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    Bera - A Real World Case Study

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    Nasir Hussain
    BERA started as a small retailer in Pakistan but has grown into a successful e-commerce business through dedication to their craft and customers. They focus on selling traditional Pakistani products like chapals, scarves, and shawls. Through targeted social media marketing and a focus on customer satisfaction, they have achieved high sales and low return rates. The founder advises other entrepreneurs to sincerely fulfill brand promises and learn through real-world experience rather than expecting quick success.

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    Bera - A Real World Case Study

    Uploaded by

    Nasir Hussain
    64 views2 pages
    BERA started as a small retailer in Pakistan but has grown into a successful e-commerce business through dedication to their craft and customers. They focus on selling traditional Pakistani products like chapals, scarves, and shawls. Through targeted social media marketing and a focus on customer satisfaction, they have achieved high sales and low return rates. The founder advises other entrepreneurs to sincerely fulfill brand promises and learn through real-world experience rather than expecting quick success.

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    BERA Case Study for Entrepreneurship Students

    Original Title

    Bera

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    BERA started as a small retailer in Pakistan but has grown into a successful e-commerce business through dedication to their craft and customers. They focus on selling traditional Pakistani products like chapals, scarves, and shawls. Through targeted social media marketing and a focus on customer satisfaction, they have achieved high sales and low return rates. The founder advises other entrepreneurs to sincerely fulfill brand promises and learn through real-world experience rather than expecting quick success.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    64 views2 pages

    Bera - A Real World Case Study

    Uploaded by

    Nasir Hussain
    BERA started as a small retailer in Pakistan but has grown into a successful e-commerce business through dedication to their craft and customers. They focus on selling traditional Pakistani products like chapals, scarves, and shawls. Through targeted social media marketing and a focus on customer satisfaction, they have achieved high sales and low return rates. The founder advises other entrepreneurs to sincerely fulfill brand promises and learn through real-world experience rather than expecting quick success.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    Bera – A Real World Case Study

    From humble beginnings as a small retailer, BERA has grown into a hugely successful
    eCommerce business making thousands of rupees in sales every single day.

    BERA is in the 4th year of its growth journey and Jahangir believes that it is because of the
    dedication and passion showed by his team. He further stated that they want to become the next
    louis Vuitton of Pakistan and that can only be possible with a strong will and motivation.

    BERA – an online store selling peshawari chapals, scarfs and shawls in a very different manner
    with very customized themes. These are the traditional and cultural products of Pakistan and
    there is a lot of competition in these products. However, they at BERA believe, ”that it is a
    conversation between us and our forefathers through their crafts, telling us a great story of
    modesty, respect and honor”.

    In an exclusive interview with Jahangir, he told us that it’s the era of ecommerce. Global retailers
    like Amazon, and local retailers like Daraz are much more than online shopping destinations.
    They are now powerful advertising platforms, and important stops in the consumer journey.
    Anyone can take the opportunity to launch and scale up online stores. It is like installing the
    CNG plants in late 1990s. Whoever started this business made a lot of money until the market
    got saturated after 2006. Its just a start of the Ecommerce in Pakistan. Today I see a lot of young
    people earning millions of rupees through selling online and that was very difficult for the youth
    to earn such kind of revenues in the past.
    Hunting the products and launching the online store is really not enough. You have to have an
    integrated marketing strategy to get massive sales. This is the point where a lot of online sellers
    get fail. In response to the question related to marketing the product. He responded that, yes we
    are an ecommerce store and our major focus is on the social media platforms. However, we also
    do PR and B2B (Business to Business) activities. We pitch to the corporate companies and ask
    them to giveaway the gifts of BERA to their employees or the clients in order to appreciate their
    dedication towards the business. So, the offline marketing campaigns are also the part of our
    marketing plan.

    Another very critical aspect in selling the stuff online is the target market. Founders are really
    passionate about their products but they really don’t understand that who will buy from them.
    However, our marketing campaigns are very focused and directed to the target market. For
    example, our target customers are normally, elites and upper middle class. So, if I target low
    income group in my marketing campaigns then I will just waste the money and never will be
    able to get the ROI. In our case, we do not have to educate the customers about the product
    rather they tell us how they want to customize it and all. So, our return rate is only 4%.
    Although, our refund policy can be stretched up to one year. Customer satisfaction is the key to
    success of an online store. It will not give you the motivation, it will also give you the repeat and
    referral sales and that will ultimately lead you to a big number.

    From humble beginnings as a small retailer, BERA has grown into a hugely successful
    eCommerce business making thousands of rupees in sales every single day. And throughout their
    eCommerce site, you get the feeling that BERA sincerely wants “culturing happiness”— a term
    coined by Jahangir referring to the cultural experience of local crafts that reflects royalty and
    ultimate luxury in every detail.

    So as all great entrepreneurs do, he advised the budding entrepreneurs to fulfill the brand
    promise you make with your customers. Youngsters who are coming in this field should know
    that come straight to the battlefield and start working on your business and learn the ground
    realities through experiences. Work hard and don’t drive the results too early. Success is not
    easy, but perseverance is the key.

    a. What are the three steps of market research for a startup?

    b. What is your understanding, how Bera implemented some of the steps of market
    research successfully?

    c. As an entrepreneur if you get the chance to launch similar eCommerce business, how
    will you use this case study for your future action plan?

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