A Thesis Report

On

“An Analysis of Marketing strategy for creating competitive advantage- A

case study on Bikroy.com”

Submitted to:

Md. Nazmul Hossain

Assistant Professor

Department of Marketing

University of Dhaka

Submitted by:

Mobarak Hossain

B.B.A (17th Batch)

Roll No: 117, Sec: A

Department of Marketing

University of Dhaka

Bikroy.com

Date of Submission: 27 February, 2014

23th March, 2015

Md. Nazmul Hossain

Assistant Professor,

Department of Marketing

University of Dhaka

Subject: Prayer for submission of the thesis report

Dear Sir,

With due respect & honor, I want submit to accomplish A Thesis Report on “Marketing

strategies of Bikroy.com for creating competitive advantage in the market”. I tried to

implement the relevant knowledge that I have learnt from different courses. I wanted to find

out the impact of marketing strategies of online marketing specially Bikroy.com & the

strategy help them to create competitive benefit in the market. The success rate of online

campaign provided by the Bikroy.com and how’s it motivate the consumers to make

purchase. There are some competitors who are doing business in Bangladesh but i am going

to focus on marketing strategy and its impact on creating competitive advantage in the

market.

I give my sincere effort to accomplish the report. I also tried my level best to provide more

information to clarify any query, if needed. I hope you will accept the thesis proposal and will

give me a chance to work in this field.

Sincerely

………………….

Mobarak Hossain

B.B.A (17th Batch)

Roll No: 117, Sec: A

Department of Marketing

University of Dhaka.

Letter of Transmittal

This is to certify that Mobarak Hossain, Roll No: 117 of BBA-17th batch is a regular student of

the Department of Marketing, Faculty of business studies, University of Dhaka.

He has successfully completed his research project and prepared this project paper on “Analysis

of Marketing strategies of Bikroy.com for creating competitive advantage in the

market”. This research was conducted to fulfill the requirements of BBA Program associated

with Department of Marketing, University of Dhaka.

The Report has been prepared under my guidance and is a record of bona-fide work carried out

successfully.

I wish his every success in life

Md.Nazmul Hossain

………………………

Assistant Professor

Department of Marketing

University of Dhaka.

Letter of Acceptance

I hereby declare that this Thesis is my own original work and is the result of my own

investigations and experiments. To the best of my knowledge, no part of this dissertation has

been published previously or written by another person nor it has not been submitted

anywhere for the award of any degree.

No part of this Report has been previously submitted to any other University/College/

Institutions/ Organization for any academic certificate/degree/diploma/qualification. The

work I have presented does not breach any existing copyright and no portion of this report is

copied from any work done earlier for a degree or otherwise.

This research was conducted to fulfill the requirements of BBA Program associated with

Department of Marketing, University of Dhaka.

Mobarak Hossain

………………………..

Roll -117, Section- A

Batch- BBA 17th (2010-2011)

Department of Marketing

University of Dhaka

Declaration

At the very beginning I would like to express my deepest gratitude to the almighty Allah for

giving me the strength and the composure to finish the task within the scheduled time. Thesis

report is an essential part of BBA program as one can gather practical knowledge within the

period of three months by observing the activities of the organization. I have done thesis

report on ‘Marketing strategy of Bikroy.com for creating competitive advantage in the

market’. At first I express my gratitude and indebtedness to my respected teacher and Thesis

supervisor Md. Nazmul Hossain for his constant guidance, valuable advice, encouragement

and suggestions during the thesis period.

I would like to thank a bunch of people who helped me a lot in completion of my dissertation

like:

All respondents for filling in the questionnaires and co-operative

My family for constant support and motivation for doing this tasks

My friends who helped me to accomplish this task

I would also like to take this opportunity to give thanks to my family without, whose

continuous support from the background it would not have been possible to come so far in the

university life and complete my thesis paper.

Acknowledgement

Bikroy.com is a website where you can buy and sell almost everything. The best deals are

often done with people who live in your own city or on your own street, so on Bikroy.com it's

easy to buy and sell locally. Bikroy.com has the widest selection of popular second hand

items all over Bangladesh, which makes it easy to find exactly what you are looking for. So if

you're looking for a car, mobile phone, house, computer or maybe a pet, you will find the best

deal on Bikroy.com. Bikroy.com does not specialize in any specific category - here you can

buy and sell items in more than 30 different categories. We also carefully review all ads that

are being published, to make sure the quality is up to our standard.

The main objective of this study is to analyze the effectiveness of the marketing strategy of

Bikroy.com to create competitive advantage in the market. The study will help us to know the

benefits of marketing strategy and how the organization creates competitive advantage. The

effective marketing strategy helps organization to create more emphasis on products or

services. The detail study helped us to know the impact of marketing strategy for any product

or service and how it can differentiate itself from other competitors. The analysis of

marketing strategy helped us to know the Bikroy.com recent marketing campaign and how

it’s accepted to the mass consumers. We can know details on how to segment the market and

position in the target market. Whereas, by using 4 Ps of marketing mix, we can find out about

the product, its price, promotions and placement procedures.

We examined some terms like customer relationship management, pricing strategy,

promotional tools and its effectiveness, branding, marketing communication etc. Which help

us to analyze the overall marketing strategies of Bikroy.com. As it’s the online buying and

selling place for the marketers, we conducted a survey to know the present condition of it’s in

the market. The main task which made itself market conglomerate in online selling industry

is its unique name, promotional tools used by the organization, specially online promotion,

TV advertising, Newspaper advertising etc. The promotional tools and the brand name of

Bikroy.com which has similarity like selling product that’s why the name is recalled by the

consumers. Here the word of mouth also works better and online promotional tools like

Executive summary

Facebook, Twitter, LinkedIn, Yahoo, Gmail etc. played crucial role in promoting the product

in the market. It has multiple products offerings to the consumers like Mobile Phones,

Cameras & Camcorders ,Mobile Phone Accessories ,Other Electronics etc.

Bikroy.com has been doing well in their marketing strategies by which they are targeting the

final consumers and reach them as soon as possible. The integrated marketing planning is one

of the most vital tools for Bikroy.com. Here the marketers use different promotional tools like

TV ads, Radio Ads, Mobile marketing, Search engine optimization, digital and analog

billboard, Newspaper ads, content developing, email marketing, viral marketing etc. strategy

to capture the market. Basically the brand building process is too critical for the organization

and that’s why organization needed to invest lots of time and money in the market.

Bikroy.com has started its journey in 2012 and very shortest possible time it has become the

largest online seller in our country. Though it has some competitors in the market but

Bikroy.com is doing well for its competitive benefit like promotion, ease of access, price and

strong innovation in service delivery. For this reason it has made its distinctive benefit in the

competitive market.

Rapidly the online users are increasing and the promotional online campaign has to be

developed and bring innovation in every sector. Then it will be able to fulfill the demand of

the consumers and the competitive advantage will be sustainable in the market. After all it’s

become a brand which requires continuous innovation and strong CRM policy to know their

needs and demands.

Finally, Bikroy.com created competitive benefit in the market which was for having strong

marketing promotion and other external strategy which co-operate the marketing too.

Table of ContentsCHAPTER-1: INTRODUCTION..............................................................................................7

1.1 Title...................................................................................................................................7

1.2 Background.......................................................................................................................8

1.3 Research rational..............................................................................................................9

Scope.................................................................................................................................10

Source and method of data collection...............................................................................10

1.4 Research aims.................................................................................................................11

Research objectives:.........................................................................................................11

Research questions............................................................................................................11

Research Hypotheses........................................................................................................11

1.5 Research limitations.......................................................................................................12

CHAPTER 2: LITERATURE REVIEW.................................................................................13

2.1 Preface............................................................................................................................13

2.2 SWOT analysis of Bikroy.com.......................................................................................14

1. Strength......................................................................................................................15

2. Weakness...................................................................................................................15

3. Opportunities.............................................................................................................15

4. Threats.......................................................................................................................16

2.3 Present Status and Critical Success factor of online business in Bangladesh................16

2.4 Marketing strategies.......................................................................................................17

Topic 1: Marketing mix....................................................................................................18

Topic 2: Branding.............................................................................................................20

Topic 3: Consumer behavior.............................................................................................20

Topic 4: Customer relationship management...................................................................21

Topic 5: Marketing communication.................................................................................22

Topic 6: Supply chain management..................................................................................23

Topic 7: Marketing and experiential marketing...............................................................23

2.3 STP process of Bikroy.com............................................................................................24

2.4 Marketing strategy and competitive benefit...................................................................27

2.5 Consumer experience and competitive benefit...............................................................28

CHAPTER 3: METHODOLOGY...........................................................................................30

3.1 Research paradigm.........................................................................................................30

3.2 Data collection method...................................................................................................30

1. Primary data...............................................................................................................30

2. Secondary data...........................................................................................................31

3.3 Data analysis method......................................................................................................31

3.4 Population and sampling................................................................................................32

3.5 Questionnaire design......................................................................................................33

3.6 Research method limitations..........................................................................................34

3.7 Ethical considerations.....................................................................................................34

CHAPTER 4: COMPANY OVIERVIEW AND ITS MARKETING STRATEGY...............35

4.1 Bikroy.com.....................................................................................................................35

4.2 Products of Bikroy.com..................................................................................................36

Electronics........................................................................................................................36

Personal Items...................................................................................................................36

Education..........................................................................................................................36

Home appliances...............................................................................................................37

Pets and animals................................................................................................................37

Property.............................................................................................................................37

Jobs and services...............................................................................................................37

Food and agriculture.........................................................................................................38

Leisure, Sport & Hobby....................................................................................................38

New and used care and vehicles.......................................................................................38

4.3 Terms & Conditions.......................................................................................................39

4.4 Privacy Policy.................................................................................................................42

4.5 Marketing strategy of Bikroy.com.................................................................................44

1. TV advertising...........................................................................................................44

2. Billboard....................................................................................................................45

3. Blog...........................................................................................................................46

4. Facebook....................................................................................................................48

5. Radio ads...................................................................................................................49

6. Twitter.......................................................................................................................49

7. YouTube....................................................................................................................50

8. LinkedIn ads..............................................................................................................51

9. Search Engine Marketing..........................................................................................52

10. Mobile Marketing/ Advertising.............................................................................53

11. Email marketing.....................................................................................................53

12. Affiliate Marketing................................................................................................54

13. Content marketing..................................................................................................55

14. Public relations......................................................................................................55

15. Networking............................................................................................................56

16. Viral strategies.......................................................................................................56

CHAPTER 5: DATA PRESENTATION, FINDINGS AND ANALYSIS.............................57

4.1 Introduction....................................................................................................................57

4.2 Data presentation and findings.......................................................................................58

4.3 Hypothesis......................................................................................................................67

Table: consumers feedback on purchasing decision............................................................67

4.4 Summary of the survey finding......................................................................................68

CHAPTER 6: CONCLUSION AND RECOMMENDATION...............................................71

5.1 Conclusion......................................................................................................................71

5.2 Recommendation............................................................................................................72

CHAPTER 7: REFERENCES.................................................................................................74

CHAPTER-1: INTRODUCTION

1.1 Title

Bikroy.com is a website where you can buy and sell almost everything. The best deals are

often done with people who live in your own city or on your own street. So on Bikroy.com

it's easy to buy and sell locally. It has been doing business in Bangladesh with successfully.

Gradually it has introduced new ways to buy and sell products through online as has become

popular for its ease use and access. It has implemented concentrated, differentiated as well as

mass marketing strategy to reach the target market. Here we will analyze the marketing

strategy Bikroy.com & how it created competitive advantage in the market. We will basically

cover the major reason and strategies by which it has become the largest online conglomerate

in online selling.

“160 million connected through internet and phone makes one powerful network. We

see a rising trend on people getting connected as internet and smart phone usage

spreads. Digital marketing will be an important vehicle for brands to reach that

network” ( Taher.F, Investor, Magnito digital).

Marketing strategy is such king of weapons which can bring a radical change in the market as

well organization if anyone can apply the effective marketing tools which is relevant,

accurate & adjustable to the potential consumers. Bikroy.com is one of the organizations

which have already been trying to capture the existing and potential market for gaining

competitive advantage in the online sells market in Bangladesh. Here we are going to analyze

the marketing strategy of Bikroy.com and how this strategy helps to create competitive

advantage in the market comparing with others online businesses.

1.2 BackgroundFrom the very beginning of its journey it was providing superior customer service with

multiple product accessibility. In order to compete with the competitor and survive in the

market organization needs to apply some strong and effective marketing strategy (Jain, 1996).

So the strong and effective marketing strategy will help Bikroy.com to gain competitive

advantage from the competitive market. In order to keep face with the competitive market

Bikroy.com should apply some competitive marketing strategy. It’s not the fact of business

arena but in today’s world the marketing strategy helps to keep them competitive and

differentiated in the market. The customers, the competitors and the corporation are the three

important factors for the organization as they have to deal with them.

