Independent University, Bangladesh

“Partex Furniture”
Course Title: Brand Management
Course ID: MKT 470, Section: 01
Submitted To: Zakia Binte Jamal
Lecturer
Submitted By:
Serial Group members name ID Contribution

1 Farzeen Shahid 1720124 Brand Exploratory

Consumer analysis,
Competitor analysis, Brand
Equity evaluation,
2 Fatima Islam 1620739 Strategic brand
management
recommendation,
Conclusion
3 Anika Tabassum 1720288 Brand inventory
Brand Audit objectives,
Executive summary,
4 Mishwar Abedin 1630398 Scope, Approach,
Background about Brand
and Industry
5 Yasin Ali 1730148 Introduction & SWOT

Date of Submission: September 25th, 2020

 Letter of Transmittal

25th September 2020

Ms. Zakia Binte Jamal

Lecturer, MKT470
Independent University Bangladesh (IUB)
Bashundhara R/A, Dhaka

Subject: Submission of brand audit of Partex copmany

Dear Miss,

Here is the assignment that we were assigned on the topic as per your request. The assignment
has been completed by the knowledge that we have gathered from the course “Brand
Management”.

We are thankful to all those people who provided us important information and gave us valuable
advices. We would be happy if you read the report carefully and we will be trying to answer all
the questions that you have about the assignment.

We have tried our level best to complete this assignment meaningfully and correctly, as much as
possible. We do believe that our tiresome effort will help you to get ahead with this sort of
venture. In this case it will be meaningful to us. However, if you need any assistance in
interpreting this assignment please contact us without any kind of hesitation.

Thanking you.

Yours Sincerely,
Brand Creators
 Acknowledgement

In performing our assignment, we would like to show our gratitude to Ms. Zakia Binte Jamal,
Course Instructor, Independent University, Bangladesh for giving us a good guideline for our
assignment throughout numerous consultations.

We would also like to expand our deepest gratitude to all those who have directly and indirectly
guided us in preparing this assignment. Many people especially our team members themselves;
have made valuable comments and suggestions on this topic which gave us an inspiration to
improve our assignment by a large margin. We once again thank all the people who tried to help
us to complete this assignment.
 Table of Contents

Table of Contents
Executive Summary............................................................................................................................................... 1

Introduction .......................................................................................................................................................... 2

Brand audit, Objectives and scopes. ..................................................................................................................... 3

Brand Background................................................................................................................................................. 3

Background about the Industry: ........................................................................................................................... 4

Consumer analysis ................................................................................................................................................ 5

Partex Furniture inventory ................................................................................................................................... 6

Brand Exploratory ............................................................................................................................................... 10

BRAND POSITIONING ANALYSIS:......................................................................................................................... 12

Competitor analysis ............................................................................................................................................ 13

Price comparison ................................................................................................................................................ 14

SWOT Analysis .................................................................................................................................................... 14

Brand Equity Evaluation...................................................................................................................................... 16

Recommendation ............................................................................................................................................... 17

Conclusion........................................................................................................................................................... 18
 Executive Summary

The study aimed at making a brand audit on a private limited company. Considering the
organizational structure, decision making process, controlling system, strength and weakness, we
have chosen Partex furniture of Bangladesh which we think as the best option for the study. It is a
well known and leading company in Bangladesh. They manipulate their business throughout the
country. Their supplies are available in every city of the country. Their management environment
is also well established. For understanding company practically Partex furniture could be one of
the best example. Partex company owns and successfully operate their manufacturing and service
and trading business and delivering best values to customers through its products and services.

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 Introduction

The furniture industry is one of the most potential sectors in Bangladesh and the overall
condition of the sector is very good in recent years. Local furniture manufacturers are meeting a
huge local demand while the upper section of society is also having access to imported furniture.
Fortunately, the local companies have the lion’s share of the market. After meeting the local
demand, furniture industry moves forward and is concentrating on exporting furniture to
neighboring countries specially India.

