MKT-301 (Agora)

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Analysis on Agora Report on “Critical Evaluation of Agora’s marketing strategy”

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Term Paper on Agora

Transcript of MKT-301 (Agora)

Analysis on Agora

Report onCritical Evaluation ofAgoras marketing strategy

MKT 301Sec: 01

Submitted by:Russel Raphael Corraya (11104086)Anika Tasin (11104061)Afsana Sultan (11104088)Fatima Momin (11104132)Sheikh Zeenat Shelly (10104107)Ishfaq Halim (11104091)

Submitted to:Md. Tamzidul Islam (MTI)Lecturer, Brac Business School

Submission Date:22 July, 2013

Letter of TransmittalJuly 22, 2013Md. Tamzidul IslamFaculty, MKT 301Department of BRAC BUSINESS SCHOOLBRAC UniversitySubject: Submission of a report on critical evaluation on AgoraDear Sir,We would like to thank you for assigning us to prepare an analysis on Agora applying the marketing concepts which you taught us in MKT 301 course. This task has given us the opportunity to explore one of the most important analyses which is very important in our practical life indeed.Our assignment was to critically evaluate the different marketing strategy of Agora and this was a part of our course. For this task, we went to the office of Agora at Mohakhali and at Gulshan in Agoras outlet, collected information by interviewing Ms. Nusrat of Purchasing department. It was a great pleasure for us to have such type of opportunity to work on this project.However, we believe that the knowledge and experience we have gathered in this course will be helpful in our future professional life. We will be grateful to you if you would kindly accept our report.Your support in this regard will be highly appreciated.Sincerely yours,Group members:1. Russel Raphael Corraya (11104086)2. Anika Tasin (11104061)3. Afsana Sultan (11104088)4. Fatima Momin (11104132)5. Sheikh Zeenat Shelly (10104107)6. Ishfaq Halim (11104091)

AcknowledgementFirst of all we give our heartfelt thanks to Almighty for giving us the ability to prepare this report successfully.We wish to express our deep sense of gratitude and sincere thanks to our honorable faculty Md. Tamzidul Islam (Faculty member of BRAC Business School) for giving us the opportunity to prepare this term paper and also for his guidance, sustained interest, constant encouragement and his confidence in our ability to do the work and finally motivating inspiration, kind of directions, valuable suggestions & advices. Moreover, our honorable course instructor also helped us to get the access in Agoras head office for collecting the information at Mohakhali.Then we would like to give thanks to Ms.Nusrat. She had been very kind in answering all our questions and queries and provided us a lot of important information to prepare this report. Last but not the least, we also deeply wish to express our gratitude to our friends and well-wishers for helping us in making this paper a grand success. Without their help it would have been quite difficult.

1. Origin of the report:Our group has been privileged to work on this project which has been assigned by our course instructor Md. Tamzidul Islam in the class of marketing management (MKT 301) in section-002. Our report is based on the evaluation of the marketing strategy of a well-recognized company in the apparel industry called Agora. We basically tried to cover the overview of the company, the marketing scenario analysis which includes SWOT, market completion analysis, consumer behavior analysis, other important area includes segmentation, targeting, positioning, product strategy, price strategy and channel strategy. Our effort was to understand the marketing environment of the organization and the challenges it is facing so that we can apply the techniques and solutions in the practical world.1.1 Broad objective:To study and analyze how the marketing environment affects an organization in the practical world.1.2 Specific objectives:The goal of working on the project is to learn how an organization uses its marketing mix (Product, Price, Place, and Promotion), segments its target market, identify the strengths and weaknesses in comparison to its competitor so that it creates a bridge between our academic study and real life situation.1.3 Scope:Our group got an opportunity to evaluate the marketing strategy of Agora. We got the scope to understand the marketing strategies of the company. When we took an interview and researched on Agora, we came to know the strengths and the weakness of Agora and how it is performing in this arena of competition.

1.4 Methodology:We divided the work among ourselves and then prepared individual questionnaire for the purpose of interviewing the personnel of Agora. Then, combining all the information we made this descriptive report. Sources of data collection: Primary: The primary information is gathered through informal interviews of the employees working over there under management level, their salesman who are directly involved with selling product and also observation while physically visiting the office premises. Secondary: Secondary sources had also used to collect information. Secondary sources include: Features and articles published in newspapers and other journals Visiting website of Agora super store.

