1.

0 Introduction

Retail is now the largest industry of the world. It also has a huge market in our country.
The annual turnover of the superstores now stands at around Tk 15.0 billion, according to
Bangladesh Supermarket Owners Association (BSOA). It also has strong 15-20 per cent
annual sales growth. There are many companies in our country which are well established
in this field. They are planning for further expansion. There are some also in growth
process. To go along with this big industry, we tried to establish our own retail brand
with number of differentiation and value innovation.

1.1 Why the Report Was Made?

1. To develop our own retail brand.

2. To leverage the retail store with secondary brand association
3. To know the industry.
4. To create a blue ocean in the industry
5. To add value and decrease customer cost

1.2 How the Report Was Made?

To prepare this report, standard methods of report writing have been used. For writing
this report different types of data were needed to and analyze and generation of idea was
necessary. The required data were collected by using primary sources largely. Some data
were also collected from secondary sources. The primary data was collected by visiting to
different websites and course materials. With the help of those items, different ideas
came out. For collecting data from secondary sources, other materials were used. After
completion of the data, these were sorted into different categories. And on the basis of
this analysis the findings of the report were made.

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1.3 Limitations

1. Information regarding the report was limited.

2. Knowledge of processing the report was limited.
3. Element for writing report was insufficient.
4. Lack of the part of experience of the group members.
5. Shortage of adequate manpower.

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2.0 Rationale for the Product Selection

Superstores are set to boom in the country as consumers prefer hassle-free shopping
environment and hygienic commodities. The traditional kitchen markets are a far cry
compared to what a modern day shopper needs. The reason we have selected
DEPARTMENT STORE is because of the overall market worth and the markets
potentiality. Moreover all the retail stores that are currently in operation seem to be more
or less similar. There is no major differentiation factor and all of them tend to focus
on product range, price and quality. Though the aforementioned are important factors
but we believe there is scope to add more value to enhance the all over experience at the
stores. The current scenario is such that customers are happy but not delighted. We want
the customers to be delighted rather than be just happy.

2.1 World retail market-

Retail is world’s largest private industry. Annual sale of retail industry in world is
US$6.6 trillion. Wall-Mart is the world’s largest retail player with annual sale of US $250
bn. But till now retail is not success in capturing the whole market in developed
countries. Organized retail market in different countries is given below.
.

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2.2 Reasons for growing retail market in Bangladesh

• Rising income level in youth segment

• The trend of nuclear family
• Growing literacy
• Growing urbanization
• Increasing media penetration

• More exposure to international brand and products

2.3 Scenario in Bangladesh

Superstores are set to boom in the country as the current market players are planning to
open several hundred more outlets in the next few years to cope with the rising demand
from the consumers.

With a strong 15-20 per cent annual sales growth, about 30 companies with more than
200 outlets have already made foray into the industry since Rahimafrooz, one of the
largest business groups in Bangladesh, introduced Agora, a chain superstore, in the
capital a decade ago.

The annual turnover of the superstores now stands at around Tk 15.0 billion (1500 crore),
according to Bangladesh Supermarket Owners Association (BSOA).

 Hassle-free shopping environment

 Hygienic commodities

 Fresh vegetables

 Meat and fish at the supermarkets are earning appreciation of the customers,
market operators said.

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The supermarkets have attempted the massive expansion drive to attract the shoppers,
who still depend on unplanned wet markets to buy their daily essentials.

They say that a rise in organized retailing would offer the consumers hygienic foods at
competitive prices, compared to those offered by retailers in the kitchen markets, where
commodities are sold mostly in unhygienic condition.

The rise in the number of supermarkets, according to analysts, will diversify the choices
of consumers and boost their spending, so much needed for economic growth, while the
wet markets will also improve quality and services following in the footsteps of
supermarkets.

But a decade ago, the retail-level trade was in the hands of thousands of small traders in
the wet markets and the grocery shops in cities and remained out of the focus of the big
business houses.

The landscape began to change in 2000 when Rahimafrooz Superstores, operating Agora,
moved in to seize a slice of the retailing and wholesale trade, which has been growing at
6 per cent, on an average, annually.

In the past decade, many small and big supermarkets made debut, successfully attracting
middle and upper middle class consumers, a section of who are gradually turning to chain
stores from the wet or kitchen markets, superstore operators say.

