Marketing Plan For Partex Furniture Final

June 13, 2012
Mr. Khaled Mahmud

Course Instructor
Institute of Business Administration
University of Dhaka
Sir,
We would like to submit the report Marketing Plan for Nature Series of Partex
Furniture Limited which was a partial requirement for the course. In this
report we mainly focus on the process of making an effective marketing plan
for Partex Furniture Limited.
We would like to thank you for giving us the opportunity to do this report.
Sincerely,
Ummay Sumaiya Mutiatur Rasul,

On Behalf of the Group-15
BBA 15th Batch
Table of Contents
PARTEX GALLERY
Executive Summary............................................................................................... IV
1.
Introduction....................................................................................................... 1
1.1.
Origin............................................................................................................. 1
1.2.
Objectives of the report................................................................................. 1
1.3.
Scope of the report........................................................................................ 1
1.4.
Methodology of the report.............................................................................1
1.5.
Limitations of the report................................................................................ 2
2.
Overview of furniture industry..........................................................................3
2.1.
History of furniture industry...........................................................................3
2.2.
Review of Partex over the time......................................................................6
3.
The corporate Setting..................................................................................... 10
3.1.
Mission Statement:...................................................................................... 10
3.2.
Values & Corner-stones:...............................................................................10
4.
Segmenting, Targeting & Positioning...............................................................12
4.1.
Variables of segmentation...........................................................................12
4.2.
The segmentation process...........................................................................12
4.3.
Selecting segment....................................................................................... 15
4.4.
The final target market................................................................................15
4.5.
Positioning Partex in consumers mind.........................................................15
5.
Analyses on Partex Furniture Limited...........................................................17
5.1.
The 3C Model............................................................................................... 17
5.2.
Internal Analyses on Partex Furniture Limited...........................................19
5.2.1.
SW Analysis.............................................................................................. 19
5.2.2.
SWOT in 7Ps.............................................................................................. 20
5.2.3.
GE Model for Partex..................................................................................22
5.2.4.
Extended BCG Matrix for furniture............................................................24
5.3.
External Analysis.......................................................................................... 25
5.3.1.
OT analyses of Partex and competitors....................................................25
5.3.2.
Wood Substitute-price analysis.................................................................27
5.3.3.
Product Price-Design Analysis...................................................................27
5.3.4.
Product price-durability analyses..............................................................28
5.4.
5.4.1.
Porters five forces model............................................................................28

Rivalry within firms...................................................................................28
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5.4.2.
Barriers to entry and exit..........................................................................29
5.4.3.
Threat of Substitute products...................................................................30
5.4.4.
Threat of Supplier Power...........................................................................30
5.4.5.
Threat of Buyer Power.............................................................................. 30
6.
Overview of product line................................................................................. 32
6.1.
Brand personality......................................................................................... 32
6.2.
Description of sub-categories......................................................................33
6.3.
Raw materials used...................................................................................... 33
7.
Price................................................................................................................ 35
8.
Place............................................................................................................... 36
9.
Promotion........................................................................................................ 38
9.1.
Advertisement............................................................................................. 38
9.2.
Sales Promotion........................................................................................... 45
9.3.
Direct marketing.......................................................................................... 46
10.
People.......................................................................................................... 46
10.1.
Design based informed salesperson for timber furniture..........................47
10.2.
Customer need based salesperson...........................................................47
11.
Physical Evidence........................................................................................ 48
11.1.
Renovating showrooms-............................................................................48
11.2.
Design based categorization.....................................................................49
12.
Evaluations.................................................................................................. 49
[3]
PARTEX GALLERY
Executive Summary
It was 1990 when the main revolution of furniture industry started. Before that
furniture industry was dominated by local carpenters and some imported furniture.
In early 1990s, Otobi comes as a big company of manufacturing furniture. Then
comes Hatil, Partex, Navana and legacy along with some other companies. Mainly
Otobi manufactures mechanized furniture and it is the market leader in mechanized
furniture. Recently Otobi has started making wooden furniture. Hatil and Lagacy
make wooden furniture. Partex started their journey through making timber
furniture and later they launched mechanized furniture making.
Partex Gallery:
Partex furniture is a company of Partex Groups founded by Mr. M A Hashem. Partex
is the most environmently furniture manufacturer maximization wood conservation.
Their values are focused on artistic design,integrity and quality orientation.
Target market:
The companys target market is urban educated females whose ages are within 2540. The size of final target market is 1580328. The growth expected in the target
market: is 10.48% in five years.
The company has several strong point of differentiating it from its competitor. For
example they can use their leadership,heritage and the way of making products.
Internal and external analysis:

To have a complete view, some internal analyses have been done. On SW analysis,
we have found that Partex is lagging behind to its main competitor Otobi. The
average rating of strength variables for Partex is 6.31 on a scale of 10 (less than
Otobis 6.88). The average rating of weakness variables is 6.81 which is higher than
that of competitor Otobi (5.25). The reasons are some undeniable reality. The
company has a first movers advantage but fail to utilize it. The company does poor
in promotional activity. On OT analysis, Partx has more opportunity than its
competitor. The main opportunity is the increasing environmental awareness in
Bangladesh. Partex is at build selectively stage at GE model.
In terms of 7Ps partex has several weaknesses. There is a lot of chance to make
attractive and useful products. In terms of design, Partex is behind Legacy and Hatil.
[4]
PARTEX GALLERY
They give a sales discount thrice a year on rgular basis that often hampers their
profit and some customers only buy at the discount time. So the sales yearly
distribution is not that smooth. The number of outlets are few and most of the
showrooms are inconveniently placed, for example some showrooms lack parking
space, some showrooms are at VIP road where rickshaw does not go. The
showrooms are clumsily organized. The promotional activity is very few in terms of
quality and quantity. The sales persons are not that motivated and they do not have
specific task. The whim of owners also discourages executives. The whole process of
buying is not that customer experience focused. The delivery system is slow.
the strategies:
partex should increase number and quality of advertisements as it does not reach
the mind share of many potential customers. Instead of giving discount,it should
give voucher and gifts that would seem more worthy to customers. Miniature
display and catalogue should be available to common public place. It should make
the showrooms more attractive and resourceful so that the potential customers at
least pay a visit to the showroom to see furnitures. Is should classify loyal
customers and increase direct marketing. It can differentiate itself as an
environment friendly furniture company. It should also announce durability of their
furniture by giving warranty.
Evaluation:
The increase of market share is supposed to increase a great deal in regard of costs
as calculated. As the ROI is positive and worthtaking, Partex should go for the
strategy.
[5]
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1. Introduction
1.1.
Origin
This report is prepared as a partial requirement for the course Marketing

Management instructed by Professor Syed Ferhat Anwar. This report has
been prepared by group 15, which consists of four members, of BBA 15 th
batch.
1.2.
Objectives of the report
This report aims at developing a marketing plan for Nature Series of Partex
Furniture Limited through doing an internal and external analysis of the
company.
1.3.
Scope of the report
The report deals with a special category of furniture called Nature Series.
The report deals with the bedroom settings. The plan is made for
countrywide operation and we took Dhaka Metropolitan City as a standard to
measure the characteristics of the target market.
1.4.
Methodology of the report
The information used in this report is mainly secondary data collected from
Marketing Plan for Nature Series |
of Partex Furniture Ltd.
PARTEX GALLERY
various publications and websites. Academic books are also consulted.
Primary data is collected from interviews, personal observations.
1.5.
Some
Limitations of the report
internal
company
information
was
not
available
because
of
maintaining confidentiality. In those cases, information has been estimated.

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2. Overview of furniture industry
2.1.
History of furniture industry
The main revolution of modern furniture in Dhaka city started during the late
1990s. Before 90s furniture industry was in a scattered form and a few
furniture maker shops were here and there in Dhaka city. However, they were
non-united and they did not think it as an industry. They just worked out as
hereditary business.
However, during late 90s, furniture business emerges as an important field of
modern furniture industry.1 It has changed up its traditional materials and
design, many new raw materials being added in furniture industry and many
types of modern shape and new furniture being emerged. Local furniture
manufacturers are meeting a huge local demand while the upper section of
society is also having access to imported furniture. Fortunately, the local
companies have the lions share of the market. After meeting the local
demand, furniture industry moves forward and is concentrating on exporting
furniture to neighboring countries specially India. In 2007-08 fiscal years, $
2.44 million worth of furniture was exported, which was 0.02 percent of the
total export earnings.2
1 Market Potentials of Modern Furniture in Metropolitan Dhaka City,

