Md.Ifrith Rahman
Sr. Executive (Business Development and Marketing)
Imperial Allied Chemicals Ltd.
In current days Bangladesh has an enormous opportunity to grow in the Denim export markets. Currently Bangladesh becomes number one exporter of denim products in both USA and Europe market. But still there have a lot of scope to develop. Branding and marketing are essential tools for attracting buyers of denim products. Unfortunately, somewhere we have lack of implementation of effective marketing strategies. We have a number of denim manufacturer which are absolutely world class, but due to lack communication strategies success doesn’t comes in proper way. So to amplify the export market of denim products of Bangladesh need to create a competitive marketing system and formulating several unique and effective marketing strategies in order to captivate new customer, develop them and retain existing customer.
To amplify export market of denim product manufacturer and exporter need to implement some effective marketing strategies like,
Arranging Frequent Industrial visits for Buyers. Not only in denim manufacturing industry but also in overall textile manufacturing industry in Bangladesh process comes first rather than product. Before making any new order, buyers generally visit the factory and get satisfied. During the time of visit, visitor focus on quality of the product and capacity of the company. Even though, a strong brand image doesn’t work to motivate buyers if they haven’t buyer prerequisite quality. Here brand image works as an encouraging factor not the match-wining factor. So to expanding the business denim Manufacturing companies frequently invite buyers to visit the factory and get familiar with the capacity and quality.
Product and Process Diversification and Modernization. Diversification and Modernization play a significant role for the advancement of denim industry in Bangladesh. Denim manufacturer/exporter needs to diversify and modernize their products and process for increasing the capabilities to meet the demand. Manufacturer should adopt new innovations related with denim and implement them in their production unit. For denim, adoption of new and innovative wash techniques are very important for expansion of export market through modernization and diversification.
Vertical Integration through Backward Linkage. Vertical integration is a process in which company’s value or supply chain is owned by that company to satisfy a common need. For expanding business of denim products vertical integration plays a very important role. Buyers are comfortable to deal with composite factories. In general vertical integration means the combination in one firm of two or more stages of production normally operated by separate firms. Backward linkage gives value addition to denim manufacturing industry. By the development of vertical integration through backward linkage industry (fiber, spinning, fabric, wet processing, washing) company added more value and profit as well as buyers gratification. For expanding denim products export market manufacturing companies stepped to backward linkage industry with a view to maintaining quality and reduce lead time for export.
Research and Development (R&D). In this competitive market of denim products, manufacturing companies should have R&D unit for the continuous betterment of product and process. Denim manufacturing companies should established their own Research and Development unit to meet the current demand of the customers. This R&D is responsible for continuous development of new denim design, fabric construction, dyeing effect and technology, wash and finishing effect of denim products to meets the buyer’s requirement efficiently and effectively.
Managing Customer Relationship with Buyers. Treat customers as a king. For expanding market of denim products it’s all about making relationship with the respective buyers. Denim manufacturer/ exporters wants to make a good relationship by fulfilling the desire wants of the buyers. Trust and credibility plays most important role for customer relationship management. So loyalty program has been developed and repeat purchase take place.
Corporate Social Responsibility (CSR). CSR activities not only useful for social stability but also have a positive impact to the buyers which plays an important role for market expansion. Companies provide schooling facilities to the local children and worker children, Health care facilities, day care center for worker children, Canteen and Club facilities in the factory. Denim manufacturing companies should be aware about their activities have a major impact on the environment. To save natural environment in the factory area companies should undertake a massive tree plantation program. Every factory’s should have waste management plant to avoid hazard.
Integrated Promotional Strategies. To expand denim products export market companies should implement integrated promotional strategies. Generally denim manufacturing industry follows business-to-business concept. As result it has to make a good relationship with the buyers and suppliers. Traditionally promotional campaigns are limited to Magazine advertisements and arranging trade show for buyers. Manufacturer/Exporters needs to formulate strategies to retain the buyers. Manufacturer/exporters should arrange formal presentation, send brochures about their product, capacity, quality, machineries to give an impression about company to fulfilling the requirements.
In this digital world digital marketing also plays an important role for promotion. Manufactures implement different digital marketing tools like SEO, Social Media Marketing, Email Marketing, Video marketing etc. for promoting their product, process and capacity to their target audiences. So all in all denim manufacturing companies should implement all promotional strategies in integrated way for attracting their respective buyers.
Implementation of Holistic Marketing Approaches. Now a day’s apparel export market becomes more competitive with time. So to sustain and develop this market companies need to take holistic marketing approaches for expansion of their business. The process of holistic marketing takes into account the considerations of stakeholders, customers, employees, suppliers, and the community as a whole when creating and implementing marketing strategies. Holistic marketing has gained in popularity due to the high saturation rate and increased competition in the marketplace.
Holistic marketing is combination of relation marketing, performance marketing, integrated marketing and internal marketing. For the expansion of denim products export market our denim manufacturer and exporter should implement all of these component of holistic approaches. Here relation marketing provide rich relation with buyers and channel partners like suppliers, shipping agents, promotional agents etc. Performance marketing provides financial implication of marketing strategies. Integrated marketing provides value creation, communication and delivery towards buyers. Internal marketing ensures that employees are satisfied with the work they perform each day as well as the philosophy and direction of the organization as a whole. Satisfaction of employee increase the performance and guide a company towards the success.
