Strategic Marketing

Plan On
DELIGRAM

Submitted to:

Mahtab Muntazeri (MBT) Lecturer,

Department of Marketing and

International business (MIB)

North South University.

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 Submitted By

Name ID Serial

Fahim Aulad 1520116532 14

Md. Abdullah Al 1420382030 03

Noman

Farhan Ahmed Ayon 1512402030 12

Md Mahfuzur Rahman 1520145030 15

Md Mahfuzur Rahman 1521071030 19

Md. Nure Alam 1421110030 07

Siddique

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 Latter of transmittal

27 December 2019

Mahtab Muntazeri

Lecturer, Department of Marketing And International business..

Subject: Submission of the project on strategic marketing on Deligram to attract women customer.

Dear Sir,

At first, we would like to thank almighty Allah since we have been able to finish this report in due time
without facing any difficulties. We are very highly indebted to our honorable course instructor Mahtab
Muntazeri for his guidance and kind support. The writing of the report is not an easy task. All members of
this team contribute at their best. The success of the project is a result of the hard work and dedication of
team.

We have tried our level best to complete this assignment meaningfully and correctly, as much as possible.
We hope you find this report satisfactory.

Best Regards

Fahim Aulad

Md. Abdullah Al Noman

Farhan Ahmed Ayon

Md Mahfuzur Rahman

Md Mahfuzur Rahman

Md. Nure Alam Siddique

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Table of Contents
Introduction ........................................................................................................................................................ 5
PEST analysis: .................................................................................................................................................... 6
Segmentation ..................................................................................................................................................... 8
Target profile..................................................................................................................................................... 10
Problem............................................................................................................................................................. 11
Strategic marketing plan ................................................................................................................................. 13
Solution to the problem ................................................................................................................................... 14
Conclusion ........................................................................................................................................................ 15

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 Introduction

Deligram is partnered by Rahimafrooz Bangladesh. In 1954 Rahimafrooz began their business as lead
produce organization, they make batteries for vehicle and IPS. Deligram start their journey from 2018.
Deligram is an e-commerce business where they sell sort of everything TV, fridge, cosmetics, mobile &
all kinds of accessories, cloths and materials and so on deligram state they offer 10,000 assortment of
items to their client to pick. Deligram is the E-business part of Rahimafrooz.

The founder and the CEO of Deligram is Mr. Waiz Rahman. He is one of the youthful business people of
Bangladesh, he joints his privately-run company in the wake of finishing his science certificate from the
University of Southern California. His fantasy to make the Deligram, Amazon of Bangladesh. Mr. Rahman
the CEO of Deligram, began in rural area, "where Mr. Rahman saw there was less challenge yet
additionally conceivably more to learn through an all the more early-adopter client base. That is clearly
one significant test with regards to development, and now the organization is taking a gander at urban
extension focuses". He additionally said that "Individuals will in the long run move, however I think it'll
take five to eight years, which is the reason we give the comfort by means of mother and pop shops,"

Toward the start Deligram start their voyage from Comilla which was extraordinary achievement.
Deligram take request from their client in the two different ways on the web and disconnected through
joining the closest retail shop "Mudi Dokan" where client can go give their request through their deligram
operator. On the off chance that client request their item through Deligram site or their application,
deligram will request conveyance charge and on the off chance that they request their item through
deligram operator "Mudi Dokan" than their will be no charge for conveyance, Deligram give their
specialist a tab so they can submit client request with that tab client can get their item from their specialist
"Mudi Dokan".

In 2018 December Deligram dispatch their business in Dhaka after that they begin to target other urban
and rural area of Bangladesh. Client can pay from multiple points of view they need, if the item cost is

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low than they can pay by bkash or they can pay by their specialist "Mudi dokan" in the event that they
request structure there. On the off chance that the item cost is large than they need to pay 10% ahead of
time to acclimate the arrangement for example: - tv, mobile, bike etc.

Deligram is a Bangladeshi web based business who need to be an Amazon of Bangladesh, by utilizing
extraordinary and one of a kind procedure.

