Course: Brand Management (MKT465)

Section: 2, Spring 2021

Case Study Assignment 1 on
Company: Transcom; SBU: Furniture
Submitted to:
Sherina Idrish
Lecturer
Department of Marketing & International Business
North South University

Submitted by:
Name ID
Md. Shadman Zahir 1812362030
Sadia Mostafiz 1813068630
Sabrina Morshed 1811291030
Umme Un Hafsa Rity 1811787630
Jubayer Al Mahmud 1813242030
Tashfiq Ahmed 1811828630
Sauda Daremee 1821998630

Date of Submission: 8th March, 2021

1. Answer:
BRAND NAME: “Wood Essence”

SYMBOLIC LOGO:

TAGLINE: “Décor your dreams with wood beauty”.

BRAND CHARACTER:
2.Answer:

SBU product categories for Wood Essence:

 Home Furniture

 Office Furniture

Core Product Level:

Furnishing void spaces for utilization or for decoration

Generic Product Level

Wood Essence furniture is made with acceptable materials guaranteeing strength and organized to
be utilized multiple. The items are additionally made in following modern designs with the trend.

Expected Product Level:

Customers expect the product to be comfortable and durable and modern and trendy in design.

Augmented Product Level:

The augmented product highlights are customization of furniture, multi-usefulness which a

furniture can be transformed into another furniture or the sizes can be changed. Another quality is
it's trendy and present-day plans. One other extraordinary component is the means by which
customers can see where they need to keep the furniture, how it would look like in the environment
and furthermore make their own furniture to accommodate their space necessity through VR
gadgets.

Potential Product Level:

The potential product level would add IoT highlights in furniture with more present-day plans and
more useful advantages.
3. Answer:
Straddle Positioning for “Wood Essence”

Associations Hatil Otobi Partex Wood Essence

/ Nodes

POPs:  Contempor  Contempora  Contemporar  Contemporary.

Categorical ary ry y  Affordable.
POPs:  Affordable  Affordable  Affordable  Variations in
 They have  Starting  Various collection.
variation with office furniture for
as they furniture, office,
provide they have household
household household and other
as well as collections usage.
office including
furniture. nursery
(Website) furniture.
Competitive  Customers  Customers  Customers Competitive POPs
POPs: who want who want who want (Hatil):
elegant reinventing international  Superior quality
designs, with quality and
superior modern products, and craftsmanship.
quality, style. stylish items.  Post sales
post sales  Innovative  Offers service.
service are recruitment customers  Unique designs.
targeted. procedure to durables like
 Trendsette ensure doors and Competitive POPs
r unbiased door frames, (Otobi):
 Aesthetical system. etc.  Setting own
ly pleasing,  Otobi also  Offers standards.
durable provide discounts.  Reinventing
and high interior  Highlights collections.
functionali solutions. “Total care”. Competitive POPs
ty.  The mantra  Price ranges (Partex):
 Also offers is based on varies from  Plywood boards
own “Keep low to high and doors.
interior Reinventing as designs.  Providing
designs. ”.  59 years of different
experience. discount offers
  The mantra  Variations during festivals
is based on in and other
their collections. occasions to
tagline  Price range attract the
which of 2,500 to customers.
indicates to around 2
“Trust”. lacs.
 Eco-  46 years of
friendly. experience.
 Price range
of middle
to higher
according
to designs.
 47 years of
experience
.
Correlational None None None None
POPs:
PODs:  Practicing  A product  Challenges  Modern design
Japanese line named the status- with aesthetic
quality “Timber quo for touch, premium
manageme household growing. quality.
nt collection”  Products for  We will be
philosophy are provided FMCG. holding
“Kaizen”. by them in Bangladesh’s
 Considere comparison heritage by
d to be the to the using original
“game- mentioned “Segun” and
changer”. competitors “Mahogany”
 Trendsette  Nursery wood.
r in furniture.  If the cusmer
consuming wants, we will
FSC be providing
Certified customized-
wood and designs
fitting according to
environme their choices.
ntal This will be one
 protection of the major
measures. focuses.

Justification of PODs:

We have included 3 considerations which decide attributes to serve the PODs:

Desirability:

From the case, it is visible that customers prefer modern and multifunctional designs as well as
customization. We are providing them all as we will be offering custom choices and our designs
are modern yet superior. So, the products would be desirable.

Deliverable:

Yes, our product has competitiveness but it is feasible as our designs would be great and the raw
material we are using, would be preferable to the customers. As our parent company is “Transcom”
which is one of the leading and fastest growing companies in our country. They have a supreme
brand image and value which indicates that they would be promising in the industry.

Differentiating:

In the current market, the mentioned competitors are focusing on different things but they are not
focusing on customization at all. But “Wood Essence'' will be focusing on it. That makes it
different in a superior way. We are also holding origin wood which represents the heritage of
Bangladesh. This also differentiate us from the competitors.
 4. A: Answer:

fu
FURNITURE

WOOD PLASTIC

SEATING SLEEPING ENTERTAINMENT TABLES STORAGE SETS

SINGLE SEAT MULTIPLE SEATS

SEGEMENTS THAT WOOD ESSENCE WANTS TO ASSOCIATE THEIR LABEL WITH

4. B: Answer:

5. A: Answer:

Three performances: for our furniture brand “wood essence” we have chosen three types of
performances that we want to work on. And the types are:

 Service effectiveness: our motto is to deliver high quality furniture at the same time service
that satisfies our customer. Durable, strong and comfortable furniture are the most
important feature of furniture. Furniture that provides service for a long run makes the
brand more valuable in the market and customers relies on that brand.
 Style and design: another performance that we are looking forward to is the style and design
of the furniture. People do not buy furniture frequently as furniture’s are durable product.
So customers seek for best in style and latest design furniture for their home that’s why we
have focused on the style and design performance. We want to provide very trendy and
various design furniture with style to attract our customers so that even after 5 years using
our furniture they will remember our brand with a positive mind.
  Price: price is one of the major criteria of purchase. It is very important to set a decent price
for a product so that people can afford it and buy it. So our third performance is price
performance where we want to give the best quality product at the best price. There are
many people with different budgets so for this reason we have various price range products
which will help customers to choose which price range product they want.

Two imagery criteria:

 User profile: for user profile we have determined the demographic and psychographic
characteristics also we want to focus on the actual profile.
 Purchase and usage situation: we want to distribute our product directly and indirectly. We
will use retailers also we will sell directly to the customer as we will have our physical
stores in different geographic locations.

The primary and secondary association:

 Primary: authentic segun wood for the making of furniture. Also for some furniture we use
tree stumps and we collect these from Sundarbans. Another primary ingredient is comfort
for using the furniture.
 Secondary association: In this part, we focused on the reliability of the product and the
durability. We also focused on the price, design and style of our furniture.
5. B: Answer: