Internship Report On

‘A deep dive into the branding strategies of Daraz Bangladesh Ltd’

Submitted To
Ms. Fabiha Enam
Senior Lecturer
(Brac University)

Submitted By
A K M Naeem Zaman
ID – 15104172
Letter of Transmittal

29th November 2018

To
Ms. Fabiha Enam
Senior Lecturer
BRAC University, Mohakhali, Dhaka, Bangladesh.

Subject: Submission of the Internship Report

Dear Ma’am,

It is my pleasure to submit my internship report that I have prepared from my experience during
working in Daraz Bangladesh LTD under the Branding and Growth department.

I feel really privileged to be a part of Bangladesh’s top most E-Commerce site for the last 3 months
as I have gathered a lot of experience about the corporate world. Throughout my three months
working period in Daraz HQ I tried to learn every little aspect of the corporate life and I also tried
to deliver from my end. This report has been prepared to fulfill the requirement of my internship
program at my assigned organization. This report attempts to describe the observations and
learning during the course of my internship with Daraz Bangladesh LTD.

I would like to convey my utmost gratitude and appreciation for your kind cooperation, guidance,
and supervision in conducting and preparing my internship report. It would be an absolute honor
for me if you find this report informative enough to fulfill the requirements. I will be happy to
provide clarification for any further query if needed.

Sincerely Yours:
A K M Naeem Zaman
Student ID: 15104172

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Letter of Endorsement

The internship report titled, “A deep dive into the branding strategies of Daraz Bangladesh LTD”
has been submitted to Ms. Fabiha Enam, senior lecturer of BRAC Business School for partial
fulfillment of the requirements for the degree of Bachelor of Business Administration, major in
Marketing and minor in E-Commerce from BRAC University on 29th November, 2018 by
A K M Naeem Zaman, ID: 15104172. This report has been accepted and may be presented to the
Internship Defense Committee for evaluation.

Any opinions and suggestions published in this report are entirely that of the author of the report.
The University does not condone nor reject any of these opinions or suggestions.

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Acknowledgement

In preparing the internship report on my three months long experience with Daraz Bangladesh
LTD, firstly I would like to convey my utmost gratitude to my academic supervisor Ms. Fabiha
Enam. Without her kind direction and proper guidance this report would not have been possible. I
also would like to show my deepest appreciation and gratitude to my category head Ms. Tanzila
Rahman who helped me to understand the basic of the business. She supported and guided me
thourghout my internship journey. I thank her for putting her trust on me with real tasks which
gave me the opportunity to play an active role in Daraz Bangladesh LTD. I also would like to thank
my each and every fellow colleague for their support and valuable time of sharing important
information with me, without which this report was impossible. Throughout my last three months
as a part of my role in Daraz, I got to meet many clients and stakeholders from different background
and professions. I would like to thank each one of themfor their valuable contribution in making
my internship program a successful and memorable one.

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Executive Summery
At the end of the first decade and in the beginning of the second decade of 21st century, e-markets
started their journey here in Bangladesh. However, a big number of people still fail to understand
the exact meaning and operations of E-Markets. Most of the people still believes that, the product
sold from an e-market is more likely to be manufactured and delivered by that particular e-
marketing brand. Whereas, e-markets actually is an online platform, where sellers get the
opportunity to display their product in the website of a particular e-market place, and the buyers
can chose and buy products from the products displayed by sellers. Actual e-markets have nothing
to do with manufacturing or sell products anyway. E-markets just integrates buyers and sellers in
a common platform. The best part of e-markets is, buyers don’t need to go to buy things physically.
They can order products online. Moreover, based on their order, delivery team delivers their
desired product to the buyers on time. In this report in chapter number-02, a detail introduction
on this relatively new company has been elaborated for people’s understanding purpose of how
Daraz Bangladesh LTD works.

As mentioned earlier, that the idea of e-commerce is still relatively new in this country, therefore,
marketing team of Daraz Bangladesh LTD had a huge job on their shoulder to make mass people
aware of the idea of e-market. Keeping the fact in head, marketing team of Daraz Bangladesh LTD
has been segmented in multiple different departments. Every department has different
responsibilities to pull off the smooth operation of the company. For a clear portrayal of this fact,
entire operation system of Daraz Bangladesh LTD has been elaborated in chapter number-3.

Branding is the heart of marketing which connects directly with the mass people. Daraz’s brand
name has not been established overnight. In order to establish the brand name of Daraz, branding
team had to work hard with utmost integrity. The strategies Daraz followed in order to establish
their brand has been elaborately discussed in chapter number-4 of this report.

Daraz Bangladesh Ltd is known as the largest E-commerce site in Bangladesh. Daraz is slightly
different than other existing market places of Bangladesh because of their multinational operation
in many other countries including Pakistan, Myanmar, Nepal and Sri Lanka. Moreover, Daraz

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Bangladesh Ltd has recently been bought by Alibaba.com; one of the largest E-Commerce site of
the entire world. Besides, Daraz Bangladesh Ltd is the only E-Commerce site, so far, who owns
their own product delivery service team. The facts written in this paragraph are not coming from
imagination. This facts are backed by a descriptive survey designed with in-depth interview. The
interview question and its results have been shown in chapter number-5.

In other words this report, named A deep dive into the branding strategies of Daraz Bangladesh
LTD has portrayed a picture of branding strategies of the company and has shown the effectiveness
of the claim of the company along with mass people’s response.

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 Table of Content
Contents Page
Letter of Transmittal vi

Letter of Endorsement ii

Acknowledgement vi

Executive Summerry vi

Chapter 1. Introduction 1
Objective of the study 3

Scope of research 3

Methodology of the study 4

Limitation of the study 4

Chapter 2. Overview of Daraz Bangladesh LTD 5

2.1 Background of Daraz 6

2.2 Mission 7

2.3 Vision 8

2.4 Objectives 8

Chapter 3. Operations of Daraz Bangladesh LTD 9

3.1 Marketing Department 10

3.2 Admin 12

3.3 HR Team 12

3.4 Legal Team 12

3.5 IT Support Team 12

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3.6 Issue Resolution Team 13

3.7 Product Collection & Delivery Team 13

Chapter 4. Branding Policies of Daraz Bangladesh LTD 14

4.1 Ways of Branding of Daraz Bangladesh LTD 15

4.2 Taglines 16
4.3 Detail Pattern and Usage Protocol of Logo 17
4.4 Icon of Daraz Bangladesh LTD 24
4.5 Tone of Voice Protocol 25
4.6 Propositions 26

Chapter 5. Analysis of the Branding Strategies of Daraz 27

5.1 Questionnaire Used in the Research 28

5.2 Deep Analysis of the Result of the Survey 31

Chapter 6. Findings of Research & Recommendations 38

6.1 Findings 39
6.2 Recommendations (Based on Survey Analysis) 39

6.3 Recommendations (Based on Work Experience at Daraz) 40

Chapter 7. Conclusion 41

7.1 Scope of further study 42

7.2 Lessons learned from this internship journey 42

7.3 Conclusion 43

References 44

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Chapter 1: Introduction

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The idea of e-commerce is nothing new in this country. At the end of the first decade and in the
beginning of the second decade of 21st century, e-markets started their journey here in Bangladesh.
However, a big number of people still fail to understand the exact meaning and operations of E-
Markets. Most of the people still believes that, the product sold from an e-market is more likely to
be manufactured and delivered by that particular e-marketing brand. Whereas, e-markets actually
is an online platform, where sellers get the opportunity to display their product in the website of a
particular e-market place, and the buyers can chose and buy products from the products displayed
by sellers. Actual e-markets have nothing to do with manufacturing or sell products anyway. E-
markets just integrates buyers and sellers in a common platform. The best part of e-markets is,
buyers don’t need to go to buy things physically. They can order products online. Moreover, based
on their order, delivery team delivers their desired product to the buyers on time.

Daraz Bangladesh Ltd is known as the largest E-commerce site in Bangladesh. Daraz is slightly
different than other existing market places of Bangladesh because of their multinational operation
in many other countries including Pakistan, Myanmar, Nepal and Sri Lanka. Moreover, Daraz
Bangladesh Ltd has recently been bought by Alibaba.com; one of the largest E-Commerce site of
the entire world. Besides, Daraz Bangladesh Ltd is the only E-Commerce site, so far, who owns
their own product delivery service team.

Daraz Bangladesh Ltd has started their journey in Bangladesh in 2013. It was first established in
Pakistan in 2012. ‘Daraz’ means drawer in Urdu. Rocket Internet, a German company is known as
the founder of Daraz chain. Later on, very recently, Daraz has been acquired by Alibaba.com.
Now, Daraz has four brunches with employees over 2000 in Bangladesh. These brunches are
known as Daraz Hub. Daraz’s sales can be segmented in three categories like B2B, B2C and even
C2C sometimes. Being an overly versatile institution, in terms of versatility in products and
consumers, Daraz Bangladesh Ltd works relentlessly to ensure top quality service pairing with
quality products.