Md. Joynal Abdin (FBCCI)
2
www.bdnews24.com/rb/dg/bd/1134h.
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Bangladesh has potential in this particular sector both locally and abroad.
The saga of furniture industry in Bangladesh has mainly originated from
normal local carpenters who used to work on small levels. The craft and art
engraved in todays furniture bears the testimony of their practice. Some
local furniture boutiques still are carrying that heritage forward but in a small
level. There are 5,000 registered furniture houses in the country, according
to the Bangladesh Furniture Association. Almost 99 per cent of them are nonbrand operators.1
However, brand furniture has curved out a niche among the people. Some
manufacturers are holding more than 50 per cent of the countrys furniture
market worth about Tk 1,600 crore and the forecasted market growth rate for
2007-2012 is 23.2%. The overall furniture market of Bangladesh is forecasted
to grow in the following manner2:
1
2
Statistical Market Forecast for Furniture in Bangladesh, Gobi International, 2007
PARTEX GALLERY
Series 1
2
1.5
Series 1
1
0.5
0
20052006200720082009201020112012
Figure 1 Market Forecast for 2007-2012 in case of Bangladesh
Otobi is the perceived leader of this branded furniture segment. 1Following

the footsteps of Otobi, pioneer in establishing brand name in furniture,
Navana, Partex and Hatil are following same type of strategy and have
already established their brand names. Besides, the state-owned Bangladesh
Forest Industries Development Corporation, Akhtar and Legacy are the other
major brand names in the local furniture market.
The noteworthy Brand Furniture companies are:
1. Otobi: According to CEO Sabbir Hasan Nasir, Otobi is currently holding
70% of branded furniture segment and its current turnover rate is 500
crore per year. Otobi has 13 showrooms in Dhaka and 300 dealers
across the country. Sector experts, said the main reason behind the
phenomenal rise of Otobi is to deliver attractive furniture through wood
substitutes like particle, plastic and laminated boards. Otobi was quick
1
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in action to conceive the idea of manufacturing furniture items by
wood substitutes and became successful for its aggressive and
integrated marketing strategy.1
2. Hatil: Since its inception in 1989, Hatil has been a trendsetter in

innovation, design, management practices and quality in Bangladesh.
It is the market leader in household wooden and processed wood
furniture segment. In 2005, they had major expansion and are
currently operating around 80 outlets in Bangladesh, 1showroom in
Calcutta and 3 other distribution centers in India. They are looking
forward to exploring the international market with foreign partners.2
3. Navana: Navana is one of the most well known brands in the local
market with a wide variety of products. The inception of Navana Group
in the countrys new generation furniture (wood substitute furniture)
market occurred almost four years ago. Navana furniture ergonomically
solves to ensure comfort and durability. Navana has 80 showrooms all
over the country and has recently started exporting to Agortola,
Calcutta.3
1
2
ICPAR Mumbai, April 14, 2009
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4. Legacy: Like Hatil, legacy concentrates in wooden furniture segment
and targets the higher market segment. It started operating in 1995 1.
Sharmin Siraj, a designer at Legacy Furniture Ltd, which produces
artistic furniture, said people have now become more conscious about
aesthetic beauty of home furniture, being a bit costly.2
5. Akhtar: Akhtar Furniture is a sister concern of Akhtar Automobile Ltd. It

operates in wrought iron, wooden and other furniture. Akhtar has fame
in the upper segment of the market for its wooden furniture and
operates outside the country especially in Middle East.
2.2.
Review of Partex over the time
Invention of particleboard
When renowned scientist Dr. Qudrat-e-khuda invented particleboard from
patkhori, it made a breakthrough as a replacement of wood. It was perceived
to be a solution to the need of timber in different wood-based industries
3
1
www.bangladeshinc.com
2
Interview at Fourth National Furniture Fair, 2009
PARTEX GALLERY
along with a way to solve alarming rate of wood smuggling. It also proved to
be economical to use particleboard, as Patkhori was mainly the wastage of
the Adamji Jute mill. The then Pakistan Government took patent of the
formula and first implemented it in the Partex Company, as the company was
a government company that time.
Investment in particleboard
With the help of the Privatization Act, Bangladesh government wanted to
yield the company in private hands to ensure proper use of its resources.
Then, M.A.Hashem came forward to patron this company with a view to
prosper as the finest particleboard manufacturers in the country and if
possible carry this name overseas. With a lump sum of 40 million taka, he
bought it from the government and started its functioning. However, finest
people are needed to improve the condition of this fine company along with
its fine board. So gradually, the company grew up into a first-class
particleboard maker.
Improvised board making
It is a known and agreed fact that there is always room for improvement.
That is why Partex did not stop only with the same particleboard invented
long ago. Many problems arose with that old board. It did not have high
durability, was easily damaged by water or heat, did not have a fashionable
look and it was quite fragile. Therefore, R&D sector started putting their
efforts in it to find out a way to improve. Several upgrading is shown by the
flowchart given below:

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Particleboard
Wood substitute
Vineer Board
Cover & protects particleboard
Cross vineer
Reinforcing capability
2
3
Laqur and grating

fulfills varnishing purpose
Figure 2 Transition to modern furniture
From board to furniture
At the beginning, Partex was just the supplier of particleboard. Later, it

started using boards in door making. However, as the board has a size of 20
feet and only 14 feet is needed to make a door, the remaining 6 feet had no
utility. That is why; the company had to sell it to local manufacturers at a
much lower price, sometimes lower than the landing price. Therefore, the top
management came up with a view to use this remaining part and
concentrate in furniture making.
The furniture village
As said before, finest people are needed to come up with finest work. That is
why; Partex recruited 555 carpenters who have expertise on woodcarving
and furniture making. In order to make them feel homely in factory area
Naryangonj, the company established schools for their children, built up
homes and provided job to their spouses. Thus, a whole Partex village came
into form.
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Traditional
furniture(1999)
Mechanized &
traditional(200
3-05)
batch
production
little
customization
batch
production
Innovative(200
6-to date)
batch
production
requires proper
marketing
Figure 3 History of Partex Furniture
Era of mechanized furniture

Around the year 2003, Partex became interested in making mechanized
furniture as it has growing demand among the consumers. The company
recruited 203 people who were experts in using CDS, CNC and making
mechanized furniture. However, they could not merge with the artisans in
the initial stage and Partex had to go through a cultural dilemma. Therefore,
their production can be time lined as follows:
Position of Partex
Partex is now a quite well known brand as a furniture manufacturer. They are
renowned because of their self-reliance that emphasizes their vertical
integration. Their forest-friendliness is also a major issue as they do not take

10
PARTEX GALLERY
wood from local timber traders but buy from international timber trading
association.

11
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3. The corporate Setting
3.1.
Mission Statement:
We, through our forest-friendly interior adornment business aim to bring

comfort & style in the lives of the prosperous by making quality-oriented
furniture through blending with traditional and artistic woodcraft.
3.2.
Values & Corner-stones:
Partex perceives four elements as the cornerstones that build up the

business and support the company to move forward. The core value-integrity
of Partex further influences these cornerstones.
Value-Integrity
Partex Furniture values integrity in every sphere of business and emphasize

on maintain high ethical standard in the daily conduct of business. Partex has
adopted integrity as the guiding principle and follows it everywhere:
Art &
Innovation
Integrit
y
Environmen
tfriendliness
Qualityorientation
Customer
Focus
Figure 4 Value & cornerstones of Partex Furniture Ltd.

12
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Cornerstone 1: Quality orientation

Partex Furniture promises to maintain superb quality of our products
especially regarding raw materials, technology and design. Due to the
relentless effort to uphold this promise, Partex has achieved ISO certification
and made a place of its own in the international market.
Cornerstone 2: Art & Innovation
A piece of furniture is not only a thing for storing things or for sitting or
sleeping on. Partex believes in providing the customers new and innovative
products with international standards to match with the changing lifestyle of
today.
Cornerstone 3: Environment-friendliness
Partex maintains and operates the business for long-term sustainability.
Partex believes that saving the environment is essential for that. To ensure
wood conservation, Partex combines economic use of wood and creates
wood substitute products for furnishing needs.
Cornerstone 4: Customer Focus
Partex focuses on the fulfillment of customers needs. To ensure that
fulfillment, Partex tries to offer complete solutions, free technical consultancy
services, after sales support and efficient delivery system. Above all, Partex
wants to deliver quality products that exceed expectations.

13
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4. Segmenting, Targeting & Positioning
A good market segmentation will result in segment members that are
internally homogenous and externally heterogeneous; that is, as similar as
possible within the segment, and as different as possible between segments.
4.1.
Variables of segmentation
For segmenting the overall (existing and potential) market, demographic

variables like age, gender, education were used as the determining factors.
The social factor such as urban area is also taken into account.
Demographic Factors: age, gender and education
Measurable and exact size can be evaluated
The market can be grouped easily
Geographical: urban
Operations and lifestyle remains quite same in a domain
4.2.
The segmentation process
To find an appropriate segment it is necessary to remember two things. First,

the needs of a segment we drive to should match the benefits offered by our
product and go according to our value proposition. Second, the benefits we
offer should be grater then other competitors working within the same
industry. Thus, for segmenting the total market, we first need to identify the
needs of different segments and find out the benefits we can provide them.
Thus, we can pick up the segments whose needs we can satisfy most.

