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Internet marketing of business

Name:
Intake:
ID:
Submission date:
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Acknowledgement:

At first, I want to give thanks to the Almighty. Then I would like to take this opportunity to thank
our honorable module leader MD. Irfan Jahangir from BAC, who has shown his keen interest to
boost our energy to develop our self the proper guidelines, which have made this study more
accurate and successful. Finally, thanks to my friends and family for their constant help and
support in every steps of my life.
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Table of content:

TASK 1: My initial task is to research the clothing industry, specifically your clients
competitors: Artisti and Ecstasy. Take a look at the online presence of these companies. Describe
clearly how the use of the internet is enhancing their marketing strategies..page 4

Task 2) Explain the difference between relationship marketing and traditional marketing.
Describe how modern information and communication technologies (ICTs) can be used to
enhance the relationship marketing aspect of your clients business, so that their customer
retention rate increases.page 9
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TASK 1: My initial task is to research the clothing industry, specifically your clients
competitors: Artisti and Ecstasy. Take a look at the online presence of these companies. Describe
clearly how the use of the internet is enhancing their marketing strategies.

Introduction: I am working in a marketing Agency and our latest client is the local shop in
Dhaka. At present this types of cloth shops are losing their customer. Because this local shops
competitors are Artisti and Ecstasy. For solving this problem these local shops are what to follow
the internet marketing.

Artisti background:
Artisti Collection Limited is one of the leading and fastest growing ready-made clothing brands
In Bangladesh. The word Artisti is an Italian word which means shiplap in Bangle language.
So,
Artisti Collection means the collection of artist. The tag line of the brand is Quality that you can
Trust. By their tag line, we can see that Artisti is all about quality. The company is managed
By a team of professionals engaged in the business for more than a decade and the brand gained
immense reputation at home.
Most of the top level employees are working for the company from its establishment, and are
highly experienced quality professionals who work together as a team to build the brand in a
creative and progressive ways. The organization has succeeded immensely in establishing itself
as a high quality clothing industry in Bangladesh. It provides best quality international standards
outfits made of foreign fabrics. The quality of Artisti cloths cannot be compared with any other
local clothing brands in Bangladesh. They can be compared with foreign clothing brands like
Vasari, Zara and Shoppers world. They look forward to future success guarantee in optimistic
and quality service towards the valued customers.

Artisti Collection Limited started its business with its own capital for its business operation with
20 employees working for the company. Artisti opened its first market outlet at Putul House:
NW (J) 2, Kamal Ataturk Avenue, Gulshan 2, Dhaka 1212. During that time, Artisti
Collection shirts were it only products and Artisti Collection was the only brand offered by the
company. Later the company got financial support from external sources as loan from Premier
Bank Limited and expands its business. The company now employs more than 600 employees
and has eleven different outlets or showrooms in Bangladesh among which nine are located in
Dhaka, one in Chittagong and one in Sylhet.

Ecstasy background:

From the beginning as a single store chain in 1997. Ecstasy has quickly become one of the
nations largest fashion retailers. Ecstasy lifestyle store offer quality exclusive and trendy
merchandise to only customer.
Ecstasy fashion opened their store in elephant road, Basundhara city, gulsan 1, and many other
place. They now make many types of cloth like, formal shirt, jeans pant, casual shirt, shoes
sandals and many other product
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Marketing strategy through internet:

Artisti Product: Product is one of the four elements of marketing mix.

There are many types of product having artisti and these types of product are very high quality.
This types product quality and features are very high.

Artisti Premium Shirts:

1) Artisti Premium Collection fabrics are collected from top renowned foreign suppliers.
2) These fabrics are made by good quality yearn, so its clothing are very comfortable to
Wear.
3) The fabrics which Artisti use is the latest design according to consumers demand and
requirements.

Artisti Regulars Shirts: Artisti Regular Collections fabrics are collected from home suppliers
like Beximco and Moon

Their classic shirts are loose fittings so that everyone feels comfortable wearing it. Their semi
fitted shirts are for those customers who want to wear a bit more fittings Shirt. Their fitted shirts
are for those customers who like to wear body fitted shirts.

The company focuses on its corporate tag line that is Quality that you can trust. This means
that. Artisti is all about quality. It hardly emphasizes on publicity because consumers in
Bangladesh already know that ensuring product quality is what Artisti focuses, not price.

Place:
Place is a way of getting the product to the consumer and how easily accessible it is to
Consumers. Based on Artistes target market its market coverage is Dhaka, Sylhet, and
Chittagong. The company has 9 outlets in Dhaka, in Chittagong and 1 in Sylhet, making it total
of 11 outlets allover Bangladesh. The outlets will make it easy for the buyers to obtain the
product or service once the decision to purchase has been made.Artisti has a very short lead
times and convenient delivery schedules to distribute their products from the production houses
to their market outlets on time and thereby making it available to customers on time.

