IKEA's #Swedeshi movement is winning hearts

Ulf Smedberg, Country Marketing Manager on IKEA’s marketing playbook for India at exchange4media’s Techमंच

e4m by exchange4media Staff
Updated: Jun 28, 2018 8:58 AM

All eyes are on Ulf Smedberg, Country Marketing Manager, IKEA India, as he orchestrates the launch of the iconic Swedish brand IKEA in India next month. Smedberg gave a sneak-peek into IKEA’s marketing playbook for India at exchange4media’s digital marketing conference Techमंच.

Smedberg said that IKEA’s expansion in India will be much quicker than other markets. “We plan to reach more than 200mn people in the next two years,” he said. IKEA is leveraging digital in various innovative ways to reach these 200 million people. It has been important to be active on digital because IKEA realised very soon that Indian users are primarily on digital - especially on mobile.

Over the last few months IKEA has been generating buzz around the brand, products, building brand love for IKEA even before the store launches in Hyderabad. From using VR to giving users a virtual experience of what it would be like to walk through an IKEA store to getting consumers acquainted with Swedish IKEA, it has been creating multiple digital content bits and engagement pieces to speak to consumers. 
The people of Hyderabad visited the Hej Home IKEA model showroom in droves to take a look at what IKEA will have on offer for its Indian customers. If the sheer numbers in which people visited the experiential store in November is anything to go by, IKEA will have a crowd-management problem on its hands on Day 1.

He summed IKEA's India strategy up in one word - #Swedeshi. The Swedish company made 500 house visits to understand how India lives as part of its homework on India. Based on the research the Swedeshi movement is centered on Home, Food, Children and Value for Money. IKEA’s promise to India is that the IKEA product catalogue will have 1000 products that will be priced at Rs 200. “We would like to attract many people, not just people with fat wallets,” Smedberg said.

The first IKEA store will be launched in Hyderabad next month and the exact date for the launch will be revealed next week he said. As the launch inches closer, IKEA will talk through traditional mass media, Smedberg revealed. He even gave the audience a three second preview to the soon-to-be aired IKEA TVC. He whetted the appetite of the audience and left them more curious about IKEA than they were before his session.

Rest of India will soon get their own IKEA stores Smedberg promised. Mumbai will get its store in the next six months. It will be a 55,000 sq. mts. showroom in Navi Mumbai. 

Watch Ulf' Speak: 

A look at IKEA's Digital Ads : 

Building Suspense: 

IKEA Model Store:

How to Say IKEA Hej Home:

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