IKEA was founded in 1943 in Sweden by Ingvar Kamprad and has become one of the largest furniture brands in the world. It offers a wide range of home furnishing products at affordable prices through its strategy of low costs. IKEA plans to open its first store in India in Greater Noida by the end of 2016 and has identified four states for future expansion, with plans for 10 stores in the first 10 years. It will promote itself in India through all media channels as a fashionable brand for homes and initially use a pull strategy to drive customers to products.

1. IKEA Marketing Mix
A presentation by:
Zaheer
Neha K.
Nikhil
Avinash
Pawan

2. IKEA
• Ikea was found in the year 1943 in Sweden,
• By a very energetic seventeen year old youth named Ingvar Kamprad,
• Ikea expanded among other markets and its popularity was soon
accepted by the masses,
• It had a run to become one of the most popular furniture brands in
the world,
• It now is the consumer of almost 1% of the total wood produced on
earth,
• The biggest furniture makers of the world,
• Ingvar Kampard was considered as one of the richest men in the
world.

3. Products
•Eating
•Desks
•Mirrors
•Children’s IKEA
•Cooking
•Bathroom storage
•Beds & mattresses
•Chairs
•Clothes storage
•Decoration
• IKEA FAMILY products
• Kitchen cabinets & appliances
• Lighting
• Small storage
• Sofas & armchairs
• Storage furniture
• Swedish food
• Tables
• Textiles & rugs
• Tools & hardware

4. Price:
• Quality home furnishing products at affordable
prices
• Seeing things differently
• Developing and producing our product range
10 Keys to IKEA's Low Prices
1.Recycling
2.AS-IS
3.Waste Reduction
4.Automatic-selling
5.Thriftiness
6.In-house design
7.Economies of Scale
8.Transportation
9.Strategic Placement
10.Minimal packaging

5. Price:

6. Price:
• Low Price strategy
• “TO create a better everyday life for the many people”
• IKEA product range bears low prices
• IKEA designs play a major role by using production capabilities from
other areas in unique and unimagined ways.

7. Price:
• The product target retail price in INDIA will be estimated through “the
matrix” which consists of 3 basic product ranges. Within each price
range the company would survey the competition to establish a
benchmark and then set its own price point 30-50% lower than that
of its rivals

8. Place:
IKEA in India Location and store formats
Reportedly in talks with the Uttar Pradesh government to open its first
store in Greater Noida.
IKEA said it has been sourcing from India for more than 25 years.
Each store the company plans to acquire around 12-17 acres of land.
The outlets will include a showroom, a market hall, a self-service
warehouse along with a restaurant.
The first IKEA outlet in India is not expected before the end of 2016.

9. Place:
• The Swedish furniture major has identified four states - Haryana,
Andhra Pradesh, Maharashtra and Karnataka - to set up its stores.
• The firm has proposed setting up 10 furnishing and home ware stores
as well as allied infrastructure in over 10 years in India.
• Subsequently, it plans to open 15 more stores.

10. Promotions:
• Advertising
• Promotional activities by IKEA in India
• Traditional Marketing
• Non-Traditional marketing

11. Promotion analysis:
• In India, Ikea will promote
itself as a fashion brand for
homes
• All media channels will be
covered: TV/Print/Digital
• Initially pull strategy will be
executed so that the
customers themselves pull
out the product from the
shop