Otobi Marketing Strategy | Cash Cows

MKT 460 FINAL
REPORT ON:
OTOBI HOME
FURNISHING
MKT 460 – Strategic Marketing
Section 6
Submitted To:
Ms. Sherina Idrish,
Senior Lecturer,
Department of Marketing and International Business,
School of Business and Economics,
North South University.
Submitted By:
Syeda Suhaymah Ahmed; ID 1831777030 (SL 34)
Dewan Shahad Islam; ID 1721585630 (SL 29)
Waseka Nourin; ID 1712579630 (SL 24)
Redwan Ahmed; ID 1712099030 (SL 20)
Zahid Alam Shovon; ID 1712361630 (SL 23)
Semester: Summer 2020
Date of Submission: 21/09/20

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Serial
Number
Name ID Contribution/ Topics
(written/done for the report)
34 Syeda Suhaymah Ahmed 1831777030 1.1, 1.2, 1.3, 1.7, 2.2 (G, H)
29 Dewan Shahad Islam 1721585630 1.4, 1.5, 1.6, 1.8
24 Waseka Nourin 1712579630 2.1,2.2, 2.2 (A, B)
20 Redwan Ahmed 1712099030 2.2 (C, D)
23 Zahid Alam Shovon 1712361630 2.2 (E, F)

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Table of Contents
Part 1: Company and Industry Overview.........................................................................................1
1.1 Industry Introduction............................................................................................................1
1.2 Company Introduction..........................................................................................................1
1.3 SBU Introduction.................................................................................................................2
1.4 Quantitative PESTEL Analysis on SBU ................................................................................2
1.5 Porter’s Six Forces Industry Analysis Table for SBU .............................................................3
1.6 SBU’s Current Consumer Profile ..........................................................................................5
1.7 Overview of SBU’s Current Marketing Mix ..........................................................................5
1.8 Gap Strategies: SWOT-TOWS Analysis for SBU.......................................................................6
Part 2: Recommended Strategies for the SBU...................................................................................7
2.1 Turnaround Strategies ..........................................................................................................7
2.2 Growth Strategies ................................................................................................................7
A. TG Profile Details................................................................................................................7
B. Product Disruption...............................................................................................................8
C. Disruptive Pricing Strategies ..............................................................................................11
D. Disruptive Distribution Strategies .......................................................................................13
E. IMC Campaign..................................................................................................................18
F. Relationship Marketing Strategies.......................................................................................29
G. Physical Evidence/Visual Merchandising ............................................................................30
H. Dealing Competitions – Offensive & Defensive Strategies....................................................35
References .......................................................................................................................................36
Appendix A: Survey Responses:........................................................................................................37
Appendix B: Group Peer Evaluation Forms:.......................................................................................44

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Part 1: Company and Industry Overview
1.1 Industry Introduction
Given the densely populated country that Bangladesh is, homes of all kinds take up almost every
nook and corner. You will find at least one piece of furniture adorning homes of all kinds – while
some are quite high-end and branded, others might just be a few pieces of wood nailed together to
create some sort of a structure, just to get through the times. And therefore, very understandably
so, the furniture industry stands as one of the largest industries in Bangladesh, and the second
largest after the RMG sector in terms of employment (Ferdous, 2017). While the industry is known
to be worth BDT 6,700 crores as of 2019 (DATABD.co, 2019), it has had a stable growth rate of
18% – 20% (Noyon, Future burns bright for furniture, 2020). As of 2020, the annual turnover of
the industry has been over BDT 10,000 crores, employing over 25 lakh both skilled and unskilled
workers. As complex and intricate of a task as furniture making is, the market is actually dominated
by SMEs, with a whole 65% of the market share belonging to the unbranded local stores; the
remaining 35% is to the name of the big branded stores (Noyon, Future burns bright for furniture,
2020). Within the 35% that the larger branded stores can be accounted for, the market leaders are
Hatil with over 10% of the market share – followed by Akhtar Furniture at second, and other brand
names such as Otobi, Navana, and Nadia holding 5% each of the market share to their name
(Noyon, Future burns bright for furniture, 2020). Hatil’s reign over the market was further proved
through a survey we conducted (Refer to Appendix A) with the brand leading the list of furniture
brands that stay at the top of people’s minds. With over 45,000 enterprises currently engaged in
the furniture industry and it being a very good prospect for exports, the sector is said to be
contributing to about 0.29% of the country’s GDP alone, making it even more substantial for the
country’s economy for the foreseeable future (Lieaquat, 2020).
1.2 Company Introduction
Founded almost half a decade ago in 1975 by famous artist and sculptor Nitun Kundu, Otobi were
the pioneers in local furniture manufacturing and later, one of the most renowned names when it
comes to the world of furniture in Bangladesh. Constantly dominating the furniture scenery for
most of its existence in the 20th and much of the time so far in the 21st century, as of now, the brand
holds only 5% of the market share to its name (Noyon, Future burns bright for furniture, 2020).
As of now, Otobi hold 8 sub-brands under its name while having 96 Point-of-Sales scattered
throughout the country and employing over 1700 people (Otobi, 2020). Even though Otobi have
remained as a prominent name in the furniture industry, they have seen a fall from grace in the
recent years, all set off by their decision to shift their concentration from the furniture sector to the
powerplant industry (Noyon, 2020). Forming a company called Quantum Power Generation, Otobi
invested BDT 800 Crore into the venture, and are now currently under bank loans BDT 937 Crores
– leading to number of factories coming down to half, losing market share in the furniture industry,
and consecutively facing the risk of being closed down (Noyon, 2020). With multiple reasons
adding up to this fall from grace for Otobi, including negligence in leadership and management,
they are still holding on quite tight due to their preexisting reliability and prominence as a brand,
and are hoping to emerge as a leading brand once again.

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1.3 SBU Introduction
In the survey conducted consisting of 75 respondents (Refer to Appendix A), people were asked
about when they were most likely to be buying furniture – By a large margin, almost half the
survey sample, a total of 42.7% said that they bought furniture whenever they were shifting houses
or apartments. Home furnishing forever stays one of the most important aspects of the furniture
sector, and this is further backed up by a simple statistic: Of all the furniture that is domestically
made in Bangladesh, an entire 70% of it is home furniture, while the remaining 30% accounts for
office furniture (DATABD.co, 2019). Even though buying furniture remains a rather rare
occurrence, with a country as densely populated as Bangladesh and the country’s transition
towards a middle-income nation status, this larger amount of disposable income could very well
turn people’s wishes for home furnishing into reality far more often.
1.4 Quantitative PESTEL Analysis on SBU
Source Description/Variable Implication (Scale 1-5)
Political P1: Open Economy
P2: Politically Stable
2 - Doing businessiseasy howeverthe threatto new
entrants are also high because of it.
5 - Regulations are less likely to change and very
less possibility of volatile situation.
Economic E1: GDP growth 7.5%
(2020/21) (Trading Economic,
2020)
E2: Unemployment Rate 4.28%
(MacroTrends, 2020)
4 - People will have more buying power so
meaning our target market will increase.
2 - It’s decreasing every year so will be harder to
recruit employees in future.
Social S1: Changes in current lifestyle:
Space saving furniture preferred
S2: Changes in Demographics –
Income
5 - Otobi emphasizes on making furniture which
takes less space.
4 - Buying power has increased meaning more
possibility of business.
Technological T1: Tech acceptance level: High
T2: Digital Infrastructure- On
the rise
5 - 30% of total population is tech and they are
very adaptive to new technology. 4//
4 - Government emphasizes on going digital and
building infrastructure throughout the country to
make it happen
Environmental E1: Resources: Sufficient
E2: Environmental Regulation:
Strict
4 - Plenty of resources to get the raw materials
from as the country has a lot of forest.
1 - Government has strict regulations on cutting
trees so it makes the scenario unfavorable for Otobi
Legal L1: Loan Interest Rate 9.1%
(Bangladesh Bank, 2020)
L2: Vat: 5-7%
2 - People do not prefer taking loans to buy
furniture as the interest rate is quite high.
3 - Comparatively low than other products so it
makes the scenario favorable

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1.5Porter’s Six Forces Industry Analysis Table for SBU
Forces / Variables Scale
(-3 -+3)
Forces / Variables Scale
(-3 -+3)
Threat of New entry Bargaining Power of Buyer
1. Need huge investment to enter the
market
As it takes huge investment there are
less possible of new entrants which is
good for otobi.
+3 1. Number of Competitors: High
As there are a lot of furniture
company in market buyer has the
option to go for another company
-2
2. Government regulation: Low
Government appreciates
competitiveness thus less complexity
in regulation which is unfavorable for
us
-2 2. Quality: High
Otobi provides really good quality
products which is makes Otobi
favorite to a lot of people
+2
3. Experience Needed: High
It takes years of experience to
understand the process of making
furniture in an efficient manner so it’s
good for otobi
+2 3. Ability to substitute: There are
not any 100% environment
friendly substitute for furniture
which gives Otobi an upper hand
but it can soon change
+1
Average
In terms of new entrants Otobi is in a
favorable position as investment needs
to be high as well as experience
+1 Average
Although the numbers are positive
but it can soon change as there a
lot of competitors.
0.33
Supplier Power Substitution
1. No of suppliers: High
As there are sufficient resources
suppliers have much room thus it
makes the situation favorable for
Otobi
+3 Available Substitutions: Low
There is no available substitution
of Furniture
+3
2. Raw material import regulations:
Low
As the raw materials are available in
Bangladesh there is no need to import
thus makes it easily available for
production
+3
Average:
Companies do not face any issue
regarding supplies as there are enough
resources in the country.
+3 Average:
Having no substitution of furniture
is a huge positive for Otobi.
+3

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Complimentary product Competition
Availability of complementary
product: High
There are many complimentary
products of furniture is available
starting from table lamps to cushions.
+3 Number of competitors: High
There are quite a few well known
furniture companies such as Hatl,
Brothers, Akhter,Regal, Nadia etc
-2
Price of the complimentary product:
Low
Price ranges from low-high for
complimentary products so customer
have a lot of options
+2 Product diversification: low
Otobi has very diverse collection
of furniture and they focus a lot on
saving space which most of the
furniture companies don’t. So
otobi has a very high product
diversification and others don’t.
+3
Product quality: Neutral
Although Otobi provides quality
products but their top competitors
also maintain very good quality.
+1
Average
Availability of products and price
range of those complimentary
products gives Otobi a strong hold in
this sector
+2.5 Average
Although Otobi has very unique
and space saving products, their
competitors are doing really well
in the market as well that is why
do not have a strong hold in the
market.
+1.33

