Customer satisfation of_aarong

MARKETING
POLICIES AND
STRATEGIES OF
AARONG
A Research
on Customer
Satisfaction
of Aarong
Customer
Relationship
management

1 Marketing policy and Strategies of Aarong
A research on Customer satisfaction of Aarong Customer Relationship
management
Chapter 1: Introductory Part

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1.1 Introduction
“To provide a stable and gainful source of employment for the under privileged rural
artisans, lift up the traditional identity and the commitment of quality service”
On the basis of these principal Aarong started its journey in Bangladesh. Aarong is an
organization that is dedicated to change the lives of disadvantages, promoting
traditional products from Bangladesh and opening the doors so their products can be
exported. Throughout Bangladesh and in international destinations, the name of
Aarong is the synonym of quality originality and uniqueness. The designer and the
creators of the product range offered by Aarong, have not only established the
organization as leaders in deshi handicraft, but have also reignited interest and
popularity for styles and traditional crafts that are native to the country. It is the
gracious blend of contemporary and customary that ensures that each product is
original and saleable in modern society. Aarong therefore has thousands of artisans
producing pottery work, jewelry, woven baskets, silk, leather items, brass pieces and
magnificent wood cravings. Today, few urban consumers will argue that Aarong is
the local Mecca for deshi handicraft. Aarong’s product designs has brought consumer
attention back to the products and styles that are indigenous to Bangladesh, its
designers blending the traditional with the contemporary in a manner that has won
instant consumer appeal, starting a revolution in trends that has now been taken up by
countless other boutiques and stores. Aarong’s product designs focus on the diverse
types and textures of crafts and patterns that have been passed along from generation
to generation among weavers and artisans in craft hubs around the country.
The name of the organization Aarong is a Bangla word. It means “a village fair or
market”. The village fair provides craftsmen of all trades a marketplace to display and
sell their traditional handicrafts. The naming of Aarong as such upholds the
organizations commitment to promote the indigenous goods of our country, which are
a part of our rich cultural and artistic heritage.
It is the handicraft marketing arm of BRAC from 2010-(Building Resources Across
communities), the largest NGO in Bangladesh & in the world. Aarong has created a
village fair for the craftsmen of all trades come together to exhibit and sale their

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traditional handicrafts.it helps vitalize the traditional craftsmanship and find a
wider market for their products nationally and internationally. Established in 1978,
Aarong is a fair trade organization dedicated to bring about positive changes in the
lives of disadvantaged artisans and underprivileged rural women by reviving and
promoting their skills and craft. Reaching out to weavers, potters, brass workers,
jewelers, jute workers, basket weavers, wood carvers, leather workers and more,
Aarong embraces and nurtures a diverse representation of 65,000 artisans, 55%
(Included -AAF) of whom are women. Today, Aarong has become the foundation
upon which independent cooperative groups and family-based artisans market their
craft, in an effort to position the nation’s handicraft industry on a world platform of
appreciation and acknowledgement. Over the years, Aarong has earned a name as one
of the finest rural craft producers and marketer in home and abroad.
1.2 Origin of the report
Internship in private business organizations, government offices, public sector
corporations or banks or other non-bank financial institutions is an integral part of the
BBA program of the business administration department of IUBAT. The objective of
the program is to expose the students in the organizational work situation. Each
student is required to undergo the program and prepare a report according to a format
specified by the advisor.
As a regular student of Bachelor of Business Administration (BBA) program, it
requires an internship attachment with an organization followed by writing and
submission of a report. This report is an end result of an Internship attachment with
one of the top graded fair trade organization in Bangladesh Aarong. As per the advice
and recommendations of respected supervisor Zakia Binte Jamal, the main
concentration of this report is marketing policies and strategies of Aaong Bangladesh.
This report focuses area on their marketing policies and strategies & customer
relationship Management. This report will obviously increase the existing idea and
assist Aarong to do better in future.

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1.3 Objective of the Study
The objective of the internship program is to get acquainted with the real life
organization and to understand and observe the applications of the theoretical learning
to fulfill the requirement of BBA program.
In this regard, this study is conducted to observe the business and organization of
Aarong, and how various departments are interrelated to each other and help the
organization for smooth running. So to complete our assigned job we have some
objectives to be fulfilled.
1.3.1 Broad objective:
a) To understand marketing policies and Strategies of the Aarong Bangladesh
“A research on Customer satisfaction of Aarong customer relationship
management”.
1.3.2 Specific objective:
a) Generate plan to increase the customers in the Aarong.
b) To recommend some suggestions for further development of Aarong.
c) To analyze different types of Card holder.
d) To find out customer satisfaction rate.
1.4 Significant of the report
At present is the one of the most important and faithful fair trade organization in the
Bangladesh. Aarong has total 11 branches in whole Bangladesh. But they have some
problem in their old traditional system although they are trying their best to start
online shopping system. Most of the fair trade organization are already started their
online shopping system. So if Aarong wants to keep their faith and their customer
they need to start their online shopping system as early as possible. Aarong is the one
of the most leading fair trade organization in the Bangladesh. They are providing all
kind of product to their customer like men products, women product, children product
etc.
a) Marketing strategy of the Aarong.
b) Providing some branch picture and their customer in the Aarong.

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1.5 Scope of the report
This study will focus on marketing policies and strategies, and project part is analysis
customer satisfaction of Aarong customer relationship management with hypothesis
development.
1.6 Limitation of the report
Some of the limitations of the report are:
1. Non-availability of the most recent statistical data.
2. As I am student it is not possible for us to collect all the necessary
information.
3. The marketing manager is very busy with their jobs which lead a little time to
consult with me.
4. Aarong didn’t want to provide all kind of data.
5. Accuracy of the secondary data depends upon the accuracy of the secondary
source as cross checking was not possible.
6. Due to confidentiality the policy of the Aarong restricts disclosing some
important data.
7. Deficiencies in Data required for the study.
Scheduling with university deadline and office assigned job completion deadline
mismatched for conducting the study.
1.7 Methodology of the study
Methodology is the process, technique, or method of observation, survey and analysis.
In order to collect the abovementioned information and data following potential
sources has been used. In order to meet the data requirement and collect the above
mentioned information following sources has been used.
The study requires a systematic procedure from selection of the topic to preparation of
the final report. To perform the study, the data sources were to be identified and
collected; to be classified, analyzed, interpreted and presented in a systematic manner
and key points were to be found out. The overall process of methodology has been
given as below.

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1.7.1 Selection of the Topic:
The topic of the study was suggested by the respected supervisor. While taking the
topic necessary recommendations and suggestions were provided by the supervisor to
make this internship report a well-organized and perfect one.
1.7.2 Methodology:
 For the current study, descriptive researches have been conducted. Because the
primary objective of the study is to present marketing policies and strategies of
Aarong.
1.7.3 Data Collection Method:
 Data have collected from both Primary & Secondary sources.
1.7.3.1 Primary Source:
 Personal interviewing with marketing manager and Branch manager.
 Customers with questionnaire Survey.
1.7.3.2 Secondary Source:
 Research report
 Articles,
 Website etc.