Partex Furniture is one of the strategic business units of Partex Group established in 1999. Since
then Partex furniture has enjoyed a rapid growth and enjoys a considerable market share. Partex
furniture is an ISO 9001: 2008 certified organization which manufactures office and home
furniture with combination of timber, special particleboard, and decorative plywood. Partex
furniture employs more than1200 skilled manpower and has an annual production volume BDT
1.5 billion. Partex Started their journey through making timber furniture and they later launched
mechanized furniture making. Partex is known for having a lower production cost than that of
other competitors. Partex is the most environment friendly furniture manufacturer maximizing
wood conservation. Their values are focused on artistic design, integrity and quality orientation.

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 Brand audit, Objectives and scopes
Mission:

To be the most consumer-focused, competitive, efficient, innovative and environmentally

responsible and quality concerned leading market-oriented furniture manufacturer, sales and
distributer of Bangladesh

Vision:

We are the leading furniture solution provider in Bangladesh achieving our business vision
through growth in market reach, increasing operation size, international distribution, total service
and consistent branding activities by being the most customer focused and innovative, cost
effective and efficient, environmentally responsible and quality concerned company in the
business.

Objective:

Partex is one of the largest manufacturing companies in our country. But their business strategy
has some problems. If they want to solve those department-based problem, they should increase
training and development program and look after their motivational tools.

Brand Background
Partex group is one of the largest manufacturing companies in our country. This group is
committed to the property of Bangladesh. These enterprises play a positive role in alleviating
poverty and generating employment an important objective of our country. Partex is a free
market economy where private sector plays a key role in establishing an industrial base. It has
also stepped into the IT sector and eagerly anticipates further expansion of its product and
service portfolio to make a sizeable contribution to the national economy. It believes in new
ideas and technology which paves the road to the future.

It had its modest beginnings in the tobacco trade in 1959 under the cautious stewardship of its
Founder Chairman Mr. M. A. Hashem. In 1962 Partex Group exposed itself nationally. In the
early seventies, M/S Hashem Corporation Ltd. Was established with headquarters in the port-city

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of Chittagong. At a time when a newly independent country needed almost everything, the
company involved itself in the import of essentials items like iron, steel, cement, sugar, rice,
spices, wheat, salt, milk and other commodities. From importing to import substitutions was the
next logical step and the steppingstone into the manufacturing sector, which has matured to the
multi-million-dollar diverse investment of the Partex Group today. Today the group has over
twenty family owned private limited companies with a sizeable turnover, and they supply and
pressure tobacco, food, water, soft drinks, steel, container, edible, oil, wooden board, furniture,
cotton, Etc. A skilled work force and arranged board trustees lead by this group and backed by a
market oriented corporate strategy has been the corner stone of its success. They have a dynamic
organization always give new ideas and concepts to expand the company’s popularity.

Background about the Industry

Partex Group, steered by Mr. Showkat Aziz Russell at the helm operating in business sectors like
communications and information technology, energy, materials, services and consumer products
like water, soft drinks, steel container, edible oil, wooden board, furniture, cotton yarn, jute and
textile. The group started with tobacco trading business, now it has more than 25 private limited
companies. It has divided it overall businesses into 5 complex areas. These are as following:

Complex 1

Star Particle Board Mills Limited, Partex Furniture, Partex Builders Limited, Partex Laminates
Limited, Partex PVC Industries Limited, Partex Agro Limited, Rubel Steel Mills Limited,
Corvee Maritime Co. Limited, Ferrotechnic Limited, Partex Limited, Partex Housing Limited.

Complex 2

Danish Foods Limited, Danish Distribution Network Limited, Danish Milk Bangladesh Limited,
Danish Dairy Farm Limited.

Complex 3

Amber Pulp and Paper Mills Limited, Partex Paper Mills Limited

Complex 4
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Partex Board Mills Limited, Partex Sugar Mills Limited, Amber Cotton Mills Limited, Amber
Cotton Mills Limited, Partex Rotor Spinning Mills Limited, Partex Denim Limited, Partex
Denim Mills Limited, Partex Energy Limited, Partex Holdings.

