1. OTOBI
Prepared For: Prepared By:
Taufique Hossain (TMT) Shadman Bin Zahir
Lecturer A.N.M.Nafis Ahmed
School of Business Md.Samid Razzak
Shahrin Ali
MKT 337, Section:8 Mohd. Rifatul Maksud

2. SEGMENTATI
ON AND
TARGETING

3. Geographic Segmentation
Area Urban Semi Urban Semi Rural Rural
Demographic(Income) Segmentation
User Status Upper class Upper middle class Middle class Lower middle class
SEGMENTATION

4. TARGETING
Geographic Segmentation
Area Urban Semi Urban Semi Rural Rural
Demographic(Income) Segmentation
User Status Upper class Upper middle class Middle class Lower middle class

5. Communication Objectives
 Informing the consumers about the product lines
 Reminding consumers about the products
 Persuading consumers to buy Otobi Furniture.
 Increasing overall Brand Image and enhancing their
brand in terms of price, quality, design and service.

6. Increasing credibility of the products
offered.
Increasing brand loyalty by offering
services such as after sale services.
Aiming to be the Top of mind and
Top of Choice

7. Positioning
 Pioneer in manufacturing modern furniture
 Use of laminated board
 Strong brand recognition
 Corporate and office furniture

8. Revised positioning
 Price, Quality and Design
 Needs more awareness in the B-2-B sector

9. MARKETING COMMUNICATION
STRATEGIES

10. PULL STRATEGY
TVC
Direct
marketing
Bill Board
Print Ad

11. PULL STRATEGY
Reverse
Psychology
Variability
Theory
Enhance
Awareness
TVC

12. • 3D Billboard
• Few other billboardsBillboard
• Newspaper Ad
• Lifestyle Magazine Ad
Print Ad
• SMS (Informing about new offers)
• Email
Direct
Marketing
PULL STRATEGY

13. PUSH STRATEGY
SALES
PROMOTION
Coupons/
Membership
Card
Discounts
Retailer
Commission
Seasonal/Fes
tival Sales

14. PROFILE STRATEGY
Improve
Management
System
Enhance Corporate
Image
Improve
Communication
Activations and
CSR
STAKEHOLDERS

15. INSIGHT
“I know there’s a brand
called
OTOBI , which has high
price and little existence. ‘’

16. Affordable and
durable
Its worth
trying
Low
awareness
High Price
Not Durable
Not worth
buying
OUR TARGETCURRENT MINDSET
Change in
perception

17. BIG IDEA
3
1
2
“Change In
Perception
Using
Different
Communicati
on Tools’’
It’s not a
product it’s an
experience
It’s value for
money and
worth trying
“Change In Perception Using Different
Communication Tools’’
It’s my
comfort
zone

18. ADVERTISMENT
REVERSE
PSYCHOLOGY
IN THE CAMPAIGN

19. অটবি বিয়ে আর পারা গেয় া িা
সকায় র চা টাই গ া এখি আর গেষ হে িা
IMC (PRINT AD)

20. IMC (PRINT AD)
আর কখননো অটবি ককনো যোনি নো
এন ো আরোনে অভ্যোস নষ্ট হনে যোনে

21. IMC (TVC)
Objective of the our advertisement:
-Create awareness
Message Theme:
-It’s part of their lives.(Emotional connections)
-Attachment of people with OTOBI furniture in home ,
office , even in car!

22. IMC (TVC)
Leverage points of the AD:
Attributes: Soft Cushion and spacious.
Benefits: Comfort
Personal values : Comfortable life
and happiness
Appeal :
Emotional
Executional
Style:
Dramatic

23. IMC TAGLINE
‘’ এত ো আরোম ..অটবিতে
বিতে আর পোরো গেত ো িো”

24. BILLBOARD
We see a lot of
billboards but how many
do we actually
remember??

25. BILLBOARD
For the 1st
time in
Banglades
h , a 3D
billboard in
prominent
area will
create a
buzz.

26. BRAND LOYALTY
One year later after
they have bought
the furniture…..

27. BRAND LOYALTY
A greeting card
with a
personalized
message 

28. A greeting card with a personalized message 
BRAND LOYALTY
A greeting
card with a
personalized
message 

29. PUBLIC
RELATIONS

30. • Sponsorship
• Lifestyle and
Classical Music
Shows.
• Forced Exposure
• Rapid Interaction
• Direct
Communication
• Discounts
• Display Corners
in Mega-stores.
• Experience
Booth.
• Participant
Observation.
• Creating
Awareness
• Gaining Attention
and Interest
• Providing
Information
OBJECTIVE THEME
EVENTSTACTICS

31. Corporate Social Responsibility (CSR)
Tree
Plantation
Concerned
about the
Environment
Enhance
Brand Image
Social
Welfare

32. Social Media Campaign
Product
Designing
Competition
Share
and
Collect
Likes
Exclusive
Prizes for
Winners

33. Type
Month
1
Month
2
Month
3
Month
4
Month
5
Month
6
Month
7
Month
8
Month
9
Month 10 Month 11 Month 12
Television January to June (High intensity)
Low or
no
intensity
Newspaper
Billboards After every two months
DITF
High
Promotions
Facebook
7 months =
UNPAID
5 months = PAID
Promotion at Trade
Fairs/Real Estate Fairs
Jan to Jun
Competitions Last four months
TIMING AND
SCHEDULING

34. BUDGET
30%
25%
20%
15%
10%
Budget Allocation
TVC Billboard Print Media Activation Campaign Social Media

35. Evaluation and Control
• Rating
• Focus Discussion
Advertising
• Database Management
• Feedback and Response
Direct Marketing
• Brand Image
• Customer Credibility
Public Relation
• SalesSales Promotion
• By the implementation of these tools, peoples AWARNESS
about OTOBI will increase along with positive BRAND IMAGE

36. INTEGRATION