" Deshal" is a very renowned local brand in Bangladesh which started its journey by three CHARUKALA friends Ishrat Jahan, Aditya and Shobuj. Their line of clothing design is fotuas, shalawar kameezes and short kurtas . These are different from other deshi fashion houses.     

Levels of product: 

 1. Core product-  Deshal's core product is their unique clothing lines of salwar kameezes, fotuas, short kurtis with an exclusive range which was mainly targeted for the youth. 

2. Generic product-  The local material they used is commonly known as "khadi" which simply makes elegant their products. Their cloths can be described as very trendy and also comfortable as well as colorful. They try to experiment with colors which is very powerful quality for the products of their brand.    

3. Expected product- They mainly focused on youth for whom comfort and affordability are the big factors. Their most of the customers are students and their main expectation is the affordable price range and comfort which they ensured wisely. Though its main focus is on clothing line , still customers expects more items from them and so that they expanded their selling with ethnic jewelries for women, toys that are handmade and also show piece for the decoration house.    

4. Augmented product- Deshal keeps offering 10 to 30% discounts across all showrooms in all products during different occasions like- Eid, Puja, Pahela Baishakh, Fathers Day, Mothers Day and so on. 

They are mainly focusing on bright color like- orange, red, water blue, parrot green rather than light soothing colors. It can differentiate their brand from other competitors and ensures their augmented levels.     

5- Potential product- To hit the global market in future they are giving more focus on fabric sense with different variations on their products. They mainly provide our cultural fashion but to keep pace with the global fashion they are trying to ensure the cool and fashionable style which is kind of western so that customers doesn't have to look for foreign garments in other brands.   

Finally we can say that, they are ensuring an unique brand image through their product levels. 

references :             

    

Keller, K. L. (2013). Strategic Brand Management. New York: Pearson Education Limited.  

Deshal.(n.d.).http://www.banglarfashion.com/CompanyShowroom.aspx?param=jv%2f7SH5ha%2bmZOkaGQ4Ghzg%3d%3d