“With 36 million internet users, 6.4 million Facebook account holders, and 3G taking

off fast in Bangladesh, I expect an unprecedented opportunity for brands to engage with

consumers' hearts and minds through real-time interactions across multiple digital

channels” (Ahmed.Q.M, Lead Consultant/CEO, FutureLeaders).

By focusing the best marketing strategy in the organization Bikroy.com can defeat its

competitors and easily capture the customer attention by its differentiated & innovative value

and value delivery network. The perfect definition of market is very much important to the

organization as its helps to create competitive marketing plan (Kotler, P. et al. 1999). A good

marketing plan is very much important to the Bikroy.com because it helps to know the

market demand & the expectation of the consumers so that organization can take better and

effective initiatives to meet the needs of the customers. That’s why Bikroy.com should keep

the update customers database and good relationship so that it can help to increase the sell.

Last couple of year statistic shows their success in online business as they are growing

rapidly in the market in terms of sales and market share too.

The Bikroy.com should fix a strategy which will be related or similar with the customer

objective so that it can easily match. The impact of the applying marketing strategy by the

competitors should be less effective than the corporations. The objective of the research is

analysis of the impact of marketing strategy of Bikroy.com in creating competitive advantage

in the market.

1.3 Research rational

Internet is changing the way consumers shop and buys goods and services, and has rapidly

evolved into a global phenomenon. Many companies have started using the Internet with the

aim of cutting marketing costs, thereby reducing the price of their products and services in

order to stay ahead in highly competitive markets. Companies also use the Internet to convey,

communicate and disseminate information, to sell the product, to take feedback and also to

conduct satisfaction surveys with customers. Customers use the Internet not only to buy the

product online, but also to compare prices, products features and after sale service facilities

they will receive if they purchase the product from a particular store. Many experts are

optimistic about the prospect of online business.

In addition to the tremendous potential of the E-commerce market, the Internet provides a

unique opportunity for companies to more efficiently reach existing and potential customers.

Although most of the revenue of online transactions comes from business-to-business

commerce, the practitioners of business-to-consumer commerce should not lose confidence.

It has been more than a decade since business-to-consumer E-commerce first evolved.

Scholars and practitioners of E-commerce constantly strive to gain an improved insight into

consumer behavior in cyberspace. Along with the development of E-retailing, researchers

continue to explain E-consumers’ behavior from different perspectives. That’s why it’s

become popular to do online business in Bangladesh. Here we are going through the

Bikroy.com which has already captured the market and expand their business in whole

Bangladesh.

Marketing strategies are important to the organization as well as consumers as its helps to

satisfy the needs and wants of consumers. The purpose of the research is to find out the

effectiveness of the marketing strategy of Bikroy.com and find out the competitive advantage

which the organization is getting. It’s vital because marketing strategy determine the overall

success of the business as well as revenues. Marketing strategy has great value to any

organization because it’s the combination of different tools, understanding customer

perceptions and mitigating their needs and wants. To create more satisfactory product mix

and other competitive value so that it can help to fulfill its objective and gaining competitive

benefit from the competitor in the market. The purpose of the research is to analyze of the

marketing strategy of Bikroy.com in gaining competitive advantage in the market (Sekaran

and Bougie, 2009). A lot of study has been conducted regarding the impact of marketing

strategy for gaining competitive advantage but for the changing environment, Bikroy.com

should analyze the marketing strategy for gaining competitive advantage in the market. This

study has objective to analyze the impact of the marketing strategy for achieving customer

satisfaction and gaining competitive advantage in the market.

The effective marketing strategy has to be implemented by the Bikroy.com to achieve its

marketing objectives. In today’s world it has become important because the demand of the

customers has been radically changing, the new and existing competition becoming harder

and the organization has some specific marketing objectives (Bamossy & Solomon, 2010).

Here we can assume that the Bikroy.com has no enough resources so that it can conduct

further research to the local customers in order to know how better their marketing strategy

are? The assessment of the study will be accomplished by the help of literature review,

survey and interviews but primary research too. This research is important to the researchers

and the person who wants to build career in marketing.

Scope My report has covered almost all the strategy of Bikroy.com Bangladesh for marketing its

product. It also includes a brief profile of the company. To know the strategy of the company

it also includes the product categories and the distribution channel of the company so that it

helps itself to make difference in the market.

Source and method of data collectionFor assigning this assignment we are using both primary and secondary data.

Primary data

Primary data are collected from interviewing people within and outside the organization

Secondary data

We have collected secondary data by many ways. They are:

Collect data from its main office

Collect information from survey

The website of Bikroy.com ( www.bikroy.com)

Direct interview of the online buyer

1.4 Research aims The objective of the study is to analyze the impact of marketing strategy of Bikroy.com in

gaining competitive advantage in the competitive coffee market.

Research objectives:

To know details about Bikroy.com marketing strategy & how it’s trying to reach its

present and potential customers as its one of the leading organization in Bangladesh.

 To know how marketing strategy helps Bikroy.com to create competitive advantage

in the competitive online market

To know the differentiated offerings by Bikroy.com and its benefits & perception of

the customers of this differentiated offerings

 To recommend strategies for Bikroy.com to improve/sustain its competitive

advantage in the industry so that it can build itself as a number one brand in

Bangladesh. (Self-creation).

Research questions

In order to go for further study, research questions have to be formulated which will help to

bring out better outcome:

How the company sets and implements its marketing strategies?

What role do marketing strategies have in gaining or achieving the competitive

advantage in the competitive market?

How marketing strategies can benefit or rewarded the company with the best

competitive positioning in the market? (Self-creation).

How marketing strategies can attract the consumer & make them loyal compared to

competitor?

Research Hypotheses

Some hypothesis should be considered for research so that the research outcome might be

understandable and reliable.

H0= Marketing strategies do not have an impact on competitive advantage.

H1= Marketing strategies have an impact on competitive advantage.

The above research hypotheses has been considered so that the outcome of the research must

not bias, it might be reliable, comparable, relevance & accurate.

1.5 Research limitations

Many factors affected us on our way making the report. I have much personal limitations for

which failed to prepare a most updated report. Lacks of sufficient documents make us

unsuccessful in making the report highly informative. And lake of previous experience is also

hampering in our way. Some other factors affected us negatively, which we could not

overcome. Those limitations are as follows:

Lake of sufficient resources.

Lack of public co-operation.

Lack of online data as its new organization

Lack of experience

Lack of office visibility and co-operation from organization

CHAPTER 2: LITERATURE REVIEW

2.1 Preface

Online business - also referred to as e-business - is any kind of business activity that happens

online (over the internet). Running an online business can include buying and selling online,

and providing an online service. A wide variety of businesses can be found online, in many

different industries.

“We have over 20 Million active desktop internet users now, and as a result the year

2014 will be a year of unprecedented growth in content marketing among brands in

Bangladesh” (Islam. I. CTO, Newscred).

This research has the objective to analyze the effectiveness of marketing strategy of

Bikroy.com for gaining competitive advantage in online market. It’s related to marketing so

here Bikroy.com will consider the most important things of marketing that is 4p’s (Allen,

2011). It will help to analyze the details of marketing. The basic of the study is to find out

the relationship between marketing strategy and the competitive advantage or how marketing

strategy helps Bikroy.com to gain competitive advantage in the competitive online market.

Here we will closely discuss the effectiveness of existing marketing strategy to find out the

best offerings by the company.

2.2 SWOT analysis of Bikroy.com

A SWOT analysis (alternatively SWOT matrix) is a structured planning method used to

evaluate the strengths, weaknesses, opportunities and threats involved in a project or in

a business venture. A SWOT analysis can be carried out for a product, place, industry or

person. It involves specifying the objective of the business venture or project and identifying

the internal and external factors that are favorable and unfavorable to achieve that objective.

Here we are going to analyze the SWOT analysis of Bikroy.com.

(Graph: SWOT analysis of bikroy.com)

1. Strength

C2C business model

Revenue model –Advertisement

Target Audiences- All BD’s Population

Payment system –hand to hand during receive the product

Cover up arena –Six Divisions

Collection of multiplicity-More than Thirty different categories product

Easy to use the site -No Need registration to up-load ads

Privacy policy –Hide personal information to post ads

Also support Bengali language

Support social network

SWOT ANALYSIS

Strength

Weakness

Opportunities

Threats

2. Weakness

No value proposition – Most of the products are old.

C2C causes Consumer generated business model.

Lack of B2B, B2C business model.

No Multiple revenue model-Sales of goods, Transaction fees, Subscription fees,

Affiliate.

No online payment system.

Shipping policy –up to consumers.

Site design – Can-not see the products in different dimension, no shopping cart

option.

Currency support –Only BDT/Taka.

Global rich- no support.

No Competitive advantages- As Consumer generated.

Lack of Market opportunity – Not include multiple business model

3. Opportunities

Has option to turn Multi-ple business model

Has chance to eliminate market middlemen

Can create employment

Audiences may gather IT knowledge

Option to run secure Online payment system-that helps one step to run E -banking

M-commerce – that may cover all target audiences

Marketing – that may bring first mover facility

4. Threats

Market strategy may fail -because user generated.

Products are old- User may reduce

Risk of hand to hand transactions – because of dishonest user

Shipping policy time consuming –so consumer may move to better one

Firm profit may fall down – Because of limited revenue model

2.3 Present Status and Critical Success factor of online business in Bangladesh

“At present the internet user in our country are increasing day by day and the online

business has becoming more powerful tools of business for its rapid growth in the

market. “Bangladesh, with its large and young population is set to reap demographic

dividends. Digital media will empower young entrepreneurs to start small and reach

niche customer groups with unique products at a much lower cost than mainstream

media” ( Khan.A, Founder, Asif khan blog).

Here we are going to analyze the present scenery of e-commerce in our country.

Vital outcome success factor are not highlighted (Elimination market middlemen,

multiple revenue aspect, time, first mover opportunity etc.)

No details about online marketplace

Consumer analysis is skipped

No touch to E-commerce site development in business purpose.

No details role of Internet for online market.

Online banking role is omit

Several payment systems are not specified

Product and services shipping policy was not found.

Only three business models are expressed (C2C, M-commerce are skipped)

There is no privacy policy sketch.

Lack of depicted foreign currencies approval.

No specified third party involvement in value payment (e.g. clearing house)

Not spoken cultural tradition to buy product

2.4 Marketing strategies

Regarding the development and progression of company marketing strategy is one of the

most effective tools for marketers as well as organization (Kotler & Killer, 2006). The

strategic marketing plan show the market where the company Bikroy.com wants to target the

market totally depends on the market opportunities. Where the market has more opportunity,

the company will try to grave the opportunity by offering differentiate products and services.

The more the differentiate product can be offer to the customers, the more diversified

feedback comes from the target customers. Here Bikroy.com applies strategic marketing plan

to find out the effective market gap or opportunities.

The company which can have benefit from an effective marketing strategy can invest more in

new product research and development which will ultimately help to increase or boost the

sells volume, market share and revenue earning (Chiang & Robinson, 2006). Due to the

changing business environment and globalization the consumers are becoming more

conscious and competition arises in different field of marketing. So large corporation wants

to involve in intense marketing which is linked to customer needs and it helps to increase the

market share (Baker, 1999).Here Bikroy.com can apply the most effective marketing strategy

to capture the market. It has been doing well from the very beginning of its journey & has

already established a brand name in the Bangladesh. Marketing strategy has great opportunity

for the corporation as it helps to expand the total market area and target the market. It helps

the organization to know the varieties demand of the customers and took initiatives regarding

the market demand.

Topic 1: Marketing mix

The managing of marketing mix determines the company will be determines the product

price, the distribution channel, the differentiated product & promotional activities of the

organization (Doyle, 2006). The product marketing mix has been tailored in order to add

value to the consumers, advertise the differentiate offering of the product which will be

accessible and convenient to the ultimate consumers. The efficient marketing mix has various

advantages towards the organization and company. The product is determined which we will

produce for the consumers? Here the Bikroy.com maintains the strong marketing mix chain

to capture the market.

“Putting the right product in the right place, at the right price, at the right time”

The marketing strategy or marketing mix stands for put the right product in the right place I

mean marketing mix choose the product and identify the market where the product customer

is available. Here marketers add pricing strategy and the right time that means price should be

convenience and the product should be placed or delivered at the right time which determine

the seriousness of the organization.

Product:

In marketing mix the product is what the consumers want to have from the organization or

what they actually require or their demand.

What does the customer want from the product/service?

What features does it have to meet the needs of customers?

Are you including costly features that the customer won't actually use or few

customers really want like this?

How the customer will use it?

What does it look like? How will customers experience it?