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Chapter 2: Organizational Analysis of Aarong Bangladesh
Chapter 2: Organizational Analysis of
Aarong Bangladesh

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1.8 Overview of Aarong
Aarong began as a cause – a means to an end for a quiet organization fighting to
uphold the dignity of the marginalized. In 1976, when BRAC- a Bangladeshi NGO
dedicated to alleviating poverty and empowering the poor, first began encouraging
sericulture for women in Manikganj, their only buyers were a few scattered retailers
in Dhaka. Weeks, even months would pass between supply and payment, until BRAC
intervened. Aarong was born out of a need to ensure that the penniless silk farmers of
Manikganj were paid for their goods upon delivery, so that they could feed their
families.
Today, Aarong's reach has spread beyond Manikganj to the rest of the country. It has
grown into a thriving international enterprise showcasing ethnic wear to beautiful
crafts from silks, handloom cotton, endi to terracotta, bamboo, jute and much more.
From a single shop, Aarong has grown into one of Bangladesh's biggest retail chains,
with 11 outlets handicrafts.The major metropolitan areas of the country - in Dhaka,
Chittagong, Khulna, Comilla and Sylhet.
Aarong symbolizes fairness in the global village. The organization has identified three
basic constraints for gainful employment of the low income and marginalized people
in the rural areas: lack of working capital, marketing support and opportunity for
skills development. In order to bridge these gaps, Aarong provides a wide range of
services to its workers and suppliers:
• Spot payment on product delivery to encourage efficiency and productivity
• Reach out to producers in remote areas to ensure fair value for their efforts
• Marketing communication and information for artisans
• Advances against purchase orders where necessary
• Training & Education in skills development to raise product quality and
marketability
• Product Design and Support in Product Development
• Quality Control to increase producer awareness of the importance of quality

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These values reflect fair trade principles which have been developed by registered
Fair Trade Organizations. It contributes to sustainable development by offering better
trading conditions to, and securing the rights of, marginalized producers and workers
in Bangladesh.
1.8.1 Brief History of Aarong Bangladesh
Bangladesh was born in 1971 through a war of liberation. The political struggle which
ensued since 1947, the year of partition of Indian subcontinent and formation of
Pakistan and India, was focused on a number of issues. The demand for making
Bangla, the mother tongue of the majority of the people; then against multiple
economic, social and political injustices eventually led to this war. The political
history of Bangladesh has always been a checkered one. Before 1947, the land that
comprises Bangladesh was part of Bengal which once used to be known as a wealthy
centre of textiles and jute. Before the intervention by British colonial power, Bengal
was poised for a transition to an industrial nation. But the two centuries of colonial
exploitation reverted it into a primary producing country. The twenty three years of
oppressive rule of West Pakistan ruling clique left Bangladesh as one of the most
deprived and destroyed regions of the world. However, Bangladesh has come a long
way from its negative images and is now considered as one of the fastest growing
economies. Besides stable democracy, the five percent plus economic growth rate and
fantastic development of the garments sector has given Bangladesh a positive image
which was not happening for a long time.

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1.8.2 Profile of the Aarong
Name of the
Organization
Aarong Bangladesh
Years of Establishment 1978
Head Office 346, Tejgaon Industrial Area, Dhaka-1208,
Bangladesh
Nature of the
Organization
Public Limited Company
Product and Services  Men’s Product,
 Women’s Product,
 Children products,
 Leather Product
Number of Branches 11
Total Producer 500+
Customer All age group customer
slogan “Ake Britta Banglar Mouk”
Working Manpower 65000
Table 1: profile of Aarong

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1.8.3 Product and Services of Aarong
Table 2 & 3: Product and Services of Aarong
MEN'S
PRODUCTS
WOMEN'S
PRODUCTS
CHILDREN'S
PRODUCTS
HOME TEXTILE
PRODUCTS
HOME
ACCESSORIES
Traditional Traditional Clothes Bed Kitchen
Executive Shirts Western Toys Table Lamps
Maanja Sandals Books Living Photo Frames
Fotua Stoles/Shawls Shoes Kitchen Bowls
Short Kurta Sarees Kids Platters
T-shirts Nightwear Rugs Bookends
Stoles/Shawls Fabrics Fabrics Decorative
Sandals Bags Candles
JEWELRY
PRODUCTS
TERRACOTT
A PRODUCTS
BAMBOO/
LEAF
PRODUCTS
CERAMICS
PRODUCTS
NAKSHI
KANTHA
PRODUCTS
WOOD
PRODUCTS
GLASS
PRODUCTS
Gold Decorative Living Plates and
Saucers
Bags, Optical
Cases
Candle
Stands
Bowls
Silver Plant
Accessories
Dining Teapots Table
Cloth/Napkin
Vases Glasses and
Cups
Pearl Glasses/Mugs Personal
Accessories
Mugs and
Cups
Mats Wall
Hangings
Pitchers
Pitchers Wall
hangings
Shelves and
Racks
Hot Plates Christmas
decorations
Mirrors

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1.9 Aarong Bangladesh
Aarong Bangladesh is one of the biggest Fair trade organizations of the country.
Today, few urban consumers will argue that Aarong is the local Mecca
fordeshi handicraft. Aarong’s product designs has brought consumer attention back to
the products and styles that are indigenous to Bangladesh, its designers blending the
traditional with the contemporary in a manner that has won instant consumer appeal,
starting a revolution in trends that has now been taken up by countless other boutiques
and stores. Aarong’s product designs focus on the diverse types and textures of crafts
and patterns that have been passed along from generation to generation among
weavers and artisans in craft hubs around the country.
Aarong also plays the role of protector and promoter of traditional Bangladeshi
products and designs. It houses an extensive design library where remnants of our rich
craft heritage, such as Nakshikantha art and Jamdani patterns, have been widely
researched and archived for present as well as future use.
1.9.1 Major functions of Aarong Bangladesh
The functions of Aarong are as under:
 To maintain all types of customer.
 To make investment.
 To extend other services.
 To Conduct Social welfare activities through AAF foundation.

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1.9.2 International Award of Aarong
Aarong has been granted the prestigious 2012 UNESCO Award of Excellence
for Handicrafts in South-East Asia and Asia for Jamdani Stole.
The UNESCO panel of expert praised Nakshi Kantha table runner, “Fine
execution of the traditional Nakshi Kantha embroidery on the piece with
contemporary selection of colors and design, bringing traditional folk art into
modern households”
Aarong has been granted the prestigious 2012 UNESCO Award of Excellence
for Handicrafts in South-East Asia Asia for bridal jewelry box.

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1.9.3 Address
Aarong Bhaban:
Aarong
Head Office
346, Tejgaon Industrial Area,
Dhaka-1208, Bangladesh
Tel: +880 2 8891418
Fax: +880 2 8891405
E-mail: marketing.aarong@brac.net
Table 4: Address
1.9.4 Mission
“Be the best socially responsible enterprise empowering people to realize their
potential by creating appeal for a Bangladeshi life style experience.”
1.9.5 Vision
Aarong has a vision to establish them as world’s one of the famous fair trade fashion
house, and to remain market leader throughout its business. Aarong expanded its
business in international arena. Aarong has a dream to develop more artisans of
Bangladesh and make them self- dependent and attract more and more international
customers towards Bangladeshi culture.
1.9.6 Logo
The logo of Aarong is an image of peacock.it is spectacularly beautiful
Because of the brilliant, iridescent, diversified colorful pattern in its tail. The
color of the peacock in the logo is orange because it represents energy. By this
logo Aarong communicates that its products are as stunning and as unique as a
peacock. Moreover it wants to emphasize its natural, eco-friendly products through
the emblem.