Data Collection Technique: Questionnaire: Unstructured and open-ended questionnaires were asked to the different people of different areas where the Agora super store is located to find whether they satisfied with the Agoras service and their overall performance. The questions were open ended as the customers are not accustomed with the bookish terms. Observation: we were visited Gulshan branch of Agora that time we mainly observed their products category, products prices, their shops environment as well as customer perception towards them. Secondary information: Secondary information has collected by reviewing websites, journals, brochures and some other relevant documents.

SWOT Analysis of Rahimafrooz Superstores Limited (AGORA):A SWOT analysis of Rahimafrooz Superstores Limited will show the internal and external factors. Some of these factors affect positively while some of them effects negatively. After the consultation with the employees we made this SWOT analysis. Strength1. Established brand name2. Pioneer in the industry 3. Quality products are offered (BCSIR tested)4. Enjoys a big market share5. Experienced top level management6. Wide product range7. Best outlook of the outlets8. Trained employees9.Strong distribution channel

Weakness1. High price of products2. Poor financial position3. Less number of shops4. No or very less advertising5. Lower amount of CSR activities

Opportunity1. Providing sponsorship to emerging agricultural business2. Introducing new shopsThreat1. Fierce and unhealthy competition2. Threat of new competitors

Strength:As the pioneer of the industry people have higher expectation from Agora which consistently motivates them to provide better service to the customers. They also establish themselves as a brand as they have passed more than one decade in this industry. People rely on them because of their product qualities which were tested by the BCSIR. They always try to provide the fresh vegetables and fruits every day for their customers. At present, there are competitors like Swapno, Meenabazar but still they are the market leader in terms of market share as they have many loyal customers. Agoras top level management is very experienced and as a result they can analyze and segment the market very wisely. This super shop offers a huge variety of products even those products which are not available in the competitors store. Agora believes people will attract towards their store if the outlook is fantastic and so they emphasis on creating the best outlook. This superstore focus on customer satisfaction and as a reason they train all their employees about consumer behavior. Agora can maintain the availability of their daily products as they have a strong distribution channel as well as communication.

Weakness:Agora offers easy shopping facilities but at a higher price as they have to pay vat in each product and for this reason they have a limited customer group in a specific demographic level. Though Agora is the market leader still they have a poor financial position and as a result they fail to expand their outlets as often as competitors do. Agora believes that they need not to involve in the promotional activities as their competitors do because they have the quality and so they depend on the reference group and peer leaders rather than advertising a lot. In terms of CSR activities Agora has a very bad score as they never sponsor any big event.Opportunity:Agora needs to open new outlets to expand their business and to remain in the competition with the competitors. They also need to encourage the agricultural sector by sponsoring them and create more scopes by providing the best service to the customers with the agricultural products. Agora also needs to increase their promotional activities to know people about their store.

Threat:At the very beginning of this industry there were one company and that was Agora but as the time goes the number of superstore increased. Now, there are many superstores like Meenabazar, Anurag, Family world, Swapno etc. are in operation in the market which is creating an unhealthy competition among the competitors.Macro Environment:Socio cultural:In this fast pace of life everybody is busy with their work and they have no time to waste for shopping here and there and as a result the superstore emerges to maintain this trend. Especially the people with the busy lifestyle are the customers of these superstores.Demographic:The people with higher income usually shops from the superstores. Most of the customers are from the upper middle class and higher class as the product price is comparatively higher than the grocery shops.

SEGMENTATION, TARGET & POSITIONING STRATEGY

TYPE OF SEGMENTATIONPrimarily, we can say from the type of product they sell that they follow differentiated or segmented marketing strategy. They are segmenting their market for those customers who have similar type and set of needs which are mostly the easy to buy, easy to use products.

BASIS OF SEGMENTATIONAgora defined the market mostly on the basis of psychographic and behavioral segmentation. They are offering their product basically for the business class people who prefer a free and open space for daily grocery shopping can have their work done from here. People who want to buy products from a more hygienic place can come and buy a variety of necessities from Agora.For the exclusive people who like to have premium stuff and branded products are mostly welcome here. Elderly people who cannot move to lots of places at a time can easily find there necessities here. Again, regular people with common needs come here frequently. They try to fulfill the needs of these categories of people. Again, even though they want to sell their products to the whole country, they specifically target the people of average and higher income level.

