GROUP-9

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

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

Otobi, Hatil, Roadside and

Navana, Partex, footpath stalls,
Brothers, informal seller
Furnitech, Legacy etc

Organized sector Unorganized sector

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)

Company Overview

CATEGORIES BASED ON TARGET GROUP

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%
Company Overview

CATEGORIES UNDER HOME FURNITURE SEGMENT

Bed Room Furniture Living Room Furniture Dinning Room Furniture

Bed/ Bed Side Table Sofa / Upholstery/ Divan Dinning Table

Chest of Drawer/
Showcase Dining Chair
Wardrobe

Cabinet Recliner/ Rocker Dinner Wagon

Dressing Table/ Stool/ Accent Chair- Table/ Sideboard

Mirror Stand Center Table

Display / Magazine/ Shoe Kitchen Racks

Kids Furniture
Racks

Reading Table/ Computer TV Cabinet/ Tea Trolly

Table Entertainment Unit
Company Overview

COMPETITIVE STRENGTHS

1 largest furniture manufacturing company

2 Strong brand recognition

3 State of the art automation system

4 Extensive national distribution network

5 Committed after sales service

Target Market

Vision: Driving innovation Middle class to

in the industry higher middle class

Strengths:
Skilled workforce Primary target: 25-
R&D 45 year old segment
Production site

POD: New product and Value proposition:

service solution Quality & comfort
Company Overview

EXISTING MARKETING CAMPAIGNS

NEWS DIWALI
CAMPAIGN CAMPAIGN
Company Overview

GAP ANALYSIS

1 Untapped young
target group
Prevailing negative
2 perception
No breakthrough
campaign
3
Branding Strategies

CAMPAIGN ONE

Branding Strategies

CURRENT MINDSET OUR TARGET

Its a product Its an experience

Its only your

Its your family
furniture

Change in perception
Branding Strategies
Branding Strategies
Branding Strategies
Branding Strategies

We asked a few people if

they could tell us the
message or the place of an
OTOBI billboard
Branding Strategies
Branding Strategies

CAMPAIGN TWO

,
Branding Strategies

We asked a few people

about what they feel about
OTOBI
Branding Strategies

High Price Over Priced

High Price
Elegant
Not Durable Lasts longer
Worth the price
Elegant
Creative Worth the price
Innovative

Less Durable
Not Durable
Over Priced

Not Durable
Elegant
Innovative
Branding Strategies

High Price

Not Durable

Not worth it
Branding Strategies

A revolving structure of a Execution Plan

well furnished room

Five different Fridays, five

different places

Live streaming and

recording

Memorable clips
combined into videos
Branding Strategies

CURRENT MINDSET OUR TARGET

High Price Affordable and durable

Not Durable

Not worth buying Its worth trying

Change in perception
Branding Strategies

CAMPAIGN THREE

HITTING THE REVERSE PSYCHOLOGY

Branding Strategies
Branding Strategies
Branding Strategies
Branding Strategies

Timeline & Budget

 THANKYOU
Counting the days when youll furnish your LIFE
with OTOBI as well