Akthar Furnishers Ltd. is a sister concern of Akhtar Group Ltd. Akhtar Furnishers Ltd. is a leading Furniture manufacturer & distributor company with a heritage of over 34 years. Akhtar Furnishers Ltd. manufacturing, supplying and exporting high quality wooden furniture to fabricate a home.
Customer Profile:
Demographic
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Age: 28+
Gender: Male & Female Occupation: Businessmen, Service holders. Income: 30000+ |
Geographic
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Location: Urban, sub-urban.
Area: Dhaka, Chittagong, Sylhet, Khulna. |
Psychographic
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Preference: Businessmen desire more.
Perception: Positive image Attitude: Positive & trustworthy. Lifestyle: Fancy. |
Integrated Marketing Communications
A ’big picture’
approach: a total marketing communication strategy that recognizes how
all of the firm’s marketing activities communicate with its customers other than just promotions. In terms of Akhtar Furnishers Ltd. They rely on massive advertising and sales promotion for their IMC campaigns.
Advertising
They have TVCs and all of them portray the benefits of buying Furniture (chronological
increase of the price of Furniture in Bangladesh) and what Akhtar Furnishers Ltd. gives as
incentives for buying it from them.
They promote sales promotion on DITF (Dhaka International Trade Fair)- 2015 claiming that 15% discount on all furniture.They also claiming 10-15% on eid festive.
They also chronically continue to promote their ads on news prints and magazines, billboards.
They have separate websites for different SBUs. Akhtar Furnishers Ltd also has an effective website which shows every details and
process of buying Furnitures.
Akhtar Furnishers Ltd.
DITF is the place for personal selling for Akhtar Furnishers Ltd. Every year they participate in that fair. They also push their sales promotions in the fair in a redefine tactic.
PR events are also vital in Akhtar Furnishers Ltd's positioning they usually sponser quiz show, fun games events and make corporate deal with various companies and while doing that they strategically launch they new product promotion for massive exposure.
My opinion:
I am submerged by their marketing strategy and it justifies major integrated marketing communication tools which are impressive. They don't do marketing based on hypothetic statistics about our country they are very professional and aware of the contact points for attracting potential customers. In my opinion as they are growing more and more, in coming decades they need to emphasize more on interactive marketing. Only website and social networking page won’t
help much, they need to develop mobile apps, interactive facilities where consumers will design their own furniture that they actually like and the company will implement it. I wish the best for Akhtar Furnishers Ltd. as their tagline is to it's not just furniture, it's a lifestyle.
