Group XY

Brand Development

Corporate Objectives

Qualitative

To enter into the indian market by starting up a 4 showrooms at the central part of india Called Mumbai

QuantitativeTo capture 20% unorgainsed/unbranded Furniture market in 2 years which accounts for 56 Billion INR within 4 years

Product

Products are…Office FurnitureHome FurnitureKitchen & Bedroom furniture

SignificanceAffordable furniture for home & office Needs

Dogma – What we believe

We believe IKEA can provide affordable & European quality furniture to the Indian Middle-Class Families.

Positioning statement

Customers who,

Middle Class Family

offers the brand XY

European quality furniture at affordable price

because of

Procuring Raw Material from the Local Market and distribute through direct retail showrooms

This is why XY is so unique.

For Middle Class Families IKEA is the only International brand of European Quality that procure raw materials locally and distribute through direct retail shops

Planets & Moons

Quality

Value Chain

Claim Development

Why Local ? Why Not European Masterpiece ?

Brand CommunicationRole of Communication

Consumer Benefits

Reason to believe

Tonality

Realisation Marketing Material

Pictures

Ads

Articles