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1.1 Objective of the study

Comprehensive Objective

Based on the hands on experience of working in the branding team of Daraz, main objective of the
research is to portray a clear picture of how branding strategies are developed and executed in the
biggest online retail shop of the country.

Explicit Objectives
 To find out, how does branding team plans branding strategies
 Which specific issues should be kept in head while planning a branding strategy
 How much branding output does come from any specific input
 Budgeting pattern of a branding plan
 What else Daraz could do to enhance the efficiency of branding programs

1.2 Scope of research

The title of this research is ‘A deep dive into the branding policies of Daraz Bangladesh Ltd’.
The scope of the research is limitless from the point of view of being a Jr. Brand Executive in
Daraz Bangladesh Ltd, the researcher has been given with the opportunity to take a look at their
branding strategies very closely. Moreover, the writer of this paper has been assigned to execute
the branding plans set out by his supervisor, who is the head of branding and growth in Daraz
Bangladesh Ltd. This is how, the author feels lucky enough to get to learn, how she plans future
branding strategies. Besides, this research paper has collected primary data from both of vendors
and buyers of Daraz to find out how effective is our branding strategies being. Furthermore, he did
have the exposure to talk to his colleagues to take a sharper look at Daraz’s Branding programs.
Lastly, the hands on experience of working as a team member of the branding team has made it
easier for the researcher to enrich this report with all the relevant data and findings.

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1.3 Methodology of the study
The working experience in Daraz Bangladesh Ltd helped this research paper the most to set out
the methodology of the study. Moreover, writer took guidance from his supervisor Tanzila Rahman
(Head of Branding and Growth) to dig out deeper knowledge about the branding strategies of
Daraz Bangladesh Ltd. Furthermore, he spoke to his colleagues to have clear idea before writing
this report. Besides, he also talked with the vendors and buyers regarding branding programs of
Daraz to make sure the validity and reliability of this report. Based on all these knowledge this
report has been decorated in such a way, that it works as a complete brand report for Daraz
Bangladesh Ltd too.

1.4 Limitations of the study

Given with the collection of all the necessary information needed to write this report, still the writer
could not publish all of them because of the legal privacy agreement he has with Daraz Bangladesh
Ltd. He could not disclose many of the future branding plans. Likewise, he is not allowed to talk
about few of many previous branding strategies, which did not really work out well. Therefore,
legal privacy policy with the company regarding disclosing the plans publicly was the biggest
limitation of this report.

Plus, because of time and economical constraint, the survey published in this report was conducted
only online. If the survey was conducted in both online and offline, then the survey could have
been claimed as a more credible piece of research. Moreover, sample size of the survey was only
35. Time constraint is also responsible for this limitation. If the sample size was over 70, then this
survey could have been claimed as more powerful. Besides, the survey was conducted only on a
certain demographical portion. All the respondents lives inside Dhaka city. All the respondents are
well educated and financially sound. Most of the respondents are students and of an age range in
between 21-30. Therefore, this survey has missed a big portion of market of this industry and that
is why this survey cannot be claimed as a complete research.

However, this survey can help other researchers in future if they want to count on the specific
demographic class as similar as the class mentioned in this survey.

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 Chapter 2:
Overview of the Company

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2.1 Background of Daraz Bangladesh Ltd
Daraz is an online retail shop. This shop started their journey in 2012. So far, Daraz has been
operated in South Asia since the beginning. Daraz was founded by a German venture company
named Rocket Internet. The founder of Daraz is Mr. Summit Singh. He started Daraz in Pakistan.
“Daraz” is a Urdu word, which means ‘drawer’. At this moment Daraz has been operated in
Bangladesh, Myanmar, Sri Lanka, Nepal and Pakistan. Very recently this company has been
acquired by Alibaba.

Daraz started its operation in Bangladesh in the middle of 2013. By the time it entered in
Bangladesh, there were already three others online retail shops in Bangladesh. They are OLX,
Ekhanei and ClickBD. However, it did not take Daraz long to become the number one online retail
shop of Bangladesh with the biggest online shoppers community in social media and in all other
online platforms with a huge range of products and services.
Daraz Bangladesh Ltd, operates their sales both from website and app. New Daraz app, launched
in this August has been the most upgraded version for a eMarket app available in Bangladesh with
all the beautiful features enriched with artificial intelligence. Daraz basically sells products divided
into two categories;
1. Fashion
2. General Merchandising (GM)

These categories have been divided in many sub-sections as follows;

 Electronic Devices
 Electronic Accessories
 TV & Home Appliances
 Health & Beauty
 Babies & Toys
 Groceries & Pets
 Furniture & Life Style
 Women’s Fashion
 Men’s Fashion
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  Watches & Accessories
 Sports & Outdoors
 Automotive & Motorbike

Daraz ensures the best price for their customers. Besides, Daraz always gives huge range of
promotional offers weekly, during occasions or under the circumstance of running campaigns.
These offers pulls consumers to buy product from Daraz. On the top, Daraz has their very own
shipping facility, which helps Daraz to reach their customers with product delivered in lesser
time than any other online retailer does in Bangladesh. On the top Daraz Bangladesh Ltd, has
been onboarded many international brands in order to assist Bangladeshi consumers to buy
international quality products without having to travel overseas.

