Group Assignment 1

Company:Transcom;SBU: Furniture

There are many furniture manufacturer companies now in Bangladesh manufacturing world class furniture and they are
already exporting across the world. Bangladeshi furniture is now appreciated globally due to the quality, design and
affordable prices of these collections. Bangladesh furniture industry seems to become another promising export line for
the country. Some most recalled brands among these mainstream manufacturers are Otobi, Hatil, Partex and Brothers.
These brands are built on different personality traits for decades and are associated with different unique images.

Otobi,is synonym with reinventing and accomplishment as if there is no limit and no restraints. This sense of freedom
manifests itself in innovative product designs and business strategies. Strait from nature is another node that Otobi
recently is focusing on. To support their positioning, they have designed an innovative recruitment procedure to ensure the
system is unbiased, enabling real talent to enter the company to make Otobi the greatest creative organization in the
world. The Brandwas born in 1975 and since then started out with passion and creativity and always have believed in
inside Otobi Ideas. The spirit of independence –the spirit of countless Otobians –will keep Otobi alive for years to come.
“Keep reinventing” is Otobi’s new tagline, working as a constant reminder that we set our own standards only to break
them over and over again. The idea is to challenge our own limits in order to surprise consumers consistently in terms of
product design and variety, as well as ensure we are motivated ourselves. Though Otobi started its journey with office
furniture, it now is a strong name in household collections including nursery furnies. Otobi uses creative experience based
communications mainly that supports their positioning. Some of their recent campaign includes ‘office interior alive’ for
their office range and ‘ SuddhotarShuddhotay’ for their timber household collection, which was a critically acclaimed.

HATIL stands for elegant, contemporary, and affordable furniture. HATIL is synonymous with superior quality,
credibility, craftsmanship, and post sales service as well. HATIL is a cherished and trusted household brand for every
homemaker in Bangladesh. HATIL creates trends that others love to follow. HATIL traces its root in H.A. Timer
Industries Ltd., a company established in 1966 by late Al-Haj HabiburRahman. Following the avenues of H.A. Timber,
HATIL was established in 1989 by Selim H Rahman, a veteran and visionary leader in the furniture industry of
Bangladesh. HATIL’s 47 years of accumulated experience in wood processing and furniture manufacturing ensures that
HATIL furniture are aesthetically pleasing, functionally superior, and durable. The unique design themes of HATIL
ensure that our designs remain trendy over years to come. To give the customer the best possible quality, HATIL has been
practicing Japanese quality management philosophy “Kaizen” since 2007. HATIL is committed to excellence in
everything it does and takes pride in being the pioneer in using FSC Certified wood and installing environmental
protection measures. We care for our customers, our environment,our employees, and our society. Their recent campaigns
were launched with the slogans of “ Hatil, a name that has earned your trust.’ and “ amader furniture apnaderbujhe”
accordingly.

Partex Star Group is one of the largest Bangladeshi diversified private sector enterprises. The Group, the then Partex
Group, started its journey in 1962, with the torchbearer, Mr. M.A. Hashem, the founder Chairman of the then Partex
Group, an eminent industrialist of the country. Partex Star Group owns and successfully operates twenty manufacturing,
service and trading concerns delivering best values to customers through its products and services. Our business primarily
exists in two different areas – consumer durables like different types of boards(particle board, veneer board, melamine
faced chip board, plywood, PVC sheet) doors and door frames & furniture to FMCG like dairy products, cookies, spices,
etc. Our team is dedicated to creating an enriched customer experience through a top-to-bottom focus on excellence in
execution. From the hiring of people to the selection of merchandise, the negotiations with vendors to the design of ours
showrooms, the generation of the purchase order to the delivery to our customers’ homes. A motivated work force,
management and committed board members led by the Partex Star Group Chairperson and backed by a market oriented
corporate strategy has been the cornerstone of the group’s success.Partex Furniture label has the tagline of ‘total care’.
Their recent campaigns include ‘shopnopuron with a 45% discount and Eid offer with a 18% discount.

Originated with tea plantations in 1885, TRANSCOM today is one of the leading and fastest growing diversified business
houses in the country employing over 10000 people. Not many industrial groups in Bangladesh can claim a history of
continuous business pursuits stretching back over 125 years focusing on quality. Presently this company is operating
businesses involving high-tech manufacturing (TRANSTEC), international trading and distribution(Loreal, PepsiCo,Pizza
Hut, KFC,Philips, Samsung,Whirpooletc), forming strong ties with a host of blue chip multinational companies. In recent
years, TRANSCOM has emerged as the largest media house in Bangladesh (Daily Star and ProtomAlo, ABC Radio) and
now planning to step in the furniture market by making contemporary style furniture for local and global market. The way
Arong has associated their Brand with lifestyle, Transcom wants to create a urban lifestyle for the people all over
Bangladesh who prefer trendy styles over classic but at competitive price to survive the mainstream competition in both
household and office furni market making the brand an one stop solution to trendy lifestyle. Young executives,
entrepreneurs, students are their prime demographic target but their focus is on behavioral segmentation based of
preference for modern and multi-functional designs. Designing their own furni seems to be a well demanded idea for this
target segments as per research findings. They are still to label this new SBU. You are appointed as a Brand Consultant to
help them developing the brand for this SBU.

Answer the following questions: Students are expected to collect info from brand websites and other authentic sources as
well.

1.Develop a Brand Name, Symbolic Logo, Tagline and Brand Character for this new furni unit under Tanscom. (CH
4)
2.List a SBU (product categories) plan for your furni. Derive different levels of your product category (any one) by
mentioning different features/attributes/benefits offered at these levels. Add one product visual. (Ch 1,5)
3. List the POPs and the PODs of the mentioned furni brands and Develop POPs and PODs of your brand accordingly in
a table mentioning the Straddle positioning (mention who you are straddling with). (Ch 2)
(Ch 2)

Associations/ Nodes Hatil Otobi Partex Your Brand

Categorical POPs:
Competitive POPs:
Variables:
 Target Segments
 Product Categories (SBUs)
 Product Variants under each category
 Product Quality
 Price Range
 Years of Experiences
 Number of POS
 Augmented Benefits
 Find other variables by brain storming

Correlational POPs (if any)

 PODs (mention your emotional POD as well)

4. A. Develop a Category Structure for this furni line and highlight the segments the brand wants to associate their
label with. (Ch 3)
B. Develop an interactive print ad showing one core and one augmented purchase considerations to build a Salience for
your brand. (Ch 3)

5. A. List three Performance and two Imagery criteria under the Meaning block of Resonance Model and then
highlight the primary and secondary associations.
B. Develop an interactive print communication reflecting few nodes. (Ch3)