its all about how to audit a brand, pop's & pod's, portfolio analysis, consumer perception, swot etc.........(TANJIM) by ecstasy

2. Tanjim is a well known rugged brand in Bangladesh. Tanjim is a
sister concern of Ecstasy. Tanjim has been innovative and
interesting in the line of fashion industry.
The brand is the innovator in fashion product. It will continue to
innovate and design unique strategies.
They offer limited edition items, which allow creating perfect
personal look which is updated throughout the season. They
always work on wearable products. Since the premiere of
interesting washed T-shirt in 2006, which had a major influence
on street fashion, was a natural consequence. Tanjim has
broadened its concept to include a newer, edgier image,
appealing to all styles, trends and ages, while keeping the
product in the purest form it provides customers with a rugged,
trendy yet fashionable sense of clothing.

3. BRAND AUDIT OBJECTIVES AND SCOPE
Brand Objectives
• To explore the clothing industry.
• To know your brand's position against competing brands and act on
the perceptual. (E.g : Cat’s Eye, Yellow , Artisti)
• To determine the strength and weaknesses of the existing brand.
• To define brand objectives for each consumer aggregate.
Scope
Tanjim is trying to minimize the region within Bangladesh mostly in
order to make things less complicated. There are a few competitive
companies which are doing in our country such as Artisti , Yellow ,
Cat’s Eye .
Our scope of study will cover as many aspects as possible for this
brand. We will study the brand background, industry background,
consumer analysis, brand exploratory, and we end with some
recommendations to enhance the brand.

4. Brand Audit Approaches
Approaches
We decided to use a few types of approaches to complete this
brand audit project.
• Guideline
We must follow the guidelines provided to know what are the
things or aspects included to complete a brand audit project.
• Task allocation
We allocated task accordingly between our members and the
group leader will be the one who compile all the sub topics
after completing the report.
• Information search
To ensure we get sufficient information to study this project,
we search information from internet, broachers, customer
feedback, newspaper, and so on.

5. BRAND EXPLORATORY
Awareness:
21 stores sprawled across the nation having
outlets in Dhanmondi, Gulshan, Banani and in
city centres of Sylhet and Chittagong
Favorability:
Initially unfavorable, later paved the way to make it
a respectable brand name.
Uniqueness of associations:
‘Tanjim’ being one of Bangladesh’s most renowned
brands as for western wear.

6. Brand Elements
Name- Tanjim
Tagline- “Your
life, Your rules”
 Design-Rugged
 Symbol



7. 
“Tanjim” was the first brand in Bangladesh who stepped out to
bring branded merchandise on the rock music of Bangladesh. They
brought the first “Artcell” branded merchandises in their stores
which was also available in their mother store “Ecstasy”. “Artcell” is
Bangladesh’s one of the biggest rock music band and by selling their
branded t-shirts meant a huge promotion for their brand. This was
a very good step of marketing strategy taken by Tanjim. This offer
was for a limited period of time and it helped them to promote their
brand in huge masses. Some t-shirts were also personally
autographed by the members of the band itself. “Tanjim” was the
first Bangladeshi brand to end the era of the popularity of T-Shirts
and other merchandises consisting of international bands (such as,
Children of Bordom, Iron Maiden or Metallica) amongst the people
of Bangladesh and start a trend of the use of merchandises
presenting popular national bands..

11. Profile of Competitive Brands
Yellow
Cat’s Eye
 Creative
 one of the largest
 Original
merchandiser for clothing
 attitude towards fashion that
bends and breaks rules
 own manufacturing facility
on the cutting edge of fashion
 mainly provide formal
clothing for men
 Design driven brand
 light-hearted and optimistic
 inspired by their customers
 unconventional yet high-
quality
 progressive yet tastefully
casual

12. SOUL DANCE



trendy and fashionable
clothes
innovative and trendy
lifestyle retail theme
Differentiated product
offerings
ARTISTI






Innovative
Dynamic quality
Trendsetter
Specialized in formal wear
for (professionals,
diplomats, business man)
Wedding clothes
Quality control

