Anyamela Fashion House Marketing Mi

X

Marketing Mix (4 P’s) :

1. Product:

Anyamela, being one of the prominent and leading fashion houses in the Bangladesh Fashion Industry, it offers a bundle of products to its target market. Their main products are sarees, panjabis, three pieces, kids wear, sherwani, jewelry, bed sheets and so on. They mainly highlight seasonal and occasional dresses. They launch new products on the occasion like Eid, Pahela Baishakh, Pahela Falgun, and also on different seasons like summer special dresses or winter special dresses.

2. Price:

Anyamela offers its target market a good value of money. If the product price is concerned, Anyamela’s product prices are relatively low to the others. The price range of a saree remains between 12550tk to 1085tk as they target middle class and upper middle class. Again, they offer panjabies between 4550 tk to 350 tk. The other products of Anyamela are also offered within a reasonable price range.

3. Place:

Anyamela Fashion House now has five outlets at different places of Dhaka city. Their very first showroom was in Sukrabaad (101 Sukrabaad, Mirpur Road, Dhaka). Then they went for two more outlets, one in Banani and the other one in Dhanmondi. Last year, in 2009, they extend their branches by starting two more outlets. They opened showrooms in Bashundhara Shopping Mall and Baily Road. Their marketing strategy of setting outlets clearly shows that they have placed these outlets mainly in locations inhabited by mostly the middle class and the upper middle class society.

4. Promotion:

Anyamela promote their products with a slogan “Banglar Rup, Bangalir Mela”. They usually go for their promotions through TV ads, newspapers, fashion magazines, TV serials, and different fashion shows etc. As they work with the celebrities, their product gains a good celebrity image in the mind of their customer. Last time, Anyamela was the dress sponsor of “Khude Gaan Raj”.

Since they have their own fashion magazine, Anyadin...