ikea's brand positioning in india
TRANSCRIPT
![Page 1: Ikea's Brand Positioning in India](https://reader036.vdocuments.us/reader036/viewer/2022081512/556ae990d8b42a86218b4bf0/html5/thumbnails/1.jpg)
BRAND POSITIONING
By Angshuman GogoiITM B-School
![Page 2: Ikea's Brand Positioning in India](https://reader036.vdocuments.us/reader036/viewer/2022081512/556ae990d8b42a86218b4bf0/html5/thumbnails/2.jpg)
OVERVIEW
• Founded : Almhult, Sweden (1943)• Founder(s) : Ingvar Kamprad• Headquarters: Delft, Netherlands• Employees : 139,000• CEO India : Jevencio Maeztu
![Page 3: Ikea's Brand Positioning in India](https://reader036.vdocuments.us/reader036/viewer/2022081512/556ae990d8b42a86218b4bf0/html5/thumbnails/3.jpg)
WHY ?
• US$8b Furniture Industry in India• Global standard• Different Approach according to
Lifestyle• Good and Quality Products at
affordable prices• Employees for Door to Door
Assistance
![Page 4: Ikea's Brand Positioning in India](https://reader036.vdocuments.us/reader036/viewer/2022081512/556ae990d8b42a86218b4bf0/html5/thumbnails/4.jpg)
FOR WHOM?
• Real middle class (400 Million)• Tier 1 cities and Metros• Metro connectivity and Highway• The living room
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WHEN?
• 1st Phase (10 stores in the next 10 years)• 2nd Phase (15 additional outlets )• Long term Relationship
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AGAINST WHOM?
• Local Carpenters• Small and Middle Level
Industries• Home Stop, Durian, etc