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1.6 SBU’s Current Consumer Profile
Geographic Demographic Persona
Area: urban/sub urban
Location: 8 divisions of
Bangladesh
Age: 21-55
Gender:
male/female/others
Income
(monthly/family):
30,000-1,00,000/more
Family size: 2-10
Education: range: N/A
Psychographic:
Attitude/Feelings: positive and Shifting
Loyalty
Lifestyle: Topgun and Interactive Party
Animal
Personality traits: Sincerity and ambitious.
Preference: Hatil/Brothers/Partex and
during occasions such as Wedding,
Religious festivals and upon buying new
flats
Values: Top gun and intellectual autonomy
Behavioral:
Volume: Heavy User
Benefit: Durability
Loyalty Types: Shifting Loyalty
1.7 Overview of SBU’s Current Marketing Mix
Product: The current products that Otobi offer for home furnishing are divided into four segments
– Bedroom, Dining, Living, and Utility. Under Bedroom segment, they offer beds, cupboards,
dressers/dressing tables, and storage racks. For Dining segment, they have chairs, tables,
showcases, and storage racks. For Living segment, they’ve included sofas, various types of chairs,
tables, chest of drawers, showcases, lounges, and shelves. Finally, for utility segment, they have
reading tables, rocking chairs, computer tables, shoe racks, waiting chairs and tables. Alongside
furniture, Otobi also provide interior solutions for homes and offices of all types.
Price: For home furnishing products, Otobi’s prices vary through a very wide spectrum. For their
Bedroom segment, pricing begins at BDT 2,780 for a small stool, and goes up to BDT 1,69,170
for a three-part cupboard; for Dining category, pricing begins at BDT 5,330 for a single wooden
chair, and goes all the way up to BDT 1,08,670 for a showcase; for Living category, the lowest
price is single steel chairs at BDT 2,450 each, and the highest stands at BDT 1,16,300 for an L-
shaped sofa; finally, for Utility products, prices start from as low as BDT 2,620 for a computer
table, and go up to as much as BDT 30,000 for a coffee table set.
Place: As of 2020, Otobi have 96 point-of-sales scattered around the country, with 54 outlets in
all 8 divisions. They also have a shop option on their website.

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Promotion: Otobi tend to use both ATL (Above The Line) and BTL (Below The Line) channels
for their promotional activities. For ATL, they have been known to put advertisements on
Television, Magazines, Newspapers, and even opted for Direct Selling. As for BTL, they are quite
inactive on their social media channels, however, they still do have posters and banners places all
around the city. But for a high-involvement product such as furniture and a brand like Otobi, ATL
remains the most effective channel for promotion so far.
1.8 Gap Strategies: SWOT-TOWS Analysis for SBU
Internal Factors
External Factors
Strengths
S1. Strong brand recognition
S2. Innovative space saving
designs
S3. Good reputation among
customers
Weaknesses
W1. Patent protection:
Designs easily copiable.
W2. Not advertised enough
W3. Website quality not upto
the mark.
Opportunities
O1. Producing eco friendly
product
O2. Waste minimization to
maximize profit.
O3. Opportunity to go
international
SO Strategies
S1O1: Making eco friendly
products and selling it through
Brand Recognition.
S3O3: Use the host country
reputation to go global
(export)
WO Strategies
W1O1: Make eco friendly
products and with minimum
promotion products can be
sold with the help of word of
mouth.
W3O3: In terms of going
international, patent protection
is mandatory so their product
designs will be safe there.
Threats
T1. Falling market share
T2. Environment friendly
regulation.
T3. Too many competitors
ST Strategies
S2T1: Use the space saving
designs to gain back the
market share.
S1T3: Use the strong brand
recognition to compete with
the new entrants and existing
companies.
WT strategies
W1T3: Implementing patent
protection laws to protect the
unique designs which will
also help the business grow as
the competitors will not be
able to copy designs.
W3T1: Use IMC tools and
updated interactive website to
advertise the product and gain
back market share.

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W2T2: Make eco friendly
product and advertise it to
gain TG’s attention.
Part 2: RecommendedStrategies forthe SBU
2.1 Turnaround Strategies
This is going to be a 2-phase process.
1. Contraction: In the initial phase they just have to focus on stop incurring any further
losses. Otobi must identify the segments that are causing the most loss and start eliminating
them, such as, employees who constantly create conflicts, unnecessary workforce,
inefficient suppliers, branches that are continuously facing losses, types of products that
barely ever get sold etc. However, they still can’t compromise their quality.
2. Consolidation: This is the crucial phase since they have already gone through a major
change and they need to get stabilized in order to adapt to them. They can finally afford to
spend on new products and target profitable market segments accordingly.
2.2 Growth Strategies
Product Development and Market Development: Otobi not only has to introduce new products
for their existing TG but also target new segments of the market using both their existing and new
products.
A. TG Profile Details
 New Customer Profile – PRIZM Format:

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 Target Market Strategy
Market Specialization: Otobi will still be focusing on the broader Middle-Class segment of
the market with all of its existing and new products. Only the “Pet Parents” are a niche segment
however, even that is just a customization option with their existing/new products, so it’s still
targeted towards the same broad segment of the market.
B. Product Disruption
New Product Offerings
Convertible Furniture:
According to The Economic Times, Convertible or multi-purpose furniture’s are making a
comeback in 2020 because it not only reduces environmental footprint but also brings a higher
level of value for money (Interior Design Trends: Multi-functional furniture make a comeback this
year, 2020). Since this was published in an Indian newspaper, it means it also reflects the direction
of trend for Bangladeshi audience, as they are similar in many ways and tend to follow similar
trends. Moreover, 72% of our respondents said they think Otobi is more about value for money,
so it correlates to that positioning (Refer to Appendix A).
Customizable Furniture for Pets:
There is a large segment of people in Bangladesh who own indoor pets. This would be a great way
to grab their attention since there are no significant brands offering this yet. Moreover, this is just
an addition they can get with the existing/new products from Otobi for a certain amount of extra
money.

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 Value Proposition Set:
Products Core Level Actual Level Augmented Level Potential Level
Attributes:
(Features,
Quality)
i. Convertible
 Convenience
 Compact
 Flexible
 Affordable
 High Quality
 Comfort
 Modern Design
 Easy to use
 Durability
 Installation
(if needed)
 Delivery
 Customer
care
 Warranty
 Trendy
 Water
resistant
 Eco-friendly
 Automated
control
 Stain
resistant
ii. Customizable
 Customizable
 Convenience
 Affordable
Benefits
(F+E)
i. Convertible
Functional
- Serves multiple
purposes and takes
up less space
Emotional
- A convenient
multi-purpose
solution to save
both space and
money
Functional
- High quality
products that are
long lasting
- Modern and sleek
designs that stand
out
- Very user-friendly
Emotional
- Minimalistic and
modern products
designed
specifically for
convenience that
last a long time
Functional
- Delivery and
Installation
process needs to
be learned for
ease of access
- Warranty gives
credibility
Emotional
- Warranty and
customer care
build customer
relationship and
loyalty
Functional
- Water and stain
resistance can
increase
durability
- Automation
can increase
convenience
-Eco-friendly
material can be a
better alternative
Emotional
- Will appeal to
environment
conscious
segment
ii. Customizable
Functional
- Can be used with
or without
customization
Emotional
- Otobi is
considering the
struggles of pet
owners