14
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Segmentation step 1: urban people
Needs
Style in living
Benefits offered by Partex

Designs blends traditional
modern craft
Easy access for further repair Satisfactory repair service
work
Easy
interior
Multiple use of commodities
Portability
in Convenient design of furniture
accommodation
Flexibility
to
choose
and
Multi functional furniture

Light-weight, disassemble possible
furniture
from Availability of various design
different options
Simplicity in designs
Neat interior
Need to keep status within Value based pricing
own circle
Size of the segment: 1, 89, 28,1841
Segmentation step 02: Female

Needs
I. Feel confident about home- Established brand name
II.
furnishing
Comfort for eyes
Visually
soothing
designs
for
furniture
1
Statistical Year Book 2006, page-51
15
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III.
Uniqueness
Innovative, continuously changing

product design
Size of the segment: 86, 84,0101
Segmentation step 03: Educated

Needs
Meet the growing trend of Creating new designs using mix of
native art and craft
solid
wood
curving
and
Depiction of Aestheticism
particleboard
Product blends folk and nobility
Size of the segment:

Total number of urban female* female education rate in urban area
=86, 84,010* 64.67%2
= 56, 15,949
Segmentation step 04: age group (25-40)

1
2
16
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Needs
Feel up to date

Contemporary design and materials
of furniture
Consciousness
Show constructive attitude
regarding
wood
conservation
Establish recent changes in Wide array of furniture targeted
towards families
marital/job/residence status
Size of the segment:

Total number of educated urban female * Rate of female of ages 25-40
=56, 15,949*28.14%1
=15, 80,328
4.3.
As
Selecting segment
a home-adornment company, we choose to follow concentrated
segmenting. Because,
We will go for large share in one or few market segments
Build and retain position by superior knowledge and reputation in
those few segments
Innovate variety within a few categories and thus market our
products more efficiently.
4.4.
The final target market

The size of final target market: 1580328
1
17
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The growth expected in the target market: 10.48% in five years2
4.5.
Positioning Partex in consumers mind
Partex has several strength points to differentiate their furniture from others.
For example:
a) Attribute ownership: Partex should position their products in a way
that will attach a particular attribute to their products. When people
hear the name Otobi, people think of light and simple design, when
people come to the name of Legacy, exclusive design comes to their
mind. So Partex has to own an attribute different from its competitor.
Hatil is related to solid wood furniture and Navana is related to cheap
furniture.2 Partex should choose an appropriate attribute for example
innovative design in durable furniture and position their products in
consumer minds. If they want to establish the attribute durable they
can give written warranty to the customers. This idea will be new in
furniture industry and Partex will gain an advantage.
b) Leadership: Partex is the pioneer in the concept of wood conservation
while making furniture and they should not be afraid to brag about it.
While the recent craze is about environment friendliness, they can take
advantage of it. In their campaign, they should articulate that they are
the leading environment friendly company.
2
Size of target market in 1996=15203Size of target market in 2001= 16796
So, the growth expected in the target market=1593/15203*100%=10.48%
2
18
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19
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5. Analyses on Partex Furniture Limited
5.1.
The 3C Model
The 3C Model is a strategic look at the factors needed for success. Kenichi
Ohmae, a business and corporate strategist, developed it.
The 3C model points out that a strategist should focus on three key factors
for success.1 In the construction of a business strategy, three main players
must be taken into account:
A. The corporation
Selectivity and sequencing:
The corporation does not have to lead in every function to win. If it can gain
decisive edge in one key function, it will eventually be able to improve its
other functions which are now average.
Partex earns more profit margins from timber furniture and a meager profit
margin from mechanized furniture though the sales volumes of mechanized
and timber furniture is almost same. So, Partex Should focus on timber
furniture.
Make or buy:
In case of rapidly rising wage costs, it becomes a critical decision for a
company to subcontract a major share of its assembly operations. Partex has
a very good relationship with the carpenters and suppliers. Most of the
1
www.wikipedia.org
20
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carpenters work there at contract basis. There are some groups of carpenters
who work for Partex on contractual basis. So, Partex should continue the
current strategy of making the furniture using the vertical integration.

21
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Cost-effectiveness:
Partex claimed to have the cost leadership in furniture market. As it ensures
maximum wood preservation and contractual artisanship, it has succeeded
to maintain cost effectiveness.
B. The Customer
Segmenting by objectives:
Partex has segmented its customers by objectives. The company makes
timber furniture, mechanized furniture and office and hospital furniture.
Mainly timber furniture is for upper class people who want elegant design to
decorate their houses, mechanized furniture is for people who want simple
design and durability for low price and office and hospital furniture is for
commercial uses.
Segmenting the market once more:
In fierce competition, competitors are likely to be dissecting the market in
similar ways. Partex has a scope of segmenting the market in a narrower
way. There is a market for selling mechanized furniture in a lot for
commercial use and Partex segmented that market but there is also a market
which will buy high price timber furniture in a bulk for commercial use (for
example, first class hotels, resorts, apartments etc) and Partex has not
segmented that market yet.
C. The Competitor
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These strategies are constructed by looking at possible sources of
differentiation in functions such as: design, engineering, sales and servicing.
In both mechanized and timber furniture, the performance of Partex is not
that much different from the competitors. In mechanized furniture, the main
competitor of Partex is Otobi. In timber furniture, Partex and its competitor
sell through own showrooms. However, Partex has several strengthening
points to differentiate its products from the competitors and the company is
lagging behind to differentiate its products from others.
5.2.
Internal Analyses on Partex Furniture Limited
5.2.1.
SW Analysis
Strength- Weakness analysis of Partex and competitors:
Strengths
10
10
9
8
7
6
5
54
3
2
1
0
Weaknesses
Strength-weakness analysis of Partex furniture gives a look into the internal

qualities of the company.
Though being the first mover in the furniture
business, Partex is lagging behind its main competitor Otobi.

The average rating of strength variables for Partex is 6.31 on a scale of 10
(less than Otobis 6.88). Though it is above average, it is not good enough.
23
PARTEX GALLERY
Further look into the strength variables of the company reveals some
inconvenient facts1.
Partex has the first movers advantage but they dont actually use it to
promote their product. Otobi is already established as the generic name for
mechanized furniture. Partex products have long durability but again this
point is never highlighted in their marketing campaigns. They dont even
provide any kind of warranty which projects an image of nondurable products
in consumers minds.
Partex scores very low in some strength variables. It indicates their lack of
initiatives on those spheres. The packaging of the furniture is also very
ordinary and often fails to secure the furniture from scratches and smudges.
Partex doesnt have any customer hotline or standby helpline (one of the
competitors, Otobi, has already started it).
The average rating of weakness variables is 6.81 which is higher than that of
competitor Otobi (5.25). The reasons are some undeniable reality.2
As Partex Furniture is often treated virtually as a brand extension of the
Partex Particle Boards, the company faces problems to cope up with rest of
the Partex group.
Partex also has a very weak demand forecasting which often results in pile of
products in the showrooms. It is mainly because Partex doesnt have an
1
Appendix-1
2
Appendix-1
24
PARTEX GALLERY
exclusive database of past records to forecast on. Centralized nature of the
company is also responsible for this.
The SW analysis clarifies the internal problems and strengths for Partex
furniture. Steps should be taken to minimize the weaknesses and highlight
the strengths.
5.2.2.
SWOT in 7Ps
From the SWOT analysis that we have done, it is imminent that Partex has a
lot to improve in its marketing mix. Here we will discuss the SWOT of Partex
in the light of 7Ps.
Product:
Partex has to develop their product. From the SWOT analysis, major
weaknesses for product can be attributed to, unattractive, non-descriptive
and generic packaging and nonflexible space consuming design of the
product.

25
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Price:
Partex should not give exaggerated sales promotion. Sales promotion often
creates quality dilution in the consumers mind. Rather Partex should focus
on value added gifts like vouchers or show pieces. Sales promotion also
increases price sensitivity among the consumers.
Place:
The Partex showrooms are not exactly at hand for most of the people. There
are seven owned showrooms of Partex. The other outlets are dealer based.
Even in Dhaka, their largest showroom is inconveniently placed in Farmgate.
High score in Unsuitable location of showrooms denotes that. Moreover,
the showrooms are clumsily decorated, placements of products are not
category based; rather they are rather product based.
Promotion:
Partex has major weaknesses in promotion. They take few promotional
campaigns which are shortly effective but do not create any value in the
mind of customers. Moreover, their billboards and printed ads are often
misplaced which results into low turnover of the advertisements. Partex
should also try to diminish the effect of promotion threats like consumers
avoidance of ads, low attention span and unexposureable media habit of the
consumers.
People:
Partex has a friendly and active sales force in their showrooms. But, the
problem is that there is no job-specification. Their sales force should be more
motivated. But hasty decision making, de-motivating corporate ladder,
inconsistency of company culture and primarily the rigid structure of Partex
are contributing to the dissatisfaction of the employees.
26
PARTEX GALLERY
Process:
The delivery time of Partex furniture is still high on average. Partex have
shown instant delivery capabilities on special occasions, we propose that this
should be practiced on every purchase. However, the immediate step is to
meet the given deadline. Consumers really do not think high of a company
that breaks its own promise.
Physical Evidence:
The exterior design of the showrooms is such that it is hard for the customers
to identify the showrooms. Like the other papa-mama stores, the showrooms
of Partex are painted in white, blue and red color mainly.
5.2.3.
GE Model for Partex
We Identified 16 variables of business strengths for Partex. We assigned

weight to each variable based on their importance. Then, Partex is rated
each variable in a scale of 1-5. After taking the weighted average of the
variables, we got the business strength rating for Partex.
11 variables for market attractiveness were selected based on a rough

survey among the prospective and existing buyers of the furniture. The
rating was given by the consumers.2
Business Strength
1
Appendix-3
2
Appendix-4
27
Market Attractiveness
PARTEX GALLERY
5
Protect Position
Invest to Build
Build Selectively
3.6
Build Selectively
Selectivity/Manage
Limited Expansions
for Earnings
2.3
Partex
Protect
Refocus
and Manage
for Divest
Earnings
1 5 3.67
2.33
Partex has scored low in Market attractiveness. Partex falls in the build
selectively segment. Though they are still in the favorable portion of the
GE matrix, they actually need to develop some of their attributes.
To be specific they should
Increase number and quality of advertisements