LEVELS OF SEGMENTATIONThey prefer micromarketing, that is, different products for differentiated market. Under that they specially go for local marketing and niche marketing. They provide products that are needed for the particular area in which they are situated in, as the needs of the people of various places vary significantly.People with distinctive mix of benefits are the main customers here. Their size is relatively small (only 13 outlets countrywide), but still they can make enough profit. They charge much higher than the regular price, as they believe that they also are providing many more advantages along with the product (like clean, air conditioned place with carts etc.).

TARGETING STRATEGYThey always try to give modified and new products to the existing target groups which are the premium and regular middle class customers. So their targeting strategy is diversification.

DIFFERENTIATING AND POSITIONING PRODUCTThey have three types of outlets, agora supermarket, Agora fresh and Agora Super Stores. Within these outlets the products vary from area to area.

OVERALL POSITIONING STRATEGYTheir overall positioning strategy is, they have less outlets (only 13), but those outlets are situated in huge areas and thus they have enormous variety of products. Again, their motto is Protidiner Quality Bazar meaning, you can buy good quality products every day.

UNIQUE POSITIONING STRATEGYFirst of all, they are the pioneers of chain retailing shop. Then comes, they recently initiated Multi Storied Supermarket at Uttara sector-4 which again, no other retailing chain shop has ever done in BD. And lastly, they have recently signed a Memorandum of Understanding (MOU) with BCSIR (Bangladesh Council of Scientific and Industrial Research) - they test and verify all the products which are sold in Agora and as well as promote them.PRODUCT STRATEGYCustomers perspective:Agora is always concerned to serve their customers in the best possible way they can. This is because their customers claimed that they got a lot of satisfaction shopping from Agora. They also mentioned that the shopping environment is good as the place is well-equipped with air conditioner. Also, in terms of the quality of their services, customers said that the sales people are very helpful and listens with full patience if they have any queries about any products or explains about a product with confidence if a customer is new to a product.The salesperson always provides services with warm smile. They do not get disturbed or irritated if customers ask them too many questions regarding their products. Overall, the customers are satisfied to get their suitable services.However, regarding their services there were complaints from customers.Some said that initially their services were better. However, as their businesses have started to establish, it seems as if they do not focus much on providing superior service quality to their customers. One of the customers said that more cash counters are required. It was also found that once customers come for shopping in Agora, they are less likely to consider other super stores such as Meena Bazaar, Shopno, etc.Customers said that they get fresh perishable products from Agora than from other super stores which eventually give them mental satisfaction.Some said that Agora has everything that is required in their day-to-day lives which other shopping malls does not have and for this reason most people prefer Agora for their monthly bazaar.On the contrary, some customers said that they do not always get fresh quality products from Agora which is why they consider other super stores such as Shopno, Meena Bazaar, etc. While some said that local bazaar can be a better alternative in terms of fresh, quality products.Almost everybody said that daily products are found here but not all luxurious products. Sales Managers Perspective:Agora sells products that maintain a quality and standard at a very competitive price. They do this by comparing their products price with the market price by undertaking surveys regarding pricing of the product. After getting knowledge about the price, Agora set a competitive price for their products. BCSIR (Bangladesh Council of Scientific and Industrial Research) test Agoras products to ensure public that Agoras products especially perishable products are fresh. It therefore ensures that the performance and quality of Agoras products are superior.This eventually gives Agora a competitive advantage in terms of products performance, quality and price.It was also found that Agora frequently gives offers for customers at discount almost in every week or sometimes in different occasions. They are successful in achieving this strategy because they undertake regular surveys on products, especially perishable products available in the markets for comparing the price of Agoras products to that of the markets products.It was found that Agora is eager to reach as much customers as possible and so they are opening their new outlet at Uttara Sector No# 14. They basically do not have enough outlets in and out of Dhaka compared to their competitors Shopno which has a lot of outlets and they have a mass distribution target.Agora not only provides the best service but it also provides quality service to its customers. This is because Agora has a motive that it will not sell a product that it will not buy itself. Agora provides training to employees to give superior services to their customers.To promote their products, Agora considers unique promotional strategies. On every Fridays, Agora gives their advertisements on Daily Prothom Alo. Other than this, Agora does not use any other promotional strategies. However, it does not have websites to display their ads because they are a private limited company.PRICING STRATEGIES OF AGORASetting the Price Process:Step1: Selecting the pricing obective- Alike all other organization, Agoras prime pricing objective is earning revenues or maximizing the profit. Since its a private company it does not have any motive or thougts to maximize market share. They focus on generating profit to flourish and foremostly to survive in the long run.Step 2: Determining demand-Depending on the type of products and their sensitivity towards price and elasticity of demand, Agora most of the time sets price to products which are not pre set by the producer. But, before that they do a market research in if its a product they are launching for in the stores for the first time, what is the probable demand of the product among consumers in the existing market. Whereas, if its a current product they are already selling, then their demand in the store is detected by the trend of the products turnover rate within a week.**Draft2 one esisting and one new products eg in agora discussStep 3: Estimating Cost-Since Agora has to buy goods from others and sell them in their stores, it has cost of buying products. That is, constrasting on the cost price Agora adapt a price decission to set. **Draft2: For instance, Agora and homemade bakery items discussStep 4: Analyzing competitiors cost, price and offers- After taking into consideration the demand and cost of the products, Agora investigate the price of products to Agoras competitiors. This helps them to get a upperhand position by setting price of few goods lower than its compitors. **draft2 meat selling example Step 5: Selecting a pricing method-There are number of strategies that Agora follow to price productsNormal goods like bakery items are set on Markup Pricing Strategy, (definition**). Value Pricing Strategy( def**) ASK SIR explanation .Since Agora is the market pioneer and they believe they provide the best service compared to this genre of supershops, they sometimes set price a bit higher to few products intentionally.**draft2 For instance,Going Rate Pricing( def**) is mostly considered, that is the setting price compared to competitiors. Here the competitors are Shopno, Meena Bazar, and local markets/ shops. In case of green grocery items, Agora try to define their price at a figure little lower than the competiors.**Draft2 egStep6: Selecting the final price-Number of things are kept on mind before setting the final price. Once a price is set, Agora knows it cant fluctuate its price in a short span which might costs Agoras reputation. They try to come to a figure that can stay constant atleast for 7 consecutive days incase of perishable products. Ask SIR??? More points

