4. INTRODUCTION
• AVI is a Sri Lankan sports footwear brand created by DSI.
(Samson International PLC)
• DSI is Sri Lanka’s Leading Manufacturer and Exporter of
Footwear since 1962.
• Part of a Diversified Group of companies.
• Strong Product Portfolio
• Expansive Distribution network
• Mutually-Beneficial initiatives (CSR-based)
5. ABOUT AVI
AVI HAS BEEN INTRODUCED
SRI LANKA’S FIRST LOCALLY
MANUFACTUREDAND
MARKETED SPORTSWEAR
BRAND IN THE COUNTRY. IT
WAS LAUNCHED IN THE
YEAR 2006.
AVI SPECIALIZES IN
SPORTSWEAR RANGING
FROM MEN, WOMEN AND
CHILDREN.
HAS BEEN INSTRUMENTAL
IN POWERING KEY
SPORTING EVENTS IN THE
COUNTRY.
THEY WERE ALSO
ACCLAIMED AT THE 20TH
WORLD BRAND
CONGRESS” WINNING THE
AWARD FOR “BRAND
LEADERSHIP IN
FOOTWEAR”
6. BANGLADESH
• Bangladesh
• Continent: South East Asia
• Capital: Dhaka
• Population: 160 Million (2016)
• Official Language: Bangla (also known as Bengali)
• Currency: Taka (Tk)
7. MARKET ENTRY STRATEGY
Intermediate Model – Joint Venture with
BATA
Existing Resources (Land, Labour, Capital)
Strong Distribution Network
Thorough knowledge of the demographics.
8. DIGITAL MARKETING FRAMEWORK
OPPORTUNITIES & THREATS
● Large and growing global leather export market and increasing demand for
Bangladesh’s leather-based products (Hong, 2018).
● Leather exports gaining momentum in recent years
Opportunities
● Other competitive companies in footwear industry in Bangladesh. Eg: Alpha
Sports Gear, Platinum Sports & Apex Sports
● Stiff competition from other Asian economies
● Strict international standards
Threats
9. DIGITAL MARKETING FRAMEWORK
MARKETING OBJECTIVES
➢ To increase the number of views on online platforms.
➢ To increase the number of online purchases by using online platforms.
➢ To receive the customer inquiries regarding the product to improve and enhance more
by using online platforms.
➢ To retain existing customers.
➢ To enhance brand image.
10. DIGITAL MARKETING FRAMEWORK
MARKETING STRATEGY
➢ Building meaningful stories and tagline to attract loyal fan base.
➢ Distribution Strategy (Through various channels)
➢ The company efforts more on delivering quality products, which may be a new concept.
Eg: Shoes for cricketers at BPL
11. DIGITAL MARKETING FRAMEWORK
MARKETING TACTICS
•Product – Starting with AVI sportswear shoes and expand to other product range
•Price – Differential Pricing (Reduce the price due to competition)
• Place – Reintermediation (Sell the products to customers by associating with existing player in
Bangladesh )
• People - Shakib AL Hasan will be the brand ambassador for AVI (Cricbuzz, 2019)
• Process – Launching an e-commerce shopping portal and implementing sell-side e-commerce
strategy, SEO
• Physical evidence – Firm and customer interact through Online shopping platform, other than
that feedbacks are received from social media
E – marketing mix
12. DIGITAL MARKETING FRAMEWORK
MARKETING TACTICS
• Advertising
• Bangladesh sports channel - Gazi TV (GTV Live, 2019)
• During Bangladesh Premier League (Bangla, 2019)
• Social Media, Newspaper, Sports Magazine
• Sales Promotion
• Discount code for first order
• Special Card offers
Promotion- Communication Tools
15. ETHICAL CONSIDERATIONS
● Employment Practices & Human Rights
■ We strive to achieve a healthy work environment for our staff in Sri Lanka, whilst safeguarding the
rights of its employees (Dsi.lk, 2019)
● Environmental pollution
■ We hold ISO 14001 on environmental management system and all our factories operate with the
environmental objectives such as Sustainability, Carbon Footprints, Renewable Energy Sources and
Environmental Compliance (Dsi.lk, 2019).
● Employment Practices & Human Rights
■ We practice strong moral values, whilst stand against bribery and corruption
● Moral obligation
■ Our commitment to the betterment of our society goes beyond business (Dsi.lk, 2019) .
Ethical Aspect of internationalization (AVI)
16. CONCLUSION
● Bangladesh holds great potential for our international expansion in terms of size of
population, GDP and Per capita income.
