Rahimafrooz Superstores Ltd. (RSL)
launched Agora Super Shop as the first ever retail chain in Bangladesh in 2001.
The idea was to bring a revolution in the purchase of everyday necessities and
household products. In order for this big idea to prosper, it was important to
position the brand ensuring that it occupied a distinctive place in the minds of the
target customers.
The mission was to fulfill everyday
shopping needs of the urban people through fair price, right assortment, and provide
best as well as fresh quality products to form a valuable shopping experience, through a business that improves the eminence
of life for customers and team members.
The vision was to give customers confidence and establish an
environment of trust.
What made Agora stand out was its focus towards Positioning by Product
Benefits. Benefits in terms of product quality, rational pricing,
freshness, hygiene and friendly environment.
Their motto in branding is ― “right
price right quality”, which removes the fear of customer about product‘s
offering quality, plus maintaining a streak of bringing in products which
assure quality service, all under one roof. They were the first in the country to bring in such a scheme, which acted as the biggest advantage itself in positioning their brand. The success of Agora was immediate as there was a demand for such business in the local market. And over time the number of outlets increased and currently there are nine outlets at Dhaka and one outlet in Chittagong.
Agora superstores are currently concentrated
in food retailing, ranging from a wide variety of fresh vegetable, fruits, meat
and fish to grocery, bakery, dairy, personal and household products. It provides
its customers with guaranteed quality and freshness, carries more than 30,000 varieties
of products and has plans to expand its product portfolio to carry other ranges
of consumer products in the coming years.
Recent Brand Strategies: Recent strategies of agora include launching their own payment card called
"Agora Shopping card". They provide this card to the customers with
no extra charges or yearly fees. Customers can also enjoy the freedom of online
shopping. They do not require a bank account or any type of bank cards to get
an Agora Shopping card of their own. Customers can deposit money to their card
through their physical outlet. Once the deposit is made, the card is ready to
be used.
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhYvroFHNuhEx1q0skjYCOfpj9ARkTW8DD8T6EqHUQnEsRYHrRjAXaq3_4U3CaZ6yU4uXW0_JAVuMkjTX4J1jIRaZyBhti9BDF7yx0Aw3D5_gxadJUpIlpv-jOT4jiefP8b-Hm19LUgBEw/s1600/add_cart.gif)
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. With such promising
statements to serve the best, Agora must increase marketing efforts, strengthen
existing resources, add complementary resources, develop new resources and
bring an evaluation to current objectives and strategy. Furthermore, because it is expanding it’s
chain, it is necessary for Agora to not only bring an increase to the number of
their staffs, but also provide them adequate training to ensure smooth and
efficient workflow.
Agora is the largest retailer, both by local sales and by domestic
market share, and the largest retailer in Dhaka leaving behind PQS, Meena
Bazar, Nandan Mega Shop, Pacific, Pick and Pay, Etc. Originally specializing in
food, it has moved into areas such as clothes, consumer electronics, consumer
financial services, selling and renting DVDs, compact discs and consumer
telecom accessories. Safe to say, that by promising “high quality”, provision
of a wide assortment of local and foreign products complemented with an appeal
of luxury, Agora has been able to establish itself as a store that makes every
effort to cater to customer satisfaction.
Bibliography:
1.
Rahimafrooz - Rahimafrooz Superstores Ltd.
(n.d.). Retrieved February 27, 2015, from http://www.rahimafrooz.com/ourbusinesses/companies/rahimafroozsuperstoresltd/tabid/112/default.aspx
2.
Agora A Bangladeshi Largest Super Store Commerce
Essay. (n.d.). Retrieved February 27, 2015, from http://www.ukessays.com/essays/commerce/agora-a-bangladeshi-largest-super-store-commerce-essay.php
3.
Analysis of Agora supermarkets of Bangladesh and
the potential for online marketing. - University Business and Administrative
studies - Marked by Teachers.com. (n.d.). Retrieved February 27, 2015, from http://www.markedbyteachers.com/university-degree/business-and-administrative-studies/analysis-of-agora-supermarkets-of-bangladesh-and-the-potential-for-online-marketing.html
4.
Agora Supermarkets, Bangladesh. (n.d.). Retrieved
February 27, 2015, from http://www.cdcgroup.com/The-difference-we-make/Case-Studies/Agora-Supermarkets-Bangladesh/
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