Make the showrooms more attractive and resourceful
Increase direct marketing
Use environmental awareness as business tool
Announce durability of their furniture
Invest on most attractive market segment
Create the ability to counter the competition in companys low
market share segments

Create growth opportunities in untouched market segment

28
PARTEX GALLERY
Market Growth
5.2.4.
5
1.5
%
-2%
Extended BCG Matrix for furniture
Stars
Timber
Question Marks
mid-priced
Hospital Furniture
Interior Decoration
furniture
including
Computer Furniture
Sofa, Dinning Set,
Alternative material Sofa
Alternative material Chairs
Beds,
Dressing
Partex Aesthetic
Tables etc.
Lister Series
Cash Cows
Dogs
Auxiliary Furniture
Kitchen Cabinets
Alternative material
household furniture
Orphans
Victorian Furniture
Dead
0.5
0.05
Share

29
PARTEX GALLERY
5.3.
External Analysis
5.3.1.
Opportunities
OT analyses of Partex and competitors
10
10
9
8
7
6
5
54 4
3
2
1
0
Threats
Opportunity-threat analysis of the company gives information about the

external forces acting upon the company. While some of these forces are
favorable for Partex, steps should also be taken to minimize the unfavorable
effects.
The average opportunity score for Partex shows that the company is in a
better position to take advantage of the opportunities than the competitors
are. Environmental awareness is rapidly increasing in Bangladesh. Due to the
fact that Partex has strength in minimization of wood use, Partex can avail
this opportunity. The approval of environmentalists for their products can be
an added advantage for them. The competitors have not started to take
advantage of the awareness; here Partex can make a difference. The overall
preference for brand furniture is also increasing; sufficient awareness about
the company among the customers will cause this preference to increase the
sales.

30
PARTEX GALLERY
The current trend of appreciation for folk crafts and traditional motifs is also
an excellent opportunity to promote themed products. Export opportunities
also look promising for furniture sector so that option is worth tapping.
But on the other hand, Partex is also more sensitive to external threats than
other competitors. A number of external factors seem to be problematic for
Partex. The timber furniture market has exposureed maturity, though it holds
the largest share in the furniture market. Decreasing growth rate of timber
furniture market is decreasing and companies must find other solutions to
survive. High exit barrier in furniture industry also prevents Partex from
experimenting with their products.
Lack of import barriers for foreign furniture import is also creating new
competitors, which, though depending entirely on outside supply, are
capturing a significant portion of market share. Another hidden threat is the
off stream plastic furniture makers. Plastic furniture is becoming popular for
their low price and lower maintenance cost. The consumers media habit,
especially avoidance to ads and low attention span often prevents the
company to exposure its target bunch of consumers with the right message.
Partex has to deal with it by carefully designing and placing their ads for
maximum reach.1
1
Appendix-2
31
PARTEX GALLERY
Materials used
5.3.2.
5.3.3.
Wood Substitute-price analysis
Price of the Product

High Medi Lo
Price
um
w
Price Pric
e
Wood Legacy Hatil, Infini
Close
to
Wood
Fournit
ure
Boutiqu
e
Wood
Substit
ute
Akhter
Partex
te
Otobi
Parte
x,
Otobi
,
Infini
te
Product Price-Design Analysis
In
000s
Very
Attractive
120-
Legacy,
Design
Innovati Typical
ve
shop
+Job Typical
No
exclusiv
e
design

32
Price range(bedroom set)
PARTEX GALLERY
abov
e
Akhtar,
Hatil,Impor
ted
90120
65-90
50-65
35-50
5.3.4.
Partex
Aestheti
c
Partex
(timber)
Otobi (timber)
Partex(mechaniz
ed),
Otobi(mechaniz
ed)
Partex Lister
Navan
a
Local
Wood
shop
Product price-durability analyses

33
PARTEX GALLERY
Price 35-50
Durabil
50-65
65-90
Mediu
d)
Navana,
Local
Partex
Partex
Carpenters
(timber)
Lister,
(timber)
90-120
120-above
ity
Low
Local
Carpenters
(mechanize
Local(timbe
r)
High
Otobi
Otobi
Partex
Legacy,
Hatil,
(mechanized)
(timber)
Aestheti
Akhtar,
Imported,
Furniture
Boutique
5.4.
Porters five forces model
5.4.1.
Rivalry within firms
Rivalry among existing Firms in the furniture industry is intensified by the

following factors:
i. It is noteworthy that Hatil and Otobi, the main rivals to Partex came
earlier in the market.
As a result, rivalry is intensified among the
established firms because of Partexs creating the risk of potential

entrant.
ii. The least intense rivalry will prevail in an industry in which one or a
few large firms dominate. Thus, if we look at the Brand Furniture

34
PARTEX GALLERY
industry comprising Partex, Hatil and OTOBI there are few companies
with shared dominance. This results in Oligopoly. .
iii.Though Partex had 100 crore taka as investment, the full-scale
operation for Partex is yet to begin and apparently it is following otobi
and hatil. That is how the strategy do not differ much from them and
rivalry increases. In spite of this, the other two company do not
mention having Partex as a noteworthy competitor and continues with
their own strategy.
iv. Furthermore, both
the
principle
competitors,
Hatil
and
OTOBI,
pioneered the concept of Brand Furniture industry, which has

apparently been booming for the past 4 years 1. Partex identified this
opportunity in the market and it is not a new entrant. In the end, with
the strength of integration prevailing within Partex, there are
possibilities of the industry becoming highly consolidated.
v. The furniture industry is not a commodity market and each player has
its
differential
furniture.
advantages.
OTOBI
has
pioneered
panel-based
Imported-furniture based companies are also coming up.
Hatil has set the tone in brand timber-based furniture and Partex
eventually followed that. In this situation, price is not that big a factor
rather its the brand image, quality, innovation etc. that create the
difference. Moreover, when the differentiation is well established, each
company has quite a blue ocean of their own and thus the rivalry
becomes less.
1
OTOBI introduced brand furniture in the International Trade Fair 1999

35
PARTEX GALLERY
5.4.2.
Barriers to entry and exit
Exit barriers are economic, strategic and emotional factors that may keep
Partex in the furniture industry even if returns are low. Exit barriers further
create chronic overcapacity and the intense rivalry which accompanies that
condition.
High Exit barriers for Partex:
Since Partex is a relatively new entrant in the home furniture industry and
they have invested Tk 100 crore to establish their stand in the market, it
makes it hard for Partex to leave the industry.

36
PARTEX GALLERY
5.4.3.
Threat of Substitute products
Close substitutes for Partex furniture are:

Wrought Iron furniture
Plastic furniture
Solid wooden furniture
These close substitutes are a very potent competitive threat for Partex
furniture concern. Moreover, the Wrought Iron furniture boomed up as a fade
and now lost their attractiveness due to low durability while plastic furniture
is perceived as outdoor furniture and targets to a different market segment.
Thus, the threat for Partex is substantially less.
However, the solid wood made furniture is a big threat for Partex. The
consumers perception is that the wood made furniture is more reliable and
that the particleboard is made of jute-stick only. Besides, wood can be
extensively curved but boards cannot be. To cope with this problem Partex
started to integrate solid wood-curving upon their particleboard furniture.
5.4.4.
Threat of Supplier Power
For Partex the threat of the bargaining power of the supplier is likely to be
low due to
Vertical integration
Good relation with foreign timber traders

37
PARTEX GALLERY
5.4.5.
Threat of Buyer Power
The buyer is the next person downstream in the value chain. The buyers of
Partex are grouped as the following:
General consumers having event-wise demand, buy in small amount
but altogether build a large group providing maximum revenue.

Institutions and organization having bulk demand
Furniture buyers can integrate backward if suppliers cannot offer satisfactory

prices. Often consumers choose designs of furniture from galleries and
produce them through individual wood artisans.

38
PARTEX GALLERY
6. Overview of product line

PARTEX GALLERY has introduced a fundamentally new pattern of furniture by
the end of 2005. This type is based on the philosophy of Pablo Picasso. The
philosophy of Pablo Picasso says that the origination of all creations is
inspired from nature. With an awe-inspiring combination of artistic talent of
Artist Mizanur Rahman (from CTG institute of Fine Arts), and a team of
technical experts led by wood Technologist Abdul Hai (from Kaptai Institute of
Civil Engineering & Wood Technology), these designs have been introduced.
Previously, the company launched this category under the name Nature
Series. However, this name is not sufficient to include all the sub-categories.
So, a new name is needed to justify the name according to the product line.
To represent the innovative design of this category, the name Partex
Aesthetic is recommended.
6.1.
Brand personality
Partexs different products resemble to different brand personality. For

example, the costly home timber furniture resembles with sophistication
(upper class and charming), the Partex Aesthetic furniture, which is timber
furniture with innovative design, resembles with competence (reliable,
successful and intelligent). The mechanized furniture low in price and design
and suitable for rough use resembles with ruggedness (outdoorsy and tough)
Under the Partex Aesthetic, there are three different subcategories: Nature
Series, Royal Series and Partex Folk. The basic difference between these
three subcategories is the element of design. When an element of nature like
fish, flying geese etc is engraved on the furniture, it is called Nature Series.
39
PARTEX GALLERY
There are some bedroom sets called prince,princess etc. which upholds
royalty and hence named as Royal Series. The bedroom sets which have
embraced the folk designs and crafts like nokshi, wheel etc. are under the
series named Partex Folk1.
6.2.
Description of sub-categories
i. Prince Bedroom Set:

Prince bedroom set, a full line bedroom set, is a feast to see two cultures
mixed in such exciting manner. The headboard of the bed has a Roman pillar
in the left side and floral patterns from the subcontinent engraved on the
right. The excellent 60% gloss lacquer stain feels like muslin.
ii. Evening Bedroom Set:
Evening bedroom set, comprised of bed, dressing table and almirah, upholds
the scenario of the sea beach in the evening. The bed is an excellent
cascade of salty blue water turned mahogany by the setting sun. Palm trees
explode out of the structure like dancing breeze over nature. The footboard
of the bed is slightly carved and simple with the name of Evening engraved
on it. The mirror is so large that a girl can see a full size reflection of herself
on the mirror. The almirah has the palm tree and setting sun engraved too.
iii.Heritage Bedroom Set:
Heritage bedroom set is a prominent example of Partex Folk. The design
upholds the heritage of Bangladesh with the carvings of plough, cart, fence
and hat of the farmer. You can have a bedroom set which talks about your
origin, touches your heart and becomes the soul of Bangladeshis.
1
Detailed list in Appendix -6
40
PARTEX GALLERY
6.3.
Raw materials used
Timber is used to make furniture of all these three subcategories. Teak,

Champ wood etc. are used mostly. The logs are stored in sheds to protect
from direct sunlight and rain. Subsequently, logs are sawn to planks well
ahead of time and seasoned to moisture content of 12+2 % in the most
modern seasoning kilns. These are then again sorted out and good portions
are selected for furniture production. The level of formaldehyde emission is
kept to international standard to make the Furniture and wooden materials
fire retardant. Furthermore, water-based adhesive is used in joints furniture.
Strict supervisions in all stages of manufacture are mentioned1.
Australian Lacquering technology is used in all these three categories. This

lacquer is Called NC lacquer which is very famous in the furniture world.
This enables a wide diversity (Infinite number of combinations) in the choice
of colors named in dramatic tones such as (1) Sandgold Cherry, (2) Sandgold
milky white, (3) Granite crackle etc. In case of Partex Folk, sandgold cherry
is used while light to deep mahogany color is mostly used for nature series
and royal series.
The touch of craftsmanship and unique design is found here. The trained
craftsmen living in the factory region make this furniture from the core of
their hurt. Even, the wives of the craftsmen work there and design the subtle
and delicate engravings on the furniture.
1
Appendix-7
41
PARTEX GALLERY
7. Price
There will not be any change in the current pricing method of the company
for Partex Aesthetic. Partex is currently focusing on increasing the market
share which can be gained by getting mind share and heart share.
i. Pricing Method: Mark-up pricing
Reason:
To charge a fair price
Consistency in pricing policy
New form of design

As a matter of fact, this product has already been launched in the market
following the mark-up pricing method. So, a change in the pricing strategy
may negatively affect the consumer perception. So, the price will not be
changed.
ii. Strategic choice: It can be seen that in terms of durability, Partex Aesthetic
is playing at the same level like Hatil, Legacy and Otobi. All of them use
lacquer technology in case of the timber furniture which helps to ensure
durability. But, Partex Aesthetic brings about a new form of design. So, this
innovative design is being offered at a lower price than Legacy and Hatil.

42
PARTEX GALLERY
8. Place
As furniture is a shopping product and people normally show dissonancereducing buying behavior while purchasing furniture, the proper placement
of showrooms and outlets is necessary for a company to be close to
consumers mindset.
However, Partex is not the forbearer of furniture industry in Bangladesh so its
proper placement is hampered by lack of suitable locations and silent
management. So far, Partex has only 7 own showrooms and 69 retail outlets
which is negligible compared to what other competitors like Otobi, Hatil has 1.
This stands in the way of availability to customers.
To cope up with this situation, Partex is trying to have more dealers that will
eventually disturb revenue, as dealers require a high margin. It is observed
that, these small outlets contribute to the availability but on the other side,
hampers image as the store atmosphere is not properly managed.
The one way to solve this dilemma is to establish mobile information centre,
which will operate in different selective areas and will provide the customers
with all the necessary information they require to make a purchase. These
info-centers will also enquire about customers locality and assist them in
ordering from the nearby outlet. This direct marketing strategy will minimize
the need of additional showrooms. However, this strategy will take away the
opportunity of touch-and-feel which is very important for furniture buying.
1
www.partexgroup.com/furniture/contactus
43
PARTEX GALLERY
Therefore, Partex first needs to identify locations near resident areas where
the target market will have more opportunity to pay at least one visit
(favorably in a casual manner) and will come back to purchase in their
convenient time. If these places cannot be selected for establishing
showrooms or outlets then Partex should not hastily set up more outlets in
subliminal places rather it should build up direct communication to boost up
the popularity of showroom
Therefore, considering the present scenario Catalogue Marketing is more
beneficiary for Partex to leave an impact on consumers mind. The catalogue
marketing strategy is described in the Direct Marketing section.

44
PARTEX GALLERY
9. Promotion
In furniture industry, common perception is that word of mouth works very

well but in Partex no clear strategy to create positive buzz marketing has yet
been established. The overall Partex group has strong public relation with
press, cricket board, officials but that is not being used to foster furniture.
Sales promotion tools are widely used by the company to foster sales in
special occasions.
The promotion mix of Partex should be a pull strategy that is ads and the
company itself should run sales promotion. In addition, when positive
response is created, channel members can come forward to meet up to the
consumers problem solving.
The objective of the advertisement made for Partex Aesthetic is to persuade
potential consumers so they will demand the furniture in their homes. We
can see from the buyer readiness stage that, the market is aware of our
presence but do not have good perception about us. Therefore, first we need
to inform customers through advertising and then persuade them to buy. We
need to increase market share, have strong competitors so large budget is
needed. However, as the product is differentiated, moderate level of budget
can be used but it has to be indicative to overall promotional campaign.
9.1.
Advertisement
Partex normally gives more thought about advertising in printed media

specially newspaper. Past observations done by other company personnel
indicates that, printed media brings more interested customer for them.

45
PARTEX GALLERY
Choosing media
i. Tri-faced and banners

Benefits of Tri-faced
Promotional
need
of
Nature
Large reach in one single point
series
Target customers Residence or office
Eye-catching transition
or the road they use

Makes people interested to see the
next face of the tri-faced nature
Three
different
sequence
ads
at
series banner
time Promotion of three different products
at same arrangement1
The structured message2:
Face 1: An Almirah on underwater having a treasure chest beside it.

The tagged line would be Feel the elegance
Face 2: A Nile Dressing Table is standing on an ocean surface with
tagged line Experience the beauty
Face 3: A Sunrise Bed in front of a mountain plain having a tag line
Dream the Breeze
1
Marketing Management, Philip Kotler, Page- 502
2
Appendix-8
46
PARTEX GALLERY
Strategies undertaken:
Tri-faced will be set on the following areas: in front of Sheraton Hotel, in
Gulshan Circle, at Mirpur Road and at Sonargaon Crossing as the reach to the
target market is higher there due to high traffic.
Tri-faced promotion will continue for 1 month in order to remind the
target market of our offerings continuously. A longer period of tri-face
advertising will not be followed, as that will create a sense of boredom
among the consumers.
Total
cost
for
the
tri-faced
will
be
1500tk
per
sq.
feet
need
of
Nature
*(10*20)/12+50000tk tax, in total 75000tk1

ii. Newspaper
Benefits of Newspaper
Promotional
Flexibility
series
Option
Timeliness
limitedly
Placement
to
disperse
of
ads
on
information
convenient
occasions like Eid, Bangla New Year

High credibility
etc.
Popular
Good local market coverage2
image of the newspaper

Circulation
exposureing
and
politically
impartial
large
percentage of target market

1
Referred to current report, financial statement
2
Marketing Management, Philip Kotler, Page- 501
47
PARTEX GALLERY
The structured message:
Filmstrip1: Arko was praising about the new female designer working with him.
His sister-in-law ridicules him I can bet that my sister is a far better designer
than your colleague!
Filmstrip2: Arko opens the bedroom door and gasps, I am glad to have lost the
bet but how?
Filmstrip3: His wife smiles and replies, easy, I just bought Partex furniture to
The message is concentrated into building interest and desire according to

AIDA concept.
a) Appeal: Emotional appeal to motivate purchase
b) Structure:
In printed ads, conclusion will be drawn in a series so

consumers have freedom to draw conclusion at first and
check it afterwards
The strong or main idea is placed at last so it can have the

long-lasting effect1
The news media selected is the Daily Prothom Alo due to its high
score in relevancy.2
Effectiveness:
1
Appendix-9
48
PARTEX GALLERY
Description
Target
The
Effectiveness
Timing
target
Reach
market
24,00,0001
Media
Prothom Alo
Position
Last page
Spread
24 column inch
Appear
From Tuesday
Frequency
Pattern
Series
Exposure
312002
of three
ads
2
Appendix-10
1
www.eprothom alo.com
2
24,00,000*1.3%(target market to total population ratio= 1.3%)
49
PARTEX GALLERY
iii. Electronic media
Benefits of TVC
Promotional
Mass-marketing coverage
Low cost/reach ratio
series
Making people aware of nature
Cost effective tool to exposure target
Appeal to major senses
market
Showing the beauty and design more
Animated portrayal
need
of
exclusively than other media.

