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.
Develop a brand name for this new furni unit under Tanscom

1. A. 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.
B. Justify the selected PODs.

Hatil Otobi Partex Your Brand

Categorical POPs: Categorical POPs: Categorical POPs: Categorical POPs:
Competitive POPs: Competitive POPs: Competitive POPs: Competitive POPs:
Correlational POPs Correlational POPs Correlational POPs Correlational POPs
PODs PODs PODs PODs

2. A. Develop a category structure for this furni line and highlight the segments the brand wants to
associate their label with.
B. Develop a print ad showing one core and one augmented consideration to build a salience for
your brand.

3. List three performance and two imagery criteria under the meaning block of Resonance Model
and develop a print communication portraying all those nodes.