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
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.
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)
