Brand Development

Background: Jute has been an integral part of Bengali culture for centuries, which is shared by both Bangladesh and West Bengal of India. Jute was called the "Golden Fibre of Bangladesh", when it used to bring major portion of the foreign currency reserve for Bangladesh. But, as the use of polythene and other synthetic materials as a substitute for jute started to capture the market, most economists said that jute industry is experiencing a decline. In this project the selected products are Jute made Fashion Accessories like Jute bags, shoes, dresses and ornaments. Jute Accessories are now popular throughout the world. Jute & jute-based products are put to a wide range of uses. Bangladesh export jute products in many foreign countries. Uses of jute products are spacious & eco-friendly. Jute is very important to the economy of Bangladesh. It is a leading cash crop and still a major source of foreign exchange. There are many types of jute inventions that produced in Bangladesh. Jute bags, shoes, dresses and other fashion items come in a variety of designs, shapes and sizes and are very popular in different countries like France, Europe, Canada, USA etc. The main focus of our projects is on fancy items of jute product. We have selected fancy items because it can create large appeal in the local and foreign market. These products are not that much available everywhere and again it differs from the traditional items. So our objective is to develop a “New Brand” for the environment friendly jute products in Europe to create a unique brand position in the consumer’s mind and to create enormous demand for it.

Scope: This report was prepared for and approved by our Marketing 465 Faculty Mr. Galib Mohiuddin (KGM). The report covers the entirety of developing a new brand for the jute product of our country which is environment friendly, green and natural fibers. This will give Bangladesh an advantage over other Jute goods manufacturer to produce and to cater