PEST analysis:

It’s not necessary that environment of a business currently enjoy will be same in the long run. Almost
every business is affected by some outsider factors. To protect the company from those externalist, external
managers, asses environmental factor. The motive is to require hitter degree for the organization progress.
Deligram also affected by those external factors. Here we are going to do some external environment
factor of Deligram.

Political

Economical
PEST Social

Technology

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Political factor: as of now Bangladesh is politically steady nation to do any sort of trade. Bangladesh has
quick development in E- commerce & Deligram is E- commerce stage. Political environment can be a
reason of misfortune and hazard components. Any kind of legislative choice toward e- commerce can
influence an e-business. Few a long time back there was endowments in E-commerce stage. But, in 2018
back service of Bangladesh force 5% vat on E-commerce segment. This sort of evaluation has gigantic
effect on virtual stage trade. Global leader like amazon in e commerce sector is a big threat company like
deligram. Amazon arranged to begin their commerce in Bangladesh in 2020. As we said some time
recently we are getting to begin our commerce in semi urban and rustic region. In spite of the fact that
presently Bangladesh is politically steady nation but still there has a few uncertainly in rustic and semi
urban region. Political precariousness like Town legislative issues, regularly squabble with each other can
influence in trade.

Economical factor: Temperate calculate: E- commerce commerce has huge development in Bangladesh.
At first the development was moderate but in 2016 e commerce showcase development in 2 billion TK
and taking after year 2017 in cross 17 billion TK. Concurring the information (from ECAP) the anticipated
advertise estimate in 2021 will be 70 billion.

Here ready to see that gigantic showcase development is obvious in E-commerce sector which would be
an awesome opportunity for Deligram to induce the advertise share. insights appeared that Bangladesh is
one of the quickest financial developing nation in south Asia and their acquiring control is additionally
quickly expanding. Based on financial condition company set their procedure. Intrigued rate, trade rate,
subsidence rate, request, enunciation and supply are the key components of financial environment which
can effect on business.

Social factor: society and culture have an awesome affect, how a client will carry on too impact their
buy choice, utilization and buying design. At first e commerce industry in Bangladesh confronted a
moderate development, one of the major reasons behind it social calculate.

In our nation individuals are more likely to purchase item physically from store. In Bangladesh
individuals receiving diverse culture through social media, they are utilizing numerous social stages like
Facebook, YouTube, WhatsApp. This stage continuously impacts client behavior conjointly teach them
around virtual shopping. In later a long time individual who lives in urban cities are more interested to
buy from e-shop. But rural and semi urban zone clients are not mindful and ill-equipped to acknowledged

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that include. Here is the hole within the advertise which may well be an opportunity from Deligram by
teaching and mindful customer.

Technology or Innovation: Connection between technology and E-commerce like body and soul. E-
commerce industry seriously depends on innovation. Whole E-commerce framework is blessing of
innovation. Few a long time back indeed communication was troublesome, individuals had to post mail
and hold up a week/ month for answer. But in today’s world we don’t ought to hold up for a moment to
induce answer. Individuals are able to purchase anything or everything from their domestic. Innovation
satisfy the hole of comfort which make client life less demanding and this comfort is the most reason of
booming E-commerce industry, Deligram exclusively depends on innovation since they are in online stage.
Enormous company like Microsoft, apple, IBM etc. contribute billions of dollars in investigate and
advancement to present unused innovation. And sort of modern innovation or development in e-commerce
industry in intensely influence emphatically on line or virtual shop by this Deligram too can be benefited.

Segmentation

Geographic Segmentation

Country Bangladesh

Region Urban

Demographic Segmentation

Age 16 - 40

Gender Female

Occupation Students, Housewife and Job-holder

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 Social class Middle class, lower middle class and higher middle class

Psychographic Segmentation

Personality Independent, Dependent, decision Maker

Geographic segmentation

In Bangladesh E-commerce industry is increasing very fast in last couple of years. Online shopping is starting
from groceries to a luxury’s lifestyle product in urban areas. We will cover all rural and semi-urban areas of
Bangladesh. So Many people are don’t know about E-commerce technology in this area. If we proper educate
them, they will become our customer.

