4. Company Overview
OTOBI Limited – At a Glance
No. of Own Retail Outlets 18
No. of Dealers 288
No. of Factories Three Factories:
I. Mirpur Factory for Chair & Sofa
ii. Shyampur Factory for MS & LB product
iii. Savar Factory for Wooden product
Export Destinations India (Mostly in Calcutta)
5. Company Overview
Category Home% Office%
Laminated Board 42% 58%
Steel 10% 90%
Plastic 11% 89%
Chair & Sofa 5% 95%
Wood 96% 4%
AC 10% 90%
Interior 7% 93%
Kloset 100% 0%
TOTAL 52% 48%
CATEGORIES BASED ON TARGET GROUP
6. Company Overview
CATEGORIES UNDER HOME FURNITURE SEGMENT
Bed Room Furniture
Bed/ Bed Side Table
Chest of Drawer/
Wardrobe
Cabinet
Dressing Table/ Stool/
Mirror Stand
Kids Furniture
Reading Table/ Computer
Table
Living Room Furniture
Sofa / Upholstery/ Divan
Showcase
Recliner/ Rocker
Accent Chair- Table/
Center Table
Display / Magazine/ Shoe
Racks
TV Cabinet/
Entertainment Unit
Dinning Room Furniture
Dinning Table
Dining Chair
Dinner Wagon
Sideboard
Kitchen Racks
Tea Trolly
7. Company Overview
COMPETITIVE STRENGTHS
largest furniture manufacturing company
Strong brand recognition
State of the art automation system
Extensive national distribution network
Committed after sales service
1
2
3
4
5
8. Target Market
Vision: Driving innovation
in the industry
Strengths:
Skilled workforce
R&D
Production site
POD: New product and
service solution
Middle class to
higher middle class
Primary target: 25-
45 year old segment
Value proposition:
Quality & comfort
20. Branding Strategies
Over Priced
High Price
High Price
Not Durable
Over Priced
Not Durable
Not Durable
Less Durable
Elegant
Elegant
Elegant
Lasts longer
Innovative
Innovative
Creative Worth the price
Worth the price
22. Branding Strategies
A revolving structure of a
well furnished room
Five different Fridays, five
different places
Memorable clips
combined into videos
Live streaming and
recording
Execution Plan
23. Branding Strategies
Affordable and durable
Its worth trying
High Price
Not Durable
Not worth buying
OUR TARGETCURRENT MINDSET
Change in perception