OUR APPROACH FOR DEVELOPINGBRAND PERSONALITY  IN THE MARKET
PART 1UNDERSTANDING   MARKET
About Industry•   The furniture industry in India is considered as a "unorganized" sector•   Handicraft production account...
Emerging trends•   India presents a favorable outlook to sell furniture•   Indian tastes have started to be more refined a...
Category review•   An office chair, or desk chair, is a type of chair that is designed for use at a desk in    an office. ...
Ergonomicstudy
Range review    Work area                    Recreation area    •  Executive chairs          • Cafeteria chairs    •  Leat...
Client statistics•    Client is into furniture business from 1964. Previously they use to deal with all types     of furni...
Range of Chairs:•   Minimum Range is of cafeteria chairs which start form Rs 1200/ 1500•   Staff chairs Stars from Rs. 3,2...
Target group- 1Corporates & Institutional buyersThey want:•   Volume deals•   After sales service•   Competitive pricing• ...
Target group- 2Interior decoratorsThey want:•   Innovative designs•   Match with their style and personality•   Have an in...
Competitive analysis
Positioning: No positioning given Location: Showroom at VikroliWebsite: still under construction
About Amber:•   Amber is the leading manufacturer of Office Chairs in India. Known as the Company which pioneered the conc...
References:http://www.designarcade.in/showcase/listing.php?id=2939http://www.designarcade.in/showcase/listing_products.php...
PART 2 BRANDSYNOPSIS
HISTORY
In the year 1964, Mr. Manilal Savla started off with a humbleobjective of providing comfort to people when they are at off...
QUALITYPOLICY
Each product at 925comes through a stringent quality tests andfunctionality assurance. Our all products are marked for com...
ABOUT 925
925 comes with a thought of making the tedious sitting hourscomfortable through a range of made-to-order office, home, din...
PART 3THE ART & SCIENCE           OF BRANDING
THE ART & SCIENCECreating a great brand begins with a thorough understandingof the environment and culture surrounding the...
THE ART & SCIENCECreating a great brand begins with a thorough understandingof the environment and culture surrounding the...
THE ART & SCIENCECreating a great brand begins with a thorough understandingof the environment and culture surrounding the...
THE ART & SCIENCECreating a great brand begins with a thorough understandingof the environment and culture surrounding the...
THE ART & SCIENCECreating a great brand begins with a thorough understandingof the environment and culture surrounding the...
Business Verticals                     Office Chairs                     Office                     Stationery
Client Business                  Manufacturing                  Of chairs                  Retailing of                  o...
Our Challenge                Branding of the                business
OUR APPROACH FOR BRAND NAME         • Reflect the category either strongly or subtly         • Have a modern outlook      ...
THE NAMES WE SUGGESTED
FINERESTENJOY SITTING IN OFFICE                                           ARMAGIC                                         ...
925     OFFICE CHAIRS     THAT PERFORMTHE NEW BRAND IS BORN
OUR APPROACH FOR LOGO DESIGNINNG          • Should be elegant          • Should give feel of corporate          • Mature p...
light blue –health, healing,harmonious,gentle growth,understanding,softness,tranquility, goodfor offices
PART 4   BRANDCOMMUNICATION
Stationery designBrand personality percolates through design
FONT                                          BROCHURE                                    Just a glimpse of few pages     ...
PRINT ADSAim to register the new brand in the target audience’s mindSs
PRINT ADSIndian consumers are very choice conscious, a strategy to hit the bull’s eye
ONLINE PRESENCEWebsite that speaks everything in details
ONLINE PRESENCESegregated into two sections for easy navigation
Corporate home page
Chairs home page
THANK YOU
Ninetofive  office furniture case study
Ninetofive  office furniture case study
Ninetofive  office furniture case study
Ninetofive  office furniture case study
Ninetofive  office furniture case study
Ninetofive  office furniture case study
Ninetofive  office furniture case study
Ninetofive  office furniture case study
Ninetofive  office furniture case study
Ninetofive  office furniture case study
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Ninetofive office furniture case study

  1. 1. OUR APPROACH FOR DEVELOPINGBRAND PERSONALITY IN THE MARKET
  2. 2. PART 1UNDERSTANDING MARKET
  3. 3. About Industry• The furniture industry in India is considered as a "unorganized" sector• Handicraft production accounts for about 85% of the furniture production in India.• Among all the types of furniture used, office furniture segment is the one that boasts the most important companies• The furniture industry employs a total of around 300,000 workers.• The total production of furniture in 2001-02 (according to Annual survey of Industry) was USD 3580 million.