● Bangladeshis have strong affinity towards sports and specially cricket, therefore Shakib
Al Hassan will be a great ambassador for us to promote AVI brand in Bangladesh.
● Partnering with existing partner would decrease our risk and cost which will be used to
promote our business via online
● Our goal is to make AVI the most preferred choice for sportswear
17. REFERENCES
● Dailymirror (2019) DSI introduces Inc.5 to Sri Lanka. Dailymirror.lk. [Online]. Available at:
http://www.dailymirror.lk/article/dsiintroduces-inc-5-to-sri-lanka-103005.html [Accessed: 5 September 2019].
● DSI (2019) DSI Samson Group. Dsi.lk. [Online]. Available at: http://www.dsi.lk/en/ [Accessed: 4 September 2019].
● DSI (2019) Footwear accessories and apparel retailer in Sri Lanka, D. Samson & Sons. Dsi.lk. [Online]. Available at:
http://www.dsi.lk/en/footwear-accessories-apparel-retaier-dss.html [Accessed: 4 September 2019].
● DSI (2019) Footwear Garment products distributor in Sri Lanka, DSI Samson Group. Dsi.lk. [Online]. Available at:
http://www.dsi.lk/en/footwear-garments-distributor [Accessed: 6 September 2019].
● Ft.lk (2019) DSI’s sports shoe brand, AVI sponsors National Visually-Handicapped Cricket team. Ft.lk. [Online]. Available at:
http://www.ft.lk/article/594804/DSI-s-sports-shoe-brand--AVI-sponsors-National-Visually-Handicapped-Cricket-team [Accessed: 4
September 2019].
● DSI Footcandy (2019) AVI Archives - DSI Footcandy - No.01 Online Footwear Store in Sri Lanka. DSI Footcandy - No.01 Online Footwear
Store in Sri Lanka. [Online]. Available at: https://www.dsifootcandy.lk/brand/avi/ [Accessed: 4 September 2019].
● DSI Samson Group (2019) DSI Samson Group. Dsi.lk. [Online]. Available at: http://www.dsi.lk/en/ [Accessed: 4 September 2019].
● DSI.lk (2007) D Samson Industris Ltd - Taiki Akimoto 5S Award 2006. DSI.lk. [Online]. Available at: http://www.dsi.lk/en/news/dsi-news5
[Accessed: 4 September 2019].
● Dsi.lk. (2019). Best work place for a best work life, DSI Samson Group. [online] Available at: http://www.dsi.lk/en/careers/work-place
[Accessed 1 Sep. 2019].
● The commonwealth, S. (2019) Bangladesh | The Commonwealth. Thecommonwealth.org. [Online]. Available at:
http://thecommonwealth.org/our-member-countries/bangladesh [Accessed: 4 September 2019].
18. REFERENCES
● World bank (2019) CountryProfile. Databank.worldbank.org. [Online]. Available at:
https://databank.worldbank.org/views/reports/reportwidget.aspx?Report_Name=CountryProfile&Id=b450fd57&tbar=y&dd=y&inf=n&
zm=n&country=JPN [Accessed: 4 September 2019].
● Kiprop, J. (2019) The Richest Countries In South Asia. WorldAtlas. [Online]. Available at: https://www.worldatlas.com/articles/the-
richest-countries-in-south-asia.html [Accessed: 4 September 2019].
● ADB (2019) Bangladesh: Economy. Asian Development Bank. [Online]. Available at:
https://www.adb.org/countries/bangladesh/economy [Accessed: 4 September 2019].
● ADB (2019) Bangladesh: Economy. Asian Development Bank. [Online]. Available at:
https://www.adb.org/countries/bangladesh/economy [Accessed: 4 September 2019].
● Dhaka Tribune (2019) Export earnings post 8.55% growth in July. Dhaka Tribune. [Online]. Available at:
https://www.dhakatribune.com/business/economy/2019/08/20/export-earnings-post-8-55-growth-in-july [Accessed: 4 September
2019].
● Bangla, 2019. BANGLADESH PREMIER LEAGUE (BPL). [Online]
Available at: http://www.allbanglanewspapersbd.com/cricket-bangladesh-premier-league/
[Accessed 4th September 2019].
● Cricbuzz, 2019. Shakib Al Hasan. [Online]
Available at: https://www.cricbuzz.com/profiles/544/shakib-al-hasan#!#profile
[Accessed 4 September 2019].
● GTV Live, 2019. How To Watch BPL 2020 Live | Watch BPL Live 2020 Online. [Online]
Available at: https://gtvlivecricketbd.com/how-to-watch-bpl-live/
[Accessed 4th September 2019].