Will create interest about
Nature
nature
series.
1
Marketing Management, Philip Kotler, Page-503
50
PARTEX GALLERY
Plot of the message
Scene 1: a young woman is talking to her fiance as she prepares to
go to buy furniture with him. She ends the phone call and while
passing the corridor of her house, she peeps into the bedroom of her
elder brother's bedroom. There is a large bed with heavy design. But,
as the quality of the wood is not that good, part of the bed has
become fade and there is a crack on the side of bed. The girl sighed
and left.
Scene 2: the man (who is the fiance of the woman seen in the first
scene) passes through his house and peeps into his younger brother's
bedroom. The bedroom is full with mechanized furniture. The room is
very simple and the border of the mechanized furniture is torn and
displaced. The man sighed and left.
Scene 3: the man and the woman entered into the Partex Gallery and
they were amazed to see the unique design.
Scene 5: then there will be the tagline...now innovative design lasts
The message is concentrated into building interest and desire according to

AIDA concept
a) Appeal: Rational and emotional together is used to convince
consumers and persuade purchase.
b) Structure
The strong or main idea is placed at last so it can have the

long-lasting effect
Two-sided ad is used first to convince the educated

audience.

51
PARTEX GALLERY
Among the great number of local satellite channels, ATN and NTV
has been selected for their overall high score.1
Effectiveness:
Description
Effectiveness
Target
Reach
46,57,9202
Timing
Frequency
Media
Positi
ATN and NTV

8:15- Houseful at NTV
on
11:30-Dolls House at
schedule
Sprea
ATN
8:00-12:00
for 1
week
per Continuou
s on same
month
d
Appea
10
Pattern
Mid break &
beginning of program
Durati
30 Sec.
on
iv. Miniature display

To maximize the reach to the target customer and to gain favorable
positive attitude from them, a miniature room display having the size of 4
1
2
Referred to financial statement
52
PARTEX GALLERY
feet by 4 feet will be set on Nondon Park. The miniature will represent a
completely decorated Evening Bedroom set made of plaster and
hardboard but colored in the dark chocolate plating to give real feelings.
There will be a Voucher Corner. It will offer discount to visitors who are
interested in furniture buying.
9.2.
Sales Promotion
Objective:
To enhance long-term relation and reinforce position
To induce short-term quick response
To act as a base of future direct marketing and the step to initiate
positive word-of-mouth
Sales promotion Strategy:
Observing from the consumers perspective we can say that so far the sales
promotion given by the companies is, nothing but a discount or rather say,
price cut. This practice is followed commonly by all companies and is mainly
used during national occasions. However, as this has become quite a norm,
none but only the market leader benefits from it. This practice although
works during those occasions, hampers the normal sales all the year round
as consumers only wait for that occasion to come instead of immediate
buying. Furthermore, as all companies offer discount more or less on the
same range the image of brands thriving to be a market challenger from
market follower; becomes more diluted in consumers mind. Therefore, we
came up with strategy that will eliminate the need of providing discount and
will function as an image-building tool.
53
PARTEX GALLERY
Gift box on purchase
When the consumer buys furniture, a wooden and carved box will be given.
The box will contain the receipt and warranty card. On the cover of the box,
the logo of the company will be engraved. It will help sustain long-term
relationship.1
9.3.
Direct marketing
In case of Partex, direct marketing should be held in a very limited basis with
an objective to maintain good relation with most preferred consumers aka
the butterflies and to attract the large portion of consumers. The reasons to
choose direct marketing for the above-mentioned conditions are given below:
Direct marketing counts customer experience and thus make

way for improved relation with the preferred prospects. In other
words, it is the base of customer relationship management.
When communicated directly, consumers perceive extra value of

offerings and in return gives credit to the brand
Saves time and travel of the consumer and provide information

when they are unable to search for it
Catalog marketing in Meena Bazaar, Agora

Will serve the purpose of being an everlasting manual or guide to
which consumers can refer to for future needs for same category of
products
1
Appendix 14
54
PARTEX GALLERY
Consumers
find
time
and
opportunity
of
having
necessary
information even when they are preoccupied with other shopping

plans
The above-mentioned places are picked
due to the common
preference of target market to shop there for grocery items
10. People
From the SWOT analyses, it is obvious that the salespersons in Partex Gallery
are quite associative and friendly comparing to the competitors. This is really
a strength which can become very valuable if used properly and efficiently.
Partex ensures very friendly and informative approach to highly preferable
consumers who are very likely to buy from them.
At present, Partex do not believe in indulging time to attract customers who
are not ready to buy and quite negative for window-shoppers.
The new strategy will focus on providing organized selling teams in all
showrooms and that process is described below:
10.1. Design based informed salesperson for timber

furniture
Better informed about the design and can satisfy the
curiosity of the customer
Can give more attention to individual product
Has more opportunity to demonstrate key features of
a certain category

55
PARTEX GALLERY
Can match the key feature to a reason to buy and
provide solution to customers need
To counter the disadvantage the design-based role-play has, the main booth
or transition corners corner will have a few salespersons that will respond
according to customer need and will guide through to the design-based
salesperson.
10.2.
Customer need based salesperson

set up close relation with every buy
can react differently to current vs. new, major vs.
regular customers
can make the environment free and friendly for
window shoppers by not bothering with heavy
product jargon thus enhance probability of potential
customers
can refer to category that mostly satisfy the need

56
PARTEX GALLERY
11. Physical Evidence
The overall environment of showrooms and information giving were regarded
as an extra expenditure. Partex tries to create the simulation of real use of
furniture but spending too much time there is regarded as a drift from
furniture. The reason is that some consumers are found talking about the
cushions more than the furniture1. The outside looks of the showrooms are
being kept as simple as possible. However, the showrooms of Partex are
clumsily decorated. The furniture is not kept in a categorized manner. The
gallery itself does not have an appearance of a furniture store.
The new strategies will strengthen our positioning by image building and
channel renovation.
11.1.
Renovating showrooms-
Partex showrooms will be renovated. The whole building will have a theme
that reflects the identity of Partex furniture. The color will be a combination
of dark brown and light brown. Tiles will be used so that the color seems
glossy. The color will represent the elegance of wood. The main exterior pillar
will resemble the design of Nature Series, especially the design of Prince
Bed. On exterior wall there will have green color that will resemble the
nature friendliness.
The indoor pillar will be similar to the trunk of a tree. The wall will have
glossy posters that will portray how a bedroom will look if it has Partex
furniture. The posters of how carefully the furniture is made and how Partex
ensures the quality of wood will be depicted. There will be option of lighting
1
SWOT Analysis, Appendix-13
57
PARTEX GALLERY
so that a customer can watch how the color of furniture changes as the light
changes.1
1
Appendix-10
58
PARTEX GALLERY
11.2.
Design based categorization
To develop a faster and more efficient purchase process, the placement of

furniture should be planned and it should be executed in a tactful way. As
Partex Aesthetic is the focus of Partex Gallery now, this category needs
special care. Sometimes, target customers cannot pick up or choose bed-set
according to their likings due to untidy decoration. As the whole bed-set
carries different designs, design-based categorization, which will also foster
room-based categorization, is included in the new strategy. Thus, other types
of furniture and Partex Aesthetic will not confuse consumers and
consumers will have the delight of seeing a complete bedroom setting.
12. Evaluations
The focus of the marketing campaign is to create a brand image of Partex
Furniture. The campaign will have five components, Tri-faced Billboards,
Newspaper ads, television ads, miniature display and structural renovation.
For their time specific and concentrated focus, Tri-Faced and Miniature
Display are evaluated separately. Warranty is also evaluated in terms cost
and perceived value.
Campaign Component
Taka
Newspaper
7,16,200
TV
9,37,500
Structural Renovation
21,00,000
Total
37,53,700

59
PARTEX GALLERY
10,97,00,0001
Sales Growth
Return on Marketing Investment
2822.45%
Tri-Faced Billboard
Cost
Sales Growth
6, 20,000 tk
5, 75, 70,000 tk2
Return on marketing Investment9185.48%
Miniature Display
Cost
Sales Growth
50,000 tk
8,91,000 tk
Return on Marketing Investment 1682%
Warranty
Cost
20,510 tk3
Warranty contributes to increased brand value. Which in turns helps to achieve

the targeted sales.
1
Appendix-14
2
Appendix-14
3
Same as above
60
PARTEX GALLERY

61
Appendix
Appendix-1: Rates of SW analysis
Weakness
6.818181818
5.25
7.15
5.684210526
7.055555556
6.722222222
5.055555556
Partex
Otobi
Navana
Hatil
Akhtar
Legacy
Others
strength
6.313432836
6.880597015
4.940298507
5.029850746
3.089552239
3.059701493
1.402985075
Appendix-2: Rates of OT analysis
Threats
Opportunities
Partex
7.5
7.8
Otobi
6.714285714
5.7
Navana
7.5
4.8
Hatil
6.571428571
5.4
Akhtar
7.357142857
1.8
Legacy
6.857142857
Others
4.428571429
0.777777778
Appendix-3: The GE Matrix (Business Strength)

