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Re Branding of OTOBI

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

aymansadiq16
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Re Branding of OTOBI

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  1. GROUP-9 OTOBI MuhammedAsif Khan (ZR-71) MusharratRahman (RH-97) AfsaraAbed (RH-101) Md. Ayman Sadiq(ZR-103)

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

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

  4. Company Overview OTOBI Limited – At a Glance 18 No.of OwnRetailOutlets No.of Dealers 288 No.of Factories ThreeFactories: I. MirpurFactoryforChair&Sofa ii. ShyampurFactoryforMS&LBproduct iii. SavarFactoryforWoodenproduct ExportDestinations India(MostlyinCalcutta)

  5. Company Overview CATEGORIES BASED ON TARGET GROUP Category Laminated Board Steel Plastic Chair & Sofa Wood AC Interior Kloset TOTAL Home% 42% 10% 11% 5% 96% 10% 7% 100% 52% Office% 58% 90% 89% 95% 4% 90% 93% 0% 48%

  6. 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/ Wardrobe Showcase Dining Chair Cabinet Recliner/ Rocker Dinner Wagon Dressing Table/ Stool/ Mirror Stand Accent Chair-Table/ Center Table Sideboard Display / Magazine/ Shoe Racks Kitchen Racks Kids Furniture Reading Table/ Computer Table TV Cabinet/ Entertainment Unit Tea Trolly

  7. 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

  8. Target Market Vision: Driving innovation in the industry Middle class to higher middle class Strengths: Primary target: 25- 45 year old segment Skilled workforce R&D Production site Value proposition: Quality & comfort POD: New product and service solution

  9. Company Overview EXISTING MARKETING CAMPAIGNS NEWS CAMPAIGN DIWALI CAMPAIGN

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

  11. Branding Strategies CAMPAIGN ONE ঘরকে নয় জীবনকে সাজান

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

  13. Branding Strategies

  14. Branding Strategies

  15. Branding Strategies

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

  17. Branding Strategies

  18. Branding Strategies CAMPAIGN TWO কেনকে নয়, দেখকে আসুন

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

  20. Branding Strategies Over Priced High Price High Price Elegant Not Durable Lasts longer Worth the price Elegant Worth the price Creative Innovative Less Durable Not Durable Over Priced Not Durable Elegant Innovative

  21. Branding Strategies High Price Not Durable Not worth it

  22. Branding Strategies A revolving structure of a well furnished room Execution Plan Five different Fridays, five different places Live streaming and recording Memorable clips combined into videos

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

  24. Branding Strategies CAMPAIGN THREE HITTING THE REVERSE PSYCHOLOGY

  25. Branding Strategies

  26. Branding Strategies

  27. Branding Strategies

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

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

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