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Revitalizing the promotional strategies of Otobi home furniture in the current market scenario.
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GROUP-9 OTOBI MuhammedAsif Khan (ZR-71) MusharratRahman (RH-97) AfsaraAbed (RH-101) Md. Ayman Sadiq(ZR-103)
Industry Overview 5,000 Crore 18% Market Size Growth Rate
Industry Overview Otobi, Hatil, Navana, Partex, Brothers, Furnitech, Legacy Roadside and footpath stalls, informal seller etc Organized sector Unorganized sector
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)
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%
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
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 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
Company Overview EXISTING MARKETING CAMPAIGNS NEWS CAMPAIGN DIWALI CAMPAIGN
Company Overview GAP ANALYSIS Untapped young target group 1 Prevailing negative perception 2 No breakthrough campaign 3
Branding Strategies CAMPAIGN ONE ঘরকে নয় জীবনকে সাজান
Branding Strategies CURRENT MINDSET OUR TARGET It’s a product Its an experience Its only your furniture Its your family Change in perception
Branding Strategies We asked a few people if they could tell us the message or the place of an OTOBI billboard
Branding Strategies CAMPAIGN TWO কেনকে নয়, দেখকে আসুন
Branding Strategies We asked a few people about what they feel about OTOBI
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
Branding Strategies High Price Not Durable Not worth it
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
Branding Strategies CURRENT MINDSET OUR TARGET High Price Not Durable Affordable and durable Not worth buying Its worth trying Change in perception
Branding Strategies CAMPAIGN THREE HITTING THE REVERSE PSYCHOLOGY
Branding Strategies ঘরকে নয় জীবনকে সাজান Timeline & Budget আবার দেন অটকব কেনকে নয় দেখকে আসুন
THANKYOU Counting the days when you’ll furnish your LIFE with OTOBIas well