Ikea's Brand Positioning in India

BRAND POSITIONING

By Angshuman GogoiITM B-School

OVERVIEW

• Founded : Almhult, Sweden (1943)• Founder(s) : Ingvar Kamprad• Headquarters: Delft, Netherlands• Employees : 139,000• CEO India : Jevencio Maeztu

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

FOR WHOM?

• Real middle class (400 Million)• Tier 1 cities and Metros• Metro connectivity and Highway• The living room

WHEN?

• 1st Phase (10 stores in the next 10 years)• 2nd Phase (15 additional outlets )• Long term Relationship

AGAINST WHOM?

• Local Carpenters• Small and Middle Level

Industries• Home Stop, Durian, etc