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Innovation Adoption Curve
Ambitious Bunch: Techies
They are young and mostly living alone, they are more drawn towards innovative things. They are
likely to be more willing to take the chance and go for such convertible furniture’s before others
due to the low-price range and the multi-purpose it promises to serve.
Love Birds: Pragmatists
They are starting out a new family and they care more about their investments as these are for high
involvement purchases for them. However, they are likely to join in once they see other people
using them and get credible reviews. Moreover, this is not completely new innovation, these
products have exited in the foreign market for a while now so they just need to get reviews about
the products Otobi has to offer in order to join the bandwagon and become early majority.
Pet Parents: Visionaries and Pragmatists
Majority of them are constantly looking for new ways to create a better living experience for their
pets indoor. Even though no significant brand has offered this customizable option for pets before,
this is going to grab their attention and they are likely to give it a try. They however are going to
need proper customer care and training of installation and detachment process for maximum
convenience.
However a portion of this segment can be pragmatists who are less likely to invest in anything
without hearing proper reviews from people around them.

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Chasm Strategies
Bowling Alley: In case of the chasm created in convertible furniture market the “Ambitious
Bunch” being the techies is going to generate enough reviews and market demand that the “Love
Birds” require to invest in these furniture pieces.
And in case of the customizable furniture the visionary “Pet Parents” are going to generate the
revies and needed tutorials and stuff that are going to motivate the pragmatists to give it a try,
especially since it’s more low involvement than buying a whole new piece of furniture or
equipment just for pets.
Invasion Force: To cross the chasm for both the product lines, Otobi needs to generate referrals
from credible sources. Such as, if pet-stores, pet-food supplier etc refer the customizable product,
this will be credible information for the pragmatists to start.
Positioning Statement
“Otobi creates value for money products that are specifically meant to make our lives more
minimalistic and convenient.”
Array of Brand
Sub-Brand: Master Brand as Driver
Otobi is already a well-known brand, 93% of the survey respondents from our survey agreed and
strongly agreed that they are aware of Otobi as a brand (Refer to Appendix A). Hence, it would be
wise to use their brand name, reliable and value for money image to introduce these new products.
Moreover, they are targeted towards the similar SEC as previous. They can just be two new product
lines or sub-brands working under the master brand Otobi itself. This will also help generate profit
and customers towards the Otobi showrooms.
C. Disruptive Pricing Strategies
Pricing Strategies for our new Convertible product segment are written below.
Reverse Cost
 Economy of Bangladesh is developing in a sustainable way,
disposable income is high and people are willing to spend
more for better quality products.
 Due to Urbanization people have less space in their home
and they are demanding more convenient product for that.
 Young generation specially corporates likes handier things
and they spend more for unique products.
So, we will charge higher than regular products for Convertible
products.

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Product Line Pricing
Premium: More fancy and stylish products for mid and upper mid
income people. (Initial Launch)
Regular: Targeted for lower mid income people and the students.
More focused on reducing production cost rather designing.
Psychological
 Represent the brand as youth’s smart choice. So it will be
the identity of new generation’s choice of furniture. This
will influence them to spend more for this product.
 Installment payment or EMI.
Segmented
 Corporate Affiliation for offering special discount (8%) to
the MNCs and leading corporations of Bangladesh to
engage the young corporates.
 Special Discount (5%) for the university students because
now a days there is lot of student who live alone in Dhaka
and they need this kind of products.
Sales Promotion
 Launch special discount offer on valentine’s day, friendship
day, pahela baisakh, Eid etc. Because at this time either
people want to gift or purchase something new and they
have bonus money for the festive.
Bundle Pricing
 Full bedroom decor or Dining or living décor package of
these products or combo with non-convertible. As this
product charges higher price and have higher profit margin
the combo will compensate the non-convertible product and
generate higher profit margin though the accumulated price
will seem lower than regular.
Retailers Price Check
 All orders from the retailers and the product they sell will be
directly placed in the OTOBI server so it will be easy to
monitor that whether they are offering right price or not.
Change in Existing Product’s Price
Product pricing of OTOBI is perfect for all product category. Price is not a factor to lose market
share rather their product quality and design. Because people do not want to spend that much price
for the poor design. So OTOBI should reduce the price of their old designed products.

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Price vs Perceived Quality Position
01) Bedroom: These products offer medium quality products with a high price. For a similar
quality bed where OTOBI charges 61,000-taka Hatil Charges 51,000 taka. The wood
quality and design options are not very high.
02) Dining: These products offer medium quality product with a low price. Like for a dining
set of same design OTOBI offers 35,000 taka and Hatil offers 55,000 taka though the wood
quality is slightly better to Hatil.
03) Living: These products offer medium quality product with medium price range. For a
single seater sofa OTOBI charges 17,000 taka and Hatil Offers 25,000 taka. But OTOBI
has a very poor designs and small amount of options.
04) Utility: This section is a very less developed section of OTOBI. Like they have the
products which designed 10-12 years back. The offer a very low-quality product with low
price.
05) Convertible: This new sector will offer High quality product with medium price range. As
this category is comparatively new and now company focused on these products this much
it will offer the TG a very new dimension of service with affordable price.
D. Disruptive Distribution Strategies
OTOBI is currently using hybrid or multichannel distribution strategy because they have their own
18 outlets directly operated by them and total 96 POS with more than 100 dealers all over the
country. So, they sell their products directly and through retailers.
OTOBI should follow this structure to ensure availability, convenience and reliable supply to their
customer. But the company should be more concerned about online selling and catering the
premium customer. This distribution strategy will bring maximum profit and better customer
satisfaction because:

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Existing Product
 Serving in the district level through OTOBI’s own distribution channel is very costly.
Indirect system will cut the extra distribution cost and make the product available to all
over the country.
 As online shopping is getting popular in the country specially to the young generation
OTOBI should cater this segment and they have to follow direct strategy to serve in a better
way.
 Direct distribution channel is the best way to showcase the newest model/designs
effectively and to serve the premium product’s customer as regular servicing and ensuring
better customer experience is necessary here.
New Product
 Convertible furniture is a growing concept among the young, urban people. So as a new
product initially we will use direct distribution channel. Products will be available in
OTOBI showrooms.
Distribution Strategy
We will use Selective Distribution Strategy for the company extension in order to ensure
accessibility, search, possession and transaction. These are discussed below.
Product Strategy
01) Bedroom
02) Dining
 Selective Distribution Strategy:
Product will be available in all
showrooms and to the dealers.
 Hybrid Distribution Channel:
Highest focus in both direct and
indirect distribution channel.

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03) Utility  Premium Products will be available in
OTOBI outlet and mid, lower price
range products to the retailers.
04) Living
Product will be available in all OTOBI
showrooms and only some selective
dealers who cater the mid and upper
mid income people. Because still now
this product category is considered as
fancy level.
 Hybrid Distribution Channel:
Highest focus in direct distribution
channel initially.
05) Convertible
Product will be available only in
OTOBI showrooms initially as this is a
new and growing concept of furniture
among the urban people in Bangladesh
 Direct Distribution Channel: Initially
the product will only be available in
online and in Showrooms. No retailer
supplies.
Navigation Model
Navigation Dimensions Description
Reach
 Showrooms (Division Level): To
establish showrooms in Division or
cities select those places which have
both residences and offices. Like:
Gulshan, Dhanmondi etc. So, people
will have all time accessibility.
 Retailers: Retailers for all districts in
Bangladesh so highest amount of
availability can be ensured.
 Outlet Design: Outlet interior will be
designed according to the place. Like
the interior of Gulshan outlet will be
more gorgeous than the outlet of
Khilgaon. Parking facilities should be
provided in every outlet.
 Stalls in Festivals: Provide stalls in
every fair like international trade fair,
National Furniture fest etc.

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 Interior Consultants: Dedicated sales
team for the renowned interior
designers. So they will suggest OTOBI
products to their clients.
Affiliation
 Data Security: Use Argus or POF for
the data security of the customer and let
the customers know about that.
 Financial Data Security: Direct
affiliation with the payment service
provider is the best way to ensure this.
 Transparency: Over all breakdown of
costs will be shown to customers so no
hidden costs for the customers but
accumulated costs will be used as price
tag like including VAT and Service
charge etc.
 Sales person: Sales persons will be
well trained so they can cater the
customers in best possible way.
Retailer’s sales people will also be
tested by sales team.
Richness
 Surprise Gift: Valued customers will
be offered special discount or gifts on
their birthday or anniversary or special
day of their lives.
 Repurchase Discount: If any
customer repurchases after a long time
or very soon after the previous
purchase he/she will be offered 5% on
spot.
 Refreshment: Arrangement of
welcome drink or refreshment in
showrooms.
 Sales People: Ensure most
experienced and well-mannered sales
person in the showroom. Sales people
will know each and every detail of the
product so customer will get the best
purchase experience
Range
 Payment Method: OTOBI already
offers all kind of online and offline
payment process available in
Bangladesh.
 Online Service: More visible product
displays in online. Should use motion

17
graphics. Instant 24/7 call service so
customer get the detail and feel the
existence of a sales person.
 Offline Service: Retailers should have
the quality sales persons in their
showroom and all orders will be place
to OTOBI server directly so company
can assure price stability or detect any
kind of fraud.
 Location: Urban and Sub Urban areas
through retailers and direct
distribution. Multiple stores in same
area by analyzing the demand and sales
growth.

18
E. IMC Campaign
Smart IMC Objective table
Budget: 19,874,275.00
Total target market: 22 Million
Duration: 12 months
Specifics Ad Sales
Promo
Personal
Selling
Direct
Marketing
Interactive
Marketing
PR/
Publicity
Support
Media
Awareness 70% 50% 30% 40% 70% 60% 50%
Knowledge 65% 50% 30% 40% 65% 55% 40%
Liking and
preference
40% 65% 20% 39% 50% 55% 30%
Conviction 30% 45% 15% 25% 45% 40% 25%
Purchase 20% 30% 10% 20% 30% 20% 15%
Media Mix Table
Type
of
Media
Sub types Platfor
ms
Channels
/ name of
the
publicatio
n
Spot
ad
timing
Placem
ent
media
vehicle
(name
of the
progra
ms)
Timi
ng of
airin
g the
ad
Daily
Freque
ncy
Time
Frame
of the
campai
gn
(month
s)
Perso
nal
SMM FB n/a 30
Seconds
Otobi
faceboo
k page
Even
ing
2 6
You
tube
n/a 1:00
Minute
Otobi
official
youtube
Even
ing
3 6
Mobile
Marketing
Direct
texting
form the
marketer
s
App 30
Seconds
Teleco
m
Afte
rnoon
3 6
Other
Digital (
website,
search
engine,
email, etc
Google,
yahoo,
other
websites
n/a n/a Bd To-
let,
Showca
se
Magazi
ne
n/a 3 4
Non
Perso
nal
Electronic TV ATN 40
seconds
News,
Popular
Serial
Even
ing
4 2

19
BTV n/a n/a Eveni
ng
4 2
Channel I 40
seconds
News,
Popular
Serial
Even
ing
4 2
N tv n/a n/a n/a n/a
GB 40
seconds
News Mor
ning
2 1
Radio Radio
Amar
40
seconds
Mornin
g show,
evening
show
Mor
ning,
Eveni
ng
3 3
Radio
Foorty
40
seconds
Mornin
g show,
evening
show
Mor
ning,
Eveni
ng
3 3
Radio
Today
n/a n/a n/a n/a n/a
Print News
Paper
Daily Star n/a Backpa
ge
Mor
ning
n/a 1
ProthomA
lo
n/a Front
page
Mor
ning
n/a 1
Dhaka
Tribune
n/a n/a n/a n/a n/a
ShomoKa
al
n/a n/a n/a n/a n/a
Magazin
e
Ice Today n/a Cover Wee
kly
n/a 1
Economist n/a Back
Cover
Wee
kly
n/a 1
Mirror n/a n/a n/a n/a n/a
Business
Today
n/a n/a n/a n/a n/a
Support
Media
billboar
d, walls,
public
property
poster,
etc)
Dhanmon
di,
Gulshan,
Uttara,
Bashundh
ara R/A
n/a n/a n/a n/a 5

20
Mobile Texting
using
the
telecom
compani
es
Grameenp
hone
n/a n/a Even
ing
1 5
Direct
Marketing
/Personal
Selling
Leaflets,
brochure
s
Dhanmon
di,
Gulshan,
Uttara,
Bashaund
hara R/A
n/a n/a Afte
rnoon
1 4
Interactive Content Marketing:
The following are the interactive contents for Otobi-
Content 1: Sometimes we all have to
potato
The content make use of strong visual to
send a message to the people who work
hard all day and just want to relax and
become a couch potato once a while.
Content 2: Coffee table
The coffee house content banks on
nostalgia to affiliate with the famous song.
It sends message to people to reconnect
with people. The followers will be
encouraged to share their story in the
comment section.
Content 3: Convertible furniture
Otobi will introduce their new space-saving
furniture collection through this content.

21
Content 4: Your table, your canvas
Every dining table becomes a canvas when
you put dishes on them. This content will
start a challenge where people can
participate by sharing pictures of their
table. The winner gets recognition in
Otobi’s social media platforms.
Content 5: What do you want to do?
We believe every chair has a personality of
its own and your choice represents what
do you want to do. This content will
encourage followers to comment to tell us
their opinion.
Content 6: Don’t pet-proof, pet-able.
Another of Otobi’s new collection “Pet-able series” furniture. These are specially designed furniture that
allows your pets to have nice room to play around or just rest.

22
Integrate B2C Sales Promotional Key
1. Display Ad: Otobi will display ads in Showcase Magazine, a lifestyle magazine with interior
design segments and BD To-let website. Showcase Magazine directly caters to our target
audience and Bd To-let helps us reach people who are going to be moving. People often buy
new furniture when they move.

23
2. Full-furnished offer:
Otobi will provide exclusive discounts to people who are
refurnishing their entire house. The offer will come with fast paced
movement to finish furnishing in a day with some conditions. The
communication will be spread through print media and social media.
3. Partnership with Real Estate Agents: A partnership with real estate agent will allow both
parties to benefit from each other. A joint campaign could be run where people buying
apartment from the agent will get a discount on Otobi home furniture for a certain period of
time.
Digital Marketing Strategy: Facebook
1. Can potatoes tell story: This digital campaign banks on
the previous content made by “Sometimes we all have to
potato.” People following Otobi on facebook will share
their potato story. A potato story is one that takes place
in your couch. They share their story with Otobi’s
hashtag and the winner gets a wooden potato that allows
them discount in Otobi store for a certain period of time.
2. Facebook
Space Challenge:
Taking the tagline
“Space. Solved.” We
will introduce a
campaign where our
audience and
influencers will
participate. It can be
both static or video
depending on people’s
creativity. The general
gist of the campaign is-
how to solve your space.
Two samples are given.

24
Digital Marketing Strategy: Youtube
1. User generated video: We will be collecting videos from users of their Otobi home or the
mentioned challenges above. The user generated contents will make for good YouTube videos
to gain organically generated traction as the users would view to see themselves.
Digital Marketing Strategy: Instagram
1. Life cycle of a furniture:
A furniture’s life cycle is essentially a life cycle of the people, the
family and more. This Instagram content will showcase various
furnitures with stop motion video where we get to see a family
slowly growing old and their children taking over. This will create
personal relationship with the followers and brand.
2. How to not use furniture: This is a rather fun content to create a good relationship with
followers and actively engage them with the contents. If you take a look at the content you can
see the furniture and logo of the brand is upside down. But an instruction suggests the followers
to flip their phone upside down to use it right. This fixes the furniture and the logo of the brand.

25
Digital Marketing Strategy: Snapchat
1. Filter/Sticker:
Otobi’s couch potato campaign will translate to here as well. We
will release a potato filter where users can see themselves as a
potato and share it among each other. This is to encourage viral
marketing.
2. Snapchat story of Bedilemma:
This is going to be a story of a couple who just moved into
their new home. Now they have bought everything but the
bed. Having visited Otobi store, both of them made up
their mind on two different beds. The story goes from
episode to episode where they try to convince each other
through fun tactics while sleeping on the floor. This can
eventually

26
Public Relationship Strategies
Corporate Social Responsibility:
1. Otobi will be taking up two CSR activities. One of them being- creating sustainable furniture
on the road for various use but also to give shelter to the dogs in the coming winter. For an
example- Otobi can make a bench for the road where the dogs can find warm shelter. This will
also promote out pet-able furniture on the
process.
2. Also, Otobi will make up hanger and put them on
the street where people can donate their warm
clothes for the people who will freeze on the
street. The humanity wall will have Otobi’s
wooden hanger and a message from the brand.
SEO PR: Otobi expects to get media exposure through above mentioned CSR activities. However,
we will also do link marketing through social media influencers- Shahat Bin Salim, Sunehra
Tasnim and finally Jaya Ahsan. All of them have their own pets and we will send them free gifts
of out pet-able furniture. In return they will use our hashtag to optimize our search.
Event: Otobi will launch their brand-new App
through a game event that you can play from
your home. The game will be built in the app
where you can design a room with the models
of Otobi furniture. The interior design game
then takes a step further as users submits their
best work. The best design winner gets one
free furniture from the room they designed.

27
Mobile App: As we mentioned before- Otobi will launch their very own mobile app to further
strengthen their relationship with the customers. The features of the app are given below-
App Main Features App Augmented Feature/s
Built in store in App 1. Built in video game
2. Share your own room with other
users
3. Watch random tips and trick videos
4. Scanning support for other offers
5. Beta augmented reality feature
Details of pricing and offers
Promotion communication through app and
notification
Locate a store feature to find the nearest outlet
Seek customer support through messaging and
call
QR Code based campaign: This campaign will further make use of our partnership with a real
estate agent. In an unfurnished apartment we will place sever wooden cubes where the furniture is
supposed to be with a QR code. For an example- where the bed is supposed to be, a wooden cube
will be sitting there. Once you scan it- you can find all the bed available bed in Otobi store.

28
Here’s the visual for new www.otobi.com-

29
F. Relationship Marketing Strategies
1. Wish comes true: This is a one on one offer where customers can book one furniture, they
wish for but cannot or will not pay for right now for various reason. Their wish will remain
theirs while they can earn points through buying other things and supporting Otobi’s
various campaign to finally purchase the wished furniture. This increases loyalty and builds
personal relationship.
2. Bring your story: This is an exchange offer where the customers can give their old
furniture to us and get discount on new furniture. However, we want the story of the rusty
furniture as well. We want people to bring the story of the furniture that carries history and
emotional weight. We will then share the story through our social media platform.
Timelines
Activity Detail January February March April May June July Ausgust September October November December
Content 1 Potato
Content 2 Coffee House
Content 3 Covertable Fruniture
Content 4 Canvas table
Content 5 Chair Personality
Content 6 Pet Able seires
Sales Promo 1 Display Ad
Sales Promo 2 Furnished offer
Sales Promo 3 Real estate partnership
Digital 1 Potato story
Digital 2 Space
Digital 3 Youtube
Digital 4 Life cycle
Digital 5 How to not furniture
Digtial 6 Snapchat filter
Digital 7 Snapchat story
CSR 1 Street dogs
CSR 2 Humanity Wall
SEO PR Influencer
Event App Launching
QR Scan for furniture
Relationship Marketing Wish comes true
Relationship Marketing Bring your story

30
Budget:
SMM BDT 2,000,000.00
SEO BDT 450,000.00
Mobile Marketing BDT 356,000.00
TVC BDT 12,000,000.00
RC BDT 1,517,000.00
Print Media BDT 956,275.00
Support Media BDT 1,845,000.00
Direct Marketing BDT 750,000.00
Total BDT 19,874,275.00
G. Physical Evidence/Visual Merchandising
In terms of visual merchandising for the stores, the entire layout of the store will be spacious, neat
and minimalistic, living up to Otobi’s Space-Saving approach. Furnitures will be segmented in
terms of their categories – Bedrooms, Dining Rooms, Living Rooms, and Utilities. All furniture
within these rooms will be colour-coordinated. The store will be welcoming lots of sunlight and
daylight, giving consumers a light and breezy vibe as soon as they step into the place. Digital
signages will be subtly placed around the stores, with product ads flashing on them. A little
café/resting corner will too be kept for customers to rest and get a whiff of the comfort and superior
quality that Otobi’s furniture brings. These elements are demonstrated in visuals below:
Store Exterior:

31
Store Interior – Colour-Coordinated Settings:

33
Store Interior – Otobi “The Resting Room”
Digital Signage at Stores:

35
H. Dealing Competitions – Offensive & Defensive Strategies.
Strategy
Type
Strategy Competitors Action Plan
Offensive Bypass Attack Hatil, Akhtar
Furniture
With a Market Challenger approach,
by developing new products such as
convertible furniture and a pet-
friendly genre, we will be launching
into our existing market with a fresh
perspective while targeting a new
segment. While the strategy comes
with a high risk of going up against
the bigger names in the market, the
returns too could be great with
regaining dominance over the current
Market Leaders.
Defensive Protecting
Market Share
through
preventing or
fixing
weaknesses
Navana, Nadia,
Brothers Furniture,
Partex, other Local
Stores
With many other competitors with
more-or-less the same amount of
market share as Otobi, while taking
the risk of launching a new product,
keeping the existing market share in
track is also quite important. By
offering newer products and better,
more convenient services, Otobi can
stay safe from the risk of being
vulnerable to the risks of other
potential market challengers or
followers.

36
References
Bangladesh Bank. (2020). Interest Rate Banks (Lending). Retrieved from Bangladesh Bank:
https://www.bb.org.bd/fnansys/interestlending.php
DATABD.co. (2019, July 24). Timber and Furniture Industry of Bangladesh. Retrieved from
DATABD.co: https://databd.co/profiles/industries/profile-timber-and-furniture
Ferdous, S. M. (2017, August). Bangladesh's Furniture Industry. IDLC Monthly Business Review,
8(13), p. 5.
Interior Design Trends: Multi-functional furniture make a comeback this year. (2020, February
27). Retrieved from The Economic Times: https://economictimes.indiatimes.com/small-
biz/productline/building-materials/interior-designing-trends-multi-functional-furniture-
make-a-comeback-this-year/articleshow/74332428.cms
Lieaquat, Z. B. (2020, July 1). Importing furniture from China a hindrance. Retrieved from The
Financial Express: https://thefinancialexpress.com.bd/views/opinions/importing-furniture-
from-china-a-hindrance-1593599957
MacroTrends. (2020). Bangladesh Unemployment Rate. Retrieved from MacroTrends:
https://www.macrotrends.net/countries/BGD/bangladesh/unemployment-rate
Noyon, A. U. (2020, January 24). Future burns bright for furniture. Retrieved from The Business
Standard: https://tbsnews.net/economy/industry/future-burns-bright-furniture-38827
Noyon, A. U. (2020, January 25). Otobi: Once on top, now in death throes. Retrieved from The
Business Standard: https://tbsnews.net/companies/otobi-once-top-now-death-throes-
39049?fbclid=IwAR0mEhB8P8i3cANfiuZJGOGNhl_5uoxXtWIYySE6maebkjetzbN-
npVgrb0#:~:text=Instead%20of%20concentrating%20on%20its,going%20through%20a
%20declining%20trend
Otobi. (2020). About Us | OTOBI. Retrieved from Otobi: https://otobi.com/about-us/
Trading Economic. (2020). Bangladesh GDP Annual Growth Rate. Retrieved from Trading
Economics: https://tradingeconomics.com/bangladesh/gdp-growth-
annual#:~:text=In%20the%20long%2Dterm%2C%20the,according%20to%20our%20eco
nometric%20models.

37
Appendix A: Survey Responses:

44
Appendix B: Group Peer Evaluation Forms:
Group Peer Evaluation Form
PEER Evaluation Form
Your Name: Syeda Suhaymah Ahmed
Assignment: MKT 460 FinalReport on Otobi Home Furnishing
Carefully evaluate the performance of each member of your group, excluding yourself, over the
period of the group project.
5 – Outstanding 4 – Good 3 – Satisfactory 2 – Poor 1 – Unacceptable
Group
Member #1
Name:
Dewan
Shahad Islam
Group
Member #2
Name:
Waseka
Nourin
Group
Member #3
Name:
Redwan
Ahmed
Group
Member #4
Name:
Zahid Alam
Shovon
1. Did his/herfairshare of the work
that wasrequired
5 5 5 5
2. Cooperatedwithothergroup
members
5 5 5 5
Sr
Number
Name ID Contribution/ Topics (written/done
for the report)
34 Syeda Suhaymah
Ahmed
1831777030 1.1, 1.2, 1.3, 1.7, 2.2(G, H)
29 DewanShahad
Islam
1721585630 1.4, 1.5, 1.6, 1.8
24 Waseka Nourin 1712579630 2.1,2.2, 2(A, B)
20 RedwanAhmed 1712099030 2.2 (C, D)
23 Zahid Alam Shovon 1712361630 2.2 (E, F)

45
3. Sharedresponsibilitiesanddid
not try to take charge
inappropriately
5 5 5 5
4. Completedhis/hershare of the
workon schedule
5 5 5 5
5. Alwayssubmittedhis/herbest
effort
5 5 5 5
6. Communicatedthoughtsand
feelingseffectively
5 5 5 5
7. Was alwayswell preparedfor
meetingsandthe actual
presentation.
5 5 5 5
8. Participatedin,andcontributed
to, all relevantdiscussions
5 5 5 5
9. Attendedgroupmeetingswhen
requiredtodoso.
5 5 5 5
10. I wouldchoose thisperson,
overall others,to be inthe same
groupwithme inthe future.
5 5 5 5
The average for this person (1 to 5): 5 5 5 5
Your Name: Dewan Shahad Islam

46
Group
Member #1
Name:
Waseka
Nourin
Group
Member #2
Name:
Syeda
Suhaymah
Ahmed
Group
Member #3
Name:
Redwan
Ahmed
Group
Member #4
Name:
Zahid Alam
Shovon
that wasrequired
5 5 5 5
2. Cooperatedwithothergroup
members
5 5 5 5
inappropriately
5 5 5 5
workon schedule
5 5 5 5
effort
5 5 5 5
feelings effectively
5 5 5 5
presentation.
5 5 5 5
5 5 5 5
requiredtodoso.
5 5 5 5
10. I wouldchoose thisperson,
5 5 5 5

47
Your Name: Waseka Nourin
Group
Member #1
Name:
Syeda
Suhaymah
Ahmed
Group
Member #2
Name:
Dewan
Shahad Islam
Group
Member #3
Name:
Redwan
Ahmed
Group
Member #4
Name:
Zahid Alam
Shovon
that wasrequired
5 5 5 5
2. Cooperated withothergroup
members
5 5 5 5
inappropriately
5 5 5 5
workon schedule
5 5 5 5
effort
5 5 5 5
feelingseffectively
5 5 5 5
presentation.
5 5 5 5
5 5 5 5

48
requiredtodoso.
5 5 5 5
10. I would choose thisperson,
5 5 5 5
Your Name: Redwan Ahmed
Group
Member #1
Name:
Syeda
Suhaymah
Ahmed
Group
Member #2
Name:
Dewan
Shahad Islam
Group
Member #3
Name:
Waseka
Nourin
Group
Member #4
Name:
Zahid Alam
Shovon
that wasrequired
5 5 5 5
2. Cooperated withothergroup
members
5 5 5 5
inappropriately
5 5 5 5
workon schedule
5 5 5 5
5. Alwayssubmittedhis/herbest 5 5 5 5

49
effort
feelingseffectively
5 5 5 5
presentation.
5 5 5 5
5 5 5 5
requiredtodoso.
5 5 5 5
5 5 5 5
Your Name: Zahid Alam Shovon
Group
Member #1
Name:
Syeda
Suhaymah
Ahmed
Group
Member #2
Name:
Dewan
Shahad Islam
Group
Member #3
Name:
Waseka
Nourin
Group
Member #4
Name:
Redwan
Ahmed
that wasrequired
5 5 5 5

50
2. Cooperatedwith othergroup
members
5 5 5 5
inappropriately
5 5 5 5
workon schedule
5 5 5 5
effort
5 5 5 5
feelingseffectively
5 5 5 5
presentation.
5 5 5 5
5 5 5 5
requiredtodoso.
5 5 5 5
5 5 5 5

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