Marketing Mix:

According to the concept of Consumer Behavior, the marketing mix of Agora

Departmental Store in Bangladesh is described below:

1. Product:
Rahimafrooz Superstores Ltd. (RSL) made a breakthrough in the urban lifestyles by
launching the first retail chain in the country, ‘Agora’. Agora mainly focuses on food
items - ranging from a wide variety of fish, meat, vegetables, fruits, bakery, dairy, and
grocery - it also carries a vast array of other household, grocery, personal care, and
miscellaneous products. At any point in time, there are nearly 20,000 different
products available at the store. RSL is committed to sustaining and growing as the
most trusted, loved and frequented retail chain.

Product Categories:
1. Baby Care
2. Beverages
3. Confectionary
4. Drinks
5. Fish
6. Fruits
7. Health Foods
8. Meat
9. Oils/Fats
10. Powder Milk

1. Baby Care Product:

In the baby care category Agora is coming up with some products, like –

• Pampers (Saudi s-28)

• Pampers (Saudi s- Junior 17 )
• Pampers (Saudi L-19 )
• Pampers (Saudi Ea - 18 )
• Pampers (Saudi M-20)
• Johnson Baby Oil
• Johnson Baby Pink Lotion
• Johnson Baby Milk Bath
• Johnson Baby Shampoo
• Johnson Baby Lotion
• Tollyjoy Baby Wet Wipes
• Johnson Baby Powder
2. Beverages:
In the beverage item Agora provides most of all popular brands which are liked
by the target market of Agora. The products are-

• Horlicks Malt Drink…..400g

• Junior Horlicks 400 Bib (Pack)
• Horlicks Malt Drink……800g
• Viva Malt Drinks……….800g
• Nestle Milo…………….500g
• Boost Malt Drinks………200g
• Boost Malt Drinks……….400g
• Mothers Horlicks Malt Drinks…….400g
• Maltova Malt Drink……..200g
• Maltova Malt Drink……..400g
• Horlicks(Bib) Malt Drink ..400g
• Mothers Horlicks ……….200g
• Complan Chocolate …200gm Jar
• Complan Chocolate Flvr. 350gm Bag In Box
• Complan Natural Flvr. 350 Bag In Box
• Horlicks Chocolate Flvr. ….450gm
• Complan Chocolate …400gm Jar
• Maltova Malt Drink …..450gm Bott
• Complan Strawberry 500gm Box

3. Confectionary:
Agora is providing a large variety of chocolates. Foreign and local, all types of
confectionary items are available in the market. Such are-

• Ferrero Rocher Chocolate….24pcs packet

• Guylian Perles Docean
• Ferrero Rocher Chocolate….16pcs packet
• Tudor Gold Hazel Eclairs…...170g g/p
• Kopiko Candy
• Macadamia
• Guylian Twist
• Centerfresh Liquid Filled Gum
• Gandour Gum Fruit..16.20gm
• Wrigleys Extra Prof Sugar Free Gum 12pcs
• Tango Almond Nut Chocolate 100g Bar
• Cloud -9 Chocolate 30g Pkt
• Umbrella Chocolate 25g Pkt
 • Nestle Kit Kat 4 Fingure U.K 48gm
• Toblerone Chocolate 35gm
• Tango Max Crunch Hazelnut 80g Pkt
• Kent Relax Sugar Free Gum 25g Pkt
• Choc Coin (20pcs) 80g
• Choc Coin (All Flavor) 240g Box
• Galaxy Smooth & Creamy Milk 40g
• Cake
• Bread
• Cream Roll
• Sweets – Laddu, Haluya

4. Drinks:
Foreign and local all types of soft drinks are available in the Agora Departmental
Store. The products are-

• Dewlands Mango Juice

• Dewlands Mango Juice 1ltr. T. Pack
• Cyprina Apple Juice
• Country Fresh Apple Juice
• Dewlands F.Cocktail Juice
• Cyprina Mango Mixed Juice
• Dewlands Red Grape Juice
• Berri Grapefruit Juice
• Tang
• Scheweppes Ginger Ale
• Berri Grapefruit Juice
• Tang Instant Orange Drink
• Tang Orange
• Foster Clarks Mango Inst. Drink
• Schweppes Tonic Water
• Foster Clarks Inst. Mango Drink
• P&N Crush Orange
• La Ice Cola
• La Diet Ice Cola

5. Fish:
 In this category Agora always provides fresh fishes which are highly demanded in
the market. Big and small fishes are available in this category everyday.