1) BASHUNDHARA CITY:
(Mega Mall)
Tower Park: Level 1, 2, 3, Block B,
13/ka/1 Panthapath,
Dhaka 1200
Phone: 9111440 Ext: 50101
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2) GULSHAN 2:
Putul House: NW (J) 2,
Kamal Ataturk Avenue,
Gulshan 2, Dhaka 121Phone: 9883422

3) ANAM RANGS PLAZA:

Road no: 6/A, House no: 61,
Saat Masjid Road, Dhaka 1205
Phone: 8151391

4) ELEPHANT ROAD:
Sunrise Bhaban,
94 New Elephant Road, Dhaka 1205
Phone: 9667766

5)RAK TOWER:
Plot: 1/A, Jasimuddin Avenue,
Sector 5, Uttara, Dhaka 1230
Phone: 8933796

6) SYLHET:
A/9 Kumar Para,
Sylhet 3100
Phone: 0821 2830969

7) BASHUNDHARA CITY:
Level 2, Block D,
Shop No: 32 45,
13/ka/1 Panthapath,
Dhaka 1200
Phone: 9111440 Ext: 402032

8) GULSHAN 1:
House no 05, Road no 136,
Gulshan 1, Dhaka 1212
Phone: 01756198190

9) PLAZA AR:
House no: 02 (New),
Road no: 14 (New),
Dhanmondi R/A, Dhaka
www.myartisti.com
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Ecstasy product: Product is one of the four elements of marketing mix. There are many types
of product having Ecstasy and these types of product are very high quality. This types product
quality and features are very high.

Ecstasy regular collections of Ecstasy casual wear which are locally produced by imported
fabrics from Thailand and India.

These are Premium Collections of Ecstasy casual wear which are imported finished goods from
Thailand and are of little bit higher price comparative to Ecstasy Industry red label due to the
higher import cost on finished clothes.
Ecstasy Casual shirt, Ecstasy Jeans, polo s Ecstasy shirt (casual shirt with a collar and buttons),
Ecstasy T-shirt (round neck casual shirt without a collar and buttons).

Ecstasy collects perfume from original distributers of Bangladesh. The originality of the
perfumes Brands are guaranteed by the distributers, for this reason the price is a little bit higher
compare to the shops who do not guarantee about their brands. If the originality of any perfume
is proven. Wrong by customers after purchase then it is replaceable or total sum of money
refundable within four days from the date of purchase. Collects perfume from original
distributers of Bangladesh. The originality of the perfumes brands are guaranteed by the
distributers, for this reason the price is a little bit higher compare to the shops who do not
guarantee about their brands. If the originality of any perfume is proven wrong by customers
after purchase then it is replaceable or total sum of money refundable within four days from the
date of purchase.

Place:
Place is very important for the marketing. Place is a way of getting the product to the consumer
and how easily accessible it is to consumers. They are making their product place in many areas
in Bangladesh. For making a better place they are very develop in the market. Now they are
make their shops in that types of place if anyone want to any produce then very they can buy the
product.

1) ELEPHANT ROAD:
Sunrise Bhaban,
92 New Elephant Road, Dhaka 1205
Phone: 9667766

2) RAK TOWER:
Plot: 1/A, Jasimuddin Avenue,
Sector 3, Uttara, Dhaka 1230
Phone: 8933796
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3) SYLHET:
A/9 Kumar Para,
Sylhet 3100Phone: 0821 2830969

4) NAVANA BAILEY STAR:

09, New Baily Road,
Dhaka 1100
Phone: 9343569
10) CHITTAGONG:

5)BASHUNDHARA CITY:
Level 2, Block D,
Shop No: 32 45,
13/ka/1 Panthapath,
Dhaka 1200
Phone: 9111440 Ext: 402032
The ecstasy web side is www.ecstasyba.com

When this company are making their business in Bangladesh then they are follow the internet
marketing. By using this marketing they are much benefited. Because when they are produce any
products then they are given their product features in the online. When they are inform their
products in the online then very easily the customer can see their product. By maintaining this
internet marketing very easily the customer can see their product. Some time they are make some
promotional activity to make their brand loyalty.