2.2 Mission

Daraz wants to onboard all the customers to experience quality online shopping experience from
this e-market place. In order to achieve this goal, the managing director of Daraz Bangladesh LTD
have specified a set of guideline to follow. The guidelines are as follows;

 Daraz grows together with both of their sellers and customers. Therefore, Daraz
employees must ensure an enjoyable shopping and selling experience for both of these
groups.
 In order to build a loyal customer groups, Daraz employees must ensure four basic
things;
 Widest range of quality product line
 Unbeatable Price
 100% trustworthy product delivery
 Constant focus on shopper’s experience.

 Daraz’s sellers should be incorporated with DVAS (Differentiated Value Added Service)
in order to ensure their growth, scalability, and integrated business solution.

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  Daraz must employ personnel who meets the core value of Daraz. After hiring
employees, Daraz must ensure their training and retaining through a strong company
culture.

2.3 Vision

The vision statement of Daraz Bangladesh limited is “To be the most reliable market place, and
offering the best services to our customers and sellers”. Daraz wants to continue their journey as
the market leader in Bangladesh in online retailing sector with the distribution of best quality
product in the lowest possible price.

2.4 Objectives

Objectives of Daraz is to introduce latest product to the consumers. At the same time Daraz wants
to fulfill customers demand at its best. On the top, Daraz focuses on providing top quality product
at the best possible price. Besides, Daraz wants to reach in the every corner of the country by
ensuring all the necessities of customers including exclusive brands in order to acquire the biggest
market share of online retailing business platform.

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 Chapter 3:
Operations of Daraz Bangladesh LTD

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Daraz Bangladesh LTD is just a market place. Daraz neither produces nor sales any product or
services. Daraz only brings buyers and sellers together where buyers buy from the sellers using
Daraz Bangladesh LTD’s platform in the form of website or app. From every sale, Daraz keeps
commission from sellers. Now, to maintain entire process Daraz Bangladesh LTD has employees
over two thousands all around Bangladesh working in different departments. The departments
which are related to marketing are briefed as follows;

3.1 Marketing Department:

Marketing departments of Daraz plays a vital role for the company. Daraz Bangladesh LTD started
their operations in Bangladesh almost at the same time with other online market places started
their operations in Bangladesh. However, with strong marketing policies Daraz Bangladesh LTD
have become the number one online market place in Bangladesh in no time. To achieve this
success, Daraz Bangladesh LTD mainly focused on digital marketing. They advertised in google,
facebook, Instagram, along with affiliate marketing. Daraz keeps giving promotional offers, which
makes Daraz price competitive than other competitors. On the top, Daraz understands the pulse of
the buyers. Capitalizing that, Daraz always sponsors youth programs like concerts, comicons and
so on. Under marketing department there are number of other departments. They are as follows;

3.1.1 Branding Department:

Branding department is one of the most active marketing departments of Daraz Bangladesh LTD.
Basically branding team does various things. Daraz has been sponsoring events like concerts,
comicons, game shows, summits and so on. Basically branding team decides which company or
which event Daraz will sponsor. Besides, there are different teams to look after Daraz website,
facebook, Instagram, youtube, linkedin and twiter. Before posting anything in these platforms,
branding team checks and approves or deny these posts. Moreover, branding team looks after the
authenticity of logos. Daraz Bangladesh Ltd has their very own set of protocol about the usage
pattern of Daraz logo. Branding team strongly monitors, if the protocol being properly maintained
or not. On the top, Brand team of Daraz Bangladesh LTD looks after the CSR wing (Corporate

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Social Responsibility) of the company. Brand team also plans and execute future marketing
policies. Lastly, this team on board’s different companies or person to build partnership for
marketing purpose. The responsibility of branding team will be discussed in detail in later part of
this report.

3.1.2 B2B

Daraz Bangladesh LTD does not work only with individual sellers. Daraz also work with big
brands and companies. For example brands like Samsung, Xiaomi, Teer and many other mega
brands also do have their brand shop in Daraz. Basically B2B team on-boards and maintain this
mega brands.

