`

Brand Analysis
Case
On
HATIL

Date of Submission: 30 may, 2013

11
1

Principle of Marketing
Assignment
On
HATIL
Submitted to
Md. Hashibul Hassan
Lecturer
Department of Finance
Jagannath University

Submitted by
Group : 7
SL

Name of Group Member

Roll

1
2

Rasel Ahamed

B-120203047

Md. Shakhawat Hossain

B-120203080

3
4
5
6
7

Afrin Khan

B-120203137

Saidul Islam

B-120203060

Md. Monoar Hossain

B-120203005

Emdad Munshi

B-120203092

Milon Saha

B-120203108

Brief Product Facts:

Hatil Complex Ltd. is doors and furniture manufacturer in Bangladesh. It was established in 1989
following the lead of a reputed timber processing company H.A. Timber Industries Ltd (1966). This
company produces wooden home, office, hospital, industrial & hotel furniture, doors, smoke cabins,
interior solutions etc. It is basically a private limited company with limited share and does the
business of manufacturing, import and export. It is endorsing its furniture with tagline, Slim is smart.
Hatils a ket sha e sp ead app o i atel i
o e tha
ou t ies th oughout the o ld i ludi g
Germany, Netherlands, Ukraine, Switzerland, Sweden, Denmark, Singapore, Thailand, India, Japan
etc.

Industry Analysis:
Hatil entered into the market with high industry profits which are associated with weak suppliers,
weak buyers, high entry barriers, little opportunity for substitutes, and little rivalry. Hatil is operating
its business in furniture industry which consist lots of other brands namely Otobi ,Navana Furniture,
Brothers Furniture, Akhtar Furnishers, Partex Furniture and lots of other imported furniture from
a ou d the o ld. But ot all the a ds a e Hatils o petito . A ong the brands Otobi and
imported brands are real threats for Hatil. It is difficult or expensive to exit furniture industry.

SWOT Analysis:
Strengths
1.
2.
3.
4.
5.

Weakness

High brand value

Equipped with advanced machineries
Skilled craftsmen
Innovative design
User and environment friendly design

Opportunities
1. Growing customer base
2. Exploring International market
3. Cost-efficient technology

1. Limited distribution channel

2. Higher product price

Threats
1. Extreme competition
2. Downward pricing pressure
3. Compressed product life cycle

Marketing Mix:
Product

Home, Office, Hospital, Industrial and Hotel Furniture, Interior solutions, Smoke Cabin,
Doors(Veneered flush and Solid wooden) etc.

Price

Hatils p odu t p i e is o pa ati el highe tha B othe s Furniture &Pertex Furniture,

similar to Otobi and less than Akhtar Furnishers.

Promotion Promotion through electronic and print media, billboard and banner, social
networking, giving seasonal discount offer, participating in different fair, both in
national and international arena.
Place

Available in all important and financially affordable areas of Dhaka city and all other
divisions in Bangladesh.

Micro & Macro-Environment:

The company

Bangladeshi love lived, trusted leading furniture manufacturer

company with high goodwill. They are also looking forward to
interpreting International market through joint venture company.

Suppliers

Countrywide distribution network through own outlets

Marketing

Distribute their product through their own distribution channel.

intermediaries
Customers
Micro
environment Competitors

Macro
environment

Nationwide customer of middle and high class people or

commodities
Otobi , Navana Furniture, Brothers Furniture, Akhtar Furnishers,
Partex Furniture and lots of other imported furniture from
around the world

Pubic

Good public relation with financial, media and internal public but
comparatively weak relation with local and general pubic

Demographic

Favorable to operate nationally because the country have

potential customer with the sense of hospitality, comfort and
luxury.

Economic

Reaso a le p i i g i a o da e ith u e s apa ilit .

Natural

Natu e o t ol to

Technological

UV Technology is used for polishing. Both local and international

modern technology and machineries are also use for making
quality furniture.

Political

Unstable politics obstruct the supply channel

Cultural

Fu itu e desig a ies f o

influence our culture

ake fu itu es

ultu e to ultu e. Hatils desig

Segmentation & Targeting Analysis:

Hatil main target customers are middle and higher class. They mainly segment their customer on the
basis of Income, Social class and Lifestyle.
Segmentation Income, Occupation, Social Class, Lifestyle, Personality, Benefits, Attitude Toward
Product.
Targeting

Most of the segment with special importance on middle and higher class.

Positioning Map:
Using product differentiation, we are positioning Hatil as the most useful, suitable, value added
furniture for home and official use.

80

Hatil
Akhtar

60

Otobi
Pertex

40

Brothers

20

Luxury

Performance

Orientation
Value Proposition Analysis:
More

More

The same

Hatil

The same

Less

Hatil provides the most upscale product to cover the higher costs.

Levels of Product Analysis:

Core Benefits

Luxurious, durable & comfortable

Features

Various use in home & office

Less

Actual Product

Augmented
Product

Design

Different size, shapes with lucrative design

Packaging

Normal carton packaging

Quality
level

ISO 9001-2008 Certified

Band name

Nationally reputed

After sales 1 year free of cost sales service

service
Warranty

Offering 1 year warranty which covers any

damages due to production defects

Installation

Free assembling

Delivery

Free home delivery

Product Life Cycle (PLC):

Hatil

Sales

Profit

0
Product
Development

Introduction

Growth

Maturity

Time
Decline

Pricing Analysis:
Hatil p o ide ualit fu itu e to its usto e s i a se si le p i e. Hatils p odu t p i e is
comparatively higher than Brothers Furniture &Pertex Furniture, similar to Otobi and less than
Akhtar Furnishers.