Branding & Positioning of OTOBI
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1) Otobi Limited is a leading Bangladeshi furniture manufacturing company that was founded in 1975 and incorporated in 1984. 2) It has extensive national distribution networks including over 18 retail showrooms and 288 dealer outlets across Bangladesh. 3) The company's brand mantra is "Live Life Comfortably" and it aims to provide reliable, durable, and comfortable home and office furniture to customers.
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Branding & Positioning of OTOBI
- 1. Ahsanullah University of Science and Technology
- 2. TOPIC Review Features Band Mantra ID: 13-02-07-071
- 3. OTOBI means forest Founder Late Nitun Kundu Started its journey in 1975 as a studio Later turned into a workshop for INNOVATIVE OBJECTS which subsequently turned into a workshop for manufacturing MODERN FURNITURE. OTOBI Limited was incorporated as a private limited company in September 29, 1984 REVIEW
- 4. 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
- 5. BRAND MANTRA Live Life Comfortably Relax Refresh Revive
- 6. TOPIC Bulls Eye SWOT Analysis ID: 13-02-07-057
- 7. BULLS EYE Values RTB Visual identity Live Life Comfortably Reliable Durability Comfort
- 8. 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
- 9. TOPIC Marketing Mix Marketing Strategy ID: 13-02-07-058
- 10. MARKETING MIX Product Home Furniture Bedroom Dining Display/Shelves Entertainment Solution Kids Furniture Living Utility Office Furniture Office chair Office Living Office Storage Office Table Hospital Furniture
- 12. MARKETING MIX Place Shopping mall Corporate area Nearby of kindergarten school Nearby of big resident area Common busy area like Mirpur 10, Banani, Mahakhali etc.
- 13. MARKETING MIX Promotion Lifestyle magazine ad Newspaper ad 3D Billboard Sponsor SMS (Informing about new offers)
- 14. MARKETING MIX
- 15. MARKETING MIX
- 16. MARKETING MIX
- 17. 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
- 18. TOPIC Promotional Activities ID: 13-02-07-059
- 19. PROMOTIONAL ACTIVITIES Online Initialization of Facebook review process. Online shopping
- 20. PROMOTIONAL ACTIVITIES Offline Discounts Retailer commission Seasonal/festival sales Coupons Membership card Gift a tree plant with every furniture
- 22. TOPIC CSR Big Idea ID: 13-02-07-060
- 23. CSR Tree plantation Blood donation campaign Making seats for waiting passengers at bus stops R&D Provide hospital bed to clinics of rural areas
- 24. BIG IDEA Current mindset Its a product Its only our furniture High price, not durable Not worth trying Target Its an experience Its your family Affordable and durable Its worth trying Change in perception using different communication and design tools
- 25. BIG IDEA
- 26. ENDING