3.1.3 Content Writing

Content writers are also a big part of Daraz Marketing. They write captions for every posts for
social media. They write the stories for TVC or script for voiceover purpose. They also plan the
marketing strategies for future.

3.1.4 PR Team

PR stands for Public Relationship. PR team is mainly responsible for making offline
advertisements, dealing with media like TV, radio and print media. On the top, they make
partnership with celebrities who works as our model.

3.1.5 Design Team

Design team can be tagged as the heart of Daraz Marketing family. They design all the photos
shown in Daraz website. They design Daraz Logo. They design everything that needs any sort of
graphics designing in it.

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3.1.6 Commercial Team
Daraz Bangladesh LTD has huge numbers of individual sellers besides big brands and companies.
Basically commercial team on-boards, provides training and maintain the sale of these individual
sellers

3.2 Admin
Like any other admin team, Daraz’s team admin also monitors and prevents any kind of
discrepancy. They also make sure that all the assets of the company, like furniture, air-conditioner
etc are working fine. They ensures the transparency of the business of Daraz Bangladesh LTD

3.3 HR Team

HR team deals with company’s employee’s issues like hire and recruitment, leave, salary,
resignation, firing, pay rise, promotion, posting and motivations.

3.4 Legal Team

Team legal looks after the issues like patenting the logo, writing MOU (Memorandum of
Understanding), writing contract for the partners and stakeholders. Tax issues and all are legal
support needed by the company.

3.5 IT Support Team

IT teams resolves the issues of employees computers. They also work on developing or editing the
website and app of Daraz Bangladesh LTD.

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3.6 Issue Resolution and CS Team:

Issue resolution and Customer Support team work on the complaints received from the customers
and to solve their problem. These two teams always tries their level best to ensure best possible
customer experience to the buyers.

3.7 Product Collection and Delivery Team:

A big part of Daraz’s operation depends on this team. They travel all the way to vendor’s location
to collect the products which has been ordered from our website and app. Then they deliver it to
the customers who have ordered this product.

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 Chapter 4:
Branding Policies of
Daraz Bangladesh LTD

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4.1: Ways of Branding of Daraz Bangladesh LTD

Like any other company, Daraz Bangladesh LTD has its own ways of branding. Usually Daraz
does branding in following ways;

Sponsoring Events

Daraz Bangladesh LTD sponsors a lots of offline events like summits, concerts, comicons, inter
university competions and many more.

TV Advertisements

Daraz spends money in advertising in Television.

Digital Billboards

Advertising in digital billboard is another way of branding for Daraz Bangladesh LTD

Social Media and Online Platform

Biggest platform for Daraz Bangladesh LTD in terms of branding is social media like facebook,
youtube, linked in and Instagram. Daraz makes short videos, and graphics banner to use in social
media for their branding purpose.

Vehicle Stickers

Daraz puts stickers on CNG with the permission of the owner of CNG. This is another way for
Daraz to do branding.

CSR projects

Daraz runs extensive CSR programs, which work for the branding of Daraz directly.

Packaging

Boxing and packaging is another very important part of branding.

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4.2. Taglines

In terms of branding, Daraz has their very own tagline. It is “Happy Shopping”. Usually Daraz
uses this tagline with two more sublines in it. The sublines are as follows;

1. We offer complete shopping solution with our wide miscellany of over a million products.
2. We are customer-first Company committed to making our customers happy.

A sample picture of the uses of Daraz’s Tagline is given below;

Pic: Sample of uses of Daraz’s Tagline

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4.3 Detail pattern and usage protocol of LOGO

Logo is the biggest part for the branding of any company. Daraz Bangladesh LTD is no different
in this regard. Let us first take a look at the logo of Daraz Bangladesh LTD given below;

Pic: Logo of Daraz Bangladesh LTD

Now let us take a look at the usage pattern, protocol and detail of the design of this logo.

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4.3.1: Primary Colors Used in the logo:
Daraz Bangladesh LTD has used eight primary colors in their logo. The colors name with the
detail tone of digital coloring is given below;

1. Orrange (RGB Ff6700, #CMYK F26A21)

2. Red (RGB e52fic, CMYK #F62A25)
3. Purple (RGB 442e93, CMYK #2FBBE7)
4. Blue (RGB 2abbe8, CMYK #45309)
5. Green (RGB 52b00f, CMYK #60B346)
6. Dark Blue (RGB 2e2e54, CMYK #2Fe54)
7. Black (RGB 2e2e54, CMYK #00000)
8. Gray (RGB 979796, CMYK 969696)

If any of the colors with the perfect shade count is used in Daraz Logo, will be counted as the
violation of the logo usage protocol of Daraz Bangladesh LTD.