Pricing of different types of goods: Agora weekly researches market price of products and set their stores prices equivalent to it. Sometimes they determine a much lower price than their contemporary super shops and local markets to grab customers belief that they charge less than others. These lower prices products are offered in special offer category and are tried utmost to capture customers attention. Generally perishable items like green groceries and fishes fall under this type of pricing strategy. In case of normal goods like soap, local brand milk and biscuits they charge whatever the price is predetermined by the producers. There is a very little scope of flexing this type of goods price on their hand. Imported goods of different categories are based on price such as the customs, shipping cost and maintenance. Sometimes goods like Dove shampoo are priced from distributors set price. During festive periods, Agora bring-in goods relevant to that occasion and price them at minimum. For instance before Eid they sell heena/mehedi in their stores at price much lower than normal price to boost up the sales.

Price variation in different outlets:Agora tunes their prices depending on the location of the store. Store in Gulshan and Moghbazar price is intentionally being varied by them since they believe these two areas customer have different buying power capacity and hence they charge them accordingly.However, Agora in Chittagong is priced much higher than any other stores in Dhaka since all the goods there needs to be travelled at long distance with proper maintenance and the cost of transportation arise as the prime cost here. Looking at their shelf it is normally vivid they follow psychological pricing, and other product mix pricing strategy like product-line pricing.

Thus Agoras pricing strategy can be related with following concepts of:Market-oriented pricing Setting a price based upon analysis and research compiled from the target market. This means that marketers will set prices depending on the results from the research. For instance if the competitors are pricing their products at a lower price, then it's up to them to either price their goods at an above price or below, depending on what the company wants to achieve.

Price discrimination Price discrimination is the practice of setting a different price for the same product in different segments to the market. For example, this can be for different classes, such as ages, or for different opening times.