Complex 5

Dhaka com Limited, Partex Properties Limited, Partex Beverage Limited, Partex Plastics
Limited, Partex Foundry Limited, Partex Jute Limited and Partex Shipyard Limited.

Consumer analysis
For any success of the company depends on associate with customer . So Partex already fulfil this
segment very successfully and already try to provide the best service and fulfil their consumers
needs and wants. And also giving after sales service, provides different design furniture to their
customers with suitable prices.

Consumer needs-Partex primary value is fulfillment of their customer's needs. Their manner
of achieving this success is to include value for money, different price ranged functional products,
complete solutions, free technical consultancy services, after sales support, efficient delivery, and
above all quality product that exceeds expectation .They believe in providing their customers new
and innovative product with international standards to match with the changing lifestyle of today.

Consumer motivation- Partex also tries to motivate their customer for buying their products
recently they are forcasting numerous advertising that is very good initiative for expanding their
business as well as they offers sales during occasions for attracting their customers.
Evaluate customer relationship strategy and customer value-Partex needs to find out what
customer done in the past with their brands when they products and also focused on when and how
frequently they have purchased from them and also focus on future and their lifestyle. They also
try to find out the customer loyalty about the brand and their purchase frequency. Always try to
interact with their customer and influence them for buying product from their company.

Consumer segmentation- Segmented customer through different ways like family, age,
teenagers, income, family background etc. Consumers financial status is very important for
dividing their targets segmentation

Consumer perception- Company must try to create a clear customer experience. Needs to
understand who the real customer are. And create an emotional connection with customer. And
figure out the real feed back from customer regarding about their company’s products. From this

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feedback company should draw a development framework for evaluate their work performance
and develop their team and act upon regular customers feedback

Partex Furniture inventory

Element

• Name: Partex furniture is very easy to say. Partex furniture brand name signifies A
world of style and elegance. They have a long-term relation with their customer since its
beginning.
• Likeability:
People like partex furniture brand name, it’s easy to recognise because of their particle
board.
• Meaningfulness:
Partex furniture when heard customers are reminds that highest quality products and
services. Partex furniture had created their identity through its name and customer know
about the product quality and sustainability.

Logo:

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Slogan: The term “total care” is the slogan of partex furniture.

Present marketing programs

Currently they offered “kashfull shorote housefull ” offer 18% discount on spot purchase or
online purchase. They also provide discount in Dhaka international trade fair in every year.

Points of parity

• Various quality products such as home furnishing, office furnishing, industrial items and
others.
• High quality product.
• Online and retail distribution channel.
• Sustainable.

Points of difference

Partex furniture has different categories product. They focus on customer needs and satisfaction.

• Affordable price.
• Huge distribution channels.
• They value customer by providing heist quality products and services.
• 12-month warranty (like, damage due to misuse, tampering, fire etc.)
• Bangladeshi design.
• Wide range of products.

Line extension

Partex has extended their brand in different categories. These are given below.

❖ Partex Argo limited: Partex argo limited is a part of partex star group. its launched in
2009 with an objective of producing good quality seeds and other agricultural inputs and
makes them available to farmer at competitive price.
❖ Danish condensed milk bd limited: Danish condensed milk bd ltd is most rewarding
unit of partex group. It is the first condensed milk industry started during the year 1991 in
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 the country and positioning the position in local market. presently Danish condensed milk
is being exported in Nepal, Bhutan, and parts of india.
❖ Partex laminates limited: Partex melamine faced chip boards are produced in
completely new plant using modern german state of the art technology. it’s mainly
mechanically pasted on both side of the board.
❖ Danish food limited: Danish food limited is one of the leading foods and beverage
producing and marketing company in Bangladesh. It’s also a part of partex star group.
Danish food ltd is serving the best for the customer for uphold the superiority in the
market. they ensure best quality products reach to the customers. They place great
importance on hygienic manufacturing process. They believe success depends on
customers.
❖ Partex gypsum boards and ceiling: Partex gypsum boards are cost effective and fast
install, its use for partitions in commercial and industrial buildings. they are lightweight
with very low impact on the load bearing structure of the building. they offer new pattern
collection of ceiling tiles to adorn the ceiling of interiors. They are high quality, not only
dear look and their features and application making them suitable for decoration and
designing of contemporary buildings. they are considered as beautiful as well as cost
effective option to enhance then the beauty of the establishment.
❖ they had extent their brand many more categories these are given below.
❖ Partex oil refinery.
❖ Partex cables limited.
❖ Partex builders limited.
❖ Rubel steel mills limited.
❖ Danish milk Bangladesh limited.
❖ Partex paper miles limited.
❖ Partex board miles limited.
❖ Partex sugar miles limited.
❖ Partex ceramics limited.
❖ Partex holdings.
❖ Partex tissue limited.
❖ MUM water ltd.