Pic: Primary colors of the logo of Daraz Bangladesh LTD

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4.3.2: Secondary Colors Used in the logo
Daraz Bangladesh LTD has used eight primary colors in their logo. If any of the colors with the
perfect shade count is used in Daraz Logo, will be counted as the violation of the logo usage
protocol of Daraz Bangladesh LTD.

The secondary colors with the perfect level of shade counts are shown in the picture below.

Pic: Secondary colors of the logo of Daraz Bangladesh LTD

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4.3.3: Theme Fonts for the Logo of Daraz Bangladesh LTD

The logo of Daraz Bangladesh LTD must be written by using the font named “Montserrat”. It is a
kind of modern sans-serif typeface. The font looks very clean and easily identifiable. Heading style
and body text version of the font is shown below in the picture.

Pic: Font to be used to write the Logo of Daraz Bangladesh LTD

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4.3.4: Size

Pic: Required size of using the logo

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4.3.5: Positioning

In every type of advertising Daraz Bangladesh LTD always uses their logo. However, there are
fixed protocol to position the logo for the advertisements of video or print media. The logo must
be always on the top. Either in right, middle or left top corner of the frame. The right positioning
protocol of the logo is shown below in a picture.

Pic: Positioning protocol of using the logo

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4.3.6: Misuse of Logo

The logo of Daraz Bangladesh LTD will be counted as misused, if the logo is used in any of the
following manner;

1. Logo cannot be distorted or rotated

2. Using drop shadow in the logo is not allowed
3. Using outside stroke in the logo is not allowed
4. Colors without the approved codes stated above are not allowed.
5. Decreasing the opacity of the logo is not accepted
6. Colored logo can’t be used on the colored background.

Pic: Sample of the misuse of the logo

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4.4: Icon of Daraz Bangladesh LTD

The design of the icon of Daraz Bangladesh LTD, including the protocol of using icon is shown
below in the picture.

Pic: Icon Usage Protocol

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4.5: Tone of Voice Protocol (Call Centers)

The branding of Daraz Bangladesh LTD is that strict that they do even have the protocol of using
voice tones in serving customers or for any other purposes. The protocols are as follows.

1. Tone of voice is local, friendly and conversational.

2. Technical when the product in question calls for it.
3. Sophisticated as applies
4. Talk premium while selling premium
5. Talk budget while selling budget
6. Up to date
7. Daraz is a now and next Company
8. Have changing attitude.
9. Daraz is for everyone.

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4.6: Propositions

The last part of the branding policies of Daraz Bangladesh LTD is about raising awareness among
our consumers and stakeholders about the propositions of Daraz Bangladesh LTD. On the top,
Daraz Bangladesh LTD works hard to ensure the propositions offered for the consumers. Daraz
Bangladesh LTD offers following propositions for their consumers.

1. Biggest Variety
2. Best Prices
3. Ease and Speed
4. Fast Delivery
5. 100% Protected

Pic: Propositions Offered by Daraz Bangladesh LTD

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 Chapter 5: Analysis on the
effectiveness of branding strategies of
Daraz Bangladesh Limited

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To check the effectiveness of Daraz’s branding strategy, the writer of this report conducted a
survey among 35 respondents. This is a qualitative research and all the data found were primary
data. The research was conducted through google form with an in-depth interview.

5.1: Questionnaire used in the research

The questionnaire of the research is as follows.

Age?
 16-20
 21-25
 26-30
 31-35
 Above 35
Gender?
 Male
 Female
 Others
 Prefer not to say
Occupation?
 Student
 Service
 Business
 Other
Income Range?
 0 to 15K
 16 to 30K
 30 to 50K
 50 to 100K
 Above 100K
Location
 Inside Dhaka

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  Outside Dhaka (In Bangladesh)
 Abroad
Are you familiar with the concept of online market place?
 Yes
 No
Are you familiar with the brand name of Daraz Bangladesh LTD?
 Yes
 No
When you did first heard about Daraz Bangladesh LTD?
 Never heard of Daraz
 3 months ago
 6 months ago
 1 year ago
 More than one year ago
Are you familiar with the logo of Daraz Bangladesh LTD?
 Yes
 No
Do you know Daraz Bangladesh LTD has been acquired by Alibaba Dot Com?
 Yes
 No
Do you know Daraz has launched new app enriched with latest features in it?
 Yes
 No
Did you see any advertisement of Daraz in social media?
 Yes
 No

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Did you watch any advertisement of Daraz in TV?
 Yes
 No
Do you know Daraz runs extensive CSR programs?
 Yes
 No
Do you think Daraz Bangladesh LTD is the market leader in online market place industry?
 Yes
 No

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5.2: Deep Analysis of the Result of the Survey

At first let us take a look at the demographic condition of the sample size. 35 respondents took
part in this survey. Among them highest numbers of the respondents (57%) were aged between
21-25 years old. In total, most of the respondents were aged in between 21-30. Most of the
respondents (67.5%) were male. About 51.4% among all the respondents are student and 40% of
the people are service holder. Surprisingly 100% of the respondents live inside Dhaka and most of
the respondents are low income earner. The details of these demographic aspects are shown in the
figures given below.

