IKEA_India_SeminarPaper2020_Shuporna_MEM19

ii.
Place
• Locating themselves in Metro cities in India
• Instead of concentration on large stores. The small and many stores strategy
adapted
iii.
People
• Middle Class- high incomes working class people, bachelors, young couples
etc
• Offer products to Hostels, educational institutes, Offices etc
• Knowledgeable and friendly staff, advice and assistance department
iv.
Product
• Quality and Design
• Traditional Indian design combined with contemporary scandanavian design
• Availability of assembling Service
v. Price
• Low Prices- Cost concious people and low labour cost
vi.
Process
• Product exchange/ Return policy
• Home Delivery
• On-line Buying option
• Efficient staff and customer service
vii. Promotions
• Moderate awareness about the brand already existing in the country
• Advertisemnet through all retail channels – TV, Radio, Newspaper and
magazine
Going Forward- IKEA Strategy
I. Acquiring an existing competitor such as Godrej Interio, Home Town or
PepperFry to capitalize of their knowledge of the Indian consumer base.
II. Replacing Home Centre or other home Furnishing brand with IKEA Products.
21 Seminar Paper BDIM January 2020