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

1. OTOBI
GROUP-9
Muhammed Asif Khan (ZR-71)
Musharrat Rahman (RH-97)
Afsara Abed (RH-101)
Md. Ayman Sadiq (ZR-103)

2. Industry Overview
5,000
Crore
18%
Market Size Growth Rate

3. Industry Overview
Otobi, Hatil,
Navana, Partex,
Brothers,
Furnitech, Legacy
Organized sector Unorganized sector
Roadside and
footpath stalls,
informal seller
etc

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. 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. 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. 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. 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

9. Company Overview
NEWS
CAMPAIGN
DIWALI
CAMPAIGN
EXISTING MARKETING CAMPAIGNS

10. Company Overview
GAP ANALYSIS
No breakthrough
campaign
Prevailing negative
perception
Untapped young
target group
1
2
3

11. Branding Strategies
CAMPAIGN ONE
ঘরকে নয় জীবনকে সাজান

12. Branding Strategies
Its an experience
Its your family
It’s a product
Its only your
furniture
OUR TARGETCURRENT MINDSET
Change in perception

13. Branding Strategies

14. Branding Strategies

15. Branding Strategies

16. Branding Strategies
We asked a few people if
they could tell us the
message or the place of an
OTOBI billboard

17. Branding Strategies

18. Branding Strategies
CAMPAIGN TWO
কেনকে নয়, দেখকে আসুন

19. Branding Strategies
We asked a few people
about what they feel about
OTOBI

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. Branding Strategies
High Price
Not Durable
Not worth it

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. Branding Strategies
Affordable and durable
Its worth trying
High Price
Not Durable
Not worth buying
OUR TARGETCURRENT MINDSET
Change in perception

24. Branding Strategies
CAMPAIGN THREE
HITTING THE REVERSE PSYCHOLOGY

25. Branding Strategies

26. Branding Strategies

27. Branding Strategies

28. Branding Strategies
ঘরকে নয় জীবনকে সাজান
আবার দেন অটকব
Timeline & Budget
কেনকে নয় দেখকে আসুন

29. THANKYOU
Counting the days when you’ll furnish your LIFE
with OTOBI as well