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After the demography check, the interviewer of the survey started to find out the effectiveness of
branding strategies of Daraz Bangladesh LTD. In order to do that, at first the respondents were
asked if they are familiar with the concept of online market place. Fortunately 97.1% of the
respondents are familiar with the concept of online market place, which makes the research
credible as follows;

After this, in the survey, it was asked if people are familiar with the brand name of Daraz
Bangladesh LTD. The matter of joy is that, every single respondents among those who are familiar
with the concept of online market place are aware of Daraz Bangladesh LTD. Which means, the
branding of Daraz Bangladesh LTD is being fruitful.

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Then we wanted check if Daraz Bangladesh LTD is a new name to the consumers or not. In order
to do that, the respondents were asked, when they have heard about Daraz Bangladesh LTD for
the first time. There, about 77.1% people said they are familiar with Daraz since more than one
year. Which means Daraz Bangladesh LTD is not a new name to the customers. Branding team of
Daraz Bangladesh LTD can take pride of this success of spreading Daraz’s name quick

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After that, to check through which media Daraz’s branding works in the most effective way, the
respondents were asked about the media through which they hear about Daraz Bangladesh LTD
most of the time. They said, social media is the most efficient place for Daraz Bangladesh LTD in
order to spread branding. At the same time, according to their respond, spending money on TV
advertisements is not a very wise decision since they don’t watch Daraz’s advertisements through
TV anyway. The pictures of these two discussed response is shown below.

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According to the survey, the branding team of Daraz Bangladesh LTD has been doing a great job.
Because when the respondents were asked if they are familiar with the logo of Daraz Bangladesh
LTD then 85.7% said “yes”. On the top, Daraz Bangladesh LTD has just launched their new app
enriched with latest features only few days ago. Still, most of the respondents are familiar with
this new app of Daraz Bangladesh LTD. Team branding of Daraz Bangladesh truly deserves a clap
for this.

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Lastly, Daraz Bangladesh LTD has recently been acquired by the mighty Alibaba group.
Therefore, it was a responsibility of the branding team to ensure that, people knows about this
international acquisition. Branding team has clearly done it with tremendous success. Because, the
result of the surveys says 88.6% of the respondents are known with this acquisition. On the top,
most of the people believes, Daraz Bangladesh LTD is the market leader of Bangladeshi online
retailers. Making people believe that is also a great success of the branding team of Daraz
Bangladesh LTD.

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Chapter 6: Findings &
Recommendation

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6.1 Findings

The finding of this research shows that the effect of branding strategies on consumer perception is
an important element regarding the consumer’s awareness and communication medium among the
manufacturer, vendors & sellers. Branding shows all of the information about the company like
where they operate, what do they offer, who they cater, what is their value, what are their company
weight and etc. It also shows how to reach the company. The elements of the branding like (logo
color, logo design, mission-vision material, logo size, labeling) are very important for the company
to keep customer delighted and attached with the company, while the elements of branding keeps
customers attracted towards the brand and have direct impact on consumer perception & buying
behavior. This research has several conclusions that consumer perception and purchase intention
may have direct impact on the consumer purchase behavior. However, as the quality of the
branding strategy can serve the purpose of growing brand equity to make the brand more
acceptable, reliable, attractive and preferable. It also can create positive perception in customer’s
mind towards the company.

6.2: Recommendation (Based on Survey Analysis)

1. According to the survey result, most of the customers of Daraz Bangladesh LTD are aged
between 21-25 years old and are students. Generally students are low income earners.
Therefore, Daraz should take this group of people as their customer bank and should
provide special offers like price off for this group in order to convert them into loyal
customer group.
2. 100% respondents of the survey published in this report have seen advertisements of Daraz
in social media platform and only 33% have seen it on television. Based on this data, since
television advertisements are very expensive, this report would recommend Daraz
Bangladesh LTD to focus more on social media advertisements rather than TVCs.
3. A big number of people are still not familiar with the new app and new logo of Daraz
Bangladesh LTD. Branding team of Daraz should come up with more ideas to educate
mass people about the new logo and new app of Daraz Bangladesh LTD.

