Brand Management

MKT465
Section 5

Group Assignment -1
Submitted to:
Sherina Idrish,
Lecturer, Department of Marketing and International Business,
School of Business and Economics,
North South University

Submitted by:
Md. Salehin Shahriar (122 0711 030)
Razi Uddin Ahmed (151 0893 030)
Rashad Rahman (151 7555 030)
Akib Jabad Washak (133 0971 030)
Shafin Inzam Babar (141 0461 030)
Md. Abdul Jabber(131004630)
Q1: Develop a Straddle Positioning for this SBU using a table mentioning the POPs and PODs for
this furniture SBU. Classify your POPs (category and competition) and justify your PODs
(desirable, deliverable and differentiating).

Straddle Positioning for TRANSWOOD

OTOBI HATIL PARTEX TRANSWOOD

Categorical POPs: Categorical POPs: Categorical POPs: Categorical POPs:

a. Various wooden a. Various wooden a. Various wooden a. Various wooden furniture
furniture furniture furniture for both household and
b. Contemporary b. Contemporary b. Contemporary office usage
c. Affordable c. Affordable c. Affordable b. Contemporary
c. Affordable

Competitive Competitive POPs Competitive POPs: Competitive POPs (Hatil):

POPs(with Otobi): (with Hatil): a. Offer consumer a. Keep Reinventing
a. Innovative a. Trendsetter durables like different mantra among employees.
recruitment b. Unique and types of b. Nursery furniture
procedure to ensure modern design boards(particle
unbiased system themes board, veneer board, Competitive POPs(Otobi):
b. Keep c. Hatils mantra is melamine faced chip a. Unique urban design
Reinventing mantra based around their board, plywood, PVC themes
among the tagline referring to sheet) doors and b. Kaizen, offset this POD
employees Trust door frames of Hatil.
c. Constant d. Eco-friendly b. Total Care
reinvention of e. Durable and high c. Discount offers Competitive POPs(Partex):
product design functionality. a. Plywood boards & doors
b. Provide Discount offers
during festivals and other
occasions.

Correlational POPs: Correlational POPs: Correlational POPs: Correlational POPs :

None None None None
PODs : PODS : PODS : PODS :
1. Timber household 1. Japanese quality 1. Pioneer company 1. Option to design own
collection (A product management (since 1962) in the furniture as required
line only they are philosophy furniture industry of (customized furniture)
providing at the Kaizen(continuous Bangladesh. 2. Modern and multi-
moment in improvement 2. Products for FMCG functional design
comparison to the 2. Pioneer in using 3. Premium Lifestyle brand
mentioned FSC Certified wood
competitors) and installing
2. Nursery furniture environmental
protection measures

Justification of PODs:

We have considered the 3Ds of PODS (Desirability, Deliverable, and Differentiating) while
listing the PODs.

1. Desirability:
According to the case study, it has been found from research that their prime target
market of young executives, entrepreneurs, and students highly demand modern and
contemporary furniture, that they can customize. As this is what they are striving to serve
by becoming a premium lifestyle brand that offers modern designs, their products are
highly desirable.
2. Deliverable:
Their parent company is Transcom, one of the leading companies in terms of growth in
our country. They are known for offering high quality products for over a century and
quarter. They have an unparalleled brand image and value. This suggests that their
concern in the furniture industry would share the same service ethics, which emphasized
their ability to deliver what they promised.
3. Differentiating:
All of Transcoms competitors are focusing on other aspects of the market. For instance,
Otobi started from office furniture and now are moving towards household products
while Hatil is one of the top-of-the-mind names when it comes to home furniture.
However, Transcoms goal to target the modern demographics, especially the soci-
economic class A and B, by becoming a lifestyle brand through elegant and contemporary
designs is unmatched. No one in the marketing scene is aiming to provide customized
furniture that the customers desire and that clearly differentiate Transwood from its
competitors.