Brand Management

GROUP-8

MADE BY :
18BSP0922 -Richa Jain
18BSP0947- Robinsingh Pawar
18BSP0929- Rishabh Agarwal
18BSP0905 - Randeep Singh
18BSP0942 -Riya Khinvasara
18BSP0937 - Ritika Garg
18BSP0939- Ritwika Mallick
18BSP0895 –Rajyash More
ABOUT IKEA
• Founded by Ingvar
Kamprad in the year
1943.
• Based in Sweden
• World’s largest furniture
retailer
• Today Ikea has more
than 300 stores in more
than 35 countries
Local strategies adopted by Ikea
1. Store Concept
4,00,000 sq.ft. large store spread over 13 acres
7500 affordable, good quality home furnishing products
Based on innovative, inspirational and solution oriented approach
Regular updation as per demand of the market

2. Low Pricing
Based on ambition of reaching people with thin wallets
Attracts many segments in society
Classic Ikea range of products ( masala boxes, idli makers,
colourful sheets etc)
Global Classics range of products ( Bily bookcase, lack table, arm
chair etc)
3. Distribution Centre
 Company has invested Rs.20 crore for 2.7 lakh sq.ft. in Pune
 Brand planning to expand to about 3.7 lakh sq.ft. by next year
 Aims to implement to some most advanced technology
 Company also panning for non-bonded warehouse and custom
warehouse

4. Purchasing Strategy
 Large number of partnerships and suppliers in India
 Looking at exploring new categories ( ceramics, glassware,
wood, natural fibres)
 LOCAL STRATEGIES ADOPTED BY IKEA
TO ENTER THE INDIAN MARKET
• Scandinavian Designs : IKEA is known for creating a low-
maintenance home with a mix of classic Scandinavian design
and long-lasting modern furniture.

• Urban Clap - Assembly Partner : IKEA has tied up with

UrbanClap, a mobile-based services marketplace. As part of
this collab, consumers purchasing a select range of IKEA
furniture from the store can book furniture assembly services
via the UrbanClap app.
• Marketing Strategy : IKEA introduced its first TVC in
July revolving around the everyday family moments.
It very clearly showed the prices of the products as
and when they appeared.
• IKEA Restaurant : The IKEA store houses a 1,000-
seater restaurant, IKEA’s largest and possibly India’s
largest restaurant, a cafe which offers coffee, bakes,
frozen yogurt and many more for purchases. The
food is very affordable, for example a plate of
samosas cost Rs 10.
• Expansion Plans : IKEA is looking forward to spending Rs
1,000 crore per store. So far, the brand has spent half of
the Rs 10,500 crore that was approved as initial
investment in 2013. Going forward, they are looking
forward to opening all the stores with plot size between
8-11 acres.
 STRATEGIES FOR INDIAN MARKET

• Multi-channel approach
• Online experience
• Smaller format stores
• The four F’s
• Quality & Affordability
THANK YOU