This ppt puts forward the integrated marketing communication plan for a fictious brand called INDIKEA.

1. Integrated Marketing
Communication
Submitted by:
Tanya Garg
Akshat Khanna

2. OVERVIEW
 INDIKEA is a home improvement store
 Provides it’s customers with low-priced furniture
 Since its inception in 2009, INDIKEA has grown into
a 580 crore company
 Strives to “create a better everyday life for the many”
 INDIKEA has a strong brand personality in addition
to a solid business foundation.

3. SWOT analysis
Strength :
 Strong brand identity
 Strong co. value
 Diversity of products
 Cost effective products
 Made from recyclable and eco friendly material
 Customization option (portability)

4. Weakness
 Weak hold on digital platforms
 Lack of knowledge about the companies
sustainable efforts and customization
option

5. Opportunities
 Increased interest in sustainable efforts
 Increased demand of affordable furniture
 Increased demand for online marketing.

6. Threats
 Growing competitors( pepperfry , urban
ladder , home town etc)
 Selling products at affordable prices
 better established on social platform

7. Target audience
Demographics
 Corporate (builders)
 Men and women
 Families, couples on the verge of marriage
or recently married
 20+ years
 Pune, Delhi, Mumbai.

8. Psychographic
 Prefer a Low Price but a quality product
 Value strong customer service
 Like to shop online
 Enjoy customization
 Support global initiatives and shop at
companies that support those initiatives
 Members of various social platforms

9. Product mix
 Kitchen
 bathroom
 bedroom
 living room
 patio

10. Marketing mix
 Direct marketing
 Adverting : Digital, electronic ,outdoor
and print.
 PR (environmental friendly)
 Digital marketing

11. Integrated Marketing
Communication Plan
Objective
 Create awareness of INDIKEA’s
sustainable efforts.
 Customization options
 Diversity of products
 Budget friendly shopping
 Ease of shopping on online platforms for
customers

12. Strategies
 Promote sustainability efforts across all
paid mediums.
 Create interactive digital tools to engage
target audience and simplify shopping
experience
 Events.
 Develop integrated and creative concepts
for paid and digital media and direct
selling.

13. Khushyion ki shuruaat
hamare saath…
(happiness begins with us)

14. Direct Marketing (2%)
 Utilize direct e-mail facility to generate leads
and create new customers.
 Creating miniature magnetic products and
sending them to T.A.
 Focusing on the individuals who have
recently shifted/ purchased their first homes.
 Sending HELLO messages to customers who
have not shopped for a while.
*we heard you moved & might need one of
these. *we can help you with small spaces.

15. Public Relations (8%)
 Inviting the Bloggers , Journalists for an
in store experience and handing out the
miniatures
 Advertorials

16. Events (10%)
 KIOSKs in the malls.
 Trade Fairs ( to begin their journey)
 Promotional activity ( for bedroom and
patio)

17. Advertising (35%)
Objective: since the brand focuses on
sustainable efforts of making things worth
appreciation, so the ads should depict
that.
Tactics: TVC’s (20-25 sec) (theme related:
wildlife interacting with the furniture).
Media vehicles: Hindi channels ( colors,
star-plus, Sony. English channels( star
world, TLC, Romedy NOW etc.)

18. Brand Ambassadors (13%)
 Objective: getting the face that people
could relate to freshness and
sustainability
Roping in RCB for environmental cause (IPL
season)
Ranbir Kapoor ( as he recently left his
house so would be needing better
furniture)

19. Print (15%)
 Objectives: to reach selective
geographical audiences
 Tactics : getting the page green which has
the print ad to relate to the
ENVIRONMENTAL ISSUE ( Delhi times,
Pune Times, Noida Times)
 (magazines – décor furnishing, Femina,
Harper’s bazaar)

20. Digital Marketing (10%)
 Creating an integrated e-commerce
website for enhancing user experience
 Using specific media channel for its
specific purpose like FB, Instagram,
twitter etc. for creating engagements
 Putting up the Blogs
 Application creation
 Contests(best decorated room wins)

21. Radio (5%)
Objectives :Information sharing
Awareness creation
Tactics:
 Jingles should be catchy (khushiyo
ki shuruat hamare saath)
Giving out discount coupons.
 Contest (Q&A)

22. Outdoor (2%)
 Billboards on highways, around malls, at
market places.
 Metros