Inside Aarong: marketing activities of an ethical brand

Abstract

Aarong is the leading lifestyle retail chain in Bangladesh and is a 40 year old organization. It is the source of livelihood for about 65,000 artisans spread throughout the country of which some are reached through the Ayesha Abed foundation which manages 37 centers and 637 sub-centers of production where artisans can and find employment as well as produce their products. This report attempts to explain the values and culture of Aarong, its people and the marketing department. Additionally it also puts light on the details of the various kinds of work that I have had to do in campaigns such as Aarong Spring and Valentine Campaign, Aarong Sale, Aarong Boishakh 1425 Campaign, Aarong Boishakh 1425 Collection Preview event and the upcoming Aarong Eid-ul-Fitr Campaign and all the other miscellaneous works. I have explained the lessons learnt over the course of my internship, how I haveovercome the challenges I have faced and how valuable are the experiences that I have gathered. The report also provides an insight into the activities of Aarong’s Marketing Department as well as how I have tackled the responsibilities and work that I have been given.