What size(s), color(s), and so on, should it be?

What is it to be called?

How is it branded or brand positioning?

How is it differentiated versus your competitors in terms of market offerings?

(Webster et. al,1991).

(Source: Self- Creation)

Price: Price include the following features

What is the value of the product or service to the buyer as well as sellers?

Are there established price points for products?

Is the customer price sensitive?

Is market is price elastic or not?

What discounts should be offered to trade customers, or to other specific segments

of market?

How will price compare with your competitors? (Zook & Smith, 2011).

Place: Place include the following features

Where do buyers look for product or service?

If they look in a store, what kind? A specialist boutique or in a supermarket, or

both? Or online? Or direct, via a catalogue?

How can we access the right distribution channels or promotional channel?

Do you need to use a sales force? Or attend trade fairs? Or make online

submissions? Or send samples to catalogue companies?

What do our competitors do, and how can we learn from that and/or differentiate

offerings and corrective decisions? (Webster,1991).

Marketing mix

Product

Price

Place

Promotion

Promotion: Promotion includes the following features

Where and when we can get across your marketing messages to our target

market?

Will we reach our audience by advertising in the press, or on TV, or radio, or on

billboards? On the Internet?

When is the best time to promote? Is there seasonality in the market?

How do the competitors do their promotions?

What should be promotional campaign for the Bikroy.com?

Topic 2: Branding

Customers have lots of variety so the organization should connect them emotionally & build

long term relationship with them (Wheeler, 2009). The Bikroy.com should involve their

customer emotionally loyal so that it helps them to build sustainable relationship. Having a

strong and established brand in the market, determine the strong position of the product or

service in the market. If any organization can establish themself as a brand in the market their

success is must. None can defeat themselves from being successful because people have soft

corner towards the branded products or services. Ultimately we can say that it determine the

success of the business.

The strength of the company brand is the indicator of the company market share because

brand helps to increase the market share of the organization (Davis, 2009). So every branded

organization evaluates their brand performance in order to know the company performance.

Measuring the brand is determine the way how close the brand of its customers. Most of the

cases it determine the market share because if the brand is close to customers definitely it will

help to capture the market and increase the market share. It also helps to increase the selling

of products or services within shortest possible time. Ultimately we can say that brand has

unique value towards the market growth, market share and profit or revenue earning of the

organization.

Topic 3: Consumer behavior

(Schiffman & Kanuk, 2008) defined the consumer behavior as the behavior shown in the

process of buying any particular product or services, searching any product, utility of product

and the assumption that which product may mitigate their needs and wants. Basically

consumer behavior determines the behavior pattern of the consumers in different stage of

buying process. That why Bikroy.com should conduct consumer research to know the

choices of the consumers so that it can add value to them and the consumers will be delighted

whenever they will get the product by their own choices.

(Source: Self-Creation)

Whenever cost of service and other benefits is equal to expected benefit or greater than

expected benefit consumers become satisfied but whenever inverse consumers become

dissatisfied.

Cost of benefit

Others benefit

Expected benefit

The consumer satisfaction leads to have market leader in the competitive market (Bamossy

& Solomon, 2010). So this will be able to implement whenever organization conduct proper

research regarding the product choice of the consumers. Once the consumer research is done,

it indicates that the organization will produce the produce accordance with the consumer

choices. So whenever it’s done, it will increase the sells, market share and revenue. So

ultimate we can say that Bikroy.com will be able to gain competitive benefit in the market

whenever they will establish themselves as a strong brand in the market.

Topic 4: Customer relationship management

Today’s era is most competitive in every sector of business. The businessmen have to face

lots of trouble in every second because of massive competition in the market. That’s why

business introduced to maintain customer relationship management in order to gain

competitive benefit in the market and make the customers loyal. Customer relationship

management is all about the interaction among the customers and combination of different

offerings to maintain good communication (Buttle, 2009). The CRM basically aims to

increase the sales and services of the organization which require good communication and

understanding among the customers. Its purpose is to combine all the requirements of the

customer interaction to create a path in order to identify, acquire and retain the customers for

the greater betterment of the organization.

Therefore the customer relationship management is a buzzword in the recent era of business

which ensures the market share, sells, profit, loyalty of the customer. The organization which

can apply better CRM is better successful regarding making them loyal to them. So

Bikroy.com already applying this concept but it should increase the implication of this

concept for the greater betterment of the organization.

Topic 5: Marketing communication

Marketing communication is one of the greatest tools for the marketers to capture the market

and target the specific market segment (Fill, 2009). However due to changing climate or

environment the marketing communication tools for sending or delivery message to the

consumers. The success of the business depends on how strongly the marketing

communication tool is applied by the organization and how well accepted it to the consumers.

So for the purpose of graving the attention of the consumers the marketers or organization

should know the consumer needs and find out their choices which might be well accepted

towards them. The usual communication tool has been changed for the changing environment

of the business that’s why today’s marketers apply different types of marketing

communication tools. (Smith and Zook, 2011) says that reassuring the customers thoughts in

advertising ensure the competitive benefit for the organization which has great influence

towards the market.

The greater and effective the marketing communication tools, the better the output can bring

from the communication process. The marketers should think about the implementation

process of communication tools and needs not be worry about after purchase resonance. After

all, organization should be more creative and determined to capture the attention and make

the message more effective and successful. The latest marketing communication tools have to

use to capture the attention of the consumers. The primitive way of communication is no

longer use in today’s changing environment. Today’s consumers are more smart and

knowledgeable in different matter and they apply their perception whenever they are going to

make any purchase.

Topic 6: Supply chain management

Supply chain management is one of the most important topics for the organization as it’s

related to the flow of goods. It includes the process of movement of goods and services, work

in process inventory and point to point finished goods distribution and storage (Wheeler,

2009). So the marketers use this concept for strategically compete with the global competitive

market. So the supply chain department of Bikroy.com maintain this strongly for gaining

some competitive benefit. For example, So Bikroy.com sources its raw material from the

different trustee and loyal distributor from different parts of Bangladesh and other country.

They manage pricing strategy considering the buying capacity of the consumers as well as the

legal value of service. Pricing is the weapon for the market to capture the attention of the

consumers. For this reason Bikroy.com try its level best to use the best supply chain

management better for the greater betterment of the firms, greater betterment of the

consumers as well as gaining reputation & competitive benefit from the competitors in this

competitive global market.

Topic 7: Marketing and experiential marketing

Marketing is related to know the needs of consumers and make profitable customer

relationship with the consumers. So here the Bikroy.com apply this marketing concept to

make profitable customer relationship with the present and potential customers. None of the

organization in this world is perfect without having good marketing knowledge and concept.

It helps organization to make the offerings different and attract by the consumers. The

variation of the marketing and the value delivery network has great impact on the business

(Bartlett & Ghoshal, 2009). Sometimes organization use experiential marketing to capture the

market and increase its competitive benefit in the market.

Experiential marketing requires to known firstly what does mean by experiential marketing.

It has three components firstly experiential subject, experiential object and experiential

process. So here the marketer of the organization tries to use this concept for getting the

better output from the market. As the market is going to be challenging that’s why

organization wants to apply more effective concept and experiential marketing is one of

them.

2.3 STP process of Bikroy.com

It basically consists of three elements like Segmentation, Targeting and Positioning which

helps the marketers to implement the marketing strategy effectively.

Figure: STP process

Segmentation As, stated by University of Southern California (2012), when the market is divided into sub

groups, known as market segments, in order to create product differentiation strategies and to

exploit these segments to the firm's own use. There are several types of segmentations like:

Demographic

It is process or way the market is segmented on the basis of age, gender, education, income,

occupation, etc.

Geographic

It is when the market is segmented on the basis of city, state, region or country or some others

variables.

Psychographic

It is when the market is segmented on tha basis of life style, Social class (Upper class, middle

class, lower class, blue collar, and white collar), behavior, opinions (liberal/conservative),

values or ethics.

Targeting

It is the second stage of the STP process. After the market has been separated into its

segments, the marketer will select a segment to target at, and then resources and efforts will

be targeted at the segment. There are different ways to target the market which is given

below:

One supplier targeting a single segment with a single product

One supplier with one product, targeting all segments

One supplier, with several brands and targeting different segments for each brand

Positioning

It’s the third and final part of the STP process & it’s the useful tools of marketers.

Targeting is to make a thing or group of things a target, to select it or them to be acted upon

First of all marketers needs to segment the market, target the specific consumers and then

needs to proceeds the position in the consumers mind. It’s all about the perception of

consumers and its vary from person to person. Starbucks positioned as a premiun product in

the UK market and mind of the consumers. It’s basically positioned in less price sensitive

customers for gaining their co-operation.

Basically the STP process helps the marketers to find out the gap where the marketers to

target the consumers and make position their products to the market. The success of the

business totally depends on the way how the organization did this STP process. If anyone

can’t do it effectively their profitability will be hampered.

2.4 Marketing strategy and competitive benefit

The marketing strategy is one the greatest tools for the marketers to increase its sells for the

short time which ultimately leads to increase the sells for the long term profit (Doyle, 2008).

The short term marketing strategy helps organization a lot and it has great influence for

Bikroy.com because Bikroy.com apply short term marketing strategy to know the market

condition and increase short term sells for the firms. The short term marketing strategy leads

to have increased the sell and the effectiveness of the marketing strategy towards the market

as well as consumers.

“The key is content. The delivery mechanisms are social media and web in general. The

audience, while at the moment being limited to the somewhat affluent, will eventually

become the masses now that 3G is in place and with smart phones eventually becoming

affordable” (Mahbub.N, Chief Entertainment Officer, Naveed'sComedy Club).

The actual marketing strategy should be customized and it will help the organization to

increase its sells, acquire the market share and find out the needs of the present and potential

customers. Last of all the strategic planning can be taken by this marketing strategy which

ultimately leads to being the better positioned in the market.

(Source: self- creation)

The marketing strategy determines the market positioning, target market, product distribution

network and promotional campaign for the Bikroy.com. All the activities and its greatest

performance lead by Bikroy.com to gain competitive benefit from the market. If you are good

in delivery system it’s your competitive benefit, if your pricing is moderate but quality of

product is good it’s your best competitive benefit. So last of all we can say that marketing

strategy and its different strategic planning helps it to being different from its competitors.

Ultimately the greater or better marketing strategy determines the greater competitive benefit

than competitors in the competitive market.

2.5 Consumer experience and competitive benefit

Consumer experience is very much important for the organization because it provides the

information regarding their experience what they think about the product or services. How

they are getting services whether it’s right or not? So all the organization keep in mind about

Competitors strategies

Organizational strategies

Greater strategy or services from competitors (Competitive benefit)

the consumer experience as it contribute to further or repurchase. The consumer experience

shows that the customer have experience which is not always functional but also symbolic

too (Agrawal, 2004). There is a great relationship between consumer lifestyle and symbolic

meaning of the product.

The relationship is shown by the product and symbolic meaning or hidden meaning represent

the consumer’s lifestyle. We can see that most of the consumers think about whether the

product will suit with their lifestyle that means their social status. The higher class consumers

or low class consumer which is not fact but the fact is their perception towards the product or

brand. Here the greater or positive the experience the better the output. The Bikroy.com here

maintains customer relationship management to identify or know the customer experience

from the customers. Here the customer experience will help to gain competitive benefit in the

market. If the customer is delighted they will try to make repurchase and guerrilla marketing

will be easily done by the consumers.

CHAPTER 3: METHODOLOGY

3.1 Research paradigm

There are basically two types of research have been using like descriptive and explorative

research. Descriptive research is used when the information is available for conducting the

research on the other hand explorative research is used when the collected information is less

available (Sekaran and Bougie, 2009). So, both of the research process is used in the specific

situation which is determined by the situation or conditions. In this research I will use the

descriptive research as there is abundance of information regarding the online selling of

Bangladesh. But here i will also use explorative research in some contents which will be

determined by the situation but basically we will go through the descriptive research to find

out the best outcome. The two researched have been chosen because Bikroy.com has already

marketing strategy that’s why it will be helpful to implement both methods for finding out the

best effectiveness of the marketing plan which will ultimately help to create competitive

advantage in the market. To find out the best or effectiveness of marketing strategy of

Bikroy.com, a survey as well as an interview will be conducted which will helps to suggest

the best improvement of the company and improve the performance of the company.

3.2 Data collection method

There are basically two types of data which have been used for business purposes and the

marketer used these two types of data (Kumar, 2003). The both types of data are primary and

secondary data which has great influence in business and finding the business solution and

make the effective and efficient decisions.

1. Primary data

Primary data are those data which will be collected for the purpose of the research or specific

matters. The primary data is collected from the field to know the present situation of the

market & there are several ways to find out the primary data from the market like interview,

focus group, questionnaires and personal observations (Anon, 2009). For the purpose of this

study a survey will be conducted to the customers of the Bikroy.com in Bangladesh.