• Elish….Fresh Water Fish

• Katal…Fresh Water Fish
• Rui Fish

6. Fruits:
A large variety of fruits are available in Agora.

• Malta Yellow
• Apple Gala
• Apple Green
• Grapes… Black
• Grapes….Green
• Strawberry
• Blackberry
• Green Mango
• Watermelon
• Wood Apple
• Jack Fruit

7. Health Foods:

• Canderel …75g Jar (Germany)

• Equal Sachets
• Canderel….40g Jar
• Hooray Low – Calorie Sweetener
• Tripti Chiratar Dal…25g Pkt
• Koli Spice Yosuf Gool 100gm
• Koli Spice Yosuf Gool Bhushi 100gm
• Ahmed Apple Diabetic Jelly 500g Jar
• Radhuni Diabetic Firni Mix 60gm

8. Meat:

• Beef Boneless
• Broiler Chicken Skinless
• Sper Meat (Bone In)
• Dressed Chicken
• Mutton Legs
 • Mutton Cubes

9. Oils/ Fats:

• Rupchanda Soyabean Oil

• Red Cow Butter Oil
• Radhuni Mustered Oil
• Teer Soyabean Oil 2ltr Pet Bott
• Kushtia Special Ghee 500gm
• Rupchanda Soyabean Oil 5ltr

10. Powder Milk:

• Dano Milk Powder

• Diploma Powder Milk
• Nido Full Cream Milk Powder
• Diploma Powder Milk
• Dano Milk Powder
• Dano Super Inst Milk Powder
• Dano Low Fat Milk Powder

2. Price:
Agora sets the price of the maximum products on the basis of the retail price.
o As a customer we have found Baby Care Product, Health foods, Powder
Milk Product are being charged on its actual retail price which is set by the
manufacturing company. Upper class, upper middle (according to income
level) class customers consider to buy these products from here.
Customers get so many options to buy best one from Agora.
o Fish, Meats, Oils/Fats Products are available at a little bit higher price than
the local outlet. Though Fruits, Beverages, Confectionary, Drinks are
mostly from foreign countries, so these products are expensive in Agora.
Because tax are included with the actual price. But the quality of the
product is very good. Customers are very least of these products because
the products are costly than the local outlet. Customers rather buy these
products from the normal super market. Mainly upper class people, both
working couple are the customer of these categories because they can buy
their necessary goods from one shopping store.

3. Place:
There are four outlets of Agora which are in Dhaka City. These are in-

o Gulshan Avenue,
o Mirpur Chiriakhana Road,
o Dhanmondi Rifle Square,
o Moghbazar Gulfesha Plaza.

Agora is established at Gulshan and Dhanmondi because majority of the people of

these localities earns money a lot. And the number of the people of Mirpur and
Moghbaxar locality is huge. Targeting a large number of people these two outlets are
established on these locations.

4. Promotion:
Agora arranges some gift items for its valued customers in some occasions. In first
week of every year, Agora gives calendar which contains some picture of its activities
to its customers. Sometimes Agora gives discount on some products to its customer to
buy on a least amount.

5. Packaging:
Agora uses good quality based plastic bags to packet its confectionary items like
Bread, Cake, and Sweets etc. Rice is available at plastic bags. Agora provides
clothing bags instead of poly bags to carry the products to its customers. If needed
Agora also provides net bags.

6. Public Relations:
To maintain public relations Agora gives family card or discount card to its
customers. It holds access with Grameen Phone. Grameen Phone users get discount
from Agora.

7. Publicity:
In April 23, 2006 Agora had a negative publicity. The news were published in every
newspaper and broadcasted on every electronic media. Tapan Kumar Biswas raided
Agora super shop at Gulshan-1 and found it selling beef and mutton without any seal
of the veterinary department of the Dhaka City Corporation. The court realised
Tk 60,000 in fines from Agora.

7. Target Marketing:
Agora sets marketing activities, targeting the upper class and upper middle class
people. It is visible on the price of the products.