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: Karmakar, Animesh Saha, Suvir Kumar Saha, Swarup Kumar Ahmed, Javed

ID Number: 08-10984-2 08-10938-2 08-10946-2 08-10933-2

AMERICAN INTERNATIONAL UNIVERSITY – BANGLADESH. Date of Submission: December 10, 2009

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December 10, 2009 Hamidul Islam Lecturer Department 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)

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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.

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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, historydevelopment, 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 so a new store opens as smoothly as possible. Meeting could be held with business IV

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.

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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-forprofit 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.

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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 First ever battery export – to Singapore – in 1992 Launched Rahimafrooz Instant Power System in 1993 Acquisition of Yuasa Batteries (Bangladesh) Ltd. – in 1994

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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 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.

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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 ecommerce, 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) 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

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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 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

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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.

Managing director

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Chief Executive Officer

Functional head

Operations Management

Manager

Executive manager

HR Admin

Manager

Executive manager

Marketing & Sales

Manager

Executive manager

1.2: Objective of the report:

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Accounting & Finance

Manager

Executive manager

Production

Internal Audit

Manager Manager

Executive manager

Executive manager

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.  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.

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 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:



Features and articles published in newspapers and other journals

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

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



Johnson Baby Powder



Rok Wetty Wet Tissue

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

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 XVII



Umbrella Chocolate 25g Pk



Tango Max Crunch Hazelnut 80g Pk



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 XVIII



Cyprina Apple Juice



Dewlands Red Grape Juice



Tang, 750g Poly Pack



Dewlands F.Cocktail Juice



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 XIX



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



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

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

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



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 XXI



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

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

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

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)



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

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

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

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:

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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.

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

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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 thirdplaced 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 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

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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 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.

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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”.

Local Market

Shop

XXVIII

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)

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.

XXIX

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.

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 Care Pampers Saudi S-28 .... Johnson Baby Pink Lotion Euro 500ml Plastic Container .... Johnson Baby Powder Classic - Iw India 400gm .... Rok Wetty Wet Tissue 80pcs .... Johnson Baby Oil Euro 500ml Container .. .

Tk 750.00 Tk 300.00 Tk 160.00 Tk 220.00 Tk 345.00

XXX

Johnson Baby Milk Bath Malaysia 200ml Plastic Container .... Johnson Baby Shampoo India 200ml Plastic Container .... Johnson Baby Lotion Aloevera & Vit-E Malay 500ml . Tollyjoy Baby Wet Wipes (70 Pcs Eco Pack) .... Pampers Saudi Junior 17 .... Pampers Saudi L-19 .... Pampers Saudi Ea - 18 .... Pampers Saudi M-20 ....

Tk 150.00 Tk 140.00 Tk 300.00 Tk 270.00 Tk 586.00 Tk 586.00 Tk 586.00 Tk 586.00

Beverages Horlicks Malt Drink 800g Glass Jar ....

Tk 437.00

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 Gb .... Maltova Malt Drink 400gm .... Horlicks(Bib) Malt Drink 400gm .... Mothers Horlicks 200g .... Complan Chocolate 200gm Jar .... Complan Chocolate Flvr.350gm Bag In Box ....

Tk 235.00 Tk 340.00 Tk 180.00 Tk 130.00 Tk 270.00 Tk 220.00 Tk 105.00 Tk 190.00 Tk 235.00 Tk 100.00 Tk 165.00 Tk 220.00 Tk 140.00 Tk 188.00 Tk 257.00

Complan natural flvr. 350g bag in box ....

Tk 235.00

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 ....

Tk 240.00 Tk 367.00 Tk 190.00 Tk 320.00 Tk 320.00 Tk 185.00 Tk 136.00

XXXI

Ovaltine Malt Drink White 400g Jar ..

Tk 272.00

Confectionary Nestle Kit Kat 4 Fingure U.K 48gm .... Toblerone Chocolate 35gm .... Maltesers Chocolate Aus 37gm .... Ferrero Rocher Chocolate 24pcs Pkt .... Guylian Perles Docean .... Tudor Gold Hazel Eclairs 170g G/P .... Ferrero Rocher Chocolate 16pcs Packet .... Bansia Oriole Macadamia 150g .... Guylian Twist 200gm .... Choc Coin (All Flavour) 240g Box ....

Tk 61.00 Tk 54.00 Tk 67.00 Tk 810.00 Tk 850.00 Tk 280.00 Tk 410.00 Tk 297.00 Tk 825.00 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

Wrigleys Extra Prof Sugar Free Gum 12pcs Tk 55.00 Pk .... Tango Almond Nut Chocolate 100g Bar ... . Cloud-9 Chocolate 30g Pkt ....

Tk 80.00 Tk 19.00 Tk 26.00

Tango Max Crunch Hazelnut 80g Pk .... Umbrella Chocolate 25g Pk ....

Tk 76.00

Kent Relax Sugar Free Gum 25g Pkt ....

Tk 55.00

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 .... Tango Hazelnut Chocolate 50g Pkt .... Kunuz Chew Gum Orange 25gm ....

Tk 12.00 Tk 12.00 Tk 12.00 Tk 37.00 Tk 16.00 Tk 16.00 Tk 42.00 Tk 12.00

XXXII

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 .... Tango Hazelnut Chocolate 50g Pkt ....

Tk 12.00 Tk 12.00 Tk 37.00 Tk 16.00 Tk 16.00 Tk 42.00

Drinks Dewlands Mango Juice 1ltr T.Pack .... Dewlands Mango Juice 1ltr T.Pack .... Cyprina Mango Mixed Juice 1ltr T. Pkt .... Cyprina mango mixed (orange & apple) juice 1ltr t. Pkt .... Country Fresh Apple Juice Aus 2 Ltr Packet .... Cyprina Apple Juice 1ltr T. Pkt .... Dewlands Red Grape Juice 1ltr T.Pack .... Tang 750g Poly Pack .... Dewlands F.Cocktail Juice 1ltr .... Berri Cranberry Juice Drinks 1.5 ltr .... Schweppes Ginger Ale 330ml Can ....

Tk 146.00 Tk 146.00 Tk 115.00 Tk 115.00

Berri Grapefruit Juice 1.5 ltr .... Tiffany Mango Juice 1ltr T.Pack .... Tang Instant Orange Drink 1.5kg Tin .... Tang Orange 750g Jar .... Foster Clarks Inst.Mango Drink 1.5kg Tin .... Schweppes Tonic Water 330ml .... Foster Clarks Inst.Orange Drink 1.5kg Tin .... Foster Clarks Mango Inst. Drink 900g Tin .... Dewlands Mango Juice 1ltr T.Pack .... Dewlands Mango Juice 1ltr T.Pack ....

Tk 347.00 Tk 485.00 Tk 132.00 Tk 258.00 Tk 285.00

Tk 368.00 Tk 115.00 Tk 146.00 Tk 218.00 Tk 146.00 Tk 395.00 Tk 71.00

Tk 85.00 Tk 470.00 Tk 470.00 Tk 75.00 Tk 146.00

Fish Elish Katal Rui fish

Tk.335 Tk.180 Tk.200

Fruits XXXIII

Malta Yellow Apple Gala

Tk.180 Tk.140

Health Food Canderel 75g Jar (Germany) .... Ahmed Orange Diabetic Jelly 500g Jar .... Equal Sachets 100s .... Hooray Low - Calorie Sweetener 500ml ... . Candarel 40g Jar .... Tripti Chiratar Dal 25g Pkt .... Koli Spice Yosuf Gool 100gm .... Koli Spice Yosuf Gool Bhushi 100gm .... Ahmed Apple Diabetic Jelly 500g Jar .... Ahmed Guava Diabetic Jelly 500g Jar .... Tripti Esubgul Bhushi 250gm ....

