Aarong's Taaga Integrated Marketing Campaign

About Aarong

Aarong is one of the leading retail chains in  Bangladesh operating under BRAC,  the largest non-profit in the world. Fighting to uphold the dignity of the marginalized, this chic brand began as a humble project. It was established in 1978, with the mission to provide income-generating and social development opportunities for poor rural women, while also protecting and promoting Bangladeshi handicrafts. 

Aarong operates production units in rural and semi-urban areas as a part of its social enterprise model and provides the market linkage through its own retail outlets. All profits generated through sales are ploughed back into expanding opportunities for more low-income producers and to cross-subsidises BRAC programmes for the ultra poor, health, education and livelihood development. Aarong received recognition as a Superbrand in 2009, and remains the market leader in the Bangladesh fashion industry.

Taaga

Taaga specializes in casual wear that blends traditional designs with modern fashion trends. The tops and tunics are adorned with local fabrics in western cuts along with embroidery and appliqué. Available in numerous colors the range in Taaga paired with a pair of Taaga pants makes a stylish statement . 

Target market based on segmentation

Geographic
Country	Bangladesh
Country region	Dhaka,Chittagong, Sylhet, Khulna,Comilla

Demographic
Age	12-30
Gender	Female
Occupation	Students, Corporate women
Income(monthly)	30,000BDT-1,00,000BDT (family income)
Location	Mostly Dhaka & Chittagong
Education	Not relevant

Psychographic
Social class	Upper and Upper-middle class
Lifestyle	Outgoing, trendy, fashion & comfort lover, style concerned.
Attitude	Fashion conscious

Integrated Marketing Campaign (IMC) Tools

Advertisements: Aarong Taaga uses various medias for their advertisement such as newspaper ads , magazines , social media , internet commercials and mostly in front of their outlets through attractive billboards .

Newspaper Ads : Aarong Taaga tries promoting their new collections through newspaper ads.

Magazine Ads : Aarong also tries to promote their taaga collections through magazine advertisement . 

Billboard Ads : They mostly use billboards to promote their Taaga collections . 

Electronic Media Ads : They also uses commercials and shortfilms on internet for their advertisement.

Sales Promotion

 Mostly used sales promotion strategy of Aarong taaga is organizing fashion shows. 

Along with Brac Aarong often sponsores many programmes and uses it as their sales promotion strategy .

Publicity/PR activities

Aarong is committed to social accountability and has been certified a Fair Trade Organization in 2007. It performs social audits on all of the micro, small, and medium enterprises from which it sources its products. Producers are required to maintain various health, safety, environmental, labor and working condition standards in their production units. To democratize the management decision-making process, producers can attend regular stakeholder meetings to provide their input on the policies and procedures, and direction of the organization.

Interactive/Internet Marketing

Aarong uses the internet to promote their Taaga collections . It has its own website to connect with its consumer . Aarong also uses various social networking platforms including Facebook, Twitter, Youtube as to communicate and get review from their customers.

Official website : http://www.aarong.com/taaga.html

Facebook  Page :  https://www.facebook.com/AARONG.TAAGA

Youtube:

My Opinion

Aarong is widely renowned brand. The purpose of writing this article is to show how Aarong Taaga uses its IMC tools to promote itself. It has brought a new dimension in the Bangladeshi fashion industries. The new segment of Aarong clothing named Taaga has raised the level even more by targeting the young female generation as a result it has become a craze among them . Now it is the new fashion fiesta of the new generation. The datas , images, videos , links are collected from the website and FB page of Aarong. Here I have mainly pointed out the market segmentation and IMC tools of Aarong Taaga. By analysing all these things I have reached to this conclusion that they use most of the IMC tools in order to maintain their brand image. They even bring constant changes if it is required. They are not applying direct marketing and personal selling. The reader may find some information missing but still I hope through this article I will be able to give you a good review over Aarong Taaga’s  market segmentation and IMC tools.

For more information please visit :

www.aarong.com/

http://www.aarong.com/taaga.html