  4. 4. Emerging trends• India presents a favorable outlook to sell furniture• Indian tastes have started to be more refined and Indian people are looking for more western furniture style.• The fast emerging concept of standard lifestyle, interior designing, sense of comfort and architecture has given Furniture Industry an essential ever growing platform• The Indian wooden furniture industry is generating approximately a turnover of Rs 3,500 crore annually.• The market of wooden furniture solely owns the share of nearly Rs 60 crore
  5. 5. Category review• An office chair, or desk chair, is a type of chair that is designed for use at a desk in an office. It is generally comfortable and adjustable and can swivel 360 degrees.• The office chair was strategically designed to increase the productivity of clerical employees by making it possible for them to remain sitting at their desks for long periods of time.• A swiveling chair with casters allowed employees to remain sitting and yet reach a number of locations within their work area, eliminating the time and energy expended in standing.• The wooden saddle seat was designed to fit and support the body of a sitting employee, and the slatted back and armrests provided additional support to increase the employee’s comfort.
  6. 6. Ergonomicstudy
  7. 7. Range review Work area Recreation area • Executive chairs • Cafeteria chairs • Leather office chairs • Cafeteria chairs (plastic chairs) • Economy chair • Lounge chairs • Revolving chairs • Rocking chairs • Directors Chairs Administrative area Waiting area • Cash Counter chairs • Airport sitting chairs • Staff Chairs • Staff Chairs • Visitor’s chairs • Waiting area chairs Meeting rooms • Auditorium chairs • Conference chairs
  8. 8. Client statistics• Client is into furniture business from 1964. Previously they use to deal with all types of furniture but now they are only aiming for Corporate chairs. They are opening a Showroom at Ghatkopar preferably wholesale. They even had a furniture shop for about 2 years at Andheri.• In near future, they are planning to open a manufacturing unit for chairs.• They concentrate more on personal service. The owner himself checks the order before dispatch. They also provide lifetime warranty of their product. They believe in after sale service. People are now stressing more on imported products.
  9. 9. Range of Chairs:• Minimum Range is of cafeteria chairs which start form Rs 1200/ 1500• Staff chairs Stars from Rs. 3,200 to Rs. 20,000 – Rs. 30,000 (including all chairs)
  10. 10. Target group- 1Corporates & Institutional buyersThey want:• Volume deals• After sales service• Competitive pricing• Past experience• Understanding of the corporate culture• Descriptive literatures• Innovation to a certain extent
  11. 11. Target group- 2Interior decoratorsThey want:• Innovative designs• Match with their style and personality• Have an inclination for international designs (Italian and Fench are most famous)• Past experience• Understanding of the corporate culture• Descriptive literatures• Innovation to a certain extent
  12. 12. Competitive analysis
  13. 13. Positioning: No positioning given Location: Showroom at VikroliWebsite: still under construction
  14. 14. About Amber:• Amber is the leading manufacturer of Office Chairs in India. Known as the Company which pioneered the concept of System Seating in the country• Amber was the first to introduce a completely co-ordinated range of seating solutions for the entire range of needs of the modern office.• With their distinct appearance, and adaptability to different interiors through variation options, Amber chairs are the favourite of discerning architects and designers; and Amber has a reputation as a company which places a high value on design and innovation.• Through its in-house R&D, State-of-the-Art manufacturing facilities, and a dedicated marketing and customer care team; Amber is committed to offer the best in office seating solutions.• To ensure consistently high standards of quality, Amber has state-of-the-art manufacturing facilities at its plants. Sophisticated production facilities include high precision metal-working and wood-working machinery; powder-coating, polishing and painting plants. This is supplemented by a team of highly skilled craftsmen, for polishing, wood-shaping, weaving and upholstery work.
  15. 15. References:http://www.designarcade.in/showcase/listing.php?id=2939http://www.designarcade.in/showcase/listing_products.php?id=904(for products)http://www.indiamart.com/amber-system-seating/http://www.designspongeonline.com/2010/07/before-after-amber-kylas-chairs-stairs.htmlhttp://www.chairsbazaar.com/http://www.feathertechindia.com/http://www.chairsmanufacturers.com/http://www.officechairmanufacturer.com/
  16. 16. PART 2 BRANDSYNOPSIS
  17. 17. HISTORY
  18. 18. In the year 1964, Mr. Manilal Savla started off with a humbleobjective of providing comfort to people when they are at officeor at home through quality furniture with a seal of trust andconfidence.Then known as M/s Kanti Stores, the firm built itself fromstrength to strength with a sharp focus to become a reliablename in corporate and home furniture segment.