The departmental stores with the main focus on food items — ranging from a wide
variety of

Fish & meat, Vegetables, Fruits, Bakery, Dairy and Grocery items…..also offer a vast
array of other Household, Personal care and miscellaneous products.

Consumers can buy as much as nearly 20,000 products of different kinds from such a
store, the operators boast.

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Supermarkets have successfully made a breakthrough in the urban lifestyle with the idea
of “all essential commodities under one roof.” In the early days of the business, around
500 customers would visit a supermarket outlet daily. Now some 5,000 customers come
to a store every day, they say.

2.4 Number of superstores

Dhaka-based Agora now runs four outlets,

 Meena Bazar ten including eight in Dhaka,

 PQS five,

 Prince Bazar two,

 Nandan five and

 Swapno 70 including 30 outside the capital.

 Bangladesh Rifles (BDR) also runs 11 stores in the capital.

According to operators, more than 600 chain retail outlets are expected to be set up in the
next five years in an attempt to attract more customers.

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3.0 Environmental Analysis

SWOT analysis is a tool for auditing an organization and its environment. It is the first
stage of planning and helps marketers to focus on key issues. SWOT stands for strengths,
weaknesses, opportunities, and threats. Strengths and weaknesses are internal factors.
Opportunities and threats are external factors.

Strengths: attributes of the company that is helpful to achieving the objective.

Weaknesses: attributes of the company that is harmful to achieving the objective.

Opportunities: external conditions which are helpful to achieving the objective.

Threats: external conditions which could do damage to the objective.

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STRENGTH

1. The company has a core competence involving its use of information technology
to support its international logistics system. For example, it can see how
individual products are performing store-by-store at a glance. IT also supports
WISTERIA’s efficient procurement.

2. A focused strategy will be in place for human resource management and

development. People are key to WISTERIA’s business and we will invest time
and money in training people, and retaining a developing them.

3. Marketing Expertise: Each product line will be assigned a brand manager who
will be in charge of developing strategies. Thus making sure all the floors are
productive revenue generators.

4. Innovative Service: The first time is Bangladesh WISTERIA will launch a

payment system where the customers are not required to wait at the payments
section. Thus ensuring minimum customer handling time and which will save
valuable time for the customers.

5. Superior access to channels of distribution.

6. High Quality of Private Brands: The store will be launched with a high focus on
quality private brands. The private store brands have high potential but a highly
ignored sector as majority of the stores rely on out sourcing. WISTERIA aims to
build customer equity based on its private brands.

WEAKNESS

1. WISTERIA joins the retail industry where many big players already have an
experience in the field of over a decade.

2. Huge span of control.

3. Since WISTERIA will sell products across many sectors (such as clothing, food
etc) it may not have the flexibility of some of its more focused competitors

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 4. Location of the store in a major drawback since WISTERIA will launch itself
with only 1 store in Dhaka city. Busy shoppers might shop locally instead of
WISTERIA.

OPPORTUNITY

1. There are tremendous opportunities for future business in expanding consumer

markets, such as China and India.

2. Online shopping

3. Mergers, joint ventures or strategic alliances.

4. Moving into new market segments that offer improved profits, such as special
economic stores.

THREATS

1. Being number one in customer experience means that you are the target of
competition; who will try to copy the values offered.

2. Political problems.

3. Any new foreign entrant can pose as a threat, say Wal-Mart

4. Although the store will be positioned on the basis on customer experience; price
wars are likely to start by competitors to get attention of the price sensitive
customers.

5. If new tax laws are introduced on the product or service offered.

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4.0 Segment, Target and positioning

To get a product or service to the right person or company, it is important

firstly segment the market, then target a single segment or series of segments, and
finally position within the segment(s).

Segmentation is essentially the identification of subsets of buyers within a market that

share similar needs and demonstrate similar buyer behavior. The world is made up of
billions of buyers with their own sets of needs and behavior.

Upper Class
Wants Brand & Standard at any price

Upper Middle Class

Middle Class
Wants Quality at optimal Rate

Lower Middle Class

Lower Class

Wants cheap price

Segmentation Bases

Geographic:

Gulshan, Banani, Dhanmondi, Mohammadur, Uttara, Baridhara, Mirpur, Shanitnagar,

Moghbazar, Khilgaon and Old Town.

Demographic:

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Age: Under 6, 6-11 years, 12-19 years, 20-34years, 35-49years, 50-60 years, 60+

Life stage: Married, Unmarried

Gender: Male / Female

Income:

High: 75000+ monthly

Middle: 25000+ monthly
Low: 10000 monthly

Social Class:

Upper, Middle and Lower

Psychographic Segmentation

Personality: Innovators, Thinkers, Achievers, Experiencers

Lifestyle

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Targeting

Geographically:

Gulshan & Dhanmandi.

People who live in Banani can also come to the Gulshan store for shopping.
Again the people from Mohammadpur can also shop at Dhanmandi section.

Age:

6-60

Income:

High: 75000+ monthly

Middle: 25000+ monthly

Social Class:

Upper, Middle

Psychographic Segmentation

Personality: Innovators, Thinkers, Achievers, Experiencers

Lifestyle

Time savers, Environment conscious & Smart shoppers

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Positioning

Agora Shopno Wisteria

Nandan PQS

Quality Price Experience

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5.0 Brand Elements: Mix and Match

BRAND NAME: WISTERIA

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Background of the Brand Name:

WISTERIA is an English word. WISTERIA is a name of a flower. The color of this

flower is pink, violet and white. It is Native to the eastern United States and the East
Asian states of China, Korea, and Japan. The one of the unique characteristics of
WISTERIA it is fast growing flower.

1. Memorability :
The brand name should be memorable. It is because brand name can be more
effective for creating awareness in the consumer minds.
The name itself is unique. It is a name of a flower. So it can be easily recognized.
WISTERIA can be easily uttered able. This name would be easy to register in the
consumer mind.
If the name is registered once in the consumer mind then it would be easier to
recall this brand name. Because the name is small and the name is related to a
flower name so people can easily recall the name.

2. Meaningfulness:
Besides choosing brand elements to build awareness, brand elements can also be
chosen whose inherent meaning enhances the formation of brand associations.
Brand name may have several meaning varying in descriptive as well as
persuasive content.
The name has both the meaning. Descriptive meaning of WISTERIA is
WELCOME. It means we are welcoming the people for shopping our retail store.
We will serve the consumers with their expectation.
The name also conveys a persuasive message to our consumers. We care about
consumers. And we give the highest priority to our consumers. We are always
ready to serve them as they deserve.

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3. Likeable :
Names that are intellectually stimulating or provide a good mouth feel that name
is more likeable by the consumers.
Our brand name “WISTERIA” is aesthetically pleasing to hear. So this name will
be likable by the vast people.
4. Adaptability:
The adaptability of the brand name is really very necessary. Because changes in
consumer values and opinions or just because of a need to remain up to date or
contemporary. People of different age group can easily adopt the brand name as it
is a name of a flower.
5. Protectability:
The final consideration concerns the extent to which the brand name is protectable
both in legal and competitive sense.
Our brand name is registered so it’s protectable in the sense of legal and
competitive sense. Our competitors or no other company can not use our brand
name as their brand name so it’s legally protectable.

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LOGO:

COLORS:
Blue, Yellow, Green and Purple

Logo enhances marketing objectives and identity. The color of a brand expresses the
personal brand attribute. It should also reflect the brand professionally and be
pleasing to the viewer in all its venues and variations.

Background of the logo and color:

Our logo is a text logo. We use capital letter “W” and the full name of our retail store
in our logo. In our logo we use several colors like purple, yellow, green and blue. Our
slogan is also included in our logo.

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1. Memorability :
Our logo is a simple one so easy to recognize. And the color of our logo is
familiar to the consumers. The most important thing is that our logo denotes
the name of our retail store so it’s easier to recognize our retail store.
Consumer can also recall the logo very easily. We will use the word “W” in
such a way that it would be visible to the people. Logo design is unique and
simple so it would be easier for us to register in the consumer minds. If the
logo successfully registered once in the consumers mind then they can easily
recognize the logo and recall it as because of its simplicity.

