

prevalent among people and the best of executing the campaign. This way,
some things may go viral and grab maximum customer attention.
Creative Elements:

Print Materials-

1. This will be used in social

media platforms mostly
2. In the newspaper
magazines
3. On In-store banners

1. In the newspaper
2. Newspaper magazine
3. Social media platform
1. This will be used in a

billboard ad.
2. In 2021 Agora will

achieve its 20th

anniversary as the first
super shop in Bangladesh.
3.
1. With the same message,
we will provide
brochures, social media
contents and newspaper
and magazine ads.
1. This is an digital billboard
ad.
2. The bokeh lights on the
background will light up
the surrounding place.

1. Another version of this

can be used in Social
media content, Tv Ads,
Banners.
Public relation:

1. Agora will arrange

2 Alpona events
during Pahela
Baishakh and
Pohela Falgun.
2. The colours used in
the alpona will be
Green and Orange,
symbolising Agora.
3. This will cover
street areas where
there are outlets of
Agora.
 1. This is a guerilla
marketing with a
photo booth by the
street.
2. There will be a
couple of photo
booths in
significant areas.
3. Green-orange
balloons and the
heart shows the
trust and loyalty
Agora has achieved
over the last 20
years.

Video:

● Objective- Remind the quality, benefit, price and value of Agora

(Informative)
● Message- Creative concept attracting both visualiser and verbaliser
consumer
● Message execution-
 -Family of middle-class finding solution because of a ‘prime quality,
reliable super shop with discounts and vouchers and costs less price.
-Scientific evidence: Data and experiments show that Agora products are
better than other shops because of the added benefit of well-assorted,
carefully picked shelf products saves time and effort of the customer, and
also customer trusts Agora, so they do not scrutinise the packages or
groceries like other super shops.
-Testimonial evidence: Endorse a healthcare advocate or health cautious,
Social influencers as a spokesperson. Mashrafe Bin Mortaza can be their
spokesperson. He has a leadership position, and lots of people admire him.

● Media- Television, Facebook, YouTube, Website, Blog

Digital Marketing to generate sales:

Search Engine Optimization:

Secure and Accessible Website
Page Speed (Including Mobile Page Speed)
Use keywords in content following the trend

Pay-per-click:
Make pay-per-click content on Healthcare, Skincare, E-commerce, E-newspaper
websites.
AIDA MODEL

Media and Budgeting:

In comparison to market players, Swapno, Minabazar, and Unimart Agora are
much behind. A complete repositioning and rebranding are needed. To keep Agora
in consumers' minds and beat their competitors, they need to invest in their
promotional activities. Aggressive marketing is now essential for their survival.
Here is a recommended budget for Agoras repositioning strategy for 1 year:

IMC tools public relations, direct 20 Lacs

marketing, and personal selling
Various sales promotion such as 30 lacs
providing coupons, premiums,
contests, refunds, bonus packs, price
offs, etc.
Advertisements such as viral 35 Lacs
marketing, buzz marketing, event
marketing, reminder advertising,
teaser advertising etc.
Advertising message by combination 20 Lacs
of straight sell, demonstration,
comparison, testimonial, and slice of
life.
Support media, Traditional: 25 Lacs
For traditional, they can use
billboards, street furniture, place-
based media, transit ads, sky banner,
blimp etc. Blimp and sky banners
unique in our country using those
will be very effective.

Nontraditional support media 20 Lacs

Advertisement on TV (During prime 20 Lacs
time) and print media.
Advertisement with direct and 35 Lacs
indirect sources. (Celebrities and
influences)
Internet marketing such as display 20lacs
advertising, search engine
marketing, social media marketing,
email marketing, video or viral
marketing, affiliate marketing, and
referral marketing.

Total 2.25 Crore

 Promotional Budget Public relations, direct marketing, and
personal selling

Sales promotion

viral marketing and others

9% 9%
Video Advertisement
16% 13%
Traditional support media

9% 15%
Non traditional support media
9%
9% Prime time tvc & print meadia
11%

Celebrety endorsed advertisements

Internet marketing
Monthly Plan:

Media Mix Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Guerilla
Advertisement
Support media
Social media
Viral mkt.
Paper/
magazine
(Print)
Conclusion:
In Bangladesh superstore retail business Agora was the first player who came into
the market back in 2001. However, this big and popular superstore lost its market
share gradually, a big reason is for wrong promotions and not emphasizing on
potential opportunities where it could do well. Being a first mover in the industry
they could do better promotion to hold the market. However, the competitors of
Agora have taken the opportunities, become good market players and gained good
market share. Not only that but also they are still doing well and continuously
improving. As they emphasized on particular segmentation and targeted customer
to attract. They put effort in creating a brand image through their promotional
activities. In a view to regain its market share and the lost positioning Agora needs
to take some serious necessary steps as it is not too late yet. At first the
promotional campaign which shall be taken by Agora must be SMART so that it
attracts targeted customer. This needs a proper planning, execution and evaluation
so that it goes on under maintaining a certain timeline. We as a professional agency
will do all the campaign for Agora. Our campaign “পুর োর ো আস্থোয়, ন র্ভয়
বোজো ” we assure to reach the necessary target market and eventually raise market
share. Where Agora did not do much promotional activity before, we are focusing
on creating the campaign with proper use of IMC tools. This 1 year campaign will
surely give Agora the attention it deserve
References:

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September 2020].
CM Brand. 2020. Planning A Promotional Campaign? Here Are 7 Essential Steps.
[online] Available at: <https://cm-brand.co.uk/news/planning-promotional-
campaign-essential-steps/> [Accessed 16 September 2020].
Belch, G. and Belch, M., n.d. Advertising And Promotion.
Assignmentpoint.com. 2020. Marketing Strategy Of Agora - Assignment Point.
[online] Available at: <https://www.assignmentpoint.com/business/marketing-
business/marketing-strategy-
agora.html?fbclid=IwAR1vBPeqfkvINkwVIXGKWZRn6ZZZRXRj2jaX4BjEqjGr
Ccb1u-4wwgct8Js> [Accessed 16 September 2020].