As a worker of marketing agency I thought that the internet marketing is very important for the
local shop. Because if they are follow the internet marketing policy then very easily they can
developed their business. Now a days most of the people are use internet they are wanted their
work in internet. Most of the people are use face book, twitter and social network. So they are
open their website and buy many types of product. So they can use advertisement in online and
make their own website. Those people are like 18-35 age people who are use what types of
website they can give their advertise at that types of website. If they follow this marketing then
very easily they are develop their business.
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Task 2) Explain the difference between relationship marketing and traditional marketing.
Describe how modern information and communication technologies (ICTs) can be used to
enhance the relationship marketing aspect of your clients business, so that their customer
retention rate increases.

Difference between relationship marketing and traditional marketing:

Relationship marketing Traditional marketing

1) Relationship Marketing involves using
methods and tactics to develop long term
relationship with customers in order to retain
them. An organization must exceed customer
satisfaction in order to retain them and develop
a healthy relationship with their customers.
2) Whilst relationship marketing sees the sale
as the first step in the building of a
relationship.
1) Traditional transactional marketing involved
the organization focusing all of its marketing
efforts on attracting the customer for one off
sales. However, customers who are loyal end
up spending more in the long-term, so it makes
sense, keep existing customers happy
2) Essentially, transactional marketing focuses
on getting the customer to buy a certain
product and walk away.

3) Focuses strongly on price and short term 3) Relationship marketing is all about
benefits and product performance, with limited generating repeated sales and customer
service. interactions, thus focusing on bringing value to
the customer and assuring long term
performance and service.
4) Traditional market also uses Segmentation is 4) Relationship marketing brings customer
when you divide your customers background centricity to the spotlight. This vision has
into psycho graphics, demographics, implicit the fact that a customer does not buy a
geographic, and behavior. product, but instead buys a solution for a
specific problem or need.

Examples of Traditional Marketing:

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Direct Mail

Direct-mail marketing creates awareness of a product through postcards, brochures, letters and
fliers sent through mail. Direct mail is called a targeted type of marketing strategy because
information is sent to a specific target market. However, direct-mail marketing can be expensive
as a business incurs design and printing costs as well as postage expenses to reach its target.

Print

Print marketing includes advertising products and services through newspapers and magazines.
Print marketing is both a mass-marketing and niche-marketing strategy. As a mass-marketing
strategy, printed advertisements reach different classes of people, who might or might not have
an interest in the product. In magazines, print marketing reaches out to the niche market that
reads the magazine, such as women, fathers, teens or car lovers.

Broadcast

Television and radio are traditional avenues still widely used. Broadcast marketing reaches a
large audience within a limited period of time. Television advertisements also bring authenticity
and realism to a product as people can see how the product works. However, broadcast messages
have a shorter lifespan compared with printed messages. Additionally, marketing through
television and radio is costlier, compared with other forms of traditional marketing.

Referral

Referral marketing, also known as word of mouth, relies on customers to spread information
about products or services. Referral is not a strategic or planned marketing activity, but it might
help a business build a loyal client base. It also costs close to nothing for the business. However,
a business shouldn't rely primarily on referral marketing; it should combine this with the other
types of marketing to reach a wider target market

Examples of relationship marketing:

The practice of relationship marketing has been facilitated by several generations of customer
relationship management software that allow tracking and analyzing of each customer's
preferences, activities, tastes, likes, dislikes, and complaints.

For example, an automobile manufacturer maintaining a database of when and how repeat
customers buy their products, the options they choose, the way they finance the purchase etc., is
in a powerful position to develop one-to-one marketing offers and product benefits
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Another example- a person uses there southwest credit card flyer miles for a flight. Southwest
finds out the flight is late, and gives the miles back to the customer without the customer even
complaining.

How modern information and communication technologies (ICTs) can be used to enhance
the relationship marketing aspect of my clients business

Modern technology plays a vital role in relationship marketing and customer retention. Mobile
phone technology can be used to keep regular touch with customers, other technology such as the
computer and the internet also plays an important role. Face book is a modern trend and many
businesses are nowadays shifting their business via Face book and the webpage of the business.
Google search engine is also enabling customers to search and know more about different
business. In relationship marketing companies create and try to maintain a good relation with
their customers.

For example- a firm selling cloths can take pictures and upload them to the web, by this
technology customers can check the photos and know about the latest products available.
Previously communication was very expensive but with the latest development it has become
very affordable to general public as well as many businesses. So businesses can keep regular
touch with their customers. Customers can also get to know more about the products with the
help of modern communication system. This gives an access to both businesses and their
customers to communicate with each other at an affordable price. Modern technology also enable
firms to selling directly from their computer network, many companies are also doing business
through telephones, this way customers time are also being saved and therefore it is a good
method of customer retention.

Conclusion:
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Bibliography: