BRAND POSITIONING

By Angshuman Gogoi
ITM B-School
OVERVIEW
•
•
•
•
•

Founded
: Almhult, Sweden (1943)
Founder(s) : Ingvar Kamprad
Headquarters: Delft, Netherlands
Employee...
WHY ?
• US$8b Furniture Industry in India
• Global standard
• Different Approach according to
Lifestyle
• Good and Quality...
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
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Ikea's Brand Positioning in India

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Ikea's Brand Positioning in India

  1. 1. BRAND POSITIONING By Angshuman Gogoi ITM B-School
  2. 2. OVERVIEW • • • • • Founded : Almhult, Sweden (1943) Founder(s) : Ingvar Kamprad Headquarters: Delft, Netherlands Employees : 139,000 CEO India : Jevencio Maeztu
  3. 3. 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
  4. 4. FOR WHOM? • Real middle class (400 Million) • Tier 1 cities and Metros • Metro connectivity and Highway • The living room
  5. 5. WHEN? • 1st Phase (10 stores in the next 10 years) • 2nd Phase (15 additional outlets ) • Long term Relationship
  6. 6. AGAINST WHOM? • Local Carpenters • Small and Middle Level Industries • Home Stop, Durian, etc

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