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1.9.7 Naming:
The name of the organization “Aarong” is a Bengali word. It means Village Fair. The
village fair provides craftsman of all trades a marketplace to display and sell their
traditional handicrafts. The naming of Aarong as such upholds the organizations
commitment to promote the indigenous goods of our country, which are a part of our
rich culture and artistic heritage.
“AARONG” means:
A: Active: we will execute our plans in an active manner.
A: Appealing: we will make ourselves and our workplace appealing.
R: Reliable: we will carry out our duties in a reliable manner.
O: Outstanding: w will perform in an outstanding manner
N: Novel: we will always look for novel creative ways of improving everything we
do.
G: Genuine: we will be genuine in our thoughts and actions.
1.9.8 Objective
The objectives are as follows
 Defining the concept of corporate chain retailing and what Aarong would
provide to customers.
 Find out the target market strategy of Aarong.
 Find out the basis that Aarong build to get sustainable competitive
advantage.
 Identifying the key brand positioning factors of Aarong and their impact
on the brand.
 To understand the supply chain management of Aarong.
 To measure the financial performance of Aarong.

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1.9.9 Outlet
Name of the outlet Address
Aarong Flagship Outlet, Uttara 7, Dhaka Mymensigh Road,Sector 3, Uttara, Dhaka
Tel: +880 2 8915242, Email: uttara.aarong@brac.net
Aarong at Dhanmondi Aarong Dhanmondi, 1/1, Block-A, Lalmatia, Dhaka-1207
Tel: +880 2 8111607Fax: +880 2 8828576
Email: dhanmondi.aarong@brac.net
Aarong at Gulshan Gulshan – Tejgaon Link Road,Dhaka 1208,
Tel: +880 2 8821052, +880 2 8825986
Email: gulshan.aarong@brac.net
Aarong at Moghbazar Aarong Plaza 61, Shahid Shangbadik Selina Parveen Sharak
Moghbazar Dhaka 1217,Tel: +880 2 9334766, +880 2
9360260Email: moghbazar.aarong@brac.net
Aarong at Wari 36/1 Rankin Street (1st Floor), Wari, Dhaka 1203,
Tel: +880 2 7114244, Email: rankin.aarong@brac.net
Aarong at Mirpur Zoo Road, Section 1, Mirpur, Dhaka 1216Tel: +880 2 8060700
Email: mirpur.aarong@brac.net
Aarong in Sholashahar, CTG Biman Bhaban, 1/2, CDA Avenue, Sholashahar, Chittagong
Tel: +880 31 654030, 06074485325
Email: chittagong1.aarong@brac.net
Aarong in Halishahar, CTG House: 1, Lane: 1, Block: L, Halishahar, Chittagong
Tel: +880 31 2515644 – 45,
Email: chittagong2.aarong@brac.net
Aarong in Sylhet 413 Naya Sharak, Sylhet , Tel: 6017, +880 821 815988,
+880 821 713150, Email: sylhet.aarong@brac.net
Aarong in Comilla
Kazi nazrul islam Road,comilla
Aarong in Khulna Plot: A-43, A-44, Majeed Sharani Avenue Shib Bari ,Khulna
Tel: 6016, +880 41 730547
Table 5: Outlets
1.10 Business Prospect
 Business expansion in capital market.
 Gradual expansion of branch network.
 Progressive automation of the branches.
 Consideration of prime customers.

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1.11 Corporate Governance
Name & present Corporate Governance of Aarong Bangladesh is defined as the
framework by which the organization is directed and controlled by the relationships
between the management, the board of directors, Shareholders and other stake
holders, Such as employees, customers. The aim of corporate governance framework
is to ensure disclosure and transference, to define the responsibilities of the board and
management to define the right and rule of shareholders and stakeholders to ensure
equitable treatment and to avoid conflict of interest.
1.11.1 Board of Directors:- Name & present (2013)place of posting of Managing
Director, Deputy Managing Director & General Manager of Aarong.
Name Designation
Sir Fazle hasan Abed Chairman
Tamara Hasan Abed Senior Director
Manik Kumar Sarkar General Manager
Mohammad Abdur Rouf General Manager
Rajesh Khajuria General Manager
Table 6: Board of Directors

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1.11.2 Organ Gram
Fig 1:- Organ Gram of Aarong

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1.11.3 Form of Organization
 Board of Directors.
 Executive Committee.
 Audit Committee.
1.11.4 Executive Committee
The executive committee of the board is constituted as per provision of the Aarong
companies’ act. It exercise all the powers vested by the boards in respect of financial
sanctions, compromises, remissions, write off proposal, filling of suit/appeals etc.
1.11.5 Audit Committee
The Audit committee consists of 7 members, including CEO & managing Directors.
Consequent upon the corporatization, the board now exercises greater Autonomy to
run the Organization more actively and effectively than ever before.

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1.12 External Environment Analysis
1.12.1 The Five Forces Model working behind the Aarong
Porter’s Five Forces Model of competitive analysis is a widely used approach for
developing strategies in many industries. The intensity among firms varies widely
across different industries. In the fair trade organization, the competition level among
the different organization is also seen. We have also considered the Porter’s Five
Forces Model and the key external factors that affect the operations of Aarong.
According to Porter, the nature of competitiveness in a given industry can be viewed
as a composite of five forces. They five forces of Porter’s Model that have the effect
on the operations of Aarong are as follows:
 Rivalry among Competing Firms: The intensity of rivalry among competing
firms tends to increase as the number of competitors increases. Such as the
case for the fair trade organizations in Bangladesh, where the competition is
having effect on the fair trade organization industry and this environment is
growing day by day. In the years of operation, since its establishment, the fair
trade organization has faced stiff competition from the competing fair trade
organization. To stay in the market, Aarong has to concentrate on improving
the quality of service and introduce attractive schemes and packages to attract
new and retail the existing customer. Therefore continuous development and
market research regarding the services offered has to be conducted.
 Threats of substitutes: To a large extent, there are no substitutes when it
comes to financial services. This fact makes the threat of substitutes
significantly low. However, operates on a high margin regime, which can be
substituted by low margin products and services offered by rival companies.
 Threat of new entrants: The threat of new entrants is relatively low. This is
mainly attributed to the fact significantly large amount of capital and
resources are required to set up an institution that would actively threaten the
progress or success of Aarong.
 Bargaining power of buyers: By globally diversifying its operations,
Aarong has a larger market. This means that there are more customers and
Aarong has to cater for their needs in order to maintain and expand its market
base. Since Aarong has established itself as a top notch investor, its customer
has a higher bargaining power.

