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