A questionnaire will be distributed to the customers so that it will be easier to provide answer

and ask anything if they really want to ask something. This place is vital because all

customers pass through this place and it will be easier to collect information from the

customers.

It will take four or five minutes to collect the data from the customers. I will also ask face to

face questions to its customers like young generation to know the marketing strategy of the

Bikroy.com and their personal opinions regarding this. This interviews technique chosen by

the researches because it will be easier to collect authentic information from the customers.

The customers will get more time to response and if they can’t understand anything they can

ask the directly about their problem which they can’t really understand. So that the research

can easily clarify the question & respondent can easily respond. Due to availability of time I

will use one to one interview from the staffs and consumers too.

2. Secondary data

The secondary data is the data which has been found from the previous research or previous

literature which has been used for another purpose (Sekaran and Bougie, 2009). Data

collected from books, online journals, article and market report will be used for this purposes.

The secondary data has been used for several purposes but here will be used for this

purposed. This is the second use of these types of data. So, secondary data for the purpose of

this research will be gathered by investigating Bikroy.com sales report, articles, government

publications and statistics as well as books.

Choosing different sources of information will help the researcher to find out the best output

from the research and it will help to make wise decision for the researchers. The secondary

data also used in previous so it has some specific value to the researcher if he/she can find out

best utility from it. The diversified sources of secondary data will help the researchers to

make effective the primary data too.

3.3 Data analysis method

We are using two types of data like primary and secondary data for our research purposes.

The qualitative and quantitative methods are important for analyzing the primary data (Collis

and hussy, 2009). The findings of the quantitative approach of the research will be

represented in the graph, charts and percentage where primary data is the crucial to the

qualitative approach where findings will be presented in the form of paragraph or sentence.

For the purpose of the study, a combination of qualitative and quantitative methods will be

used. The interview will give more information regarding the marketing strategy and its

effectiveness from its customers. This interview will give clue how the Bikroy.com

establishes its marketing strategy & if it is satisfactory what they have to do or they intend to

do in case they want to improve it. So we can easily understand that every single interview

will be analyzed, interpret to gain better output from this topic. For the purpose of the survey

to the customers of Bikroy.com, it will help the researcher to gain information regarding their

perception towards the marketing strategy used by the Bikroy.com. The distribution of the

questionnaire to the customers of Bikroy.com will help the researchers to gain information

regarding the topic. The combination of qualitative and quantitative research will help the

researchers to find out the effective and efficient outcome from the research project. The

combination of these two methods will allow analyze the data in different ways and

researchers will be able to make decision regarding the effectiveness of the marketing

strategy of Bikroy.com.

3.4 Population and sampling

Sampling is about choosing small number of respondent from the entire population (Hussey,

2009). For the sampling purpose of this research there are two types of population is going to

be studied. Some of the customer from the Bikroy.com will be chosen to ask questions

regarding the performance of the company. Here the research will use the sampling method

because the whole population I mean all the customers of Bikroy.com is too large to study

that’s why researcher will use the sampling methods to find out the perception of consumers

regarding the marketing strategy or performance of the company. The sample will be

constituted with the customer who will be present in the Bikroy.com shop and who will not

mind to give their opinions regarding the company’s performance. This is also the purpose of

the study which we discussed earlier. Convenience sample size will help the researcher to

collect information accurately and within shortest period of time. It has been chosen 100

customers among the customers of Bikroy.com for gaining better and effective result from

the research. These 100 customers will give different opinions regarding the organization. In

terms of interview of the staffs researcher use population mean for gaining the exact

information from the staffs of the organization. Here the researcher will use all the staffs

opinions regarding the organizational strategy or marketing strategy and their feedback

regarding this. The population is important in this fact because the staff opinions are vital for

the greater betterment of the organization as well as for the researchers to find out the gap.

3.5 Questionnaire design

The questionnaire is the set of questions by which the research will be able to collect

information from the respondent. The researcher used this on the basis of his needs some

researchers used to ask direct questions and some use to ask rating questions which is the

modern system of the questionnaires. Here researchers use (1-5) rating to find out qualitative

as well as quantitative information. Rating scale helps to find out the perception of the

respondent. The questionnaire is given below which will help us to know the details of

Bikroy.com for having competitive benefit in the market and consumers perception regarding

Bikroy.com.

1. Are you Familiar with e-commerce or e-business?

2. According to you, is e-commerce suitable or traditional business model for your facilities?

3. How do you pay to buy products /services?

4. Are you satisfied to receive /get their services?

5. Have you ever heard the name Bikroy.com?

6. How frequently you are used to make online purchase?

7. What is your age limit?

8. What makes Bikroy.com different from others competitors in the market?

9. Do you think promotional activities pursue you make transaction in Bikroy.com?

10. Is Bikroy.com service quality is good enough?

11. Is it easy to make purchase over Bikroy.com?

12. Is Bikroy.com helps us to save time?

13. Are Family members/relatives have influence to make transaction over Bikroy.com?

14. Are Mass media (e.g. TV, newspaper, articles, Radio) influenced you to use Bikroy.com?

15. What is the first thing that comes to your mind when you think about Bikroy.com?

16. What is good about Bikroy.com?

17. Why you choose Bikroy.com rather than other online sites like Ekhanei.com?

18. What is your income level?

19. How did you come to know about Bikroy.com?

20. How satisfied you are with your overall service from Bikroy.com in scale of 1 to 10 (10

being VERY SATISFIED)

21. What do you think about Bikroy.com product pricing?

22 Do you think online selling is safe and secure in Bikroy.com?

23. Do your friends used to purchase from Bikroy.com? – To know the consumers and their

surroundings purchasing intention.

24. What makes you loyal or interest to make purchase or sell over Bikroy.com?

3.6 Research method limitations

In order to conduct the research of Bikroy.com, the primary and secondary data are the most

widely used method for the research but the use of secondary data is easy than primary data.

The primary data have to manipulate for the usages but secondary data is manipulated earlier

and used earlier. This method is not always authentic because the secondary data is not

credible sometimes. Bikroy.com faces some of the incomplete information which is not

helpful or effective for the research. Most of the cases the secondary data are not up to the

level as researches has to compare data with lot of sources. Sometimes the secondary data is

not clear and it’s not perfect for the researchers to make conclusion of the research outcome.

3.7 Ethical considerations

Research project have been conducted in a very ethical or positive way regarding the

information and process used in this research. Any public or social information that may

cause the authenticity of Bikroy.com is not used here and if anything happen in future will be

removed. The information taken from the respondent will be used for the purpose of this

research and the personal and other information will be kept confidential here (Zinkmund,

2000). Here also research finding will not be manipulated against the competitors or other

emerging organizations. Bikroy.com has its own ethical issues and ethical considerations

regarding the information of the company and other factors of this research project.

CHAPTER 4: COMPANY OVIERVIEW AND ITS MARKETING STRATEGY

4.1 Bikroy.com

Bikroy.com is a website where you can buy and sell almost everything. The best deals are

often done with people who live in your own city or on your own street, so, on Bikroy.com

it's easy to buy and sell locally. All you have to do is select your region. It's completely free

to publish a classified ad on Bikroy.com, and it takes you less than 2 minutes. You can sign

up for a free account and post ads easily every time. Or, if you don't want to register, just go

to Post Your Ad, fill in the form, and you're done.Bikroy.com has the widest selection of

popular second hand items all over Bangladesh, which makes it easy to find exactly what you

are looking for. So if you're looking for a car, mobile phone, house, computer or maybe a pet,

you will find the best deal on Bikroy.com.Bikroy.com does not specialize in any specific

category - here you can buy and sell items in more than 30 different categories. We also

carefully review all ads that are being published, to make sure the quality is up to our

standards.

4.2 Products of Bikroy.com

ElectronicsFind great deals for used electronics in Bangladesh including mobile phones, computers,

laptops, TVs, home theatres and much more. The below electronics items are sold in this

sites.

Mobile Phones

TV & Video 

Cameras & Camcorders 

Mobile Phone Accessories 

Audio & MP3 

Video Games & Consoles 

Other Electronics

Personal Items

Buy and sell clothing, garments, shoes and other personal items including handbags,

perfumes, children's toys and handmade items in Bangladesh.

Clothes, Footwear & Accessories 

Health & Beauty 

Other Personal Items 

Handicraft

EducationBuy and sell books and magazines, find tuition, classes and other educational resources in

Bangladesh.

Tuition 

Other Education 

Books 

Home appliances Buy and sell new and used home appliances including furniture, kitchen items, garden

products and other household items in Bangladesh.

Furniture 

White Goods & Kitchenware 

Home & Garden 

Other Home Appliances

Pets and animals Search from the widest variety of pets in Bangladesh .Select from dogs, puppies, cats, kittens,

birds and other domesticated animals.

Pets 

Accessories 

Farm Animals 

Other Pets & Anima

Property View listings for property in Bangladesh. Find the cheapest rates for apartments, commercial

and residential properties, as well as for land and plots.

Apartments & Flats 

Plots & Land 

Commercial Property 

Rooms 

Houses 

Garages

Jobs and services Post and apply for jobs and career opportunities in Bangladesh . Search for job vacancies in

your city.

Services 

Job Openings

Food and agriculture

Find food and edible products, including fresh fruits and vegetables, meats, fish, seafood,

crop seeds, plants and other agricultural products in Bangladesh.

Other Food & Agriculture 

Crops, Seeds & Plants 

Fish 

Vegetables 

Fruit 

Meat

Leisure, Sport & Hobby

Buy and sell used musical instruments, sports gear and accessories, art and collectibles,

movies, music and more.

Music & Instruments 

Sports Equipment 

Art & Collectibles 

Movies, Music & Literature 

Tickets 

Other Leisure, Sport & Hobby

New and used care and vehicles

Buy and sell used cars, motorbikes and other vehicles in Bangladesh. Choose from top brands

including Toyota, Nissan, Honda and Suzuki.

Motorbikes & Scooters 

Cars 

Three Wheelers & Cycles 

Parts & Accessories 

Truck, Bus & Heavy-Duty 

Boats & Water Transport 

4.3 Terms & Conditions

Bikroy.com is a service provided by Saltside Technologies AB (subject to your compliance

with the Terms and Conditions set forth below). Please read these Terms and Conditions

before using this Web Site.

General: 

Advertisers and users are responsible for ensuring that advertising content, text, images,

graphics, video ("Content") uploaded for inclusion on Bikroy.com complies with all

applicable laws. Bikroy.com & Saltside Technologies AB assumes no responsibility for any

illegality or any inaccuracy of the Content. The advertisers and user guarantees that his or her

Content do not violate any copyright, intellectual property rights or other rights of any person

or entity, and agrees to release Bikroy.com and Saltside Technologies AB from all

obligations, liabilities and claims arising in connection with the use of (or the inability to use)

the service.Advertisers agree that their Content can may be presented through Bikroy.com’s

partner sites under the same terms and conditions as on Bikroy.com. 

Copyright: 

Advertisers grant Bikroy.com and Saltside Technologies AB a perpetual, royalty-free,

irrevocable, non-exclusive right and license to use, reproduce, modify, adapt, publish,

translate, create derivative works from and distribute such Content or incorporate such

Content into any form, medium, or technology now known or later developed. The material

(including the Content, and any other content, software or services) contained on Bikroy.com

are the property of Saltside Technologies AB, its subsidiaries, affiliates and/or third party

licensors. Any intellectual property rights, such as copyright, trademarks, service marks, trade

names and other distinguishing brands on the Web Site are the property of Saltside

Technologies AB. To be clear: No material on this site may be copied, reproduced,

republished, installed, posted, transmitted, stored or distributed without written permission

from Saltside Technologies AB.

Watermarks: 

All images on Bikroy.com are watermarked, which prevents the images to be used for other

purposes, without the consent of the advertiser.

Safety and images:

 Bikroy.com and Saltside Technologies AB reserves the right to change the title of the

Content, for editorial purposes. Bikroy.com and Saltside Technologies AB reserves the right

not to publish images that are irrelevant or images that violate Bikroy.com's rules.

Personal: 

Bikroy.com and Saltside Technologies AB has the right to cooperate with authorities in the

case any Content violates the law. The identity of advertisers, users or buyers may be

determined, for example by an ISP. IP addresses may also be registered in order to ensure

compliance with the terms and conditions.

Privacy: 

Bikroy.com and Saltside Technologies AB will collect information from Users and

Advertisers. It is a condition of use of the Bikroy.com that each User and advertiser consents

and authorises Bikroy.com and Saltside Technologies AB to collect and use this information.