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 Bargaining power of suppliers: The suppliers of Aarong have a low
bargaining power since they all want their product and services to be
associated with Aarong Ltd As such, they cannot bargain effectively since
they fair trade organization on the long-term returns that will emanate from
such an association
Figure 2: Porters Five Forces Model
Porter's Five Forces
Model
Bargaining
Power of
Buyer’s
Bargaining
Power of
Suppliers
Threat of
New
Entrants
Threats of
Substitutes
Threat of
Rivals

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1.12.2 PEST Analysis
 Political
Political instability creates some problem in our customer like lack of
transport scared of people and so many things. In our country it is a common
affair. There is lot of problem happening in the Country. People can’t come to
the Aarong and they can’t making any kind of shopping on that time for that’s
why Aarong loosing there profit.
 Economical
Economical factor effect the Aarong in various ways. Like inflation, increase
rate tax, exchange rates, unemployment, levels of disposal income tax imposes
of exported machineries and embargo and so many things. Bangladesh is a
low-income third world country. The recent inflation in Bangladesh caused the
business organization and Aarong to improve their communication activities
as well as reducing the cost of promotional activities.
 Social
In our country Aarong is the one of the most important fair trade organization.
It’s a one of the oldest fair trade organization in the Bangladesh. Aarong is
doing different kind of social work in the society. They are sponsor of
different kind of cultural program Sports etc. Aarong is very faithful to their
customers because of their services and good product. So their social respect is
very higher in the society.
 Technological
Technologically Aarong have some problem. Because they have don’t provide
online shopping system. That’s why customers are facing different kind of
problem.

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1.13 Internal Environment Analysis:
1.13.1 Corporate Structure of Aarong
Figure 3: Corporate structure of Aarong
Chairman Advisor Board of Director
Managing Director
Director
General Manager
Deputy General Manager
Assistant General Manager
Senior Manager
Manager
Executive Officer
Assistance Executive Officer

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1.13.2 Corporate Culture
 Bus Service:
Aarong giving bus services to their employees. In the morning time employees
are coming to the office bus service and back to office bus after closing
Aarong. This transport service is available in the Head office and all outlets.
 Employee Training:
Aarong is giving different kinds of training to their employees. Aarong
follows different kind of new services for their organization. On that time
Office arrange training session for the employees. For that reason employees
can’t facing any kind of problem on their work.
 Food facilities:
Aarong is providing food services for their employees. Ramadan Month
Employees get iftar, dinner and tea from their office. It’s a very good part of
the organization because employees are coming office every day.
 Cultural attribute:
Aarong is organizing different kind of cultural program. They are providing
some bonus for their employees. Aarong is organizing yearly picnic session
for their employees and different kind of cultural program in the memorable
day in Bangladesh.

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1.13.3 Corporate Resources
1.13.3.1 Marketing & Sales Department
The whole business of Aarong is totally depends on his sales department. But Aarong
have a marketing department in their head office those people are maintaining whole
marketing department of Aarong. Sponsorship, organizing programs, different
facilities to the customers and many different kind of marketing work they are doing
to promote their organization. And sales department is the one of the major sector of
the Aarong. Sales department are work under the marketing department. So to gather
new customer for the organization, marketing department and sales department is very
helpful for the Aarong.
1.13.3.2 Operation Department
Operating department is the major department of the Aarong. Operating department is
totally operated the POS system and keeping the all documents to the computers.
Aarong is starting their online shopping system very soon. So operating department is
operating all the data of their booth and operates all kind of network system of the
Aarong.
1.13.3.3 Account Department
For a fair trade organization accounts department is main department. Without an
account department Aarong can’t be doing anything with their organization. In
Aarong their accounts department is very strong. Aarong have lot of employees on
their accounts department. They are only handling the accounts of the Aarong.
Accounts department are keeping all kind of information related money. So accounts
department is the most important part of the Aarong.
1.13.3.4 Human Recourse Department
The human resources department is located in the corporate offices HRD. All kind of
recruiting process is maintained by the HRD. The HRD of Aarong is very skilled and
sharp. They are appointed the employee in very legal way and select the right person
to the right place. The HRD of Aarong know how to utilize the employees & produce
best out put through motivational tools, training, teaching, orientation, etc.

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1.13.3.5 IT’S Department
It department of the Aarong is very strong. They are maintaining all kind IT related
work of the organization. They are doing lot of work like:
 Cash transfer.
 POS
 Keeping All Kind Of Customer Information
 MARC holder information
 Accounts Information
 CC TV Camera
 Metal Detector for security
 Internal Data transfer system
 Own domain for email
 Organized website
IT department is very strong of the Aarong. Because of Aarong all kind of
information is very important. And each and every computer is full of that
information. So IT department are keep frees those computer and easy to keep all the
information.
1.13.3.6 Research and Development Department
Research and development department is very important for any kind of organization.
Aarong have a research department those people are very strong skilled. If Aarong
facing any kind of problem then this department are find out that problem and give
the solution of those problems. They are working hard to give a good and strong
solution for the Aarong.
1.13.3.7 Cash department
Cash department of the Aarong is very strong to hard work. Cash department is the
focusing part for a Fair trade organization. They are doing all kind of cash transaction
with the customer. And cash sight is very important because if cash employees are
making any kind of Fault then organization have to survive those problems.

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1.14 Market Positions
From the beginning session in the Bangladesh Aarong is the one of the leading fair
trade organization. They are doing hard work to provide good service to their
customer. But in recent time lot of local and foreign fair trade organization are
coming to doing business in Bangladesh and they are using update technology to
gather the market. For this reason they are facing some problem and their customer
are giving their bad opinion about the organization. And they are losing their good
market position in Bangladesh. But very near future they are update their
technological sight and online shopping system.
The comparative position of the players in the market:
Area: Fair trade fashion in Dhaka City.
1. Aarong
2. Sadakalo
3. Artisty
4. Infinity
1.15 Marketing Mix: (7 PS)
1.15.1 Product
Aarong is a service organization so their service is formed as product. They provides
retail and personal banking services in Bangladesh. The company offers current,
savings, term, fixed, and foreign currency deposits; credit products, including trade,
import, export, and small and medium enterprise (SME) finance; term, home, and
merchant banking loans; and micro, agricultural and rural, and consumer credit. It
also provides various personalized services, such as demand draft, telegraphic
transfer, pay order, mail transfer, security deposit receipt, fund transfer, and electronic
transfer; foreign remittance; international banking; utility services consisting of bills
collection and payment; micro enterprise and special credit; rural banking/credit; and
Internet banking services. In addition, the company offers financing services to the IT
sector, and industries; ready cash; windows for SMEs; loan to travel agencies, and
diagnostic centers; and non-resident Bangladeshis escrow accounts and gift checks.

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Types of Products-
 Men’s product
 Women’s product
 Children Product
 Leather
 Jewelry
 Non-Textile
 Home Accessories
1.15.1.1 Men’s Products
Executive Shirts
Fotua
Short Kurta
T-shirts
Stoles/Shawls
Panjabi
Pajama
Lungi
1.15.1.2 Women’s Products
 SKD
 Long Dress
 Long Panjabi
 Sharee
 Taaga
 Fabric
 Dopatta

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1.15.1.3 Children Products
 SKD
 Frock
 Pant-Tops
 Panjabi
 Pajama
 Shirt-pant set
 Skirt-Tops
 T-Shirt
 Toys
1.15.1.4 Leather
 Shoes
 Bags
 Belts
 Boxes
 Photo frames
 Wallets

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1.15.1.5 Jewelry
 Diamond
 Gold
 Silver
 Brass
 Clay
 Pearl
1.15.1.6 Home Textiles
 Bed
 Table
 Living
 Kitchen
 Kids
 Rugs
 Fabrics
1.15.1.7 Nakshi Kantha
 Decorative
 Wall hangings
 Christmas decorations
 Fashion
 Men’s
 Women’s
 Children’s