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 ❖ Royal crown cola limited.
❖ Partex accessories ltd.
❖ Amber cotton miles ltd
❖ Partex denim ltd.
❖ And many more categories are there.

Portfolio of partex furniture.

Partex furniture has different type of products, these are given below

▪ Bed.
▪ Bed side table.
▪ Dressing table and stool.
▪ Bed room chair and table.
▪ Chest of drawer.
▪ Almirah.
▪ Mattress.
▪ Sofa.
▪ Centre and side table.
▪ TV trolley and cabinet.
▪ Divan.
▪ Display shelf and rack.
▪ Dining table.
▪ Dining chair.
▪ Showcases.
▪ Tea trolley and side.
▪ Board.
▪ Kitchen cabinet.
▪ Kitchen accessories.
▪ Kitchen doors.
▪ Book shelf.
▪ Reception table.
▪ Fire wood.

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 ▪ Raised floor.
▪ Heavy duty rack.
▪ Office table and chair.
▪ Office almirah.
▪ And others.

Brand Exploratory

BRAND ASSOSIATION
Brand association refers to anything which is set into customer’s mind about the brand. Brand
should be associated with something positive so that the customers can relate your brand with
being positive. The attributes of brand which comes into consumers mind when the brand is
spoke or heard about are known to be " Brand Assosiations ". Brand association can also be
defined as the degree to which a specific product/service is recognized within its product or
service. While choosing a brand name, it is important that the name chosen should establish an
important attribute or benefit association that leads its product positioning.

Brand associations can simply be formed on the following procedures:

1. By customers contacting with the organization and employees
2. Advertisements
3. Word of mouth publicity
4. Price at which the brand is sold
5. Celebrity or famous person involvement
6. Quality of the product
7. Products and schemes offered by competitors
8. Product type or category to which the brand belongs
9. POP (Point of purchase)

In context of Partex Furniture their positive brand associations are developed through the product
which they are selling and whether the products are durable, marketable and desirable. The
customers must be persuaded that Partex sells best quality products while satisfying their

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consumer needs. This will lead to customers having a positive impression about the product.
Positive brand association helps an organization like Partex to gain goodwill and creates a barrier
for the competitor’s entry into the market. Partex Furniture is a brand that consumers can trust on
because Partex has always sold other products such as Mum water, danish condensed milk etc
which gained consumer loyalty, so it is very important for a brand like Partex to establish good
brand image so that their consumers are loyal towards their brand in the market. Partex Furniture
gives an impression of being qualityful and durable with good quality at a reasonable price
because Partex has been able to serve customers with good quality and trustworthy products
before.

CONSUMER PERCEPTION ANALYSIS

Customer perception refers to the marketing concept that describes customer’s impression,
awareness or consciousness about a company or its products. Customers usually collect
information about a product and interprets the information to make a meaningful image about a
particular product from the brand or company. When a customer sees an advertisements or
promotion activity or customer reviews or social media feedback etc, relating to a product, they
develop an impression about the product. The entire process of customer perception starts when
a consumer sees or gets information about a particular product. This process continues until the
consumer starts to build an opinion about the product themselves. Everything that a company
does affects customer perception. The way the products are positioned in a retail store, the colors
the products are of and shapes in the logo, the advertisements that are created by the company,
the discounts offered, everything impacts the customer perception.