Psychological pricing Pricing designed to have a positive psychological impact. For example, selling a product at $3.95 or $3.99, rather than $4.00. There are certain price points where people are willing to buy a product. If the price of a product is $100 and the company prices it as $99, then it is called psychological pricing. In most of the consumers mind $99 is psychologically less than $100. A minor distinction in pricing can make a big difference is sales. The company that succeeds in finding psychological price points can improve sales and maximize revenue

Segmented Pricing Selling a product or service at two or more service at two or more prices, where the difference in prices is not based on differences in costs. (customer- segment pricing, product form pricing, location pricing, time, pricing)

CHANNEL STRATEGYThe first super retail chain shop Agora which is established by Rahimafrooz superstores ltd. mainly focuses on food items - ranging from a wide variety of fish, meat, vegetables, fruits, bakery, dairy, and grocery - it also carries a vast array of other household, grocery, personal care, and miscellaneous products. There are 30,000 different products and SKUs at any point in time in each of the Agora outlets.

Channel levels.After consulting with the marketing manager of Agora it has been figured out that depending on type of product they follow different channel levels. These channel levels help Agora to reach to its consumer according to the demand of the consumers. These channel levels are mostly of 3 types where in some cases Agora itself works as a retailer, manufacturer.1. 0-level2. 1-level3. 2-levelThe reasons why Agora uses these three types of channel levels to distribute its products

0-Level channelAgora itself produces some of the products for their consumers from their selling list where Agora works as a manufacturer and here they follow the 0-level channel. Most of the products are from grocery, personal care and other household products. It also includes their directly imported products and it covers only 5-10% of their selling product

1-level channelAgora sells some products on daily basis and they do not include their distributional department centre for these products. These products are collected from the manufacturer on the basis of daily demand and are sold in their available outlets. As these products include only perishable products such as fresh meat, fish, chicken, fast foods, they do not store it in their distribution centre for maintaining the reputation of providing quality products. Here they use 1-level channel they collect their products from a manufacturer from Jatrabari and sells directly in their outlets. No other agents and brokers are allowed by Agora in distributing these products2-level channelFor some products such as Cosmetics, Beverages, Herbal products, Baby food, Stationery, cookeries they follow 1-level channel where Agora works as a retailer and collects its products from wholesaler such as Unilever, Nestle etc. and these wholesaler collects products from the manufacturer. The advantage of collecting such products from such wholesaler is Agora can provide lots of variety and choices for the same product at the same time. Consumer can choose his or her particular choice form numerous brands.

Number of intermediariesEach company should choose the number of intermediaries to use at each channel level. Among the three strategies Agora uses two techniques most in selecting the intermediaries. These areExclusive distribution Selective distribution

Reasons for choosing Exclusive distributionControlling service level: To have the control over the service level of the manufactured and imported products. This also helps to avoid any modification and customization of product without the concern of Agora. Consumers will be able to consume the products as Agora gets their satisfaction.Avoiding outside agents: Not allowing any other agents or brokers for distribution task. It also helps to keep the outside agents and brokers to enter in channel system and make extra cost for Agora.Control over distribution center: Moderate out late numbers which remain under control of their main distribution centre. Moderate out late numbers helps them to avoid extra daily working pressure for their distribution centers.Well dedicated and knowledgeable selling: It helps to know about the change they should make in their selling list, to know about the proper time to upgrade their existing products.Maintaining consumer relationship: To maintain a close relationship with the consumers. To know about their reason for dissatisfaction, to get their product feedback, to get their service feedback. Maintaining the exclusive deals with the suppliers: Maintaining the exclusive deals with the suppliers helps them to keep the regular supplier satisfied with the dealings and encourage them to think about the positive feedback of the dealings.Maintaining the product quality and reputation: Maintaining the product quality and reputation is their main concern as it leads them to grab and hold the top position in the market for the consumers.To have a closer overview: Having closer overview on the performance of providing services allows them to know about their level of service providing. In accordance it also enhance the knowledge and the techniques for them to upgrade their service level

Reasons for choosing Selective distributionRemain with the particular suppliers: Remaining with the present and particular supplier helps them not to be anxious about the suppliers type of behavior, their dealing records, their performance in transactional factors, such as Unilever, Nestle etc.Having control of the overall market: Having control of the overall market leads them to know about the current demand of the products, current situation of the products in the market.Remaining with the limited number of outlets : Limited number of outlets would be effective f it would have the powerful coverage of product demand. The more networks it covers, the more it would be helpful for themAvoiding new supplier: Avoiding new supplier will let them free of not being anxious about the new type of product entering market, also its acceptance in the consumers mindAvoid the excessive cost: Avoiding excessive cost will allow them to maintain the present product price and it will lead them to the consumer satisfaction of the product.Having the research information: Having research information for consumer choice analysis will enable them to know about the consumers unique choice of products, consumers probable future products for use.