Demographic segmentation

Age: Our target is 16-40 age groups. But we will mainly focus on 16-30 age people. Because they are young and
more excited about new technology and adopt early. If we educated them, they will influence their guardian and
elder people.

Occupation: we will focus on students, house wives, job holders and professionals. Students require many
educational gear which are not accessible in nearby shop. They can easily find it on Deligram.
Professionals can also order and collect their professional thing. Housewife can Order every essential
household product from one Deligram shop and no need to go to many shop.

Gender: We will target female based customer. Because the presence of interested female customers inside the
shop is very low comparing to male customers.
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Family size: In semi-urban and rural areas, Nuclear family and Extended family are more. That way we will
target both which is Nuclear family and Extended family.

Social Class: We will target lower middle class and middle class people. In Bangladesh recently every class
people income is increase day by day that is why they are ready expand more money to improving their lifestyle.
If we attract them properly, they will also expand money on Deligram.

Psychographic Segmentation

Self-governing individuals have a solid determination and want to victory and ended up truly big. Choice producer
have oppressive identity, they control other. Subordinate are depending on others. We have targeted these types
of identity people.

Target profile

Job holder Student House wife

 Independent  Dependent  Dependent

 Rational  Unemployed  Unemployed
 Spend for others  Emotional and  Emotional
 Fashion wears and friendly  Baby item, home
beauty  Fashion wear and décor and utensils
beauty

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In this report our primary objective client are ladies, for being progressively explicit we are focusing on
ladies' whom are in 15-30 age. we select this age bunch since chances are high, it could be simpler for us
to draw in this age bunch toward deligram online help since they are youthful, they think soundly, they
have a type of confidence in innovation and furthermore appreciate this online assistance.

Agreeing the examination of world bank practically 69% individuals in Bangladesh live in rustic and semi
urban region. It's an incredible open door for deligram to cover this gigantic market that is the reason we
select this region. Market pioneer like amazon report that they are going to access in Bangladesh market
to work business and few are as of now in showcase. its will be hard for deligram to rival others
organization like daraz and amazon to support in urban regions regarding working business There is
showcase hole in semi urban and provincial region on the grounds that there is no other online shop whom
spread this. Along these lines, choosing urban and semi-country will be the best decision for deligram to
run business in since quite a while ago run advantage.

Our fundamental objective dependent on students and earing women's. As we realize that in semi urban
and provincial region can't purchase their desired items. As far as social class our principle target is
common laborers, white collar class and lower working class individuals. White collar class is one of the
primary focused on buyer gathering, in Bangladesh working class purchaser are quickly developing. They
have the possibility and buy power and they additionally have interest about online shop. In the event that
we ready to make confidence and accommodation an enormous piece of piece of the pie deligram can
undoubtedly get without confronting any challenge.

Problem

The main purpose of this report is attract urban and rural female customer towards Deligram who are more
comfortable with F-commerce. After doing some research we figure out some problems that Deligram is
facing in their current market, are described below:

Lengthy process

Deligram actually try to deliver products within 24 to 72 hours to their customers. But customers initially
face some problems in that case. We talked to some person who actually used Deligram and we review
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the comment section of the Facebook page, we find out that in some cases deligram took 5-6 days to
deliver the product. This makes a problem for the customers. When a person orders some product from
online then it should be the desired product and getting late to get the product is one of the most annoying
thing.

Product varied from that they order

In their website or apps, they have varieties of product catalogue. But here the problem is sometimes
customer didn’t get actual product that they order. Like someone likes an ash tee shirt from their product
catalogue and ordered it. But when the product is delivered he/she find out that the color is black. This
incident is also unethical. This thing influences the customer to negative attitude towards online shopping.

Public awareness

In 2017 Deligram is introduced and started to operate in 2018. This is very new service to the market. So
customers do not know very much about Deligram., they don’t know how to use it and why to use it.

