Ahsanullah University of Science and Technology
• TOPIC
Review
Features
Band Mantra
ID: 13-02-07-071
• OTOBI – means forest
• Founder – Late Nitun Kundu
• Started its journey in 1975 as a studio
• Later turned into a workshop for INNOVATIVE OBJECTSwhich subsequently turned into a workshop for manufacturing MODERN FURNITURE.
• OTOBI Limited was incorporated as a private limited company in September 29, 1984
REVIEW
REVIEW
• Over 0.6 million square feet of captive selling space
• 18 retail showrooms and 288 Exclusive Dealer Outlets
• 500,000 plus square feet of warehouse space
• over 450 countrywide selling hubs
• Sheer focus on KAIZEN and 5-S SYSTEM in the supply chain process
• Leading furniture manufacturing brand
• Manufacturing excellence
• Driven by innovation
BRAND MANTRA
“Live Life Comfortably”
• Relax
• Refresh
• Revive
• TOPIC
Bulls Eye
SWOT Analysis
ID: 13-02-07-057
BULLS EYE
Values
RTB
Visual identity
“Live Life
Comfortably”
Reliable
Durability
Comfort
SWOT ANALYSIS
• Strength Strong brand recognition
State of art automation system
Extensive national distribution network
Innovative designs
Extended product line
Ergonomically designed product
• Weakness High product price
Negative perception
No direct online purchase
• Opportunities Growing market share
Exploring international market
Adopt ‘Go Green, think Green and act Green’ philosophy
• Threats New competitors: Navana, Hatil, Pertex
Political unrest
• TOPIC
Marketing Mix
Marketing Strategy
ID: 13-02-07-058
MARKETING MIX
Product• Home Furniture
BedroomDiningDisplay/ShelvesEntertainment SolutionKid’s FurnitureLivingUtility
• Office FurnitureOffice chairOffice LivingOffice StorageOffice Table
• Hospital Furniture
MARKETING MIX
Price
MARKETING MIX
Place• Shopping mall
• Corporate area
• Nearby of kindergarten school
• Nearby of big resident area
• Common busy area like Mirpur 10, Banani, Mahakhalietc.
MARKETING MIX
Promotion• Lifestyle magazine ad
• Newspaper ad
• 3D Billboard
• Sponsor
• SMS (Informing about new offers)
MARKETING MIX
MARKETING MIX
MARKETING MIX
MARKETING STRATEGY
• Expand the target customers (middle class to higher middle class)
• Reserve psychology
• Committed after sales service
• Customisation flexibility
• Online purchase
• Shifting assistance
• Repairing
• Offer trade in
• Offer easy payment or instalment plans
• TOPIC
Promotional Activities
ID: 13-02-07-059
PROMOTIONAL ACTIVITIES
• Online
Initialization of Facebook review process.
Online shopping
PROMOTIONAL ACTIVITIES
• Offline
Discounts
Retailer commission
Seasonal/festival sales
Coupons
Membership card
Gift a tree plant with every furniture
PROMOTIONAL ACTIVITIES
• TOPIC
CSR
Big Idea
ID: 13-02-07-060
CSR
• Tree plantation
• Blood donation campaign
• Making seats for waiting passengers at bus stops
• R&D
• Provide hospital bed to clinics of rural areas
BIG IDEA
• Current mindset
It’s a product
It’s only our furniture
High price, not durable
Not worth trying
• Target
It’s an experience
It’s your family
Affordable and durable
Its worth trying
“Change in perception using different
communication and design tools”
BIG IDEA
ENDING
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