Term Paper: Analysis CRM Activities of Aarong, Bangladesh

Executive Summary :

Term Paper on Analysis CRM Activities of Aarong, Bangladesh. It’s a name associated with one of the most famous lifestyle chains in Bangladesh, Aarong established in 1978 with a purpose of reducing poverty from the rural areas.

Working under BRAC, a non-profitable NGO, Aarong operates its production as a part of social enterprise. Born From humble beginnings, Aarong is now Bangladesh’s one of largest lifestyle retail chain owning a total of 25 outlets all over the country.

Aarong has turned 40 this year and it operates 15 AAF centers while ensuring the livelihood of over 90,000 artisans spreading throughout the country. The primary objective of this report is to get hands-on experience of CRM of Aarong and applying the theoretical knowledge in real life situation.

CRM entails all ways of interactions which a company uses to communicate with its customers whether it is sales or service-related issues, or how they are going beyond even after a purchase has been made.

Report Title :	Term Paper on Analysis CRM Activities of Aarong, Bangladesh.
University Name :	Eden Mohila College
Submitted To :	Khadija Akter Suma
Submitted By :	Sayeda Romana
Total Page :	70

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Term Paper Report on Analysis CRM activities of Aarong

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Aarong is operating two loyalty marketing programs for maintaining CRM. The Loyalty marketing program means a company’s membership card holder customers own to get discounts or privileges from Aarong and all their brand alliances.

Membership Policy of Aarong

Aarong provides a membership card policy named “My Aarong Rewards Program” and “Club Taaga” for its regular customers depending on the purchase value of Aarong and Taaga & Taaga Man products.

There are three types of membership cards for both MARC and Club Taaga. There are some very important issues and information that I have learned about during making this term paper. I could not share those issues and information because of being too confidential.

However, I have tried my best to work with all the important CRM activities and to provide all the valid and legal information in the report. In the end we like to thank our instructor Bhanu priya mam who gives us such a project to enhance our knowledge and to implement all our studies practically.

Outline of the Report

Chapter One: Background of The Report—Introduction, Topic of the report, Origin of the report, Background of the report, Objective of the report, General objective, Scope of the report, Methodology of the report, Primary sources, Secondary sources, Limitation.
Chapter Two: Organization Part—Overview of the Organization, Aarong’s timeline in a nutshell, Vision, Mission, Goals & objectives of Aarong, Values of Aarong, The current information systems of Aarong, The Functional Departments of Aarong, A Detailed Breakdown of the Current Business Processes at Aarong Overview, Porter’ s five models as Aarong.
Chapter Three: Marketing strategy of Aarong—Marketing mix analysis of Aarong, STP analysis of Aarong, Market Segmentation, Targeting Market, Market positioning, Pricing method of Aarong, Distribution method of Aarong, SOWT analysis of Aarong, Product mix of Aarong, CRM of Aarong, Competitor’s analysis of Aarong, Promotional mix of Aarong, PESTEL analysis on Aarong.
Chapter Four: Analyzing CRM activities of Aarong—Aarong 40 years festival, CRM Activities, Loyalty Card Programs, MARC, Club Taaga, building customer value through CRM, CRM Campaigns, win back campaign, Aarong launches Falgun campaign, Shopping Eid-ul-Adha scratch and win campaign, Eid UL adha 2024 campaign, Sharodiya Getaway Campaign, Winner Announcement, Partnership Alliances, VOCM & Feedback Kiosk, CRM Server, there is given a late registration list
Chapter Five: Conclusions and Recommendations—Findings, Recommendations, Conclusion.

General Objective

The general objective of this study is too complete making the paper. Obviously, the acknowledgement after making this paper would lead me towards what information we want from the market.

Therefore, it is very important for me to have objectives of my own to carry out the paper in order to have proper guidelines throughout the process.

Training myself about CRM activities of Aarong.
To know how to work in a practical market field.
To develop my knowledge about the marketing field that helps me to build my career as a marketing department in future.
To have an overview of customer relationship management of Aarong as one of best lifestyle brands and as the retail industry of Bangladesh.
To meet academic requirements.
To prepare my term paper as I want.
To explore the unity of all departments of Aarong in sync to achieve a single goal.
To identify the potential scopes, opportunities and possible solutions for upcoming rising problems.
To know about the practices of Aarong CRM department for attaining higher sales volume as well as customer satisfaction, and placing the image of Aarong as something beyond a lifestyle brand.
To bring out the indicators of successful CRM campaigns.

Conclusion

Today, Aarong’s reach has spread beyond Manikganj to the rest of the 64 Districts of Bangladesh districts of the country. It has grown into a thriving enterprise showcasing ethnic wear to 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 25 stores and also an e-commerce website spread across the major metropolitan areas of the country-in Dhaka, Chittagong, Comilla, Khulna, Sylhet, Narayanganj, Bogra and Mymensingh and also internationally. The company also operates 13 AAF centers while ensuring the livelihood of over 65,000 artisans.