Lack of advertising

As Deligram is new to the market they need to create public awareness by huge advertisement and other
campaigns. But Deligram didn’t come up with that much advertisement, so they miss public attention.
That’s why they facing such problem in the market.

Conventional purchasing practice

People are most likely to shop from the physical store so that they can touch the product or in some cases
they can trial. But from online shop they do not have that opportunity. So the conventional purchasing
practice affected online shopping.

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 Strategic marketing plan

Business Objective

Deligram’s current woman product sales has already been taking a toll for a very few number of female
customers. Now these female customers are testing out their kiosk service. From now the main objective
of the Deligram is to increase their female based products for generating higher revenue.

Marketing priorities

We choose the female community of urban area like the number of females are not participating in
Deligram’s kiosk service is remarkably higher. Deligram can observe an amazing boost in the sales of
their female based products and also in their revenue if they bring out the situation in the specific areas.

Marketing strategy

By executing the Integrated Marketing Communication, the objective and the arrangement of the present
issue can be accomplished. Integrated Marketing Communication is required so as to drag women clients
as indicated by their needs and wants. Since the Women population in Urban is less associated with
Deligram administrations, we have to join all the IMC components to stand out enough to be noticed and
to make them acquainted with the brand "Deligram". Separate Advertisements and Campaigns are to be
done so as to focus on the women community

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 Solution to the problem

To execute our marketing strategy, we will implement the following actions:

Advertising

To run a successful business, it is important to focus on the marketing sector. Advertisement is important
because it creates public awareness and make people feel the necessity of the service. Deligram have to
take some action to promote their service. They can go with the television advertising, print advertise in
newspaper-magazines and billboard.

Tvc will target all the general people of our country. Making multiple tvc that indicates the importance of
Deligram will create awareness among people. Most of our target customers are house wife and students.
Tvc will be very effective to them because housewives and students are often go out. They mostly stay in
home watching tv or working at home. So this will grab their attention. Print advertising will do the same.
Billboards will easily get attention of the public. This will focus on the importance of Deligram to their
life.

One click order

One click order is a feature of online shopping. This will be reducing the shopping time and enhancing
the shopping experience. With this feature, buyers can easily buy a product from the catalogue. Once
someone order a product from online for the first time and setup a payment method and delivery location
this feature will let customer to skip the shopping cart. When user click buy now the product will be
charged and will be delivered to the address. This also bring a distinctive competency for them to compete
in the market.

Sales promotion

Deligram should offer discounts on the female based products to attract the potential female customers.
In order to create appropriate offers it is important to identify the needs and wants of the potential customer.
As we did in the target profile, we divided our target customers into 3 categories, those are:

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  Students: for the student category deligram should provide discounts on their necessary product like
books, novel, school or college bags etc. This will get attention of the general female students.
 Housewife: For the housewives Deligram should give discounts on grocery items or home décor items
etc.
 Job holder: To attract female job holder deligram should give discounts on fashion, clothing, ornaments
and jewelry items.

Public relation

Public relation helps the organization to create and increase the brand image among the market. It will get
the attention of the public and create an emotional attachment with the company.

Charity: In this winter many homeless people are surviving in the road or outside. They do not have any
home to live or enough cloths to survive this winter. This could be a great opportunity to do a PR program.
They can have some charity program, where they will donate winter clothes and blankets among the
homeless people. Those campaign can be published and shared in the social media. This will get attention
by the people of social media.

Providing Platform: Deligram should provide a new platform for female producer. Women can produce
and sell in the deligram that will effect in the economic growth and attract the women producer as well as
female customers. This will also generate a word of mouth that will enhance the brand exposure.

Conclusion

Integrated Marketing Communication will assume a significant job on drawing in the female base
customers to evaluate Deligram's booth service. The consistent utilization of Electronic media and Print
media and Broadcast Media just as utilizing special exercises while delegating a representative will help
Deligram to accomplish to make a 360-degree Branding. By actualizing these exercises continually in the
day by day life of the rural people, Deligram will effectively figure out how to tick all the touch focuses
that will convince the female clients to purchase female items from Deligram through the kiosk service at
last expanding Deligram's income.

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