Flavors Without Fame: An Analysis of Aarong Dairy Milk's Market Struggles in Bangladesh

This project paper examines the market struggles of Aarong Dairy Milk in Bangladesh's competitive dairy industry. Despite Aarong's strong brand equity in fashion and handicrafts, its dairy segment has failed to achieve comparable market recognition. The study analyzes the brand's marketing mix (4Ps), segmentation, targeting and positioning (STP), SWOT analysis, competitor landscape, consumer behavior, and CRM practices to identify the key factors behind its limited market penetration.

Findings reveal that Aarong Dairy Milk faces challenges including brand-product mismatch, weak rural distribution, premium pricing, and insufficient promotional investment. The paper concludes with strategic recommendations covering distribution expansion, consumer education, product innovation, and marketing optimization.

This paper was submitted in partial fulfillment of the academic requirements of the Bachelor of Business Administration (BBA) program, Department of Marketing, Eden Mohila College (University of Dhaka), Bangladesh.