OTOBI - The World Class Furniture!

Otobi is operating their services in furniture industry in our country for the last thirty five years. The company was established in 1975 by Nitun Kundu. Within a very short period, Otobi became the most prominent Bangladeshi furniture brand. It has created a strong position for furniture as it is successfully competing with other furniture organizations of Bangladesh. Since many years, Otobi’s excellence has been recognized by the Bangladeshi community and has been given numerous awards.

Otobi has a vision to develop into a complete lifestyle brand offering innovative and inspiring space solutions. Otobi’s range of future, furnishings and appliances are developed and marketed to serve all ages and stages of houses, industries, institutions and offices. Otobi manufactures from an assortment of materials, including laminated chip boards, wood, MDF, sheet metal, tubes, plastic, cane etc. Their wide range of furniture and fittings are segmented category-wise and encompass areas such as bedrooms, children’s rooms, dinning rooms, living rooms, study rooms, kitchens, hospitals, educational institutions, corporate offices, industrial accents and decors and retail stores among others.

Otobi is providing the price-sensitive customers with affordable solutions through its huge value proposition. It aims to constantly break its own standards and tries to raise their standard even more higher. Otobi serves its customers on a national scale through wide distribution network including over 400 retail outlets, exclusive traders and franchises. 

Brand Values

The core values of Otobi are mainly creation, perfection and dynamism. Quality, durability, excellence and neat craftsmanship are not what Otobi strives to achieve but feautures eminent in each Otobi design. The company maintains its belief of setting its own benchmark and breaking it again and again. Representing continuous innovation, Otobi is now an inspirational brand in homes and offices, which is expressed through its products and communication. At the heart of all activities, there lies an innate need in the company to  create surprise constantly not only for the consumers but also for all the Otobians too. It is with teamwork and togetherness that challenges are met and overcome easily. Surrounded in day to day affairs is Otobi’s aspiration to be a creative “we” organization in every sense of the term. Moreover, the company thrives on the unique “keep reinventing” proposition. 

  

Succesful Campaigns of Otobi

A successful campaign  of Otobi which received much acclamation was the Metamorphosis TVC, which illutrates various types of transformations taking place with in a jungle. Otobi depiceted seven layers of meaning in this campaign: its outer shell introduced timber furniture and its innermost shell appropriated an essence of continuous reinvention. Within intermediary shells, Otobi gathers inspiration from nature and considers Otobian life as a garden or forest. Life goes on for travellers who gain motivation and enlightenment fron their journeys for their own metamorphosis. 

The Hide and Seek won the first prize for making an innovative and vibrant advertisement. This commercial also bagged the brand forum award. This ad project helped them to create a strong brand image in customer's mind.

       

Recommendations 

a. Foreign customers living in Bangladesh are one of the target markets for Otobi, who seek information from Otobi's web page. Since cross selling option or online booking system. So Otobi should take immediate action to redesign their webpage to meet customers demand.

b. Since Otobi do not have enough vehicles to delivery products to customer mailing address and often hire third party to  often are not serious to deliver the product to customer mailing address on time. Even for improper monitoring, they face many odd situations in front of the customers. So Otobi should use their own vehicle or to talk with third party about the problem of delivery process for giving a good experience to the customer.

c. Manufacturing process vastly depends on receiving order from customers and getting raw materials from suppliers. Since Otobi follow manufacturing world class furniture but do not implement just in time process in their manufacturing plant, which is very important part of logistics in manufacturing industry. Absence of JIT in this competitive market creates delay in manufacturing products and as a result they can lose potential and existing customers.

Managing brand is an essential task in every organization. Otobi has successfully created their brand name and able to spread its wind internationally which is not only promising for Otobi itself but also for the local brands.

APA Referencing:

1.  Kazi A.K. Asad (June 12, 2014). AD Maker Bangladesh 2014 CREATIVE MINDS GO YES! . Retrieved from - http://www.thedailystar.net/shout/ad-maker-bangladesh-2014-br-creative-minds-go-yes-27903 
2. Suman Saha (October 18, 2012). Furniture Exports Rise 27pc. Retrieved from - http://archive.thedailystar.net/newDesign/print_news.php?nid=254297
3. Bangladesh Brand Forum Magazine (Issue: June 6, 2012). Otobi Made in Bangladesh. Retrieved from - http://www.bangladeshbrandforum.com/magazine/062012/made_in_bangladesh_8.php 
4. L Keller, K. (2013). Brand Resonance and Brand Value Chain. In Strategic Brand Management (Fourth Edition Ed., p. 107). Harlow: Pearson Education Limited.
5. Otobi Website - http://www.otobi.com/