Bangladeshi Brand - Shwapno

Brand Positioning:

Generally three parties exist in a value chain- producer, intermediary and consumer. Shwapno, which is a subsidiary of ACI came up with a goal to remove the exploitation of the intermediaries who tend to pay price below the production cost to the producer and charge premium price to the customers. Shwapno determined its positioning based on three dimensions. The target market for Shwapno is people ranging from 25-55 years of age who actively shop from super stores. They will generally be from an upper middle class family otherwise they would prefer visiting the local bazars to shop similar goods. The target market is behaviorally segmented as the independent segment as they generally seek a lower price. Their direct competitors in the market are Agora, Meena Bazar, Nondon. Besides, other than this frame of reference, all the other local bazars work as competitors for Shwapno. Shwapno practices category points of parity as they ensure the very generic product level and are at the expected product level as well. They offer each and every product that their competitors offer. In fact, argument will say they offer a competitive point of parity by providing better quality product than their competitors. On the other hand, the point of difference for Shwapno would be their low pricing. This is one benefit that customers strongly associate with Shwapno. Customers positively evaluate them and believe that they cannot find this low price in any competitive brand. As for the brand positioning guidelines, Shwapno follows communicating the competitive frame of reference. Shwapno has already established a category membership in the minds of customers that they sell mostly the fast moving consumer goods and goods that are required on a daily basis. Customers expect them to sell all the goods needed for a day to day life. Shwapno has chosen the POD considering desirability, deliverability and differentiation. The fast moving consumer goods are such that customers cannot but desire. These are goods that people need every day. Hence finding a cheaper deal of these goods with better quality is crucial. Shwapno believes they can deliver their POD and offer products at the lowest price possible. They go with the slogan-‘’Koshter Takay Shreshtho Bazar.’’

Koshter Takay Shreshtho Bazar

This clearly says that people will get the best out of their shopping if Shwapno is what they choose. The point of difference that Shwapno has is different from all its competitors. Shwapno does little separation of their PODs and POPs. They showed in one or two advertisements- ‘’Cholun egiye jai’’ to generalize their vision or to represent their POP. However, in every advertisement they publish, they show the POPs that is they are offering every product that their competitors provide. Nonetheless they mention prices of every product alongside to grab attention of the customers and to remind them that they are the market leaders in terms of affordability and quality. Shwapno has also straddled two frames of reference with one set of POD and POP. For instance, it combines low price from all the regular bazars and high quality from other super stores and thus have converted their PODs into its POP.

Recommendation: 

Shwapno needs to establish the PODs and POPs separately. Shwapno gives a hint of low pricing in every advertisement that they publish, hence consumers find it hard to differentiate POP and POD. In addition to sales promotion and Bill board ads, Shwapno should focus on television commercials and PR activities and should work on an IMC campaign to integrate all their forms of communication and deliver it to the common mass. 

Reference:

1. Shwapno (2009). The dream behind Shwapno. [ONLINE] Available at: http://www.shwapno.com/about.php. [Last Accessed 27/02/15].

2. Kevin Lane Keller, (2013). 'Customer-Based Brand Equity and Brand Positioning'. In:Stephanie Wall (ed), Strategic Brand Management. 4th ed. Edinburgh Gate, Harlow, Essex CM20 2JE, England: Pearson Education Limited. pp.79-93.