Partex is known to be an affordable yet exquisite product company for the furniture market in
Bangladesh. They sell reasonable products which are highly durable and quality is never
compromised in terms of their products. Partex has attracted and gained customer attention and
retention by providing consumers with goods and services that are unique and trustable. When a
consumer sees an advertise, promotional progam, customer review, social media feedback they
can automatically generate a brand image in their minds when they see the name Partex. Partex
group has also been successful in building trust with their most sold product of Mum water in the
market, after trusting Mum consumers automatically have a belief and trust towards any product,

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they see related to Partex in the market. Partex group has been highly successful in terms of
making their consumers loyal and returning while purchasing products again in the future.

BRAND POSITIONING ANALYSIS

Brand positioning has been defined by Kotler as “the act of designing the company’s offering
and image to occupy a distinctive place in the mind of the target market”. In other words, brand
positioning describes how a brand is different from its competitors and where, or how, it sits in
customers ’minds.

Partex considers positioning their products uniquely into the market, they have different varities
of products in their furniture company. Firstly, they have bedroom and living room furniture
which are considered to be the most demanded and high selling products in the market of
furniture. Their bedroom furnitures are demanded and consumed by consumers due to the trusted
quality assurance they have towards the brand of partex. This leads to making the bedroom
furniture to be the market leader in their product position. Secondly, the new and innovative
product of industrial furniture which is fire proof doors made by partex for industrial use is
considered to be a market challenger in the furniture market because of its unique feature and
innovation of such a product in the market of Bangladesh. Thirdly, the office furniture which is
introduced into the market due to other rival companies has brought these products into the
market so in order to compete with them Partex came up with office furniture, positioning it in
the market follower positon. Lastly, Partex also sells doors with unique and various designs
which are readily available for placing into the door space instead of ordering and making doors
by carpenters, Partex came up with deisgned and readymade doors for customers, this positions
the product to market nicher position as this is new in the market and targets small group of
consumers.

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POSITIONING MAP

MARKET LEADER MARKET CHALLENGER

MARKET FOLLOWER MARKET NICHER

Competitor analysis
Partex is upper class wooden furniture. There are lots of furniture company exist in the market
who are the direct competitor of partex furniture.

Name Partex Hatil Otobi furniture Navana furniture

Logo

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 Market share 28% 22% 39% 15%

Market Challenger follower leader Nich

Positioning

But still Partex is leading the market recent time and they have launched lot of designing new
furniture in market to satisfy their customer.

Price comparison
Price of different product of different category are showed below-

Producuts Partex Hatil Otobi furniture Navana furniture

Double bed 22899-69896tk 19000-53000tk 14012-69830tk 14000-70000tk

Sofa 15864-200000tk 14000-183000tk 7000-250000tk 15186-300000tk

Office furniture 9898-183000tk 11000-200000tk 5000-500000tk 11000-480000tk

Kitchen room 7450-230000tk 7290-250000tk 3400-450000tk 6490-150000tk

Institutional 5000-100000tk 7400-150000tk 2500-178600tk 3800-168000tk

furniture

SWOT Analysis

It is a tool that identifies the strengths, weaknesses, opportunities and threats of an organization.
Specifically, SWOT is a basic, straightforward model that assesses what an organization can and
cannot do as well as its potential opportunities and threats. SWOT analysis can also be carried
out for a product, place, industry or person. It involves specifying the objective of the business
venture or project and identifying the internal and external factors that are favorable and
unfavorable to achieve that objective. Factors that are covered in SWOT analysis are:

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Strengths: Characteristics of the business or project that give it an advantage over others.
Weaknesses: Characteristics that place the business or project at a disadvantage.
Opportunities: Elements that the project could exploit to its advantage.
Threats: Elements in the environment that could cause trouble for the business or project.

Identification of SWOT analysis is important because they can inform later steps in planning to
achieve the objective.

The conducted SWOT analysis of “Partex Furniture Ltd.” gave us the following findings,

Strengths

• Partex Furniture has highly improved machinery and information technology to ensure
the best quality.
• Partex Furniture has wide range and strong base of customers to sustain in the
competitive market.
• Technologically advanced in terms of developing new products
• Partex Furniture already has a brand image and also has a large amount of assets.