Intensity of distribution networkExclusive distributionIn exclusive distribution, the producer selects only very few intermediaries. But here Agora chooses one intermediaries for their perishable products such as fresh meat, fish, chicken, fast foods .At the same time for other products such as Cosmetics, Beverages, Herbal products, Baby food, Stationery, cookeries, manufactured and imported goods they choose some limited intermediaries. Exclusive distribution is often characterized by a deal where theresellercarries only that producer's products. Here no other agents are allowed to do so. This creates considerable sales support. Success of the product is dependent upon the ability of the outlets of Arong. Therefore, it provides greater control but limits potential sales volume.

Selective distribution

In selective distribution, the producer relies on a few intermediaries to carry their product. Agora allows only their available outlets for selling their products. The exact number of outlets in any given market is dependent upon market potential, density of population, dispersion of sales, and the distribution policies of competitors. They have thirteen outlets n total where their distribution centre can cover up 50 outlets this strategy is commonly observed for more specialized goods that are carried through specialist dealers or imported by Arong itself. It contains some of the strengths and weaknesses of the other two strategies; however, it is difficult to determine the optimal number of intermediaries in each market.Integrated Marketing Communication Strategies:

Objective: Communicate the brand promise that Agora provides whatever daily necessities the consumers expect, at fair prices and of the best quality. While the core objective remains the same in all communications, the theme changes according to occasion: a) Independence : During March and December, the theme centres around victory, independence and aspirations. b) Self-preservation: During the month of Ramadan, the communications are built around the theme of abstinence. Analysis on Agora

Sales Promotion Sales promotions are an extremely effective way to promote retail super shops. Agora provides various incentives, mostly short term, intended to stimulate greater purchase of particular goods by customers. These include: Buy 1, Get 1 Free offers Discounts on items

Media Selection The main medium for communication is the press. Agora mainly publishes ads in Prothom Alo and Daily Star because these newspapers are popular among the people and as a result mass consumers will be attracted by it. Television is still not a feasible medium for this industry as it very expensive. So, Agora does not have any television commercials (TVCs).

ATL Advertising Newspaper ads: a. Communicating special offers: This is very common in the retail supershop industry. Agora has weekly promotional offers which it communicates through ads in newspapers. In addition to that there are often offers during special occasions. For example, year-end discounts.b. Celebrating special occasions: Agora publishes ads to celebrate special occassions. For example, it publishes ad on newspaper to celebrate the occasion of Eid. Moreover, it publishes print ads on the occasion of Victory Day (16th December) and Independence Day (26th March). It tries to hold on to a very deshi, traditional image. c. Raising Awareness: Agora strives to deliver value added services to customers. For example, it has a wide variety of fish available live in glass tubs in the store. Then, it has very premium quality, tender beef. These special values are also communicated through advertisements for example Agora Fresh.

Leaflets These are often provided along with daily newspapers such as Prothom Alo and The Daily Star to inform about special weekly offers which emphasize on the price savings that customers can make by shopping at Agora. Banners and posters Agora has banners and posters in and around its stores, to communicate the values it provides to customers. On the occasion of events like Eid, Agora places X-banners outside its stores to announce the special offers of Eid. Billboards Agora has placed large billboards in many popular locations such as traffic intersections. These billboards contain the logo in order to increase brand recognition among mass consumers. Website Agora is working on a website through which its offers can be tracked and nation-wide stores can be located. However, it is not yet fully operational. BTL Advertising BTL communication gives the marketer the ability to tailor their messaging in a more personal manner to the audience. It is efficient and cost-effective for targeting a limited and specific group. It uses less conventional methods than the usual ATL channels and focuses on direct means of communication, like direct mail and e-mail. BTL is a common technique used for "touch and feel" products and is a very effective channel used by Agora. BTL techniques ensure recall of the brand while at the same time highlighting the features of the product. While Agora stated that it use extensive BTL, especially among the lower middle class people who shop atwet markets, they did not elaborate on the channels. The following are the techniques they use: a)Events: Agora organizes events like Phita Utshob during winter. b) Publicity: Agora inaugurates its new outlets with a lot of fanfare and media coverage. It maintains good community relations and has environment-friendly policies on packaging.

Recommendation and conclusion:References: