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Re Branding of OTOBI


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Revitalizing the promotional strategies of Otobi home furniture in the current market scenario

Published in: Marketing, Business, Technology
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Re Branding of OTOBI

  1. 1. OTOBI GROUP-9 Muhammed Asif Khan (ZR-71) Musharrat Rahman (RH-97) Afsara Abed (RH-101) Md. Ayman Sadiq (ZR-103)
  2. 2. Industry Overview 5,000 Crore 18% Market Size Growth Rate
  3. 3. Industry Overview Otobi, Hatil, Navana, Partex, Brothers, Furnitech, Legacy Organized sector Unorganized sector Roadside and footpath stalls, informal seller etc
  4. 4. Company Overview OTOBI Limited – At a Glance No. of Own Retail Outlets 18 No. of Dealers 288 No. of Factories Three Factories: I. Mirpur Factory for Chair & Sofa ii. Shyampur Factory for MS & LB product iii. Savar Factory for Wooden product Export Destinations India (Mostly in Calcutta)
  5. 5. Company Overview Category Home% Office% Laminated Board 42% 58% Steel 10% 90% Plastic 11% 89% Chair & Sofa 5% 95% Wood 96% 4% AC 10% 90% Interior 7% 93% Kloset 100% 0% TOTAL 52% 48% CATEGORIES BASED ON TARGET GROUP
  6. 6. Company Overview CATEGORIES UNDER HOME FURNITURE SEGMENT Bed Room Furniture Bed/ Bed Side Table Chest of Drawer/ Wardrobe Cabinet Dressing Table/ Stool/ Mirror Stand Kids Furniture Reading Table/ Computer Table Living Room Furniture Sofa / Upholstery/ Divan Showcase Recliner/ Rocker Accent Chair- Table/ Center Table Display / Magazine/ Shoe Racks TV Cabinet/ Entertainment Unit Dinning Room Furniture Dinning Table Dining Chair Dinner Wagon Sideboard Kitchen Racks Tea Trolly
  7. 7. Company Overview COMPETITIVE STRENGTHS largest furniture manufacturing company Strong brand recognition State of the art automation system Extensive national distribution network Committed after sales service 1 2 3 4 5
  8. 8. Target Market Vision: Driving innovation in the industry Strengths: Skilled workforce R&D Production site POD: New product and service solution Middle class to higher middle class Primary target: 25- 45 year old segment Value proposition: Quality & comfort
  10. 10. Company Overview GAP ANALYSIS No breakthrough campaign Prevailing negative perception Untapped young target group 1 2 3
  11. 11. Branding Strategies CAMPAIGN ONE ঘরকে নয় জীবনকে সাজান
  12. 12. Branding Strategies Its an experience Its your family It’s a product Its only your furniture OUR TARGETCURRENT MINDSET Change in perception
  13. 13. Branding Strategies
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  15. 15. Branding Strategies
  16. 16. Branding Strategies We asked a few people if they could tell us the message or the place of an OTOBI billboard
  17. 17. Branding Strategies
  18. 18. Branding Strategies CAMPAIGN TWO কেনকে নয়, দেখকে আসুন
  19. 19. Branding Strategies We asked a few people about what they feel about OTOBI
  20. 20. Branding Strategies Over Priced High Price High Price Not Durable Over Priced Not Durable Not Durable Less Durable Elegant Elegant Elegant Lasts longer Innovative Innovative Creative Worth the price Worth the price
  21. 21. Branding Strategies High Price Not Durable Not worth it
  22. 22. Branding Strategies A revolving structure of a well furnished room Five different Fridays, five different places Memorable clips combined into videos Live streaming and recording Execution Plan
  23. 23. Branding Strategies Affordable and durable Its worth trying High Price Not Durable Not worth buying OUR TARGETCURRENT MINDSET Change in perception
  25. 25. Branding Strategies
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  28. 28. Branding Strategies ঘরকে নয় জীবনকে সাজান আবার দেন অটকব Timeline & Budget কেনকে নয় দেখকে আসুন
  29. 29. THANKYOU Counting the days when you’ll furnish your LIFE with OTOBI as well