Tk 570.00 Tk 105.00 Tk 215.00 Tk 225.00

Green Field Isubgul Bhoshi 100gm .... Zerocal Sachet Pack .... Mm Youshubgul Bhushi 100g Pkt ....

Tk 70.00 Tk 50.00 Tk 73.00

Ensure Powder Vanilla 400gm Tin .... Radhuni Diabetic Firni Mix 60gm .... Canderel 75g Jar (Germany) ....

Tk 560.00 Tk 180.00 Tk 570.00

Tk 280.00 Tk 10.00 Tk 29.00 Tk 85.00 Tk 105.00 Tk 105.00 Tk 55.00

Meat Fresh Beef 1 kg .... Fresh Chicken 1 KG weight .... Fresh Beef .... Fresh Chicken .... Raw Mutton ....

Tk 305.00 Tk 265.00 Tk 205.00 Tk 425.00 Tk 275.00

Raw Mutton .... Fresh Beef 1 kg ....

Tk 225.00 Tk 305.00

Oils/Fats 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 .... Australian Harvest Canola Oil 4 ltr ....

Tk 434.00 Tk 605.00 Tk 170.00 Tk 554.00 Tk 530.00 Tk 1310.00

XXXIV

Teer Soyabean Oil 2ltr Pet Bott .... Kushtia Special Ghee 500gm ....

Tk 214.00 Tk 295.00

Kings Pure Soyabean Oil 5 Ltr Pet Bott .... Kings Sunflower Oil 5 Ltr Pet Bott .... Rupchanda Soyabean Oil 5 ltr Pet Bott .... Rajbari Ghee 500g Jar .... Red Cow Butter Oil (Nz) 450gm Tin ....

Tk 970.00 Tk 1167.00 Tk 255.00 Tk 312.00 Tk 3800.00

Lucy Oliva Pure 5 Ltr .... Teer Mustard Oil 900ml Pet Bott .... Teer Mustard Oil 0.5ltr Bott .... Teer Soyabean Oil 5ltr Pet Bott .... Pran Mustard Oil 250ml .... Super fresh soyabean oil 1ltr. .... Pran Mustard Oil 500ml .... Tala Pure Sunflower Oil 2ltr Pet Bott .... Rajbari Ghee 500g Jar .... Red Cow Butter Oil (Nz) 450gm Tin .... Lucy Oliva Pure 5 Ltr .... Teer Mustard Oil 900ml Pet Bott .... Teer Mustard Oil 0.5ltr Bott .... Teer Soyabean Oil 5ltr Pet Bott .... Pran Mustard Oil 250ml ....

Tk 132.00 Tk 73.00 Tk 529.00 Tk 52.00 Tk 112.00 Tk 95.00 Tk 565.00 Tk 434.00 Tk 605.00 Tk 170.00 Tk 554.00 Tk 530.00 Tk 1310.00 Tk 214.00 Tk 295.00

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 ....

Tk 1385.00 Tk 1388.00 Tk 505.00 Tk 254.00 Tk 713.00 Tk 213.00 Tk 562.00

XXXV

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.

XXXVI

 Strengthen existing resources, add complementary resources, and develop new resources.  Evaluation of Current Objectives and Current Strategy

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.

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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 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!

XXXVIII

Appendix

American International University Bangladesh (AIUB)

Topic Name: Product Marketing Strategy and New Product Performance of a company. Course Title: Principles of Marketing

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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

•

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 XL

•

*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

 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

XLI

•

*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

 If yes then how much? •

2%

•

5%

•

10%

•

15%

 Are you satisfied with their product price? •

*Yes

XLII

•

*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? -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

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: XLIII

 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

 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?

XLIV

•

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’? -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

References and Bibliography

1. www.google.com

XLV

2. Principles of Marketing, Philip Kotler and Gary Armstrong, 12th Edition. 3. www.agorabd.com 4. www.rahimafrooz.com.

XLVI

XLVII