IKEA says ‘Hej’ India in style

IKEA, the Swedish furniture brand, successfully opened its first store in Hyderabad, India, through a comprehensive media strategy and crisis management skills.

Marketing Objective

IKEA is a Swedish brand with relatively low awareness in Hyderabad, the objective was to:

  1. Establish brand IKEA - Home furnishing expert from Sweden, offering Affordable & Accessible home furnishing needs for the many Indians
  2. Create a Home Furnishing movement, by inspiring many Indians
  3. To achieve very ambitious commercial target - 40% HH penetration @ the end of Year l of operation

Target Audience

As IKEA is fundamentally a brand for 'the many' & with a target HH penetration of 40% in year 1, every Hyderabadi became our target audience. Demographically, the primary TG...

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