  19. 19. QUALITYPOLICY
  20. 20. Each product at 925comes through a stringent quality tests andfunctionality assurance. Our all products are marked for completeperformance and stability throughout life.We ensure our customers timely delivery, safety and on-timeservice availability.
  21. 21. ABOUT 925
  22. 22. 925 comes with a thought of making the tedious sitting hourscomfortable through a range of made-to-order office, home, diningand leisure chairs in varied styles and designs proving as a rightcompanion, ultimately boosting the comfort level.Not just this, but it also aim at comforting sitting as well withouthaving to put much time in handling the post-sales problems ofserviceability and repairs.925 comes with a one-of-its-kind Guarantee Scheme on all itsproducts promising doorstep after-sales service and repair flexibility.
  23. 23. PART 3THE ART & SCIENCE OF BRANDING
  24. 24. THE ART & SCIENCECreating a great brand begins with a thorough understandingof the environment and culture surrounding the business.Next comes a careful formulation of strategy grounded in thatcontext. Finally, artistic expression of the brand fully capturesthe strategy. It’s not magic. It’s not luck. It’s thoughtfullydirected effort, a creative explosion, and disciplinedexecution.
  25. 25. THE ART & SCIENCECreating a great brand begins with a thorough understandingof the environment and culture surrounding the business.Next comes a careful formulation of strategy grounded in thatcontext. Finally, artistic expression of the brand fully capturesthe strategy. It’s not magic. It’s not luck. It’s thoughtfullydirected effort, a creative explosion, and disciplinedexecution.
  26. 26. THE ART & SCIENCECreating a great brand begins with a thorough understandingof the environment and culture surrounding the business.Next comes a careful formulation of strategy grounded in thatcontext. Finally, artistic expression of the brand fully capturesthe strategy. It’s not magic. It’s not luck. It’s thoughtfullydirected effort, a creative explosion, and disciplinedexecution.
  27. 27. THE ART & SCIENCECreating a great brand begins with a thorough understandingof the environment and culture surrounding the business.Next comes a careful formulation of strategy grounded in thatcontext. Finally, artistic expression of the brand fully capturesthe strategy. It’s not magic. It’s not luck. It’s thoughtfullydirected effort, a creative explosion, and disciplinedexecution.
  28. 28. THE ART & SCIENCECreating a great brand begins with a thorough understandingof the environment and culture surrounding the business.Next comes a careful formulation of strategy grounded in thatcontext. Finally, artistic expression of the brand fully capturesthe strategy. It’s not magic. It’s not luck. It’s thoughtfullydirected effort, a creative explosion, and disciplinedexecution.
  29. 29. Business Verticals Office Chairs Office Stationery
  30. 30. Client Business Manufacturing Of chairs Retailing of office stationery and other related products
  31. 31. Our Challenge Branding of the business
  32. 32. OUR APPROACH FOR BRAND NAME • Reflect the category either strongly or subtly • Have a modern outlook • Should be extendable to a retail format • Break clutter
  33. 33. THE NAMES WE SUGGESTED
  34. 34. FINERESTENJOY SITTING IN OFFICE ARMAGIC SPELL BINDING OFFICE CHAIRS 925 OFFICE CHAIRS THAT PERFORM ERGOS RIGHT CHAIR. RIGHT POSTURE.
  35. 35. 925 OFFICE CHAIRS THAT PERFORMTHE NEW BRAND IS BORN
  36. 36. OUR APPROACH FOR LOGO DESIGNINNG • Should be elegant • Should give feel of corporate • Mature personality
  37. 37. light blue –health, healing,harmonious,gentle growth,understanding,softness,tranquility, goodfor offices
  38. 38. PART 4 BRANDCOMMUNICATION
  39. 39. Stationery designBrand personality percolates through design
  40. 40. FONT BROCHURE Just a glimpse of few pages BACKAn informative brochure with clear design that reflects corporate look
  41. 41. PRINT ADSAim to register the new brand in the target audience’s mindSs
  42. 42. PRINT ADSIndian consumers are very choice conscious, a strategy to hit the bull’s eye
  43. 43. ONLINE PRESENCEWebsite that speaks everything in details
  44. 44. ONLINE PRESENCESegregated into two sections for easy navigation
  45. 45. Corporate home page
  46. 46. Chairs home page
  47. 47. THANK YOU

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