The sales strategies and branding practices of Yellow by Beximco

Abstract

Bangladesh is now experiencing the new era of fashion industry day by day which is also booming as the lifestyle trends of Bangladeshi people is achieving the higher standards. But the task of survival in this booming industry is getting harder as there are a lot of strong direct and indirect competitions around the business. For Yellow, innovating, creating and changing the sales strategies and branding practices are the most important and continuous task towards their main triumph. To categorize the most appropriate target customers for brand positioning into the minds of the customers and developing a suitable increasing sales approach, analyzing about the overall fashion industry market situation and consumer’s behavior towards purchase is necessary. However this task is very much difficult in case of clothing industry, as people tend to have different taste and other different liking criteria’s about their wardrobe. Not only these, in fashion industry any organization need to update its sales strategies and branding practices according to the changing trends of fashion to make them further advanced and effective towards the goal of the organization and to keep them ahead of the rivals. The aim of this report was to evaluate the present sales strategies and branding practices that is being initiated by Yellow. To analyze if all the sales and branding strategies are working in effective as well as efficient way by creating a unique image in the potential customer's mind. This study gives us the indication that Yellow’s sales strategies and brand practices are working smoothly and it has created a brand image on consumers mind. Nevertheless, Yellow has some problems regarding their Shahjadpur inventory hub issue which is affecting Yellow’s sales. In case of branding, Yellow mostly depends on digital marketing. It generally does it’s branding through online web store and facebook, which is actually making them more transparent towards their customer and creating a strong customer relationship and establishing a better way of achieving customer loyalty.