Sl.
Business Strength Variable
Weigh
No.
Rating
Contributi
on
to
1
2
3
4
5
6
7
8
9
10
11
12
13
Exclusive Design
Durability of Products
Relation with foreign timber trade
Own raw material source
Solid wood use minimization
Relationship with advertising agencies
Relationship with press
Consumer friendly sales force
Spacious Showrooms
Distribution Channel
Useful Website
Multipurpose designed furniture
Categorization of products in the
0.11
0.10
0.11
0.08
0.09
0.08
0.08
0.03
0.03
0.08
0.02
0.03
0.03
4
5
5
5
5
4
4
5
3
3
4
4
2
Rating
0.44
0.50
0.55
0.40
0.45
0.32
0.32
0.15
0.09
0.24
0.08
0.12
0.06
14
showrooms
Continuity
0.08
0.16
&
concentration
advertisements
iv
of
C.
Appendix
15
16
Demonstrative Catalogues
Home delivery service
Company Rating
0.02
0.03
3
2
0.06
0.06
4.04
Appendix-4: The GE Matrix (Market Attractiveness)

Sl.
Market Attractiveness Variable
Weight
Rating
Comtributi
No.
on
1
2
3
4
5
Environmental awareness
Brand value
Approval of artists
Traditional craftsmanship
Creative
mechanized
Rating
0.09
0.40
0.14
0.28
0.20
6
7
8
9
10
11
furniture
Attractive design
Durability
Helpful sales representative
Available outlets
Quick delivery
Persuasive advertising
Rating
timber
iv
.03
.10
.07
.07
.05
3
4
2
4
4
.20
.15
.06
.10
.07
.10
4
3
4
3
2
2
0.80
0.45
0.24
0.30
0.14
0.20
3.24
to
C.
Appendix
Appendix-5: The Furniture Industry
Furniture Industry
Particle Board Based
Wood Based / Veneered Boards
Plain Particle Board

Vinyl Board
Timber Framed Board
Plytex Ply wood
Lacquered
Flush Door
Aperture Door
Louvre Door
Honey Combed Door
Teak
White Seder
Champ
Chapalish
Garjon
Mehogony
Other commercial Veneer
COMPETITORS (particle market):
COMPETITORS (Wood market):
Akiz Particles
Star Particle Board Mills Limited
OTOBI
Foreign imported furniture.
HATIL
Italian Furniture (imported)
PARTEX Group
G-Mart
iv
Appendix
Appendix 6: Product line of Partex Aesthetic
Partex Aesthetic
1.
Royal Series
1.
Prince Bedroom Set
2.
Prince Bedroom Set 2
3.
Princess Ragini Bedroom

Set
2.
Nature series
4.
Princess-2
5.
Mughal Bedroom Set
6.
Evening Bedroom Set
7.
Moon Bedroom Set
8.
Morning Bell Series
9.
Garden Bedroom Set
10.
Eagle Bedroom Set
11.
Fish Bedroom Set
12.
Flying Geese Series
13.
Forest Bedroom Set
14.
Swan Bedroom Set
15.
Paddy Field Bedroom Set
16.
Nile Bedroom Set
17.
Burning leaves Bedroom

Set
3.
Folk series
iv
18.
Dinosaur Bedroom Set
19.
Bamboo Bedroom Set
20.
Penguin Bedroom Set
21.
Nokshi Bedroom Set
22.
Heritage Bedroom Set
23.
Anchor Bedroom Set
Appendix
iv
24.
Horn Bedroom Set
25.
Wheel Bedroom Set
Appendix
Appendix 7: Characteristics of wood used in manufacturing
Hard Wood Specification
Imported Teak
Champ Teak
Density, Kg/m3
560-640
610
Modulus of rupture (n/mm )
100
65
Shrinkage % radial
105
3.2
Tangential
2.5
5.2
Moisture %
10-14
10-14
Appendix-8: Tri-faced sample
iv
Appendix
Face 1: Almirah
iv
Face 2: Dressing Table
Appendix
Face 3: Bed
iv
Appendix
Appendix-9: Newspaper ad sample
Episode 1: How the ad will Look on the paper
iv
Appendix
Episode 2
Episode 3
iv
Appendix
Appendix-10:Unweighted scoring on a scale of 1-5
Total circular
Editorial
Prothom Alo
5
5
Jugantor
2
4
Somokal
4
4
Daily Star
3
5
Quality
Attention
creating
Targets
media
habit
fulfilling
Appendix-11: Unweighted scoring 1-5

Ch.I
Ch.1
NTV
ATN
Bangl
ETV
RTV
BTV
a
4
vision
4
nt
Editorial
Quality
Ad slot
Credibility in
4
3
3
3
4
3
5
3
3
3
4
3
3
3
4
3
info given
Reach
to
Targets
entertainme
target
iv
Appendix
Appendix-12: The showroom pictures
Through Artist's eyes: Renovated Farmgate Gallery
Through Artist's eyes: Renovation of Mirpur showroom
iv
Appendix
Appendix-13: The SWOT analysis
Strengths
Variables
1st movers advantage
Comfort in using furnitures
Attractiveness of the design
Accommodation of the design
Multipurpose fulfilling design
User-friendliness of the design
Design ensures health safety
Durability of products
Consistent quality
Attractive packaging
Descriptive packaging
Package as recognition of brand
Safeness of packaging
Environment-friendly packaging materials
Label design in accordance with PDT design
Label beautifying product
Partnership with outside distribution channels
Frequency of Buyer-seller interaction
Customer-centered sales reps
Customer helpline
Customer hot line
Friendliness of sales reps
sales assistance in giving info to customers
Partex
Otobi
Navana
9
6
8
8
6
8
10
10
10
5
5
2
0
9
5
3
8
9
6
0
0
8
8
2
9
7
10
10
9
6
5
9
8
7
9
5
9
10
6
10
10
4
2
1
7
7
0
7
3
9
6
8
6
5
8
7
6
8
0
9
9
4
9
8
5
0
0
5
6
iv
Hatil
10
8
9
9
8
8
6
6
6
8
8
9
5
9
8
6
5
7
4
0
0
6
5
Akhtar
7
4
6
7
5
6
9
8
4
6
4
2
0
7
5
3
0
6
3
0
0
5
4
Legacy
8
4
10
6
4
5
9
9
10
5
2
2
0
7
4
0
2
5
3
0
0
6
6
Other
6
5
7
10
6
2
7
4
1
1
0
2
0
0
0
0
0
3
2
0
0
2
7
Appendix
Compliance with consumer rights law
Compliance with environment law
Compliance with safety law
Minimization of wood use
Relation with foreign timber traders
Relation with ad agencies
Fast decision making
Spaciousness of showrooms
PDT-type categorization in showrooms
Room-based categorization
Design-based categorization
Data transaction between stores
Selling within stores
giving infomercials
Continuity of ads
Concentration of ads
Acceptability of e-cash
Acceptability of check money
Folding capability of the products
Persuasive ads
Ads reinforcing buyers purchase decision
Decisive ads
Vivid demonstration in tv ads
Dramatical portrayal in ads
Illustrative of printed ads
Providing PDT to entertainment media to get
publicity
7
9
8
10
10
10
8
9
8
6
3
6
8
10
6
5
10
10
5
5
6
6
3
4
8
8
8
9
9
6
8
9
10
10
9
9
8
9
10
8
7
10
10
10
9
9
8
8
9
8
6
8
8
9
6
9
7
8
5
6
4
6
6
10
3
2
10
10
10
4
7
6
0
0
5
7
7
8
8
8
5
7
7
7
7
7
3
2
8
2
2
10
10
9
1
3
3
0
0
2
4
6
6
4
6
3
2
6
5
4
1
2
2
5
0
0
10
10
1
1
2
1
0
0
0
3
5
5
3
4
2
3
3
2
5
6
2
2
3
0
0
10
10
1
1
2
1
0
0
0
2
2
1
2
0
0
8
1
1
0
0
0
0
0
0
0
0
6
0
0
0
0
0
0
0
iv
Appendix
In-store demonstration
Art & craft competition
Festivity orientation
Ability to create own RM
Charity show organizing
Favorable relation with press
Relation with legislators
Appreciable logo
Informative catalogs
Telemarketing
Placement of kiosk marketing
Eye catching billboards
Rich content of web page
Sites ability to make interaction among users
Easy communication by web page
Partnership with other websites
Salesperson as a solution vendor to
customers
Fast home delivery
Average
Weakness
Variables
De-motivating corporate ladder
Hasty decision making
Unavailability of previous data
8
0
10
10
1
10
10
3
6
8
0
2
7
5
3
2
0
9
10
5
1
6
6
8
9
6
0
4
0
0
0
0
0
0
10
0
0
6
0
2
6
0
0
0
0
5
3
0
10
9
10
0
0
0
0
7
2
0
0
1
10
0
0
0
0
0
10
0
0
0
0
2
2
0
0
0
0
0
0
0
0
0
8
0
0
0
0
6
2
0
0
0
0
0
0
0
0
0
0
0
0
0
0
2
2
0
0
0
0
0
0
0
10
4
6.31
10
6
6.88
10
6
4.94
0
5
5.03
8
3
3.09
7
2
3.06
0
2
1.40
Akhtar
10
10
10
Legacy
10
10
10
Partex
8
7
9
Otobi
6
6
2
iv
Navana
9
9
4
Hatil
10
10
3
other
10
10
10
Appendix
Delay in planning
Owners intervention
Inconsistency
of corporate culture
Communication gap within management
levels
Rigid, old structure
Centralization
Unfeasible customer base
Use of extra brand extension
Sales promotion resulting in quality delusion
Sales promo increasing price sensitivity
Unsuitable location of showrooms
Absence of trade allowances
Training and development
Package vulnerability
Weak demand forecasting
Intra-group disagreement
shortage of skilled craftsman
Within store rivalry in making sales
Shortage of state-of-the-art machines
Average
Opportunities
Variables
Environmental awareness
15% demand increase
7
4
3
2
8
9
9
9
3
9
9
9
9
0
9
5
5
2
10
10
10
8
0
5
8
8
8
1
8
9
6.82
10
5
2
5
10
10
6
0
8
5
9
9
2
6
10
10
9
0
0
9
9
9
2
5
6
6
5
0
0
7
5
10
2
10
2
10
2
6
6
10
10
0
10
5
6
0
8
10
0
10
5
0
0
0
10
0
10
0
2
9
4
5.25
2
9
10
7.15
2
4
7
5.68
4
3
10
7.06
1
2
10
6.72
0
1
10
5.06
Akhtar
3
2
Legacy
2
2
Partex
10
7
Otobi
9
9
iv
Navana
8
6
Hatil
8
9
other
1
2
Appendix
Growth of brand furniture
Government facilities
Intro of panel based furniture
Approval of famous artists
Approval of environmentalists
Appreciation of folk crafts
Export opportunities
Globalization
Average
Threats
Variables
Dependence on outside supply
Maturity of timber furniture
High exit barrier
Oligopoly market
Competitors price leadership
Lack of import barriers
Rise of plastic furniture
Demand of wrought iron furniture
Consumers low attention span
9
2
10
9
10
10
9
2
7.80
Partex
3
9
8
8
10
8
9
2
8
10
2
5
2
9
0
9
2
5.70
Otobi
5
5
10
8
10
8
5
2
8
iv
9
2
2
2
9
0
9
1
4.80
Navana
8
5
10
8
10
8
5
3
8
10
2
0
2
8
5
9
1
5.40
Hatil
9
5
10
8
8
7
5
3
7
2
2
0
2
0
7
0
0
1.80
2
2
0
2
0
0
0
0
1.00
Akhtar
7
9
10
8
10
7
9
4
5
Legacy
7
9
10
8
10
7
9
5
5
2
0
2
0
0
0
0
0.78
Other
10
0
10
10
5
10
0
5
0
Appendix
Consumers avoidance to ads
Unexposureable media habit of the
consumers
Standard are set by mkt leaders
Competition clutter in furniture industry
Free market to new arrivals
Average
10
10
10
10
10
10
10
2
7.50
10
2
10
2
6.71
10
10
8
2
7.50
8
2
8
2
6.57
8
6
8
2
7.36
7
2
5
2
6.86
0
10
0
2
4.43
iv
Appendix
Appendix-14: Evalution Details
Cost of the prepared marketing campaign:

Campaign
Duratio
Possible Reach
Cost
Component
Newspaper
n
3 Day
(Number of
1
24,00,000apprx.
Audience)
(taka)
02
TV
1week
46,57,920apprx.3
04
1
Circulation of Daily Prothom Alo
2
Price of the newspaper ads, for 24column-inch first/last page: (12000|
9600)*24*3 total- 8,64,000|691200 tk + design 25,000tk total- 8,89,000|
7,16,200tk. Last page of Prothom Alo is selected because to go to the
entertainment page directly, you have to go through the last page. Last page is
thus more effective on our target segment, Urban educated middle class women.
3
Number of households with TV(0000s)= 2485Rate of households having TV= 3.84%
Total reach=2485* 3.84% = 95.424(0000s)
Total population=12130
Population watching TV = 95.424*12130/2485= 465.792. (Bangladesh Statistical
Yearbook 2006 page 57)
4
Price of Advertising: Making the Ad:
1,50,000
On NTV:
1 fixed before programms
2 during the mid break of the program
2 random
On ATN:
1 fixed before programms
2 during the mid break of the program
2 random
Total
9,37,500
iv
10,500*1- 10,500tk
12,000*2- 24,000tk
9,000*2- 18,000tk
12,000*1- 12,000tk
13,500*2- 27,000tk
10,500*2- 21,000tk
1,12,500tk
7,87,500tk
Appendix
Structural
10
Renovation
Total
years
41,85,432apprx1
21,00,00
1,12,43,352apprx.
0
37,53,70
0
Exposed target segment among total reach (1,12,43,352*1.3%2) =
1,46,164
Actual purchase maker3 6.15%4 which is 1,46,164*6.15%= 8,990
On average sales of 30,000taka gives total sales of 8,990*30000 =
26,97,00,000tk
Sales Growth 26,97,00,000-16,00,00,000 = 10,97,00,000tk
Return on Marketing Investment (10,97,00,000-37,53,700)/37,53,700 =
2822.45%
Miniature Display at Nondon Park

Reach 365*100 = 36,500
Target Segment Reach= 36,500*1.3% = 474.5
Actual purchases 474.5*6.15% = 30
1
Statistical Yearbook 2001 Community Series Dhaka 2001, Statistical yearbook
Bangladesh 2001
2
Target segment percentage for Bangladesh = target segment
population/Bangladesh population as per 2001 census = 1580328/124355263 =
1.3%apprx.
3
People who will actually buy.
4
From Bangladesh Furniture Fair 50,000 people visited the fair, made purchase from
Partex. Target reach 50000*1.3%=650. Actual Purchase was 40. Actual Purchase Maker
Percentage 40/650=6.15%
iv
Appendix
10% Concession for Visitors at Nandon
Sales = 30*30,000-30*3000*10%=8,91,000tk
Cost : Miniature making = 15,000
Publicity =35,000
Total
= 50,000tk
No cost will incur for the placement, as it will be an agreement with

Nondon.
Return on Marketing Investment = (8,91,000-50,000)/50,000 = 1682%
Tri-faced Billboard
Number of Bill- Board: 4
Position: Kolabagan at Mirpur Road, Gulshan Circle, in front of The
Sheraton Hotel and at Sonargaon crossing.
Time: During Ramadan
Duration : 1 month
Cost : per bill-board
Rent (1500 per sq. feet, 10*7)
Tax
1,05,000
50,000
Total
1,55,000tk
For 4 bill boards, the total cost : 1, 55,000*4 = 6, 20,000

Reach:
iv
Appendix
24, 00,000apprx.1
Target segment reach 24, 00,000*1.3% = 31,200
Actual purchases 31,200*6.15% = 1919
Sales 1,919*30,000= 5, 75, 70,000 tk
Return on Marketing investment = (5, 75, 70,000-6, 20,000)/ 6, 20,000
= 9185.48%
Warranty
0.5% furniture to repair
32,81,61,000*0.5% = 16,40,805
tk
500 tk repair cost per 40.000 tk furniture amounts to
16,40,805*500*40,000 = 20510
1
Commuters on the roads of DhakaForm Community Series, Dhaka 2006, page- 65,78,
100
iv
Appendix
Appendix 15: Gift Box
Approximate Cost per Box: 350 tk
iv

Marketing Plan For Partex Furniture Final

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June 13, 2012

Mr. Khaled Mahmud

Ummay Sumaiya Mutiatur Rasul,

Objectives of the report................................................................................. 1

Scope of the report........................................................................................ 1

Methodology of the report.............................................................................1

Limitations of the report................................................................................ 2

Overview of furniture industry..........................................................................3

History of furniture industry...........................................................................3

Review of Partex over the time......................................................................6

The corporate Setting..................................................................................... 10

Values & Corner-stones:...............................................................................10

Segmenting, Targeting & Positioning...............................................................12

The segmentation process...........................................................................12

The final target market................................................................................15

Positioning Partex in consumers mind.........................................................15

Analyses on Partex Furniture Limited...........................................................17

Internal Analyses on Partex Furniture Limited...........................................19

GE Model for Partex..................................................................................22

Extended BCG Matrix for furniture............................................................24

OT analyses of Partex and competitors....................................................25

Wood Substitute-price analysis.................................................................27

Product Price-Design Analysis...................................................................27

Product price-durability analyses..............................................................28

Porters five forces model............................................................................28

Barriers to entry and exit..........................................................................29

Threat of Substitute products...................................................................30

Threat of Supplier Power...........................................................................30

Threat of Buyer Power.............................................................................. 30

Overview of product line................................................................................. 32

Raw materials used...................................................................................... 33

Design based informed salesperson for timber furniture..........................47

Customer need based salesperson...........................................................47

Design based categorization.....................................................................49

Internal and external analysis:

This report is prepared as a partial requirement for the course Marketing

Objectives of the report

Scope of the report

Methodology of the report

Limitations of the report

maintaining confidentiality. In those cases, information has been estimated.

Marketing Plan for Nature Series |

History of furniture industry

1 Market Potentials of Modern Furniture in Metropolitan Dhaka City,

Figure 1 Market Forecast for 2007-2012 in case of Bangladesh

Otobi is the perceived leader of this branded furniture segment. 1Following

2. Hatil: Since its inception in 1989, Hatil has been a trendsetter in

5. Akhtar: Akhtar Furniture is a sister concern of Akhtar Automobile Ltd. It

Review of Partex over the time

Marketing Plan for Nature Series |

Laqur and grating

Figure 2 Transition to modern furniture

From board to furniture

At the beginning, Partex was just the supplier of particleboard. Later, it

Figure 3 History of Partex Furniture

Era of mechanized furniture

Marketing Plan for Nature Series |

Marketing Plan for Nature Series |

We, through our forest-friendly interior adornment business aim to bring

Values & Corner-stones:

Partex perceives four elements as the cornerstones that build up the

Partex Furniture values integrity in every sphere of business and emphasize