How Kishore Biyani took advantage of IKEA’s first day glow with crafty advertising

Ikea first Indian outlet opened on Thursday with more than 200 eager shoppers queuing to get inside the store. The store in the southern city of Hyderabad is the first of 25 outlets the Swedish furniture giant hopes to open by 2025 across the country of 1.25 billion people.
  • IKEA had a gatecrasher of a sort when the worlds largest furniture retailer opened its first store in India.
  • The ads sought to entice customers with 50% discounts. “What is not there……it’s here” with word “there” in dark blue and yellow background. The signature colour of IKEA. And “here” was of course the red Hometown colour.
  • IKEA, famous for its self-assembly products, faces tough challenges in India where people are not used to having to put together assemble furniture themselves.
  • IKEA has tweaked its offerings to suit Indian tastes, the chain will offer locally relevant products like masala box or frying pans and mattresses.
  • Ikea has to offer something for homes and something that fit a small budget where the offer more than 1000 products under 200 Rs to satisfy customers.
This was indeed Ambush Marketing what Hometown did. Ambush Marketing is something that raises awareness of a brand in covert ways. In fact the term “Ambush marketing” landed 6th in the global language monitor’s “Top words of 2010” solidifying its reputation as an emerging marketing method. It aligns a brand with an event or property. It broadly refers to a situation in which a company or a product seeks to ride on a publicity value of a major event without having contributed to the financing of the event through sponsorship Ambush marketing is something that is unexpected.

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