Ikea launch in India - A proposed PR Strategy

IKEA LAUNCH PR STRATEGY

By: Dhruv Malik, Indian Institute of Mass Communication

(Advertising & Public Relations)

Major players in the furniture market in India:

            1. Godrej Interio furniture2. USHA Lexus furniture3. Millennium Lifestyle4. Fetherlite furnishings5. Zuari furniture6. Durian furniture7. Damro furniture8. WIPRO furniture9. Nilkamal furniture10 Dynasty Furniture11. EVOK12. Pepperfry furniture is the digital competition.

IKEA an Awesomely Crazy Brand- A few things done by them in the past

•The 2015 catalog experience-The parody on the launch of iPhone 6

•The IKEA time travel experiments

•The Instagram catalog website

•The social media catalog campaign

•IKEA klippbok – an iPad scrap book

•The 2013 Interactive application catalogue

•Ikea's biggest banner advertisement

•Multi-vie interactive kitchen stories

•The Facebook fan sleep over

•Catch the Swedish light campaign

•The world most liked showroom campaign

•Happy to bed- The YouTube social experience

•Ikea's 365 commercial campaign

•“Cheers” social celebration application

THE IKEA "MEINE KIYA" LAUNCH:

•The campaign resonates with the philosophy of the brand-ready to assemble furniture

•Former Norwegian prime minister Kjell Magne had criticized IKEA for not depicting women assembling furniture in its instruction booklets

•A marketing opportunity was seen in this

•What if ikea is promoted a brand depicting women empowerment?

•Rational for this:

q India is at it’s boiling point when it comes to women empowerment

q Breaking the cliché of furniture assembly being a man’s job

q Women are the influencers and purchasers when it come to furniture

q They would prefer a brand that supports the cause of women            empowerment

q During the course of the strategy women will act as brand advocates for IKEA

q India being a majorly lazy country, the #ikea-meinekiya campaign will help the           consumers understand what the process of ready to assemble furniture is    

q After the launch the strategy will be promoted for every body not only women in particular with the same connotation "ikea meine kiya" 

•Subsequently if this campaign was taken forward with the same connotation it can actually help it major stakeholders that is local suppliers -  Self-Help groups for local supplying can be formed and "ikea meine kiya" can be taken forward

•The guarantee by these SHGs of "meine kiya" is taken taken forward to prove the superior quality of ikea furniture

Brand Identity Prism for Axe for Men

By: Dhruv Malik, Indian Institute of Mass Communication

(Advertising & Public Relations)

Brand Identity Prism for AXE FOR MEN:

A Step By Step Guide to Understand how the BRAND IDENTITY PRISM WORKS:

Step 1:Understand the Essence of the Brand.Everything of the prism points back to the Essence of the brand, this is the core value of the brand

Step 2:Start moving Clockwise from the Physique. This answers the question: What is the first thing that comes to your mind when you think of the Brand?

Step 3: Move to the Personality of the brand. This answers the question: Is the brand was a person how he be?(Describe the person as you would if he was standing in front of you)

Step 4: Move to the Culture of the brand. Ask yourself and your research this question: What is the culture,values of the brand? (What does his brand stand for?)

Step 5: The next step is Self-Image. This answers the question: When I use the product, What do i feel about myself?(this answers the question why the consumer uses the brand ? if he does so)

Step 6: Here begins the externalization; by this I mean external factors that affect the brand. This Reflection  part answers the question: When I use the product, what do I want others to feel about myself?(Its a complex but a very fun question)

Note: Do not get confused between Step 5 and Step 6. They are tricky but answer a  lot of unasked questions.

Step 7:Relationship:This is the Key and most important step.If you find this out for your brand your entire Communication Strategy can be based around this.Think of all the persons you know. One of them might be the brand.

Brand Identty Prism for Axe for Men

If you want to know more on how the prism works read KAPFERER; the guy who invented it.

All my prisms are dedicated to Ramesh Tahiliani.