`

Brand Analysis
Case
On
HATIL

Date of Submission: 30 may, 2013

11
1
 Principle of Marketing
Assignment
On
HATIL
Submitted to

Md. Hashibul Hassan

Lecturer
Department of Finance
Jagannath University

Submitted by

Group : 7

SL Name of Group Member Roll

1 Rasel Ahamed B-120203047
2 Md. Shakhawat Hossain B-120203080

3 Afrin Khan B-120203137

4 Saidul Islam B-120203060
5 Md. Monoar Hossain B-120203005
6 Emdad Munshi B-120203092
7 Milon Saha B-120203108

2
Brief Product Facts:
Hatil Complex Ltd. is doors and furniture manufacturer in Bangladesh. It was established in 1989
following the lead of a reputed timber processing company H.A. Timber Industries Ltd (1966). This
company produces wooden home, office, hospital, industrial & hotel furniture, doors, smoke cabins,
interior solutions etc. It is basically a private limited company with limited share and does the
business of manufacturing, import and export. It is endorsing its furniture with tagline, Slim is smart.
Hatil’s market share spread approximately in more than 10 countries throughout the world including
Germany, Netherlands, Ukraine, Switzerland, Sweden, Denmark, Singapore, Thailand, India, Japan
etc.

Industry Analysis:
Hatil entered into the market with high industry profits which are associated with weak suppliers,
weak buyers, high entry barriers, little opportunity for substitutes, and little rivalry. Hatil is operating
its business in furniture industry which consist lots of other brands namely Otobi ,Navana Furniture,
Brothers Furniture, Akhtar Furnishers, Partex Furniture and lots of other imported furniture from
around the world. But not all the brands are Hatil’s competitor. Among the brands Otobi and
imported brands are real threats for Hatil. It is difficult or expensive to exit furniture industry.

SWOT Analysis:
Strengths Weakness
1. High brand value 1. Limited distribution channel
2. Equipped with advanced machineries 2. Higher product price
3. Skilled craftsmen
4. Innovative design
5. User and environment friendly design
Opportunities Threats
1. Growing customer base 1. Extreme competition
2. Exploring International market 2. Downward pricing pressure
3. Cost-efficient technology 3. Compressed product life cycle

Marketing Mix:
Product Home, Office, Hospital, Industrial and Hotel Furniture, Interior solutions, Smoke Cabin,
Doors(Veneered flush and Solid wooden) etc.
Price Hatil’s product price is comparatively higher than Brothers Furniture &Pertex Furniture,
similar to Otobi and less than Akhtar Furnishers.
Promotion Promotion through electronic and print media, billboard and banner, social
networking, giving seasonal discount offer, participating in different fair, both in
national and international arena.
Place Available in all important and financially affordable areas of Dhaka city and all other
divisions in Bangladesh.

Micro & Macro-Environment:

3
 The company Bangladeshi love lived, trusted leading furniture manufacturer
company with high goodwill. They are also looking forward to
interpreting International market through joint venture company.
Suppliers Countrywide distribution network through own outlets
Marketing Distribute their product through their own distribution channel.
intermediaries
Customers Nationwide customer of middle and high class people or
Micro commodities
environment Competitors Otobi , Navana Furniture, Brothers Furniture, Akhtar Furnishers,
Partex Furniture and lots of other imported furniture from
around the world
Pubic Good public relation with financial, media and internal public but
comparatively weak relation with local and general pubic
Demographic Favorable to operate nationally because the country have
potential customer with the sense of hospitality, comfort and
luxury.
Economic Reasonable pricing in accordance with buyer’s capability.
Macro Natural Nature control to make furniture’s
environment
Technological UV Technology is used for polishing. Both local and international
modern technology and machineries are also use for making
quality furniture.
Political Unstable politics obstruct the supply channel
Cultural Furniture design varies from culture to culture. Hatil’s design
influence our culture

Segmentation & Targeting Analysis:

Hatil main target customers are middle and higher class. They mainly segment their customer on the
basis of Income, Social class and Lifestyle.
Segmentation Income, Occupation, Social Class, Lifestyle, Personality, Benefits, Attitude Toward
Product.
Targeting Most of the segment with special importance on middle and higher class.

Positioning Map:
Using product differentiation, we are positioning Hatil as the most useful, suitable, value added
furniture for home and official use.

4
 80 Hatil

Akhtar
60 Otobi

Pertex
40 Brothers

20

Luxury Performance

Orientation
Value Proposition Analysis:
More The same Less

More

Hatil
The same

Less

Hatil provides the most upscale product to cover the higher costs.

Levels of Product Analysis:

Core Benefits Luxurious, durable & comfortable

Features Various use in home & office

5
 Design Different size, shapes with lucrative design

Packaging Normal carton packaging

Quality ISO 9001-2008 Certified

Actual Product
level
Band name Nationally reputed
After sales 1 year free of cost sales service
Augmented
service
Product
Warranty Offering 1 year warranty which covers any
damages due to production defects
Installation Free assembling
Delivery Free home delivery

Product Life Cycle (PLC):

Hatil

Sales

Profit
0 Time

Product Introduction Growth Maturity Decline

Development

6
Pricing Analysis:
Hatil provide quality furniture to its customers in a sensible price. Hatil’s product price is
comparatively higher than Brothers Furniture &Pertex Furniture, similar to Otobi and less than
Akhtar Furnishers.