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7/22/2019 Consumer Behavior - Deshal
http://slidepdf.com/reader/full/consumer-behavior-deshal 1/17
Consumer Behavior towards
7/22/2019 Consumer Behavior - Deshal
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Group members
1. Nabila Nafsin 072 858 530
2. Tabassum Zaman 082 030 030
3. Khwaja Hossain Mohammad shafey 072 189 530
4. Sayeed Md. Ibrahim 083 132 030
5. Syed Jishan Ahmed 083 660 030
6. Syed azeem Haider 072 661 530
7/22/2019 Consumer Behavior - Deshal
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Our objectives is to identify
the market structure and
strategies of Deshal,what are
the needs expected from it and
how Deshal interpret the needs
and deliver the productaccordingly successfully
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Start up
The word Deshal originates from a
Bengali word
Deshal had started its journey in 2005
by three students f the I nsti tute ofF ine Ar ts, Dhaka University having
an objective of introducing a trendy
and contemporary look in fashion
wear with a very affordable pri ce
Deshal now runs with f ive dif ferent
branches employing more than a
hundred employees
7/22/2019 Consumer Behavior - Deshal
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Market segmentation
Focused mainly on young people
(age group comprised of mostly people at
the 18-35 age group level )
The middle class and upper
middle class (as they are large enough
segments for Deshal to be profitable and alsoa market with needs which Deshal believes it
can satisfy)
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Marketing Strategy
ProductDeshal not only have practical ly
intr oduced vibrant colors to the
generation, their designs and fabri c arealso unique class society
PRODUCT CLASS PRODUCT
ASSORTMENT Fotua and Kurta Gents fotua, baby fotua,
shirt, panjabi, ladies fotua,
Salwar Kaleez Kameez, baby kameez,
orna/scarf, shemiz
Saree block/karchupi/others, baby
saree, ladies shawl
Jewellery andOthers bed sheet, earring imitation,necklace clay, bracelet
bangles ring imitation, toe
ring nupur
PricingDeshal products are priced
keeping in mind the need of both
upper and middle class society
PRODUCT
CLASS
PRICE RANGE (in Taka)
Shalwar kameez Tk.800-1000
Fotua (men and
women)
Tk.300-500
Punjabi Tk.500-900
others Tk.60-1200
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Marketing Strategy
Promotion
Deshal promotesitself through advertisingin pr int media, such as innewspapers andmagazines
Placement
While locating theirbranches Deshal ensured
consistency with theirtarget market ,
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Methods of Branding Strategy
Competitive positioning strategy I ts about how to dif ferentiate products in terms of market prof i le,
customer segments, demographics, and competitive analysis (SWOT
analysis)
How the company wil l position its products How the company wil l deliver its value proposition to customers
Emotional benefits strategy
Associate the customers in an emotional manner such asproduct attr ibutes (benefi ts, color, advantages, etc)
I denti fy which benefits aff ect customers emotionally
F inally jot down all the ideas and implement it
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Branding strategy : Defining the brand “Deshal”
- Enhance the brand value of the core
product
- Position the product using mission
statements, brochures, flyers, etc.
- Product uniqueness such as packaging,
labels, colors, etc.
- I nteraction with customers
7/22/2019 Consumer Behavior - Deshal
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SWOT Analysis :
Strengths: Uses domestic raw materials
Cost eff icient
Good quali ty .
Loyal customers.
Cultural
Weaknesses : low price competi tion..
Less innovativeness.
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SWOT Analysis :Opportunities :
Population
Upgrading consumers
Building brand image
Can expand their market
Threats :
Aggressive price competi tion from local boutique.
Cheap foreign cloths dominating a huge market share .
May loose market share in future.
7/22/2019 Consumer Behavior - Deshal
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Consumer
To better understand the
consumer of Deshal and their behavior we go through the
external and internal
influences and identify the
various factors that have aninfluencing effect on the
consumer buying patterns.
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External Influences
For Deshal the nature of their products is
inf luenced by a number of these factors :
•culture
•demographics
•social status
• group inf luence
Internal Influences
Perception
Motivation
Personality
7/22/2019 Consumer Behavior - Deshal
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Decision Process
• Dress with a deshi touch to it
• The sheer diversity in the
products
• affordable prices
• various designs
7/22/2019 Consumer Behavior - Deshal
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Recommendations
• Designs
• I ncrease the number of outlets• Products Range
• Improve Quali ty
• Remove Dead Stocks
• Consumers Awareness
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Conclusion
• We have found that Deshal try to inf luence their
consumer through environmental factors
One of the many boutiques in Bangladesh
Attracting good number of consumers
Giving good competition
Wil l prosper in the future
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Thank you
Any question
•
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