13. POP’S










Trendy
Fashionable
Variety
Attractive
Rebellious
Quality materials
Locally made
Good sales service
Western fashion
Export Quality Materials
POD’S
 Premium
pricing
 Rugged designs
 Rapid trend adoption
 Limited period
offerings
 Authentic Style
 Innovative
 Original
 Young & Vibrant

14. 
This branding strategy enables Tanjim to develop a plan which
involves successfully bringing together three key elements the
product, communications with the consumer and the way in
which Ecstasy or tanjim products are presented in retail outlets

The marketing planning process involves gaining a clear
understanding of the consumer architecture for example the
structure of the correct product to the correct consume, enabling
Tanjim to identify the various sectors of the jeans and men’s
apparel market.

The latest trends, consistent high quality, and affordable prices this is the fashion formula that “Ecstasy” has brought.

15. Tanjim
is a Extended Brand of Ecstasy,
they are selling the clothing items which
is only for men.
When their was inaccessibility classy
casual apparel in Dhaka accept few store
,“Tanjim” and it’s concept included a
newer ,edgier image appealing to all
styles ,trends and ages while keeping the
product in the purest form took birth.

16. Brand Association
• Tanjim’s has a major influence in street
fashion, and was a natural consequence
which differentiates them from other similar
Brands.
• Tanjim’s collection includes a trendy and
fashionable assortment of flattering styles
• Authentic details and functional attributes
give Tanjim a strong sense of identity.

17. Brand Positioning Analysis
• At the beginning Ecstasy always tried to
establish itself as a world famous brand but
could not be able to do it due to the lacking of
high financing so they used to sell different
brands in Ecstasy which were export leftovers. it
was a fashion house where they used to sell
different brands under the same umbrella. And
then Ecstasy started to offer its own exclusive
brand as Tanjim.
• Tanjim Tried to create a Brand Image by their
exclusive designs and high quality product which
can compete with any renowned Brand.

18. Customer Perception
Analysis
So far “Tanjim” has been innovative .interesting and
credible among its target audience. And its
continuous updating of its designs makes “Tanjim”
a true point of reference for anyone interested in
fashion.
Strategy to connect with target consumers define as
“spirited minds” that they are ageless, positive and
dynamic. These consumers are iconic
,experimental in nature. There is a change in
attitude marked by greater confidence and free
thinking.

19.  Consumers
look for the brands which they
can identify with. Tanjim is all about
attitude and this is the key differentiation
which gives the brand a distinct identity.
“Tanjim” is about breaking rules and
never follow the crowd”.
 The brand is the innovator in fashion
product. Tanjim will continue to innovate
and design unique strategies and product

20. SWOT
ANALYSIS

21. STRENGTHS
• Mother brand name Ecstasy
• Sound Management
• Good competitive skills
• Product innovation abilities
• Using top model

22. WEAKNESSES
• Low online presence
• Poor marketing skills
• Narrow product line
• Lack of control over quality

23. OPPORTUNITIES
• Arising of international markets
•
•
•
•
Faster market growth
Ability to produce new products
Can enter new market or segments
Low manufacturing and production cost
(locally made)

24. THREATS
• Competition is high
• Fast changes in consumer tastes
• Rising sales of substitute products
• Increasing competition (e.g yellow,
cats eye, soul dance, artisti)
• Customer loyalty might change

25. Summary of Competitive
Analysis

26. Recommendation
•
•
•
•
•
•
•
•
•
•
•
•
•
Re-branding their brand name
Start campaigning the colleges, universities
Taking sponsorship in various popular sports in bd.
They can go for TV commercial (CSR).
More outdoor advertising.
Use their website more appropriately.
Starting online shopping.
Take quick action according the necessity of the consumer
They should going for more branches
They can change their packaging.
Proper coordination between the members of Tanjim
Proper communication with the customers about the needed information.
Use mobile as a media.

27. THANK YOU
ANY QUESTIONS?