The Singer Story

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Offline Md. Rashadul Islam

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The Singer Story
« on: November 16, 2016, 11:19:58 AM »
SINGER, from a single product sewing machine company evolved into a multi-product consumer durable company in 1985 for further growth and expansion.
SINGER has been operating in this region since 1905, when the first SINGER sewing machines went on Sale at Chittagong and Dhaka shops. Today, SINGER Bangladesh Ltd. is a large, diversified company with unmatched presence throughout Bangladesh. The brand SINGER is a household name and a synonym of quality, trust and reliability.

Abu Muhammad Hamim Rahmatullah, Managing Director & Chief Executive Officer, Singer
Abu Muhammad Hamim Rahmatullah, Managing Director &
Chief Executive Officer, Singer
SINGER’s history can be traced back to 1851, when Sir Isaac Merritt SINGER with $40 in borrowed capital began to manufacture and sell a machine to automate and assist in the making of clothing was also known as the sewing machine. This revolutionary product was the first offering from the newly formed I.M. SINGER & Company, which later evolved into the world as the leader in manufacturing and distribution of sewing related products better known as SINGER.
The first electric machine was introduced in 1889 and by the turn of the century, annual sales had reached $1.35 million. As it expanded, a separate subsidiary was established to handle sales and distribution in the western hemisphere which was called the SINGER Sewing Machine Company.
Capitalizing on its famous brand name, its hire-purchase plan and its vast network of retail outlets and other distribution points around the world, SINGER introduced electronics, home appliances, and other consumer durables especially in the Asia Pacific Rim, Latin America and the Caribbean. As its reach grew wider, it slowly became a household name throughout the world.

SINGER’s presence in Bangladesh dates back to the British colonial era around 1905 when the country was a part of the Indian subcontinent. After the partition of the sub-continent in 1947, and the emergence of two separate states, SINGER in East Pakistan operated as a branch of SINGER Pakistan and the products came from Western Pakistan. At the initial stage, marketing operation was carried out through only 10 shops, which increased to 43 by the late 1960s.
After the emergence of Bangladesh on December 16, 1971, the East Pakistan Branch Office was elevated to a country Office and the Sewing Machines were made available from different SINGER overseas sources. However, its number of shops declined to 23 because of the decreased volume of business.
A change in the investment policy in 1979 created new business opportunities and SINGER was registered as an operating company, with 80% of the share held by SINGER Sewing Machine Company (SSMC), USA, and 20% by local shareholders. In 1983, the company was enlisted with Dhaka Stock Exchange (DSE) and offered 20% of its total capitalization- 2,565 ordinary shares of Taka 100 each. In 2001, it was also enlisted with the Chittagong Stock Exchange (CSE).

SINGER’s name has always been synonymous with the sewing machine. Although sewing happy wheels demo machines are still at the heart of SINGER’S business, the management realized that this product alone could not sustain their desired level of growth for the company. This realization led to diversification into numerous product ranges through which the transformation began.
SINGER, from a single product sewing machine company evolved into a multi-product consumer durable company in 1985 for further growth and expansion.
This diversification into consumer durables has continued unabated. Over the years SINGER has introduced Refrigerators, LCD/LED TV, Color Televisions, Furniture, Air Conditioners, Fans, Washing Machines, Irons, Microwave Ovens, Rice Cookers, Instant Power supply and so on. Even now new items are being added to its existing large list of electronic appliances.
SINGER has been a reliable household name in Bangladesh for decades. As a part of its continuous effort, SINGER has also introduced SINGER Furniture, ensuring the same SINGER quality. The state of the art manufacturing plant of SINGER Furniture is situated in Jhamur, Rajfulbaria near Savar. Within a short span of time, SINGER is now manufacturing complete living room, bedroom, lifestyle furniture and dining solutions for its consumers.

In order to interact with consumers’ in their day to day life SINGER is now offering financial services such as Western Union, Bikash, Billpay and Flexiload from most of its SINGER Mega and SINGER Plus outlets.

SINGER is the pioneer in offering Hire Purchase Scheme (Easy Monthly Installment) to its consumers in Bangladesh. This scheme is appropriate for our socio-economic condition.

SINGER Service Plus Centers are equipped with state of the art machineries and skilled manpower. With one Central Service Center in Dhaka, there are Regional SINGER Service Plus Centers in Chittagong, Jessore, Bogra, Sylhet, Barisal and Rajshahi. In addition, SINGER has 205 authorized Franchise Workshop across the country for the convenience of customers.

After 2006, the gradual transformation of SINGER Shops into ‘SINGER Mega’ and ‘SINGER Plus’ began as part of its multi-branding strategy. The main focus of the strategy was to give customers the access to choose world famous brands under the same product category under the same roof. As such SINGER Mega and SINGER Plus Shops now offer world famous brands like BEKO, Grundig, Apple, Samsung, Siemens, Skyworth, Videocon, Preethi, Singtech, Dell, Toshiba, Prestige, Lifestraw and many more alongside with SINGER itself.

Despite having its own retail chain for Consumer Electronics and Home Appliance industry in the country, more than 300 dealers are located across the country to make Consumer Electronics & Home Appliances of SINGER and other brands available to more consumers.
Its multi brand multi channel business model has made SINGER the number one retailer in Bangladesh. SINGER’s wide range of products namely Electronics, Home Appliances, Furniture and IT products touch every aspect of modern life.
SINGER lives up to the expectations of a responsible retailer by contributing to the improvement in the quality of life of its customers through outstanding product and services. Customer satisfaction is at the top of SINGER’s priority and it offers world’s best brands and technology to consumers.

source: ICE Business Times
Md. Rashadul Islam
Sr. Administrative Officer
Brand & Marketing Section

Offline Nujhat Anjum

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Re: The Singer Story
« Reply #1 on: March 18, 2018, 03:52:19 PM »
informative post