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6.3: Recommendation (Based on Work Experience at Daraz)

1. Daraz has limited workforce comparing to their growth rate. Therefore, Daraz should
increase the number of employees to cope up with the pace of their growth.
2. From onboarding sellers, displaying product online and selling products to delivering
products to the customers, Daraz has a too long supply chain route. Which sometimes takes
too long of time for the customers to get their product in hand. So, Daraz should shorten
their supply chain steps and should reduce their delivery duration to the consumers.

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Chapter 7: Conclusion

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7.1: Scope of Further Study

According to the first chapter of this report, this report has many limitations. However, the
limitations are mostly financial limitations. Therefore, with the fund allocation from Daraz
Bangladesh LTD, this report can come in help for the next report which Daraz may use for their
R&D (Research and Developement) purpose.

7.2: Lessons Learned from This Internship Journey

University study and work life is totally different. Given that this fact, the writer of this report has
learned hands on marketing from this internship journey. He has learned, how to get along with
the coworkers. He has learned, how to deal with clients. There is a very fine line between
convincing and manipulating clients. It has been fantastic for the writer to get to know about the
technique of convincing and manipulating clients and stakeholders based on company’s need. This
skill only comes with experience. Thus, the writer of this report has learned how to deal with
mainstream media like TV, newspapers, radio stations and billboard authorities to keep lower price
for the purpose of companies advertising. Moreover, he has learned how to negotiate with printing
press while printing necessary banners and flyers with the lowest possible price. Lastly, the writer
of this report has learned, what facts should be kept on head while making an advertisement to get
the best branding outcome for the company.

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7.3: Conclusion

Launched in 2012, Daraz is South Asia's online shopping and selling destination of choice –
present in Bangladesh, Pakistan, Sri Lanka, Myanmar, and Nepal. Daraz Bangladesh LTD is the
largest e-commerce destination of Bangladesh. Supported by a wide range of tailored marketing,
data, and service solutions, this pioneering E-commerce service provider in South Asia has 30,000
sellers and 500 brands, serving 5 million consumers. With more than 2 million products available,
Daraz offers a diverse assortment of products in categories ranging from consumer electronics to
household goods, beauty, fashion, sports equipment, and groceries. Focused on providing an
excellent customer experience, it offers multiple payment methods including cash-on-delivery,
comprehensive customer care and hassle-free returns. Lastly, Daraz is currently owned by the
biggest online retail giant of the world, Alibaba Group Holding Limited.

After my completion of academic requirements from Brac University, I feel lucky that I got the
opportunity to work in Daraz Bangladesh LTD’s branding team. Based on my working experience
in this reputed organization, this report has been written backed by hands on knowledge and
customer’s feedback collected by an extensive survey.

While writing this report, I have learned hands on marketing skill. I have learned, how to get along
with my coworkers. I have learned, how to deal with clients. There is a very fine line between
convincing and manipulating clients. It has been fantastic for me to get to know about the technique
of convincing and manipulating clients and stakeholders based on company’s need. This skill only
comes with experience. Thus, I have learned how to deal with mainstream media like TV,
newspapers, radio stations and billboard authorities to keep lower price for the purpose of
companies advertising. Moreover, I have learned how to negotiate with printing press while
printing necessary banners and flyers with the lowest possible price. Lastly, I have learned, what
facts should be kept on head while making an advertisement to get the best branding outcome for
the company. This tremendous journey of my internship have been amazingly difficult, joyful and
exciting at the same time.

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 References

1. Baily, J. (2017). PACKAGING AND CONSUMERS’ PERCEPTIONS OF PRODUCTS.

Storaenso.

2. Kotler, P., & Keller, K. L. (2009). Marketing management. Upper Saddle River, N.J:
Pearson Prentice Hall.

3. Miller, J. (2015). Sticky branding: 12.5 principles to stand out, attract customers & grow
an incredible brand. New York, New York: Rosen Publishing Group, Inc

4. Pierce, L. M. (2012, August 30). Consumer perceptions influence packaging design.

Periodical Digest.

5. Sadique Hussain, S. A. (2105). Impact of Product Packaging on Consumer Perception

and Pruchase Intention. Journal of Marketing and Consumer Research .

6. Singh, M. R. (May 31, 2018). THE EFFECT OF PACKAGING ON CONSUMER

PERCEPTION. NTERNATIONAL JOURNAL FOR INNOVATIVE RESEARCH IN
MULTIDISCIPLINARY FIELD.

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