Digital Media Strategies and Customer Relationship: Sharee Centre promotional activities and sales optimization

Abstract

In Bangladesh, the saree industry is booming, and demand for its offering is growing rapidly and diversely. This report centers on the Sharee Centre, a leading retailer, which in 2005 set out with a mission to "bring authentic Bangladeshi sarees to the masses." Guided by the core values of customer-centricity, innovation, craftsmanship, and integrity, the report covers the Sharee Centre's moves to position itself increasingly as a modern, mass-market accessible brand, offering a seemingly unlimited variety of traditional and contemporary sarees that are far from one-size-fits-all in look or texture. Part of this report’s emphasis lies on the way in which the Sharee Centre attempts to lead the saree industry into an era of fashion. During my internship at the Sharee Centre initiative program, as a part of the team involved in media strategy and customer relations activities, I learned a lot about marketing and gained valuable insights. The main goal of the report is to meet the criteria for my Marketing degree, from United International University. The initial section of the report delves into the aims and driving forces behind it highlighting Sharee Centre’s innovative digital media strategies implementation and achievements. The second section of the report delves into Sharee Centre’s background history and its expansion, over the time as its varied customer demographic and range of products have garnered a dedicated and diverse following among customers. In the third part of the report, detailed information is provided about the saree industry in Bangladesh. Market share data indicates that Sharee Centre holds 22%, Aarong holds 44%, and Jamdani Weaves 31% of the total market share (approximate data). The report further discusses the evolving landscape of the saree market in Bangladesh, including the rise of e-commerce and the growing demand for sustainable and ethical production practices. As an intern in Digital media strategy and customer relationship, my experiences are discussed in the fourth part. I actively contributed to my team by assisting various departments in promoting products in the digital platform, engaging customers with new offers, and knowing about new trends or deals through online media. I also played a role in generating press releases and executing PR plans aligned with Sharee Centre's values, showcasing the skills I developed and learned during my internship. The final part of the report presents my recommendations and major takeaways from the internship experience, offering insights into how Sharee Centre can further strengthen its position in the growing saree market of Bangladesh.