Bikroy.com and Saltside Technologies AB also reserves the right to disclose it to Company

Affiliates and any other person for the purposes of administering, supporting and maintaining

Bikroy.com, as well as for improving Bikroy.com, for example by using the information for

research, marketing, product development and planning.

Cookies:

 This site uses cookies, which means that you must have cookies enabled on your computer in

order for all functionality on this site to work properly. A cookie is a small data file that is

written to your hard drive when you visit certain Web sites. Cookie files contain certain

information, such as a random number user ID that the site assigns to a visitor to track the

pages visited. A cookie cannot read data off your hard disk or read cookie files created by

other sites. Cookies, by themselves, cannot be used to find out the identity of any user.

Email Address of Users: Users are required to submit a valid email address, before they are

allowed to post advertisements. The email address of the User shall not be publicly displayed

and other users are permitted to send email to the User through Bikroy.com.

Site availability: 

Bikroy.com and Saltside Technologies AB does not guarantee continuous or secure access to

the Web Site. The Web Site is provided "as is" and as and when available.

Links to third party websites:

Bikroy.com may contain links or references to other websites ('Third Party Websites').

Bikroy.com or Saltside Technologies AB shall not be responsible for the contents in Third

Party Websites. Third Party Websites are not investigated or monitored. In the event the user

decides to leave Bikroy.com and access Third Party Sites, the user does so at his/her own

risk.

Paid content:

Advertisers and Users wishing to post content on Bikroy.com that requires payment ("Paid

Content"), may be required to transmit information through a third-party service provider,

which may be governed by its own terms of use. Linking to any third party service providers

is at the Users' and Advertisers' own risk and Bikroy.com disclaims all liability related

thereto. Under no circumstances shall Bikroy.com be obliged to refund any payments made

in respect of Paid Content.In the event that Paid Content violates any aspect of these Terms &

Conditions, Bikroy.com may, in its sole discretion and without refund, remove the Paid

Content from Bikroy.com. Users and Advertisers may delete any Paid Content prior to the

end of the paid-for period, and Bikroy.com shall have no further responsibility to display the

deleted content. Bikroy.com is neither responsible nor liable for the perceived success or

failure of any Paid Content posted on Bikroy.com.

Disclaimer: 

Bikroy.com and Saltside Technologies AB assume no responsibility what so ever for the use

of Bikroy.com and disclaims all responsibility for any injury, claim, liability, or damage of

any kind resulting from or arising out of or any way related to (a) any errors on Bikroy.com

or the Content, including but not limited to technical errors and typographical errors, (b) any

third party web sites or content directly or indirectly accessed through links in Bikroy.com,

(c) the unavailability of Bikroy.com, (d) your use of Bikroy.com or the Content, or (e) your

use of any equipment (or software) in connection with Bikroy.com

Indemnification: 

Advertisers and users agree to indemnify Bikroy.com & Saltside Technologies AB as well as

its officers, directors, employees, agents, from and against all losses, expenses, damages and

costs, including attorney’s fees, resulting from any violation of this Terms and Conditions

(including negligent or wrongful conduct).

Modifications: 

Bikroy.com & Saltside Technologies AB reserves the right to modify these Terms and

Conditions. Such modifications shall be effective immediately upon posting on Bikroy.com.

You are responsible for the reviewing of such modifications. Your continued access or use of

Bikroy.com shall be deemed your acceptance of the modified terms and conditions.

Governing Law: 

Bikroy.com is operated under the laws and regulations of Sweden. Advertisers and users

agree that Swedish courts, with the district court of Gothenburg as the court of first instance,

will have jurisdiction over any dispute or claim relating to the use of Bikroy.com

4.4 Privacy Policy

In order for the website to provide a safe and useful service, it is important for

bikroy.com to collect, use, and share personal information.

Collection. Information posted on bikroy.com is publicly available. If you choose to

provide us with personal information, you are consenting to the transfer and storage of

that information on our servers. We collect and store the following personal

information:

Email address, contact information, and (depending on the service

used) sometimes financial information;

Computer sign-on data, statistics on page views, traffic to and from

bikroy.com and response to advertisements;

Other information, including users' IP address and standard web log

information.

Use. We use users' personal information to:

Provide our services

Resolve disputes, collect fees, and troubleshoot problems;

Encourage safe trading and enforce our policies;

Customize users' experience, measure interest in our services, improve

our services and inform users about services and updates;

Communicate marketing and promotional offers to you according to

your preferences;

Do other things for users as described when we collect the information.

Disclosure. We don't sell or rent users' personal information to third parties for their

marketing purposes without users' explicit consent. We may disclose personal

information to respond to legal requirements, enforce our policies, respond to claims

that a posting or other content violates other's rights, or protect anyone's rights,

property, or safety.

Communication and email tools. You agree to receive marketing communications

about consumer goods and services on behalf of our third party advertising partners

unless you tell us that you prefer not to receive such communications. If you don't

wish to receive marketing communications from us, simply indicate your preference

by following directions provided with the communication. You may not use our site

or communication tools to harvest addresses, send spam or otherwise breach our

Terms of Use or Privacy Policy. We may automatically scan and manually filter email

messages sent via our communication tools for malicious activity or prohibited

content. If you use our tools to send content to a friend, we don't permanently store

your friends' addresses or use or disclose them for marketing purposes. To report

spam from other users, please contact customer support.

Security. 

We use lots of tools (encryption, passwords, physical security) to protect your personal

information against unauthorized access and disclosure.

All personal electronic details will be kept private by the Service

except for those that you wish to disclose.

It is unacceptable to disclose the contact information of others

through the Service.

If you violate the laws of your country of residence and/or the terms

of use of the Service you forfeit your privacy rights over your

personal information.

Physical Address: Office 403, JBC 5, Jumeirah Lake Towers, Dubai,

United Arab Emirates.

Customer Support e-mail: support@bikroy.com

Customer Support telephone number: +88-09613-786786

Unsubscribe information: If at any time you wish to have your

information removed from our active databases, please contact us.

Additionally, you will be able to unsubscribe anytime by clicking on

the unsubscribe link at the bottom of all our email communications.

This website makes use of Display Advertising, and uses

Remarketing technology with Google Analytics to advertise online.

Third-party vendors, including Google, may show our ads on various

websites across the Internet, using first-party cookies and third-party

cookies together to inform, optimize, and serve ads based on past

visits to our website.

Visitors can opt-out of Google Analytics for Display Advertising and

customize Google Display Network ads using the Ads Preferences

Manager.

4.5 Marketing strategy of Bikroy.com

1. TV advertising

A commercial advertisement on television (usually abbreviated to TV commercial, ad, ad-

film, and known as advert, or TV advert is a span of television programming produced and

paid for by an organization, which conveys a message, typically to market a product or

service. Advertising revenue provides a significant portion of the funding for most privately

owned television networks. The vast majority of television advertisements today consist of

brief advertising spots, ranging in length from a few seconds to several minutes (as well as

program-length infomercials). Advertisements of this sort have been used to promote a wide

variety of goods, services and ideas since the dawn of television.

The effects of television advertising upon the viewing public (and the effects of mass media

in general) have been the subject of philosophical discourse by such luminaries as Marshall

McLuhan. The viewership of television programming, as measured by companies such

as Nielsen Media Research, is often used as a metric for television advertisement placement,

and consequently, for the rates charged to advertisers to air within a given network, television

program, or time of day.

Bikroy.com for being the largest online business in terms of selling has been using the concept of TV advertising from the very beginning of its journey. It has become able to capture the attention of the consumers to make purchase over internet and it has become popular among the young generation of the country. TV ads has become on the most important and vital way of communicating with the different guys from different sectors. It has potential market in Bangladesh and that’s why it’s still working better than previous years.

2. Billboard

A billboard (also called a hoarding in the many other parts of the world) is a large outdoor

advertising structure (a billing board), typically found in high-traffic areas such as alongside

busy roads. Billboards present large advertisements to passing pedestrians and drivers.

Typically showing large, ostensibly witty slogans, and distinctive visuals, billboards are

highly visible in the top designated market areas. Bulletins are the largest standard-size

billboards. Located primarily on major highways, expressways or principal arterials, they

command high-density consumer exposure (mostly to vehicular traffic). Bulletins afford

greatest visibility due not only to their size, but because they allow creative "customizing"

through extensions and embellishments. Posters are the other common form of billboard

advertising, located mostly along primary and secondary arterial roads. Posters are a smaller

format than bulletins and are viewed principally by residents and commuter traffic, with some

pedestrian exposure. Billboard advertisements are designed to catch a person's attention and

create a memorable impression very quickly, leaving the reader thinking about the

advertisement after they have driven past it. They have to be readable in a very short time

because they are usually read while being passed at high speeds. Thus there are usually only a

few words, in large print, and a humorous or arresting image in brilliant colors .Some

billboard designs spill outside the actual space given to them by the billboard, with parts of

figures hanging off the billboard edges or jutting out of the billboard in three dimensions.

Here bikroy.com has followed the promotional strategy to capture the attention of the mass

consumers. Here not only the middle or higher class but also all classes of people who have

internet access can be able to make purchase over Bikroy.com. Bikroy.com has established

lots of Billboard in different important places of the country and its bring better output for the

firms to make it public.

Painted Billboard

Almost all these billboards were painted in large studios. The image was projected on the

series of paper panels that made up the billboard. Line drawings were done, then traced with

a pounce wheel that created perforated lines. The patterns were then "pounced" onto the

board with a chalk filled pounce bag, marking the outlines of the figures or objects. Using oil

paints, artists would use large brushes to paint the image. Once the panels were installed

using hydraulic cranes, artists would go up on the installed billboard and touch up the edges

between panels. These large, painted billboards were especially popular in Los Angeles

where historic firms such as Foster & Kleiser and Pacific Outdoor Advertising dominated the

industry. Eventually, these painted billboards gave way to graphic reproduction, but hand-

painted billboards are still in use in some areas where only a single board or two is required.

Bikroy.com use the painted billboard so that it can easily have to public access to share what

actually bikroy.com doing. It’s a huge opportunity for them to make them different in the

market through the strategy of billboard selection.

Digital Billboard

A digital billboard is a billboard that is created from computer programs and software. Digital

billboards can be designed to display running text, display several different displays from the

same company, and even provide several companies a certain time slot during the day. The

constantly changing texts ensure maximum impact and wide exposure to target audiences.

It’s not introduced by the organization but within next few month they are going to

implement the strategy of Digital Billboard to make it more competitive and more attractive

from others.

3. Blog

A blog (a truncation of the expression weblog) is a discussion or informational site published

on the World Wide Web and consisting of discrete entries ("posts") typically displayed in

reverse chronological order (the most recent post appears first). Until 2009 blogs were

usually the work of a single individual , occasionally of a small group, and often covered a

single subject. More recently "multi-author blogs" (MABs) have developed, with posts

written by large numbers of authors and professionally edited. MABs from newspapers, other

media outlets, universities, think tanks, advocacy groups and similar institutions account for

an increasing quantity of blog traffic. The rise of Twitter and other "microblogging" systems

helps integrate MABs and single-author blogs into societal newstreams. Blog can also be

used as a verb, meaning to maintain or add content to a blog.

The emergence and growth of blogs in the late 1990s coincided with the advent of web

publishing tools that facilitated the posting of content by non-technical users. (Previously,a

knowledge of such technologies as HTML and FTP had been required to publish content on

the Web.) A majority is interactive, allowing visitors to leave comments and even message

each other via GUI widgets on the blogs, and it is this interactivity that distinguishes them

from other static websites. In that sense, blogging can be seen as a form of social networking

service. Indeed, bloggers do not only produce content to post on their blogs, but also build

social relations with their readers and other bloggers. That’s why Bikroy.com has been using

its blog strategy to reach the ultimate consumers. To express what actually bikroy.com is

doing in the market and what’s their offerings to the mass people.

Consumer generated advertising in blogs

Consumer-generated advertising is a relatively new and controversial development and it has

created a new model of marketing communication from businesses to consumers. Among the

various forms of advertising on blog, the most controversial are the sponsored posts. These

are blog entries or posts and may be in the form of feedback, reviews, opinion, videos, etc.

and usually contain a link back to the desired site using a keyword/s.

Blogs have led to some disintermediation and a breakdown of the traditional advertising

model where companies can skip over the advertising agencies (previously the only interface

with the customer) and contact the customers directly themselves. On the other hand, new

companies specialized in blog advertising have been established, to take advantage of this

new development as well.

However, there are many people who look negatively on this new development. Some

believe that any form of commercial activity on blogs will destroy the blogosphere’s

credibility. The interaction of the blogosphere with economics has become known

as blogonomics.

4. Facebook

Facebook (formerly The-facebook) is an online social networking service headquartered

in Menlo Park, California. Its website was launched on February 4, 2004, by Mark

Zuckerberg with his college roommates and fellow Harvard University students Eduardo

Saverin, Andrew McCollum, Dustin Moskovitz and Chris Hughes. The founders had initially

limited the website's membership to Harvard students, but later expanded it to colleges in the

Boston area, the Ivy League, and Stanford University. It gradually added support for students

at various other universities and later to high-school students. Since 2006, anyone who is at

least 13 years old is allowed to become a registered user of the website, though the age

requirements may be higher depending on applicable local laws. Its name comes from a

colloquialism for the directory given to it by American universities students.

After registering to use the site, users can create a user profile, add other users as "friends",

exchange messages, post status updates and photos, share videos and receive notifications

when others update their profiles. Additionally, users may join common-interest user groups,

organized by workplace, school or college, or other characteristics, and categorize their

friends into lists such as "People Form Work" or "Close Friends". Facebook had over 1.3

billion active users as of June 2014. Due to the large volume of data users submit to the

service, Facebook has come under scrutiny for their privacy policies.

Now a days not only personal branding but also for organizational perspective it has been

using worldwide. For this reason Bikroy.com also uses facebook to reach its target customers

as its online selling website where everyone can get all sorts of services like selling and

purchasing anything, anytime and anywhere in Bangladesh.

At present we have 6.5 Million mobile Facebook users and day by day it’s increasing. So it’s

a potential sector for the online promotion and Bikroy.com has captured the market by this

social media. Facebook ads are another form of strategy to reach the ultimate customers. The

Facebook pages, events creation, Facebook ads etc. helps Bikroy.com to reach its customers

as most of the users are young generation in our country and almost majority of the

consumers of Bikroy.com are young generation.

We have 161,084,000 population and almost 28% urban and rest 72% rural people. Only

29,41,5693 uses internet which is almost 18% and 101,474,000 uses mobile for their social

networking purposes which is almost 63%.

Within 5 minutes 12 new Facebook users and 120 new mobile subscribers increasing in our

country. That’s why Bikroy.com took Facebook as a potential source of sharing information

and captures the market of the young generation.

5. Radio ads

Radio has come a long way since it first began crackling across the airwaves in broad fashion

100 years ago. Today, in addition to entertaining listeners around the globe, radio is a

powerful way for companies and brands to engage with consumers. Commercial radio

stations make most of their revenue selling "airtime" to advertisers. Of total media

expenditures, radio accounts for 6.9%. Radio advertisements or "spots" are available when a

business or service provides valuable consideration, usually cash, in exchange for the station

airing their spot or mentioning them on air. In our country almost 73% mobile phone has

radio accessibility and 34% use the utility of Radio. So bikroy.com uses the Radio ads

strategy to reach the customers because it’s another easiest way to reach the customers. We

the people in Bangladesh used to hear radio when we are lazy and pass time in traffic jam etc.

and Bikroy.com tried to have the best utility from the consumers mind and being a strong

brand in the consumers mind by reaching them.

There's a lot that's new in radio. Many stations now stream their programming on the internet

and reach additional local and even national audiences. What's more, if online listeners like

what they hear in your streaming radio spot, they're just one click away from your website.

Radio provides an ideal advertising medium for small businesses, but running an effective

campaign takes a bit of know-how.

6. Twitter

Twitter is an Internet social medium where users can post brief online messages known as

"tweets." Posts can consist of a maximum of 140 characters and are available to other Twitter

users around the world. In addition to use in personal communications, Twitter can also be of

benefit to businesses. In particular, business owners can use Twitter as an effective marketing

tool. Here Bikroy.com use the marketing strategy to reach the target audience and at present

it has 2784 followers in and 2841 tweets. Though most of internet users use Facebook but

gradually the Twitter user has been increasing day by day. That’s why it’s another vital tool

of communication for Bikroy.com. some special advantages of Twitter is given below:

Cost-Effectiveness

For cash-strapped small-business owners, using Twitter can be a cost-effective way to reach

customers and prospects around the world. There is no charge to open and operate a Twitter

account, so your only associated expenses are your computer and Internet connection, which

you likely already have. You can send and receive tweets via mobile devices such as cell

phones at no cost other than those required by your service provider, such as the cost for text

messages. Twitter offers additional marketing tools at no or low cost.

Target Marketing

With Twitter, you can locate people who have similar interests, which can help you target

potential customers. For instance, if your business is selling model trains, you can easily find

other model-train enthusiasts and "follow" them, which is the process of enlisting to receive

tweets sent by others. Through networking, you can build your own following and develop

long-term relationships that can lead to sales

Immediacy

Twitter allows you to get your message out at any time of day or night without delays. If you

come across an important bit of information that can be of immediate benefit to your

followers, you can send a quick tweet and gain a competitive advantage. For example, if a

sudden change in market conditions makes owning a product you sell of great benefit to your

followers, you can be the first to communicate the change and make sales as a result.

7. YouTube

By marketing your business through YouTube, you have the chance of increasing brand

awareness and earning yourself more potential customers. If you utilize it correctly, you open

your business up to the numerous benefits that YouTube can offer. That’s why Bikroy.com

started using this strategy to inform its customers about its services and attract the consumers.

Most of consumers in our country are using YouTube for their different purposes and

Bikroy.com is getting the real test from its marketing strategy. At present 7,24,232 times the

videos seen by the audiences in YouTube which was uploaded by the Bikroy.com.

You can reach audience

You can reach a global audience

 You can increase your rank in Google’s search engine

It’s free

There’s a pretty good chance your target market is watching videos on YouTube. Also, if

you’re a local business, you can target your specific geographic area, so you only reach

prospective customers in your city or town. So what’s holding you back from testing this

relatively new advertising platform? The video should be interactive so that audiences might

take it pleasure and the message will be automatically reach the consumers mind. That’s how

the brand is created in the audiences mind.

8. LinkedIn ads

Marketing is the lifeblood of every business. In this digital age, increasing sales as well as

revenues are tantamount to being able to successfully use available marketing technologies.

There are many ways to get your marketing message across; don’t underestimate the value of

online display advertising. This type sells your product or service through visually appealing

text as well as graphics, animation and video.

Strategic placement of display ads is critical. Placing them on sites that are already enjoying

wide patronage of your target market can make the ads relevant, personalized and timely. All

these help in creating a successful advertising campaign or increasing the chance of the ads

getting noticed, clicked and bought by your targets. Bikroy.com has started LinkedIn ads

from its journey in 2012. Basically its new platform of business in our country but in last

couple of years it’s did well and establish itself as online brand in consumers mind. That’s

why bikroy.com has been using different social networking sites to reach its customers. It’s

basically professional sites but LinkedIn ads will help the professional to use the process as

they are busy enough to manage time to purchase anything.

The main advantages are:

Enjoy lower marketing cost

Use complete transparency to your advantage

Get the ads featured on relevant sites

Entice your target by knowing their interests

Look like a big fish and gain trust

Capturing the market through remarketing/retargeting

It completes your branding circle

9. Search Engine Marketing

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion

of websites by increasing their visibility in search engine results pages (SERPs) through

optimization and advertising. SEM may use search engine optimization (SEO), which adjusts

or rewrites website content to achieve a higher ranking in search engine results pages, or

use pay per click (PPC) listings. Search engine marketing is a multi-billion industry

spearheaded by Google, Bing, and Yahoo that is often broken down to two segments - free

(organic) and paid (inorganic) search. Free search engine marketing, or search engine

optimization (SEO), uses on-page and off-page strategies to help search engines better

understand the relative importance of a website's pages. Search engine advertising, of pay per

click (PPC) advertising, are advertising platforms search engines provide to advertisers to

place their ads. Due to the growing demand and complex nature of "search," as search engine

marketing firms would like to say, it's often hard to determine good SEO/PPC experts from

bad SEO/PPC salesmen. Here Bikroy.com has been using search engine marketing tools to

reach its customers so that they can easily find out websites.

Productivity - By providing a series of keyword management, keyword search tools

and automation tools Word-Stream enables you to accomplish more search engine

marketing in considerably less time, and with clearer workflow prioritization.

Relevance - The software creates a system of daily keyword suggestion, and arms

you with negative keyword tools that help you to consistently refine your keyword

list. This will help you improve your search engine rankings and, in turn, earn you a

better Quality Score in Ad-Words.

Value – Word-Stream is designed to discover new, inexpensive keyword

advertising opportunities, and the keyword ad software secures algorithmic pricing

advantages for you from the search engines. This saves you money by ensuring a low

minimum bid, saves time otherwise spent searching and analyzing manually, and

generates better results for your search engine marketing campaigns.

So whenever consumers are trying to see the websites it’s become easy for them to find out

websites and know the offerings of the Bikroy.com for their clients.

10. Mobile Marketing/ Advertising

Some see mobile advertising as closely related to online or internet advertising, though its

reach is far greater - currently, most mobile advertising is targeted at mobile phones, that

came estimably to a global total of 4.6 billion as of 2013. Notably computers, including

desktops and laptops, are currently estimated at 1.1 billion globally.

It is probable that advertisers and media industry will increasingly take account of a bigger

and fast-growing mobile market, though it remains at around 1% of global advertising spend.

Mobile media is evolving rapidly and while mobile phones will continue to be the mainstay,

it is not clear whether mobile phones based on smartphones based on WiFi hot spot

or WiMAX hot zone will also strengthen. However, such is the emergence of this form of

advertising, Bangladesh also growing rapidly mobile marketing strategy for the marketers.

Almost 4.5 Million mobile users in our country and it’s a fantastic way to reach the

consumers and deliver their message to the consumers.

In some markets, this type of advertising is most commonly seen as a Mobile Web Banner

(top of page) or Mobile Web Poster (bottom of page banner), while in others, it is dominated

by SMS advertising (which has been estimated at over 90% of mobile marketing revenue

worldwide). Other forms include MMS advertising, advertising within mobile games and

mobile videos, during mobile TV receipt, full-screen interstitials, which appear while a

requested item of mobile content or mobile web page is loading up, and audio advertisements

that can take the form of a jingle before a voicemail recording, or an audio recording played

while interacting with a telephone-based service such as movie ticketing or directory

assistance.

Bikroy.com has been using this marketing strategy to capture the market and inform their

offerings to the mass people. Those who have internet access and who is willing to buy

something is the target customers of Bikroy.com.

11. Email marketing

Email marketing is directly marketing a commercial message to a group of people

using email. In its broadest sense, every email sent to a potential or current customer could be

considered email marketing. It usually involves using email to send ads, request business, or

solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email

marketing can be done to either sold lists or a current customer database. Broadly, the term is

usually used to refer to sending email messages with the purpose of enhancing the

relationship of a merchant with its current or previous customers, to encourage customer

loyalty and repeat business, acquiring new customers or convincing current customers to

purchase something immediately, and adding advertisements to email messages sent by other

companies to their customers. Bikroy.com has been using the marketing tools of email

marketing for its promotional activities in the market. It’s targeted the audiences and sends

email to them by providing their offerings.

Email marketing is popular with companies for several reasons:

An exact return on investment can be tracked ("track to basket") and has proven to be

high when done properly. Email marketing is often reported as second only to search

marketing as the most effective online marketing tactic.

Email marketing is significantly cheaper and faster than traditional mail, mainly because

of high cost and time required in a traditional mail campaign for producing the artwork,

printing, addressing and mailing.

Advertisers can reach substantial numbers of email subscribers who have opted in (i.e.,

consented) to receive email communications on subjects of interest to them.

12. Affiliate Marketing

Affiliate marketing (sometimes called lead generation) occurs when advertisers organize third

parties to generate potential customers for them. Third-party affiliates receive payment based

on sales generated through their promotion. Affiliate marketers generate traffic to offers

from affiliate networks, and when the desired action is taken by the visitor, the affiliate earns

a commission. These desired actions can be an email submission, a phone call, filling out an

online form, or an online order being completed. The Bikroy.com has been using the affiliate

marketing strategies to reach its customers.

Traditional affiliate networks enable merchants to offer publishers a share of any revenue that

is generated by the merchant from visitors to the publisher's site, or a fee for each visitor on

the publisher's site that completes a specific action (making a purchase, registering for a

newsletter, etc.). The majority of merchant programs have a revenue share model, as opposed

to a fee-per-action model.

Bikroy.com has been using this marketing process to capture the market and reach its

targeted consumers so that it can share its offerings to the consumers.

13. Content marketing

Content marketing is any marketing that involves the creation and sharing of media and

publishing content in order to acquire and retain customers. This information can be

presented in a variety of formats, including news, video, white papers, e-books, info-graphics,

case studies, how-to guides, question and answer articles, photos, etc. Recently, content

marketing has become more prominent, especially where digital and online marketing is

concerned. Considering that most marketing involves some form of published media, it is

almost (though not entirely) redundant to call 'content marketing' anything other than simply

'marketing'. There are, of course, other forms of marketing (in-person marketing, telephone-

based marketing, word of mouth marketing, etc.) where the label is more useful for

identifying the type of marketing. However, even these are usually merely presenting content

that they are marketing as information in a way that is different from traditional print, radio,

TV, film, email, or web media.

The Bikroy.com has been using the marketing strategy to reach its customers. That’s why it

has been using different content tools like video which bear the valuable message from the

organization, news which bear the news but shows the ads and content of the Bikroy.com

which is another important tool of content marketing for the greater betterment of the content

marketing.

14. Public relations

Public relations, the task of getting press coverage and create good relationship among the

different internal and external parties is still a vital type of site promotion. If you can get a

news release picked up by several print and/or Internet publications you’ll get a tremendous

boost in traffic, all for “free,” letting the news periodical’s network carry your marketing

message. Of course, nothing’s really free. You’ll need to have a truly newsworthy event,

contest, free service, chat room or something or no decent publication will consider it news.

Coming up with “free” services and events isn’t inexpensive, but the ensuing publicity can be

excellent. You may get unbiased editorial recommendations that you couldn’t purchase

for any amount of money. While there are free news release services, expect to pay several

hundred dollars to have your news release sent to hundreds of subscribing periodicals. That’s

why Bikroy.com has been trying to create strong public relation which will bring popularity

and strong brand image in the market.

15. Networking

An extremely important way to promote your website is through networking. Small business

members of a local Chamber of Commerce know how making friends, being introduced,

meeting new people at mixers, and being featured in the Chamber newsletter can help build

your business. Networking isn’t quick, but it’s the basis of relationships that will grow your

business through word-of-mouth over the years. Bikroy.com has been trying to build strong

network among the country and create good image in the market. Which will ultimately

considered the success factor for any organization. It also sponsor in different issues for

having public attraction as a brand.

16. Viral strategies

An increasingly important process is to design a strategy that encourages others to carry your

marketing message via e-mail, using their own network of relationships — and preferably

their own resources. This is called “viral marketing” after the way viruses multiply rapidly in

a cell, commandeering the cell’s resources to do the virus’s bidding. The classic example is

HotMail.com, a free e-mail system. Each e-mail message (sent by definition to a person’s

own friends and associates) carries a message encouraging the recipient to sign up for a

HotMail account, too. Another example is postcard or greeting cards, each of which carries a

message encouraging the recipient to send a card to a friend — carrying the site owner’s

marketing message. If you can write quality articles, you can offer them to others to use on

their websites or in their newsletters, each article carrying a link to your website. Public

relation to get press coverage is a kind of viral strategy and different event sponsorship by the

Bikroy.com is an ideal example of viral strategies.

CHAPTER 5: DATA PRESENTATION, FINDINGS AND ANALYSIS

4.1 Introduction

Bikroy.com is one of the leading online seller in Bangladesh since 2012 and it has been doing

very well in its service i mean quality service to the consumers. Now, it’s one of the top and

successful online businesses in Bangladesh which has already made them as a world class

brand in the market. There have been some variables which helps Bikroy.com to being one of

the market leaders in this sector. Here the marketing strategy of Bikroy.com and its

concentrated strategy took great role for the success of this organization in this competitive

sector. The top level management, employee good relationship and customer relationship

management also played a crucial role for gaining competitive benefit in the market. The

segmentation of market and differentiated their needs and wants then targeted the market is

one of the leading success factor for Bikroy.com.

Here we use qualitative as well as quantitative research to find out the best output from the

consumers. Whether the marketing strategy of Bikroy.com is effective or not? That’s why we

collected some primary as well as secondary data from the market and other sources. That’s

why some questionnaire and survey took place among the consumers so that we can be able

to find out the authentic information from the market or consumers. The finding will be

shown later to find out the best output from the market. There are some strong competitors in

Bangladesh market. For this reason Bikroy.com applied some point of parity and points of

difference strategy to catch the attraction of the consumers. The answers from the consumers

help the researchers to find out the exact condition of the market. Some demonstration

regarding research and questionnaire is given below:

Response rate:

Here I will use 100 responses from the consumer that’s why the consumer response will be

collected periodically within 1 month. Here I have selected the location and collect

information from the consumers in different periods so that the best option or best output can

be gained. Here the researcher will collect 20 responses within 1 week and next week total 30

responses will be collected from the respondent. Then 20 responses will be collected and the

next week again 30 response will be collected from the respondent. It’s all about the way of

response rate how the researcher will collect response from the consumers.

4.2 Data presentation and findings:

Q1: Gender

64%

36%

Respondents

MaleFemale

Name Frequency Percentage

Female 36 36%

Male 64 64%

Total response 100 100%

The table shows the percentages of gender who participated in the survey. There are 100

respondent where 64% female respondent and 36% male respondent. Here I was going

through the most male respondent as the most of consumers are male. So Bikroy.com has

most of the male consumers thats why I was going through use the majority portion of the

male respondent.

Q2: Age

0-15 16-20 21-25 26-30 31-40 40+0%

10%

20%

30%

40%

50%

60%

70%

80%

Age limit

Table : Age group of respondent

Here the table which represent the age of the respondent and almost 68% of the respondent

aged between 21-25, along with 22% belonging 16-20, 4% belonging age between 26-30 and

only 2% belonging age above 40. So here the researcher find out the young generation is the

most vital customers for the Bikroy.com though they have several classes consumers. But the

result helps the research to find out their choices and how the top level management ensures

the marketing strategy for the young generations as its a challenging sector for the

Bikroy.com.

Age Frequency PercentageBelow 15 0 0%

16-20 20 20%

21-25 68 68%

26-30 4 4%

31-40 6 6%

Above 40 2 2%

Total responses 100 100%

Q3: Monthly income

0-15000 15000-25000

25000-35000

35000-40000

40000+ 0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Percentage of respondent

Table : Monthly income of respondent

The monthly income levels have to know the researchers to find out the effectiveness of their

products and strategy. The Bikroy.com targeted the consumers on the basis of their income

level. Here majority of the consumers income level 0-15000 (4%) and 34% above 30000

along with minority 12%, 4% with respectively 25000-30000 and more than 40000.

Q4: Do you think branded products are better than regular products in the market?

Frequency Percentage

Yes 76 76%

No 24 24%

Total responses 100 100%

The consumers have to have the knowledge about brand and branded products and its

differences from the non-branded product. Otherwise all the efforts will be valueless that’s

why researchers tried to know the knowledge level of the consumers & here 76% are aware

of the brand and 24% are not aware about branded product and non-branded product. So, it

indicate the effectiveness of the marketing strategy of the Bikroy.com how they created brand

consciousness among the people.

Q5: How did you first hear about Bikroy.com?

word of mouth

social network

TV ads newspaper Radio ads others 0%

10%

20%

30%

40%

50%

60%

Respondents

Table: First heard about Bikroy.com

This is one of the most vital elements for the researchers as well as for the top level

management to know the effectiveness of the marketing strategy. Here the researchers try to

find out the promotional tools and how the consumers first heard about Bikroy.com. This is

most important how they are getting the brand knowledge or aware. Here 20% consumers are

getting the knowledge through word of mouth, and Internet/Social media (55%) along with

other ways of advertisements like TV advertisements (8%), Newspaper/Magazine (8%),

Radio advertising (7%) and others (4%).

Its most critical one for the researchers as it shows how the consumers know about

Bikroy.com and it’s all about the effectiveness of the marketing strategy. Here first time

known about the brand name but there are different ways to know the name. The word of

mouth is vital as 20% of the consumers are known by the word of mouth. Different social

networking sides like Facebook, Twitter, LinkedIn made it easy and comfortable.

Q6: What makes Bikroy.com different from other competitors?

12%

22%

16%

19%

15%4%

Percentage of respondents

Brand namefeaturestechnologyinnovationserviceprice

Table : Competitive difference Bikroy.com

The table shows the competitive difference of the Bikroy.com how it makes itself different

from other competitors in the market. This is one of the most important factors for the

consumers as well as researchers to find out the differential factors for the product.

Bikroy.com has some unique quality which makes itself different from its competitors. Here

most of the consumers, 16% shown their interest for technology, Features (22%) as being the

top differentiating factors along with other factors like Brand name and Quality (12%),

Innovation (19%) and Price (4%). So the price is one of the most important factors for the top

level management of the Bikroy.com, as they wants to make it less price product as most of

the consumers are price sensitive. The features, quality and innovation also played role in this

aspect.

Q7: Rating of Bikroy.com and services (where 5 are excellent and 1 is poor).

Excellent Good Average Fair Poor Total response

Frequency 34 52 8 4 2 100

Percentage 34% 52% 8% 4% 2% Average1.9%

(Table: Rating of Bikroy.com)

The table shows the rating of Bikroy.com products and services how the consumers take the

products or services of Bikroy.com and their different satisfaction level. There exist basically

five level of like excellent, good, average, fair and poor. This is the way how the consumers

think about the product or service to know by the organization. Here the researchers try to

find out the consumers satisfaction level and the overall direction for the organization. Here

we found it shows that majority (52%) of the respondents rated the service as being good

with an average rating of 1.9. The greater the consumers are satisfied the potentiality of the

organization to become more prominent in the market. It will ultimately help the marketers to

know their existence in the market. Here 34% consumers from sample said its product and

services are excellent and 52% said it’s good. After all it’s doing well in the market by its

products and services.

Q8: what do you think about Bikroy.com pricing?

Expensive Affordable Cheap0%

10%

20%

30%

40%

50%

60%

70%

80%

Respondents

(Table: Pricing of Bikroy.com)

The table shows the pricing decision of the Bikroy.com and how the consumers take the

pricing as expensive, affordable or cheap. As the pricing is the main catalyst for the

consumers as well as organization. As we discussed earlier that Bikroy.com will establish

itself as a price affordable so that majority of the consumers can afford the costs. This is the

point of difference strategy for the Bikroy.com. So it will help the marketers to know how

well the organization establishes itself through cost efficient ways. Here we can see that 18%

consumers think it as expensive but 62% consumers think the pricing strategy of the

Bikroy.com as affordable price & rest 20% consumers think it as a cheap price. So we can

very much understand that the pricing of Bikroy.com is not too high or too low and average

pricing is needed to establish itself as a brand as well targeted the consumers by its different

aspects. After all we can find out the correlation between price and their competitive

positioning.

Q9: Have you ever owned one of Bikroy.com products or used one of their services?

Frequency Percentage

Yes 58 58%

No 42 42%

Total response 100

Here the table shows the level or percentage of consumers who uses the product before and

who came first time in the organization regarding purchasing. So here we can see that 58 out

of 100 respondents came earlier in the Bikroy.com and 42 out of 100 came first time here.

Overall percentage is 64% repurchase and 36% new purchase. So here the word of mouth or

first time visit in Bikroy.com is one of the vital factors for the organization. There must have

any variable which pursue them to make purchase from here. So it can assume that their rate

of repurchasing and consumers relationship management is high.

Q10: When thinking about Bikroy.com, which of the following do you mainly associate

with?

Here we conducted questionnaire among the consumers and we get several response from the

consumers. First of all, the accessibility facility and the pricing was common factor among

the consumers. 34 out of 100 told that they prefer Bikroy.com just because of its outstanding

positioning and consumer relations.30 out of 100 thought about Bikroy.com that their pricing

is good and that’s why they recall Bikroy.com, basically price sensitive consumers are they.

36 out of 100 consumers think about ease accessibility of Bikroy.com firstly and rest of the

consumers think about the quality of service whenever they think about Bikroy.com. After all

we can see the several points which can be used as points of parity and points of different

from the competitors in the market. It will help the researchers to find out the gap and make

the right decision.

Q12: Are you satisfied to receive /get their services?

34% Positioning

30%Pricing

36% Accessibility

55%

17%

27%

Consumer satisfaction level

YesNoNeutral

The Pie chart shows that majority of the consumers purchase from Bikroy.com and 55% of the consumers are satisfied to its services. It’s all about the loyalty of the consumers how they might react on the different situations if there might happen any problem. Here we can see 17% of the consumers said that they will be reluctant to purchase from it as they are not satisfied with the service quality. Only 27% consumers are in middle position and they don’t want to say anything regarding the service quality of Bikroy.com and they might to yes or no level within shortest possible time. So we can easily understand the overall scenery of the consumers if the opposite scenery. This will help the researchers to know the consumers loyalty.

Q13: Do you think promotional activities pursue you make transaction in Bikroy.com?

Frequency Percentage

Yes 64 64%

No 36 36%

Total response

100 100%

Here the table shows the level or percentage of consumers who uses the product before and what pursue them to make transaction over Bikroy.com. Here the respondent told that yes promotional tools pursue them to make transaction at bikroy.com. Here almost 64% think that the promotional activities pursue them and rest 36% think that not promotional tools rather others tools pursue them to make transaction. There must have any variable which pursue them to come again here. So it can assume that their rate of repurchasing and consumers relationship management is high.