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 Bed
 Bed Covers
 Cushions
 Quilts
 Table
 Tea Cosy
 Table Cloth/Napkin
 Mats
 Personal Accessories
 Bags
 Optical Cases
1.15.1.8 Food item
 Full cream milk
 Low fat milk
 UHT milk
 Chocolate Milk
 Tamarind
 Strawberry

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1.15.2 Price
Aarong is the one of the leading Fair trade fashion house in the Bangladesh. They
have different kind of product for the customer. For those products they are selecting
difference price for differed product. But their price is not that much high. Some of
regular product price is given bellow:
Table 7: Price
Men’s products Women’s
products
Children product Leather Jewelry Home Textile
Panjabi
800-10,000
SKD
2000-25000
SKD
1000-2500
Bag
600-500
Silver
1700
Bed Cover
1200-15000
Executive Shirts
1000-2500
Taaga
800-2500
Frock
500-1000
Box
100-3000
Gold
49053
Table cover
600-1500
Belt
500-1200
Sandals
500-3000
Skirt Tops
500-1200
Photo fame
400-2000
Diamond Cushions cover
450-1000
Fotua
400-2000
Stoles/Shawls
450-5000
Pant Tops
500-1200
Sandals
400-4000
Short Kurta
700-2000
Sarees
1000-30000
Sarees
450-1800
T-shirts
370-700
Nightwear
500-1200
T-Shirts
300-500
Stoles/Shawls
800-5000
Fabrics
98-1000
Shirts
450-800
Sandals
1500-4000
Bags
500-3000
Panjabi
500-3500

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1.15.3 Place
The component of marketing mix is related to the offering of services. The services
are sold through the branches. The two important decision making areas are making
available the promised services to the ultimate users and selecting a suitable place for
bank branches. Aarong Limited operates through 886 branches including 4 overseas
branches at United Arab Emirates. It is linked with 1202 foreign correspondents all
over the world and a subsidiary in Italy. The corporate head office is located at Dhaka
with 35 divisions. The corporate head office is located at Dhaka with 10 (ten)
Divisions comprising of 38 (thirty eight) Departments.
Location of head office
Head Office
346, Tejgaon Industrial Area,
Dhaka-1208, Bangladesh
Tel: +880 2 8891418
Fax: +880 2 8891405
E-mail: marketing.aarong@brac.net
Fig 4: Location of Head office

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1.15.4 Promotion
Advertising: Television, radio, movies, theater
Print media: Newspaper, Magazine
Publicity: billboard, road show, campus visit, sponsorship
Sales Promotion: Gift, Discount, Incentives.
1.15.5 People
The operators of the fair trade fashion house are very much efficient and cordial. The
management of the Aarong is highly qualified. And the most important part of the
Aarong, the marketing department of Aarong is very much keen to provide good
offers and services. In Aarong, the employee are directly related to contact with their
customer, They instructed all concerned for ensuring better customer services and to
improve relationship with customers for effective business expansion of the Aarong.
1.15.6 Physical Evidence
Physical Evidence is the material part of service. Strictly speaking there are no
physical attributes to service so a consumer trends to rely on material cues .There are
many examples of physical evidence including some of the following :
 Internet / Webpage
 Paper work
 Broachers
 Furnishing
 Business card
 Signage or logo
1.15.7 Procedure
The Aarong are open from 10.00 am to 8.00 pm in every day. In a week every Aarong
closed one day. As far as Aarong is concerned about the process of there doing
business by which they can provide excellent service. It has parallel lines to multiple
servers at cash Counters. And there are special counter at each branch to deal with
customer of particular information.

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1.16 Target market:
Aarong is the one of the oldest fair trade fashion house in the Bangladesh. It is a
private organization. All kind of people are shopping their branches but Aarong have
a target customer.
 Middle and higher socio-economic classes
 All age groups
 Expatriates
 Foreign visitors
 Bangladeshis living abroad
They are targeting those people who are wanted to better customer service & quality
product.
1.17 Positioning
Aarong has 11 branches in the Dhaka City and out sight of the Dhaka City. Their head
office place is Tejgaon Industrial Area, Dhaka-1208. And they establish their branch
office in very good place and commercial area.
1.18 Integrated Marketing Communication
The Marketing Communication for the fair trade fashion house is so important. The
marketing division of Aarong is not that much updated for gather the market. They
are not that much depends on their marketing department.
1.18.1 Advertisement
The main part of their marketing department is to sell their product directly to the
customers. But Aarong is doing some marketing activities in regular basis. Those are
 Aarong gives print Ads to the newspapers in Bangladesh in a regular basis.
 Aarong are sponsored some of the event and program.
 Focusing their membership card facilities by paper.

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1.18.2 Direct marketing
Direct marketing is the second important way of Aarong. Especially to capture the
corporate clients’ direct marketing is exercised.
1.18.3 Public relation
Public relation is the one of the important part of the marketing but Aarong don’t
maintain strictly. Because they don’t have strong marketing department to maintain
the public relation. Aarong need to establish strong public relation and collecting
information about Aarong. Public relation manager need to survey about impression
about Aarong
1.18.4 Sales promotion
Aarong need to make sales promotion for the people. People are known about the
facilities of the Aarong membership card holders.
Area of Marketing:
Figure 5: Area of Marketing
1.19 Market segment:
Demographic (age, income, etc.)
Consumption pattern
Social economic factors
Brand loyalty patters
Direct Marketing
• Direct Sale
• E-mail Marketing
• Telemarketing
Indirect Marketing
• Press Ad
• TV
• RD
• Campaign
• Spoensor

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Perceptual factors
Cultural factors
1.20 Competitor Analysis
1.20.1 Our Competitor
In Dhaka city Aarong has some major competitors. Local brand of the Bangladesh is
the main competitors of the Aarong. These brands are
 Sadakalo
 Infinity
 Artisti
1.20.1.1 Sadakalo
Sada Kalo- The top fashion house in Bangladesh seems to be the pioneer fashion
maker in Bangladesh market. Sada kalo has created a new trend in or fashion design
and ready-made garments for different age groups and personalities. Bangladesh
online customers feel easy to buy branded products from quality and trusted gift shops
like Sada kalo gifts, products, Cats, Peter England, Monsoon Rain, Dressy Dale gifts
for women.
Product Price Rang in Taka
Men’s wear
Formal wear 900-6000
Panjabi 1250-3000
T – Shirt 695-1300
Fotuas 600-1200
Women’s wear
salwar, kameez, Dopatta 2500-5000
Sharee 2000-4850
Children’s wear
Boys wear 500-2000
Girls wear 700-3000
Kids wear 800-2000
Table 8: Sadakalo product & price

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1.20.1.2 Artisti
Artisti Collection Limited is one of the leading and fastest growing ready-made
clothing brands in Bangladesh. The word “Artisti” is an Italian word which means
shilpi in Bangla language. So, Artisti Collection means the collection of artist. The tag
line of the brand is “Quality that you can Trust”. By their tag line, we can see that
Artisti is all about „quality‟. The company is managed by a team of professionals
engaged in the business for more than a decade and the brand gained immense
reputation at home. Most of the top level employees are working for the company
from its establishment, and are highly experienced quality professionals who work
together as a team to build the brand in a creative and progressive ways. The
organization has succeeded immensely in establishing itself as a high quality clothing
industry in Bangladesh. It provides best quality international standards outfits made of
foreign fabrics. The quality of Artisti cloths cannot be compared with any other local
clothing brands in Bangladesh. They can be compared with foreign clothing brands
like Vasavi, Zara and Shoppers world. They look forward to future success guarantee
in optimistic and quality service towards the valued customers.
Product Made in Country Price Rang in Taka
Men’s wear
Formal wear India, Bangladesh, Thailand 900-6000
Casual Fitted Shirt
T – Shirt Thailand, Bangladesh 695-1300
Fotuas India, Bangladesh 600-1200
Women’s wear
3 piece (salwar, kameez,
Unstitch)
Bangladesh 2800-5000
Women’s Kurtas Bangladesh 4000-8000
Children’s wear
Boys wear China 795-5000
Girls wear China 795-5000
Kids Shoes China and Bangladesh 1000-2500
Table 9: Artisti product & price

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1.21 Campaigns
Each and every year Aarong executives go to different areas and introduce their
service. We are very much pleasure that we are getting chance to visit some place. It’s
a very helpful for us to gather some knowledge.
1.22 Findings
The findings according to analysis the organization and secondary date analysis
for this report are
 The general background purpose to make this report is identifying marketing
policy and strategy of Aarong. And my focus area depends on competitor
analysis & customer satisfaction of Aarong customer relationship
management.
 Marketing policy is not strong in the Aarong, and they need strong marketing
policies to compete with big number of competitors.
 Marketing department of the Aarong are following direct sale to the customer.
 Aarong don’t update their technological services
 Aarong can’t start their online shopping system. It’s a major problem for them.
 Overall the future and the competitive position of Aarong in the fair trade
organization is not that much good but they are one of the oldest organizations
in the Bangladesh so they are in very good position .So they have to work hard
to keep their position.

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1.23 Recommendation
The recommendations according to analysis the organization and secondary date
analysis for this report are
 Aarong need to increase direct Marketing.
 Aarong have very strong backup power from government so they have use
those power and increase their facilities.
 Aarong need to promote their facilities for the customer by giving
advertisement to the TV, Radio, Sponsorship and different kind of
promotional activities.
 People don’t have any clear knowledge about their services. So they need
increase their communication with the prospective customers.
 Aarong need to start their online shopping system for the people because some
of the organizations are providing this service. For that’s why they are losing
their customers.
 They should develop their web site. That helps their 40ustomers to get proper
idea about Aarong and their services.

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Chapter 3: Task done by me

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1.24 Actual Task part
I joined Aarong at the date of 1st
June 2013 and I also completed our three month
internship. In the period of my three months internship program, I got position and
some duties in Aarong. From June 11, 2013 to August 19, 2013, I am working in
marketing department, and work with the employees and talk with people about the
marketing policy and strategy.
On that time I observed the Competitor of Aarong, MARC holder’s feedback,
observing marketing activities of Aarong.
1.24.1 Task Area
I am working the marketing department of Aarong and promote their CRM service to
the people.
Figure 6: Task Area
Aarong Bangladesh
bbbbbBangladesh
LTD
Marketing
Department
Operation
Department
Accounts
Department
HR
Department
IT
Department
Cash
Department
Research
Departmen
t
Marketing
Officer

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1.25 Description of the Job
In the Aarong, i was doing my internship for only three months. For that reason, they
did not want to give me so much authority to do any kind of work. But as an intern,
they gave me some task which we had to do for my learning and also for marketing
purpose. The nature of my job is describing in below-
 To learn about customer Services.
 To learn about product
 To learn about Point of sale.
 To provide all kind of MARC information.
 To learn how they manage their selling problems with customers.
 To get an idea about how to make a successful career in the marketing sector.
1.26 Types of Responsibilities
As intern, I had some specific tasks which i had to do under the specific departments.
Basically i was worked in Marketing Department, Cash Department, and MARC
Department. That’s why we were worked there, during my internee I had some duties
to perform in those departments. These are:
 Give information about different product.
 Handle the customer.
 Collecting product from other outlets for the customer.
 Daily sale update.
 Product refilling.

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1.27 CRM (Customer Relationship management)
CRM is the abbreviation for customer relationship management. It entails all aspects
of interaction that a company has with its customer, whether it is sales or service-
related. CRM is often thought of as a business strategy that enables businesses to:
Understand the customer
Retain customers through better customer experience
Attract new customer
Win new clients and contracts
Increase profitably
Decrease customer management costs
1.27.1 Aarong CRM
Aarong is maintaining a Club marketing Program for maintaining CRM. Club
marketing Program’s definition: A membership card holder of a company by
customer’s locality, who gets different privilege or discount from there. Aarong
provides a membership card named “My Aarong Rewards Card” towards is regular
customers depend on purchase value. The customer earns rewards points in each
purchase thus we could trace the customer’s loyalty. By earning much points
customer can upgrade his or her MARC type.
 Aarong’s Target of CRM activities:
Change of attitude towards customer
Acquire prospective customer
Trace loyal customer, providing something better from others.
Collect customer’s personal profile for customized service.
Retain customer
Increase customer lifetime value.

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 What customer get:
 Discount against redeem points
 Bonus points on special days
 Gift sending for Gold & Platinum Card Holder address on “Pohela Boyshakh”
 Extra shopping hour (Rush period, like Ramadan) only for rewards card holder
 Special days, like birthday wish from Aarong marketing team
 New products launch, discount sale different campaigning information via
SMS or phone
 Special sitting arrangement (Premium lounge) with free refreshment at Aarong
Uttara for Gold & Platinum card holder.
1.27.2 My Aarong Rewards Card
‘My Aarong Rewards’ is a scheme to acknowledge regular and loyal customers of
Aarong. Customers will be able to earn redeemable points by shopping at Aarong
outlets across the country. There are three available types of ‘My Aarong Rewards’
cards.
My Aarong Lifestyle
My Aarong Gold
My Aarong Platinum
1.27.3 Process of open a card
There is some general process of card service. Aarong should follow the card process.
Figure 7: Process of Loan
Getting card
proposal from
the client
Collecting
Information
Evaluating project
and proposal
About customer About project

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1.27.4 Different types of card
1.27.4.1 Life style
Customers spending Tk. 5,000 and above are eligible to apply
for the Lifestyle card. Customers must complete and submit
the application form within one (1) month of receiving the
Temporary Card. Customers may use the Temporary Card number to earn points
during the interim period before receiving the Permanent card.
Customers must fill out and submit only one (1) form and must be 16 years and
above.
The below questions are included in a “My Aarong Rewards Card” subscription form
to collect customers information for customized customer service as well as
developing relationship.
 Applicants Full Name
 Gender
 Date of Birth
 Address
 Contact Number & Email Number
 Nationality
 Religion
 Profession
 Marital Status
 Preferred outlet for communication
 Are you a member of any club? Name (if yes)
 Do you use debit/ credit card?
 Which items do you buy the most from Aarong?
 Where else do you go shopping for clothes/ household items/ gift?
 Do you prefer to receive information on Aarong’s new product launch or events?

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1.27.4.2 Gold
Customers can upgrade from Lifestyle to Gold Card by earning 1000 points within a
year. Customer must submit existing permanent card to receive upgraded card,
1.27.4.3 Platinum
Customers can upgrade from Gold to Platinum Card by earning 2000 points within a
year. Customer must submit existing permanent card to receive upgraded card.

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Chapter 4: Project Part

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A Research on Customers satisfaction of Aarong
customer relationship management
1.28 Problem Statement
From our observation and experience i am found that Aarong is providing good
service to their customer. But they have some problem in their marketing sight.
1. Their Marketing policy is not good enough strong.
2. Some of their service is not helpful for their customer.
3. People are not enough aware about their services.
4. They are following traditional shopping system.
5. Their LAN (Local Area network) is very slow.
1.29 Project Time Line
This study will require almost 30 days. The following table shows the time
requirement in each step of the study.
Description of Activities Days
Develop Research Methodology 5
Making the research plan 6
Developed the hypothesis 5
Conduct survey research 8
Data analysis and Findings with Interpretation 7
Total = 30
Table 10: Description of project activities in days

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1.29.1 Gantt chart of project time allocation:
Figure 8: Project Gantt chart
Work
Allocation
Month-1 Month-2 Month-3 Month-4
Month May June July August
Week Allocation W-1 W-2 W-3 W-4 W-5 W
6
W7 W
8
W
9
W
10
W
11
W
12
W
13
Problem Analysis
Theoretical
Review
Proposal Writing
Methodology and
Survey
Data Analysis
Data tabulation
and Processing
Competition of
Final Report
Task deadline at
Aarong
Final Defense and
Viva

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1.30 Budget Information
The total expenditure to prepare this project as followed –
Serial No Particular (three Month) Amount (BDT)
1 Questionnaires 250
2 Internet 1200
3 Mobile Bill 1500
4 TA/DA 3000
5 Printing and binding of Report 500
6 Others 250
Total 6700
Table 11: Budget of project
1.31 Research Methodology
1.31.1 Hypothesis Development
With a view of fulfilling the objective some relevant hypothesis have been formulated
for this study:
1) HA: Aarong product quality is good
2) HA: Aarong Product price is reasonable
3) HA: Aarong Product change policy is helpful for customer
4) HA: Aarong POS (point of sale) system is helpful to the customer
5) HA: Aarong discount system is favorable for customer
6) HA: Aarong sales person provide good service

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1.31.2 Population definition
 Population: 150
 Elements: Customer of Aarong.
 Extent: Jashimuddin, Dhaka.
 Duration: 18th
June 2013 – 18th
July 2013.
1.31.3 Research Design
1.31.3.1 Data Source
 Primary Data:
Questionnaires with Structure question by the survey of clients.
 Secondary Data:
 Official website of Aarong.
 Annual Report.
1.31.3.2 Research Approach
 Survey
1.31.3.3 Research Instrument
 Questionnaires with Structure question
 6 Liker Scale Question
 6 Personal Question
1.31.3.4 Sampling Plan
 Sample Unit: Customer of Aarong
 Sample Frame: The sample frame of this study has been consisted of the
Aarong employees, Customer of Aarong. The sample frame was Sample
Random Sampling for conducting questionnaire survey to customer.
 Sampling Size: 50 customer
 Sampling Procedure :Probability Sampling (Simple Random Sampling)

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1.31.3.5 Data Analysis
 Result Findings: MS Excel
For analysis of data Microsoft Word, Microsoft Excel, different tables and graphs
were used to make the data meaningful.
 Hypotheses Test: Z test
Hypotheses were testing to derive a meaningful conclusion from the empirical data. In
addition, basic statistical techniques of different measures of central tendency have
been used for analyzing the data. In our sample size is more than 30, we are used Z
test for the study. The following formula has been followed:
Z test =
µ = mean value
n = sample size
σ = Standard deviation
X = Average
Based on our analyzed, we made findings, recommendations, and conclusion.
1.32 Hypothesis Scale
In order to analysis the data a 5 point Liker scale has been used. 1 stands for Strongly
Disagreed customers, 2 stands for only Disagreed customers, 3 stands for the neural
customers, 4stands for Agreed customers, and 5 stands for Strongly Agreed
customers.
The scale has been shown below:
Customer Opinion Weighted
Strongly Disagree 1
Disagree 2
Neither Agree Nor Disagree 3
Agree 4
Strongly Agree 5
Table 12: Hypothesis Scale
n
X
/


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1.33 Hypothesis Testing
Summary of the responses to identify “Customers satisfaction of Aarong customer
relationship management”.
H 1
HO: Aarong product quality is not good.
HA: Aarong product quality is good.
HO: µ=2.5
HA: µ> 2.5
n= 50
X = 3.64
Standard Deviation σ = 1.173
Z Cal= ( X -µ)/ (σ/√n) = 6.87
At the 5% significant level, the value of Z in Z- distribution table is Z.05=1.645.
Since Z Cal> Z tab, null hypothesis is rejected. So at 5 % significant level, i can say that,
the Aarong product quality is good.
Figure 9: Hypothesis
0
5
10
15
20
Strongly
Disagree
Disagree Nigther
agree or
disagree
Agree
Strongly
Agree
H 1

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H 2
Ho: Aarong Product price is not reasonable.
HA: Aarong Product price is reasonable.
HO: µ=2.5
HA: µ> 2.5
n= 50
X = 3.32
Z Cal= ( X -µ)/ (σ/√n) = 4.633
the Aarong Product price is reasonable.
Figure 10: Hypothesis 2
H 2
0
5
10
15
Strongly
Disagree
Disagree
Neither Agree
nor Disagree
Agree
Strongly
Agree
Strongly
Disagree
Disagree
Neither Agree
nor Disagree
Agree Strongly Agree
H 2 5 8 13 14 10
H 2

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H 3
HO: Aarong Product change policy is not helpful for customer.
HA: Aarong Product change policy is helpful for customer.
HO: µ=2.5
HA: µ> 2.5
n= 50
X = 3.52
Z Cal= ( X -µ)/ (σ/√n) = 6.182
Since Z Cal> Z tab, null hypothesis is rejected. So at 5 % significant level, I can say that,
the Aarong Product change policy is helpful for customer.
6%
16%
18%
40%
20%
H 3
Strongly Disagree
Disagree
Neither Agree nor Disagree
Agree
Strongly agree

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H 4
HO: Aarong POS (point of sale) system is not helpful to the customer.
HA: Aarong POS (point of sale) system is helpful to the customer.
HO: µ=2.5
HA: µ> 2.5
n= 50
X = 3.94
Z cal= ( X -µ)/ (σ/√n) = 10.91
Since Z cal> Z tab, null hypothesis is rejected. So at 5 % significant level, i can say that,
the Aarong POS (point of sale) system is helpful to the customer.
Strongly
Disagree
Disagree
Nither Neither
Agree nor
Disagree
Agree Strongly agree
H 4 1 3 8 24 14
0
5
10
15
20
25
30
H 4

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H 5
HO: Aarong discount system is not favorable for customer.
HA: Aarong discount system is favorable for customer.
HO: µ=2.5
HA: µ> 2.5
n= 50
X = 3.06
Z Cal= ( X -µ)/ (σ/√n) = 3.01
Since Z Cal> Z tab, null hypothesis is rejected. So i can say that Aarong discount system
is favorable for customer.
14%
24%
20%
26%
16%
H 5
Strongly Disagree
Disagree
Neither Agree nor Disagree
Agree
Strongly agree