2. Meaningfulness :
The logo is meaningful. It has a descriptive meaning. We use some different
colors in our logo. We use blue, purple, yellow and green.
Blue resembles the honesty, loyalty and reliability.
Yellow symbolizes, joy and happiness. Yellow brings clarity and awareness.
Yellow color is more successful for grabbing the viewer attention. So we use
the color.
Green symbolizes self-respect and well being. Green is the color of balance. It
also means learning, growth and harmony. Green contains the powerful
energies of nature, growth, and desire to expand or increase. Balance and a
sense of order are found in the color green. Change and transformation is
necessary for growth, and so this ability to sustain changes is also a part of the
energy of green.
3. Likeability:
Our logo will be likeable by the people. Because we use some colors that
preferred by the people and people are very familiar with those colors. As the
design of our logo is simple and unique so it will be likable by the all people.
And the logo is easy to understand so likable by the people.
4. Transferability:

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This logo and the color of the logo can also be transferred to other brands.

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Adaptability:
People of all ages can easily adopt with the color and logo of the brand.
5. Protectablilty :
Our logo is registered logo so it is legally registered trademark. Another
company cannot use our logo.

SLOGAN: You are Welcome

Background of the slogan:

Our brand name “WISTERIA” means welcome. So we select a slogan which
includes our brand name in the slogan. So that people can easily recall our
slogan and also recall the brand name.
1. Memorability :
The slogan will be easily recognized and recalled. We are trying to
create positive feelings in the consumer mind by our slogan. Our
slogan indicates that we are eagerly waited for our consumers to make
them delighted. So it creates a positive impression about our retail
store. Our slogan can be easily recognized and easily recalled. The
meaning of our Slogan is simple.
2. Meaningfulness:
The descriptive meaning of our slogan is that we are welcoming our
customer with care and affection.
The persuasive meaning of our slogan is as we are welcoming our
customer so we are making promises to them that we will ensure the
quality and meet their expectation. We will give preference about their
desire.
3. Likeability:
Our slogan will be likeable by the mass people and also by our target
market. Our slogan is aesthetically pleasing.

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4. Transferability:
The slogan is easily transferable to other brands. The slogan welcomes
everyone. While creating a new product line, we can use it by
welcoming the consumers.
5. Adaptability:
Our slogan is updateable by over time. And for a slogan it is really
very necessary to update with the time.
6. Protect able:
Our slogan is protectable legally and competitively. Because our
slogan is registered legally so another company can not use our slogan
as their slogan. So its ensure protecatibility of our slogan.

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PACKAGE:
We are using bags those are made of jute. It is environment friendly and a product that is
made from our own country. It also looks stylist and trendy. On the other hand, polythene
and nylon bags are not good for the environment. These damage the environment in a
very large scale. Paper bags are good with the environment but are torn easily. So we
cannot carry with the paper bag if the items are heavy in nature.

So we are offering our package which is different in materials, a country made stuff and
entirely friendly with the environment. It also reflects our cash crop “jute”.

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6.0 Value Innovation
Here, we are creating value innovation in the following ways:

We are doing direct sourcing. It means we are collecting goods directly from the
producers. There is less number of intermediaries so that products do not change much
hand. As a result the cost will be lower. So the customers have to pay less for purchasing.

On the other hand, customers need to spend to less time while paying bills. The trolleys
will have different track number and a barcode reader in it. The bill will be on the
computer of the counter according to the track number. After finish purchasing, customer
will only pay the money in the counter. So time is saved. So value is being added to the
customer.
With our organic food supplies, the health of the customers is ensured. It adds another
value to the customer.

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8.0 Leveraging through Secondary Brand Strategy
Complementary competence: we are going to have secondary association s with
starbucks coffee. While customers are coming here for shopping, they can also
experience the taste of this special item which is not available in Bangladesh.

Starbucks

We are also going to have ikea for home furnishing.

IKEA

For the clothing sector, we are going to have pantaloons.

Pantaloons

These three are well established brands. So it would help us to make secondary leverage
brand association.

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9.0 Conclusion
The departmental store WISTERIA ensures all the product and services needed for a
person from his young to old age. When a child is born he or she needs baby food and
other child stuffs. These are all available in this store. Even at a matured stage of life they
can get all the necessary and daily stuffs here in WISTERIA. Again at an old age they
can come to our store for their related stuffs as we are offering those goods which can
make them comfortable at that time. WISTERIA is build to make your life easy,
comfortable, convenience, smart and most importantly faster to cope up with the fast
living.

There by, WISTERIA is WELCOMING You to Our Store to Get a Whole New

Experience of Shopping to Enhance Your Lifestyles with Supreme Way.

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WISTERIA

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