Q14: Are Family members/relatives has influence to make transaction over Bikroy.com?

Yes

No

0% 10% 20% 30% 40% 50% 60% 70%

RespondentSeries 2Series 3

The consumers have to have the knowledge about brand and branded products and its differences from the non-branded product. Otherwise all the efforts will be valueless that’s why researchers tried to know the knowledge level of the consumers & here 66% are aware of the service quality of Bikroy.com and that’s why they encouraged their friends and relatives to make purchase over Bikroy.com. Rest 34% respondents don’t encourage anyone to make purchase that’s why they could pursue their relatives to make purchase.

Q15: What is the first thing that comes to your mind when you think about

Bikroy.com?

The table shows the positioning of the Bikroy.com and how the consumers can recall it as

expensive, affordable or cheap. As the positioning is the main catalyst for the organization as

well as brands. Here 34% of the respondent think brand name firstly to the mind and 24%

think that they feel something like online business. 17% of the respondents think that it’s all

about transaction and rest 23% think as a source of multiple service. So the positioning

strategy is not still good enough.

Brand name 34%

online business

24%

Transaction 17%

Multiple service 23%

Q16: What is good about Bikroy.com?

Price 21%

Service 24%

Promotion 40%

Others 15%

So it will help the marketers to know how well the organization establishes itself through cost efficient ways. Here we can see that 21% consumers think it as good pricing system and 24% consumers think the service providing by the bikroy.com is well accepted. Some thinks promotion has 40% influence and others external variable has rest 15% which is good side of bikroy.com that’s why the brand is created in the consumers mind.

Q17: Why you choose Bikroy.com rather than other online sites like Ekhanei.com?

29%

33%

15%

well knownservice qualityothers

So it will help the marketers to know how well the organization establishes itself through cost

efficient ways and well brand is another important tool for the all marketers. Here

Bikroy.com is well known in the market and almost 29% of the consumers thought its

competitive benefit in the market which has happened because of promotional tools. The

service quality makes it different from others competitor is 33% and others tools make it

competitive benefit for 15%.

Q18: Are you going to make another purchase in future?

55%35%

10%

response

yes may be no

The better service quality and standard of relationship ensure the future clients mentality to make them loyal. Here 55% consumers think that they will make it happen again in future and 35% think that they have possibility to make transaction and rest 10% think that they are not going to make repeat purchase in Bikroy.com in future. Basically the repeat purchase means you have to make your customers loyal so that they can make future transaction that’s why organization need to follow strong marketing strategy and commitment to provide superior service with innovation.

4.3 Hypothesis

H0= 40% of the respondent think that Marketing strategies do not have an impact on

competitive advantage.

H1= 40% of the consumers think that Marketing strategies have an impact on

competitive advantage.

Here the level of significance is 5% or 0.05

Frequency Percentage

Brand name 21 22%

Price 18 21%

Appearance 12 13%

Marketing

strategy

45 45%%

Others 4 4%

Total response 100

(Table: consumers feedback on purchasing decision)

Here the critical value is Z = 0>1.65 or 0<-1.65

Ps =45/100= 0.45

Test statistics z=ps−μ

√π (1−π ) /n= 0.45-0.40/ 0.40(1-.40)/100 = 1.97

Source: (Self- creation)

So, here we reject H0 and accept H1 thus most of consumers think that they become

motivated to purchase for the effectiveness of marketing strategy. 40% of the consumers

think that marketing strategy have an impact on creating competitive advantage in the market

that’s why they become motivated to purchase. That’s why we are going to reject null

hypothesis and accept alternative hypothesis that means there is an impact of marketing

strategy for creating competitive advantage in the market of Bikroy.com.

4.4 Summary of the survey finding

After analyzing the survey finding we can understand that most of the consumers of

Bikroy.com are young male and female. The elder people go there but the ratio of the

consumers are youth. The young generation like school going children, college and university

students are more there. They like to spend more time on internet like gossiping with friends

and using social networking sides. Most of the respondents were young and middle income

group though there were little income group people too. Most of them were students and

some were elder too but majority were young. Most of the consumers were there because

they are loyal and they got better service from Bikroy.com. Others gone for the first time and

they hear about Bikroy.com from different sources like word of mouth, social networking,

TV Advertising & some other factors were there. But it’s a matter of fact that they are getting

right information from the right sources that why we can say that the marketing strategy of

Bikroy.com is well established and it helps the marketer to be differentiated from the others.

Majority of the consumers came here for online marketing which may be occurred by

recommendation receives from friends or family.

“The growth of internet penetration in Bangladesh has the potential to disrupt the way we

have seen internet traditionally. First time internet users and many of them using mobile

devices to access internet, would redefine how individuals and businesses connect and

collaborate online. New ideas of using internet would drive growth of online solutions for

many offline problems” (Kabir. K. M, Country Consultant, Bangladesh, Google).

Some of the consumers get message from Facebook, Twitter, LinkedIn, My-space, social

networking sites and some got message from outdoor networking sites like TV advertising,

Magazine and others sources. Here the Bikroy.com use concentrated marketing strategy to

reach its target customers and most importantly they did it successfully. Most of the times

they were successful because they tried to reach the middle class consumers and that’s why

their marketing strategy were concentrated for the middle and upper middle class people. The

marketing and promotional strategies were different from others competitors in the market

but the consumers were satisfied to the Bikroy.com which ultimately helps the organization

to gain competitive advantage or benefit in the market.

The findings also highlighted few problems that Bikroy.com maybe facing, like:

High prices and High competition:

Some of the respondents find Bikroy.com price to be high that’s why sometimes the

transaction become less though Bikroy.com has nothing in this regard. But I think if they can

maintain minimum price limit it would become more and more popular in the market. The

bikroy.com has no control over price that’s why sometimes it’s become irritating for the

consumers whenever someone charges high price.

Fewer support centers – As Bikroy.com are mainly online business firm, they needed some

practical support from the outlets where they can get more information about it. For many

customers they are not easily accessible that’s why some guys can’t really believe in online

selling.

Online ads:

The market is growing day by day and the consumers becoming dependent on online for its

outstanding effect on our daily lives. The online advertising is not adequate enough for

capturing the whole market.

Other problems

Threats have been mentioned in the literature review through secondary data information in

the form of Weaknesses and Threats.

CHAPTER 6: CONCLUSION AND RECOMMENDATION

5.1 Conclusion

The main aim of the thesis was to conduct a study on the effectiveness of the marketing

strategy of Bikroy.com for gaining competitive advantage in the market. The study helped

Bikroy.com to find out more about the segmentation, targeting, positioning, branding

strategies and marketing mix strategies which are one of the most vital factors for any

organization how they will target the market and reach the target market. Furthermore, a

SWOT analysis was conducted to find out the strength and opportunities of the Bikroy.com

and weakness and threats of the firms. This is vital for any organization to know their present

condition in the market.

The survey also helps Bikroy.com to identify its success factors that will help it to gain

competitive edge in the market. The success factor identification is a critical task but then

organization or decision maker make decision regarding the success factor. It will allowing it

to increase profit, brand power and customer loyalty proving it to be a well-known, leading

and a successful company in Bangladesh.

Survey findings were made to find if the marketing strategies of Bikroy.com is proving to be

effective or if any changes are needed to be made in the future. The literature review

consisting of the secondary data and the descriptive survey research consisting of primary

data, they both helped in fulfilling the objectives of the dissertation, which helped in

conducting a study on the marketing strategy of Bikroy.com, by recognizing the problems

that Bikroy.com maybe facing in order to improve or eliminate them. It’s all about the factors

which help the Bikroy.com to target it customers, positioned its market and differentiated its

offerings to the consumers. After all it emphasis on concentrated marketing strategy will help

itself to reach its message to the target consumers. Here Bikroy.com added some quality,

service and innovation in the service sector as well as consumer relationship management.

That’s why Bikroy.com marketing strategy was effective and it also help itself to being

differentiated benefit in the market. Overall the effectiveness of marketing strategy of

Bikroy.com helps itself to gain some competitive benefit in the competitive market.

5.2 Recommendation

Provide value for the products offered:

If a perception is created that Bikroy.com is offering its customers with the products with

better quality and assurance it will not being offered by others; than Bikroy.com will be able

to differentiate themselves from their competitors in order to still keep premium pricing for

their products. This will add more and more value to the consumers and they will become

loyal consumers to the Bikroy.com.

Conduct more aggressive promotion:

Increasing promotional programs never proves to be damaging for any firm, but only proves

to be beneficial, it not only helps to attract potential customers, but also new customers

boosting customer traffic and sales (Kumar, 2004). Today is the day of advertising and it will

allow the consumers to know the product or services. Bikroy.com should also start creating

'TV commercials', in such a way that educate the customers about the latest technological

product, making it seem more appealing. Also, they should start focusing on advertising all

products not only new products in order to meet the sales target for all products.

Make maximum innovations:

Bikroy.com should bring innovation in every sector of its business otherwise the competitors

will grab the opportunity to being better in the market. Innovative does not mean something

new invention in one sectors, it should be from all the perspective of the business like

customer relationship, product, service quality, purchasing pattern, website development etc.

Therefore, it has become very important to keep making constant innovations in design,

features and specifications in order to differentiate your product from competitive brands and

to be able to dominate the market. So, maximum innovation will lead the firm to be one of

the leading organizations in the market.

Open more Bikroy.com outlets in different areas

Since Bikroy.com relies on online, direct and retail distribution methods, it’s important for

them to expand its direct reach through its own stores and retail stores by locating stores in a

more reachable district, like residential areas so that people can have an easy access to the

service point. It will create more brand loyalty of the products and they will try to have more

service from the products. It will contribute to their bottom line and increase brand

knowledge among the consumers.

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Appendix:

Survey Questionnaire

(A survey questionnaire to know the consumers attitudes and perceptions regarding online selling specially how they are getting informed and inspired to making online purchase. A case study on Bikroy.com how consumers getting informed and their perception for this side)

Name of the Participants: ………………………………………………Gender: Male; Female………….Profession: …………….……………Income: ………………………………….

1. Are you Familiar with e-commerce or e-business?

a. Yes b. Partial c. No

2. According to you, is e-commerce suitable or traditional business model for your facilities?

a. Traditional b. E-commerce

3. How do you pay to buy products /services?

a. Online payment b. Other

4. Are you satisfied to receive /get their services?

a. Yes b. Partial c. No

5. Have you ever heard the name Bikroy.com?

a. Yes b. No

6. How frequently you are used to make online purchase?

Infrequently Very frequently1 2 3 4 5

7. What is your age limit? a. 0-10b. 10-15c. 15-20d. 20-25e. 25-30f. 30+

8. What makes Bikroy.com different from others competitors in the market? a. Name b. Promotionc. Easy transaction d. Reliabilitye. Others

9. Do you think promotional activities pursue you make transaction in Bikroy.com?

a. Yesb. Noc. May bed. Don’t know

10. Is Bikroy.com service quality is good enough?

1. Strongly Disagree 2. Disagree 3. Uncertain 4. Agree 5. Strongly Agree

11. is it easy to make purchase over Bikroy.com?

1. Strongly Disagree 2. Disagree 3. Uncertain 4. Agree 5. Strongly Agree

12. Is Bikroy.com helps us to save time?

1. Strongly Disagree 2. Disagree 3. Neither agree nor disagree

4. Agree 5.Strongly Agree

13. Are Family members/relatives have influence to make transaction over Bikroy.com?

1. Strongly Disagree 2. Disagree 3. Neither agree nor disagree

4. Agree 5. Strongly Agree

14. Are Mass media (e.g. TV, newspaper, articles, Radio) influenced you to use Bikroy.com?

1. Strongly Disagree 2. Disagree 3. Neither agree nor disagree

4. Agree 5. Strongly Agree

15. What is the first thing that comes to your mind when you think about Bikroy.com?

a. A website b. Online business

c. something transaction

16. What is good about Bikroy.com?

a. Name b. Service c. others

17. Why you choose Bikroy.com rather than other online sites like Ekhanei.com?

a. Easiest process b. Most popular

c. Ads campaign d. Others

18. What is your income level?

a. 10000-15000b. 15000-20000c. 20000-25000d. 25000+

19. How did you come to know about Bikroy.com? a. A friend, relative or acquaintanceb. Bikroy.com websitec. Advertisingd. Agent storese. Online sites like Facebook, Twitter etc. f. Other (please specify)

20. How satisfied you are with your overall service from Bikroy.com in scale of 1 to 10 (10 being VERY SATISFIED)

Level of Satisfaction 1 2 3 4 5 6 7 8 9 10