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H 6
HO: Aarong sales person does not provide good service.
HA: Aarong sales person provide good service.
HO: µ=2.5
HA: µ> 2.5
n= 50
X = 3.28
Z Cal= ( X -µ)/ (σ/√n) = 4.432
the Aarong sales person provide good service.
0
5
10
15
Strongly
DisagreeDisagree
Neither
Agree
nor
Disagree
Agree
Strongly
Agree
H 6
H 6

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1.33.1 Hypothesis testing details
HYPOTHESIS H1 H2 H3 H4 H5 H6
Strongly Disagree(1) 3 5 3 1 7 5
Disagree(2) 6 8 8 3 12 9
Neither Agree nor
Disagree(3)
10 13 9 8 10 12
Agree(4) 18 14 20 24 13 15
Strongly agree(5) 13 10 10 14 8 9
Total 182 166 176 197 153 164
Average 3.64 3.32 3.52 3.94 3.06 3.28
Standard Deviation 1.173 1.252 1.164 0.934 1.315 1.246
Z-test 6.87 4.633 6.182 10.91 3.01 4.432
Table 13: Hypothesis details

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1.34 Research Findings
1) 26% customers are strongly agreed and 36% clients are agreeing that the Aarong
product is good.
2) 20% strongly agreed, 28% agreed, 26% Neither agree nor Disagree, 16% are
disagree, 10% customers are strongly disagree. So in here its little bit confusing to
customer. But it’s clear that people are enough satisfied on their pricing
3) 20% customers are strongly agreed and 40% customers are agreeing that Aarong
Product change policy is helpful for customer.
4) 28% customers are strongly agreed and 48% customers are agreeing that the
Aarong POS (point of sale) system is helpful to the customer.
5) 16% strongly agree, 26% agree, 20% neither agree nor disagree, 24% customers
are disagree that Aarong discount system is favorable for customer
6) 18% strongly agree and 30% customers are agreeing that Aarong sales person
provide good service

management
1.35 Recommendation
 Aarong needs to improve their CRM section. Recovery sections have
to be fast and should take clear information about the customer.
 Aarong should decrease their product price.
 Short term loan amount should be increased for the better recovery
from the cleints.
 Aarong should follow more flexible mortgage condition for the clients.

management
1.36 Conclusion
Aarong is not only a fashion house it is more than that. With times Aarong has
evolved itself as one of the most successful lifestyle store in our country maintaining
the tradition and the trends. Besides becoming the leading lifestyle chain store in
Bangladesh they have cherished the traditional crafts of Bangladesh through Ayesha
Abed Foundation and have been able to create employment of thousands of people.
As a result Aarong is a fair trade organization reaching global market by representing
folklore tradition of Bangladesh. Aarong plays the role of protector and promoter of
traditional Bangladeshi products and designs. the designers and the innovators of the
products offered by Aarong have not only established the organization of as leaders in
handicrafts but have also reignited interest and popularity for styles and traditional
crafts that are native to the country. It is this gracious blend of contemporary and
customary that ensures that each product is original and saleable in a modern society.
With Aarong growing on this scale, it is Aarong’s marketing departments’ tribute that
Aarong can work with almost more than one hundred thousand people. In the end of
my study I would like to conclude by sharing my feeling that, it was a great journey of
my internship in Aarong. I have achieved contemporary marketing issues which are
now practicing in most modern organization. Thus we hope Aarong will keep up their
journey and would become one of prestigious brand by representing Bangladesh.

management
Chapter 5: Appendix
Chapter 5: Appendix

management
Chapter 5: Appendix
1.37 Bibliography
 Kotler, Philip. “Marketing Management”. 11th
ed. New Delhi: Prentice-Hall,
1999.
 Alvin C.Burns, Ronald F. Bush “Marketing Research”. Fifth Edition: Dorling
kinderseley (india)pvt.ltd
1.38 Work Sited:
 http://www.aarong.com
 www.brac.net/content/aarong
 en.wikipedia.org/wiki/Aarong
 http://www.scribd.com/doc/Edited-aarong-Report
 www.wikipedia.org
1.39 Journals
 Annual report of Aarong Limited-2012
 Annual report of Aarong Limited -2011
 Annual report of Aarong Limited -2010
1.40 Appendix: 1
1.40.1 Questioner survey
I am Md. Mahadi Hasan, ID # 09302035 student of BBA program under College of
business administration in IUBAT- International University of Business Agriculture
and Technology is going to conduct an intern report the name of the topic is
“Marketing policy and strategies Of Aarong and A research on customers
satisfaction of Aarong customer relationship management. What i need to do this
for my intern purpose and the fulfillment of practicum report.

management
Chapter 5: Appendix
Hypothesis Questions:
H1. Aarong product quality is good.
o Strongly Disagree
o Disagree
o Neither Agree nor Disagree
o Agree
o Strongly agree
H2. Aarong Product price is reasonable.
o Strongly Disagree
o Disagree
o Agree
o Strongly agree
H3. Aarong Product change policy is helpful for customer.
o Strongly Disagree
o Disagree
o Agree
o Strongly agree
H4. Aarong Product change policy is helpful for customer.
o Strongly Disagree
o Disagree
o Agree
o Strongly agree
H5. Aarong discount system is favorable for customer.
o Strongly Disagree
o Disagree
o Agree
o Strongly agree

management
Chapter 5: Appendix
H6. Aarong sales person provide good service.
o Strongly Disagree
o Disagree
o Agree
o Strongly agree
Personal Question
1) Gender: Male / Female
2) Name:
3) Age:
4) Profession:
5) Nationality:
6) Have you any recommendation on how to improve services of Aarong
Ans:

management
Chapter 5: Appendix
1.41 Hypothesis test in Microsoft excel 2007
H1.
Strongly
Disagree
Disagree Neither Agree Nor
Disagree
Agree Strongly Agree
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
2 3 4 5
2 3 4 5
2 3 4 5
3 4 5
3 4 5
3 4 5
3 4 5
4 5
4 5
4 5
4
4
4
4
4
Average= 3.64
standard
deviation=
1.173865062
Z- test= 6.87
1. Average calculation: =AVERAGE (Select all table
value) Then ENTER.
2. Standard Deviation: =STDEV (Select all the table
value) then ENTER.
3. Z-Test equation: ( X -µ)/ (σ/√n)

management
Chapter 5: Appendix
1.42 Pie chart on Microsoft Excel 2010
1=Strongly Disagree 3
2=Disagree 6
3=Neither Agree nor
Disagree
10
4=Agree 18
5=Strongly Agree 13
For insert the PIE chart
1. Select the all value from table.
2. Then take insert the percent
identify pie chart.
3. Then calculation will be updated
automatically.
6%
12%
20%
36%
26%
Chart Title
1=Strongly Disagree
2=Disagree
3=Nither Agree nor
Disagree
4=Agree
5=Strongly Agree

management
Chapter 5: Appendix
1.43 Picture Gallery
Name & present place of posting of Managing Director, Deputy Managing Director &
General Manager of Aarong Bangladesh:

management
Chapter 5: Appendix
Pic: Flagship outlet (Uttara)

Customer satisfation of_aarong

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