Competition and Industry News
IKEA highlights price points in new adsedit
After a much-anticipated and incredibly long wait, IKEA – the Swedish furniture maker – opened doors to its first Indian store in Hyderabad, two months ago. This launch was preceded by the brand’s first ever communication campaign in India, crafted by Dentsu Impact – a creative arm of the Dentsu Aegis Network.
Publication: Afaqs (Online)
Date: October 18, 2018
Sleep Merchantsedit
The products are shipped directly from the factory to the consumer’s house. Following such a model has huge price implications. At present, Wakefit sells only online – through its own website, Amazon, Flipkart, and Pepperfry. The mattresses cost Rs 5,000-25,000, depending on the thickness. “We are 45 per cent cheaper than the big brands – there are no middlemen. The big brands have two-three levels of middlemen,” says Ramalingegowda. Wakefit’s competition includes brands such as Sleepwell, Kurlon, and Duroflex.
Publication: Business Today (online)
Date: October 10, 2018
Ikea’s ‘smart’ move in India rides on customer’s love of shopping on appsedit
When Peter Betzel left the German operations of Ikea to come and work in India in October, before taking over as the CEO in March, the last thing he imagined was that Indians were more likely to shop on their smart phones using mobile apps than Germans. It seemed counter-intuitive.
Publication: Business Standard (Online)
Date: October 18, 2018
IKEA