Briefcase

2.0
Sponsored by Daraz

Presented by
EWUBC
C a s e e v o l v i n g w i t h D r a w a r. c o m . b d

Solved by…
Case overview with Drawer

Drawar.com.bd is the newest e-commerece in

Bangladesh. It has recently contemplate about
a tool which is very new from the perspective
of Bangladesh. The tool is they are thinking of
is a new business unit which is named “Drawer
Private Label.” As this business unit is very new
in Bangldesh that’s why it has a tremendous
potentiality of earning handsome revenue.

Here, in this case we are working as strategy

manager for Drawar.com.bd to implement a
Drawar Private Label indeed.
Situation Analysis
SWOT
Analysis
S Strengths O Opportunities

• Customer insight • The right sales channel

• Good product at competitive prices • Acquiring new businesses
• Global presence • Current generation is fond of buying
• Large range of products things through online

W Weaknesses T Threats

• No manufacturing facilities • Focusing on the volume but not to the

• Lack of interactivity in online profitability
shopping • Possibility of theft and to be hacked
• Lack of touch and feel of merchandise • Competition from the local market
in online supply
 Porter ’s Five Forces

Threats of new Bargaining power of

High entrants
As it is very new in e-retail segment, High customers
Due to trend of online retailing
there are more of those who are
trying to enter into this market. customers have a number of options
to go.

Industry rivalry
High The number of players has grown
up such as e-Valy,Pickabo etc.

Threats of substitutes Bargaining power of

High Substitute products are available in Low suppliers
Due to large sales of every item,
e-Valy, branded outlet and online
store . there are large number of
suppliers those are ready to supply
Drawer.
 Ansoff Matrix

New
Product
Diversification
Products Development Drawer
is here

Market Market
Existing Penetration Developmet

Existing New
Market
 Defined Decision

“Startup with Drawer Private Label”

 Fashion Products

Health & Beauty Electronics

Alternatives for private labeling

 Evaluation of alternatives

Fashion Health & Beauty Electronics

Pros: Pros: Pros:

• It has a big market through the country. • Demand is high. • Wide range of product.
• Fashion items are mostly capable of attracting • Beauty products are available in market. • Technological advancement.
each classes of people. • Consumer demand on high.
• Public has a compulsory need of it.
• It has greater demand in e-commerce platform.
• It refers culture of our country, which make
people nostalgic and enthusiase to buy those.
• Fashion takes place in our daily needs.

Cons:
Cons: Cons:
• Technical limitations.
• There are lot’s of offline and online fashion • Effective and natural products are very hard to • Huge technological cost.
house in our country. manufacture. • Lenghtly after sale service.
• Fashion is not a good choice for our low class • Customer might not have such trust on this
society. organization’s item. Because some of the beauty
items might do harm than it’s benefit.
 Recommendation

“We’ve chose Fashion as our solution after

comparing all alternatives.”

And our Fashion brand name that we selected is

“Ribbon”. Our tagline is “Your trustworthy
fashion house is near you”.
Our tagline simply indicates that we are going
to provide our fashion items to the consumer
through Drawer which is a trustworhty online e-
commerce platform. The goal we’ve set already
to gain the trust of our customer.
“Your trustworthy fashion
house is near you”
 Action Plan
Product Development:

#Catalogue
Junior Girls
Jamdani Top,Frock
Men’s Clothing

Women’s Clothing
(2y-9y)

Kids Zone
Jeans Pant Junior Boys
(Denim) Muslin (2y-9y) Fotua
Sharee Girls
Panjabi Silk (8y-15y) Top,Frock,Skirt,
Salwar kameez Top,Frock
T-Shirt Boys (8y-15y) Salwaar Kameez
Katan
Pant,Panjabi,T-
shirt

#Product Development by Design Studio T-Shirt,Kids Zone

#Product Development by Manufacturer Rest of All

Manufacturing :

Target Domestic Clothing Manufacturers

1)Manufacturing Partner

#Various Boutique House

a) Salwar Kameez
b) Kids – Top,Frock,Fotua,Skart
#Denim Manufacturer
a) Jeans Pant

2)White Label
#Craft city Shonargaon
a) Sharee
b) Panjabi
c) Kids(Panjabi set)
Supply Chain
Financial Statement :

1)Cost of Production 2)Target Earning From sell 3)Total Expenses

4)Net Profit
Pricing Strategy
#Value Based Pricing

Baseline
Considering
Factors
Competitors Price
 Marketing strategies for Ribbon:
Internal strategies within
Drawer:

01 02 03 04 05 06 07 08
USP’s
• “ Your
unique
KEYWORDS clothing at
Information
Keep the keywords perfect price.
similar with the top We must have to • Comfortable
ranked keywords give the actual cloths to Presentation Q & A option Price Discount
Product
and detailed wear. Product presentation We have to attend in Price should be at Offer 5% first time
searched in • It’s time to Images
information. must be very good so High quality authentic customer’s Q & A perfect basis. purchasing discount.
Drawer.com.bd. taste
authentic that customer can find images. session.
cotton it easily.
wearable”.
• Best design
with best
afford
 Marketing strategies for Ribbon:
External strategies :

Pay per click advertising Newsletter Social Media

Use Facebook & Youtube On Facebook we can create

ads. We can offer our a group and open our
Don’t make video for ad, customers new product Facebook verified page
use picture boomerang via newsletters. named “Ribbon”. It’ll
here. strengthen customer loyalty.
After sales services:

1
O n l i n e s u p p o r t
There is a dedicated helpline for customer service
wherein the grievance redressal mechanism is
carried out according to the standard procedure of
our company.

R e t u r n &
r e p l a c e m e n t
For a Limited period of time our company will
provide free replacement
2
3
2 4 h o u r s
c u s t o m e r c a r e
Customer will be provided 24hours
customer service at free of cost.

4
M e m b e r s h i p
c a r d
Who have membership card that we’ll
provide will get more benefits.
Action plan timeline:
We set here our action plan and diving our whole
process into 30 days. Next 5
days
After sale service
In these days we’ll be
concern of setting up our
customer care service,
replacement facilities etc.

Next 10
Next 4 days
days
Manufacturing
At this time we will focus in Account & financing
our manufacturing source. Here we’ll calculate our
There we need 4days to find target sales volume and
out a manufacturing target sales revenue etc.
First 5 partners.,.

days
Production
We primarily focus on our
development
product design, which
product we will provide at
the very first.,. Next 6
days
Supply chain
These two days
management will be
utilized by looking for
warehouses and so on.
Contingency plan:

1 O f f l i n e S t o r e
If it is possible to arrange a budget then it’ll
be a better plan to open an offline store. It
can promote selling.

2 Produce less Quality of products

3 Minimize social media and

all the advertising costs.

4 Include craft item in this brand which

can attract people in different way .

5 Reserve 6 months operating

expenses

6 Exit all discount offer

Thank You