Sales activities of Kaymu Bangladesh Limited in relation to the branding and advertising aspect

Abstract

This paper examines the prospect of Kaymu Bangladesh in the Bangladeshi e-commerce industry. This paper looks into the e-commerce industry in the Bangladesh, introduces Kaymu and its business model, compares it with current market players and looks to see the feasibility and sustainability of Kaymu Bangladesh. Kaymu is a venture of Rocket Internet which is the world's largest internet incubator from the very beginning. The journey of Kaymu Bangladesh commenced back in 2013 and it did not take too much time to become one of the leading online market place of the country. Kaymu basically follows eBay business model for buying and selling where sellers sell on Kaymu in exchange of a specific commission rate that differs based on categories. Kaymu is a perfect platform for buyers and sellers where buyers can order any of the products from Kaymu‟s website preferring COD (Cash on Delivery) especially in Dhaka and can get the product through home delivery. In this process, sellers may take prepayment of the delivery charge if the buyer‟s location is outside Dhaka. As mobile banking for example Bkash payment is getting popular day by day that‟s why Kaymu came up with another way for giving more flexibility to the buyers. In that case, Kaymu receives the payment from the buyers first as form of prepayment. After that seller delivers the product and receives the money from Kaymu. As Kaymu does not keep any stock of the products so the sellers find it suitable for them. Problem arises basically when third party includes to the delivery system especially for the sellers who do not have their own delivery support. Kaymu has third party connection in this regard but their efficiency level yet not up to the mark as a result, Kaymu is still looking for a dependable delivery partner. Kaymu projects the brand name of the sellers and helps them to grow as a brand by emphasizing on social media and Google Search Engine Optimization (SEO). Given the fact that Kaymu is still a very young company in the market and looking forward to bring more sellers on board so that they can provide more options and eventually meet the expectation of the end users. Kaymu already took the challenge and very well ahead to execute their plan that clearly reflects in their widespread popularity throughout the country.