Weakness

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 • Partex Furniture mainly depends on imported raw materials.
• Research and development (R&D) practices are not available.
• Partex Furniture providing long durability products doesn’t actually use it to promote
their product or has never highlighted it in any marketing campaigns.
• Partex being the first mover in the furniture business it is still lagging behind its main
competitor Otobi.

Opportunities

• Due to the size of Partex they will face lower intensity of rivalry
• Demand of furniture’s is drastically increasing every year.
• Can expand business options via providing interior designing option to customers.
• Exploring International Markets.

Threats

• Brand image pioneered by Hatil and Otobi whereas Partex is still not the pioneer.
• Timber based furniture industry is in mature stage.
• New competitors are coming in front with new product style and technological
advancements.
• Increased popularity of substitute products like plastic, board and rot iron-based furniture.

Brand Equity Evaluation

Partex is one of the market leading company in Bangladesh market. Partex furniture is growing
business in Bangladesh and almost leading the furniture market.

Present Market share of Partex furniture

Partex provides high class wooden furniture to their customer and we can also see they have also
huge market share in market. And it is very positive side. Nowadays they are also providing
customize and standardize product. The upper- and middle-class customers can buy their products
so they have captured 28% market share. Main competitor of partex group is Otobi and it holds

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39% market share and running the market very positively. And Hatil almost trying to capture the
partex furniture market. As Navana are still struggling their business because their higher rate and
they are trying to capture upper class customers. So Partex company needs to identify target market
carefully and try to identify their needs and wants. Since Partex group is one of the largest and
successful service sectors in Bangladesh so they have enough experience to satisfy their customer
and can easily find out the necessary steps for capturing the furniture market.

share

navana
11% patex
28%
hatil
patex
22%
otobi
hatil
otobi
navana
39%

Source: Furniture industry, Bangladesh 2010

And we all know partex is providing eco-friendly furniture as much as and this is a commitment
of PARTEX GROUP. Currently they are providing an ever-increasing range of products to meet
the greater than ever demand of furniture for household, schools and office.

Recommendation
In spite of success in wooden furniture market, there are still have some steps in the marketing
aspects has been detected. After our research on the organization we came up with some possible
steps and solutions that we would like to state below-

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After sale service- After sale service should be provided. It will help consumers for saving
their time and effort.

Design-Some furniture of the product are very traditional so company should change their design
and so that consumer can differentiate products.

Move advertising- To increase sale advertising on print media, electronic media should
increase.

Dealer increasing-Dealer should be increased in all districts. And train them properly.

Market plan for slow moving product- Planning for slow moving product for example
hospital furniture.

Lack of showroom storage- Showroom should be increased immediately so that company

can communicate with customer and deliver the product immediately.

Market Research-Marketing research for each brand has to be done for getting the clear picture
for product positioning against the competitor’s product and finding out furniture.

Budget-The budgeted will be required to up greeted future.

Conclusion
Partex furniture is always focus on mass marketing. Always give their best effort to satisfy their
customer. They try their best to provide their service as much as quickly. But still they are facing
some problems Company is trying to take almost market share and trying to reach the customer.
And gradually trying to figure out its system and fall and week comer. In spite of some problem
but still it is the pioneer in furniture industry of our country. Introducing of new fashionable design
is a continuous effort of partex furniture company to meet the changing style and fashion of their
customer.

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 Referrence

1. About Us. (2020). Retrieved 25 September 2020, from https://www.partexfurniture.com/about-us

2. limited, R. (2020). Report On Marketing strategy of Partex furniture industries limited. Retrieved 25
September 2020, from https://assignmentpresentationedu.blogspot.com/2014/05/report-on-
marketing-strategy-of-partex.html
3. (2020). Retrieved from http://www.theindependentbd.com/printversion/details/104062
4. (2020). Retrieved from https://www.thedailystar.net/an-overview-of-bangladesh-furniture-industry-
6612

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