Marketing is the heart of a brand. If it doesn’t work properly, then the brand is as good as dead. Companies and brands often look for new ways to attract the attention of the people who can be their potential customers. Creative techniques of marketing are used to obtain the exact attention from the public. Whether, its about launching new product and services or opening a new branch of the brand or just general marketing, brands elevates new ways to market.
Now, in this digital world, where we live in, competition is higher than ever. So brands are being cautious and more creative to involve people and make their brand noticed. There are different types of marketing techniques that brands follow, especially while launching their new branch. It is naturally done to make people aware and attract them. In this article, we will talk about IKEA and how it creates a big buzz while launching its store in Bangalore, which is the biggest store in India. So, without any further ado, let’s get started.
“Marketing is a contest for people's attention.”
IKEA is a multinational conglomerate that deals with home furnishing products. The headquarters of the company is situated in Delft, Netherlands. It was founded in the year 1943 by Ingvar Kamprad. The Swedish company is famous for designer home decor like kitchen appliances and other furniture that can be assembled on your own. IKEA is considered the world’s most famous and successful company. All the interior design items that IKEA sells are eco-friendly plus the prices of the products are low as well. As of now, IKEA has 467 stores in 63 countries and serves its people with its modernized and ready-to-assemble furniture.
How Does IKEA Promote Their Store Launch in Bangalore?
The Swedish furniture brand has India covered by having two physical stores in Mumbai and Hyderabad. IKEA opened their biggest store in India in Bangalore. The store is said to be covered in 500,000 sq. ft. and it is said that it will be attracting over 7 million visitors every year, with its low pricing and marketing strategy. Now, the brand has done many marketing schemes to make people aware of the launch of its store. IKEA took the help of drones and hosted a show in Karnataka to invite people to visit their newly formed store. The company used over 520 drones that light up the sky. Apart from that, in different landmarks of the city, the brand created a room set-up that consists of modern-looking home products to showcase it in front of the people of the city.
The Marketing Trend With Funny Banters
Now, we have seen brand engaging with each other in funny banters and using sarcastic comments to rile them up. Some of the brands actually did the same thing with IKEA, during the launch of their Bangalore store. They made funny remarks, challenge IKEA, and promote their own brands in a shady way. The trend was started and still is ongoing. The banter was started by Wakefit and many different brands jump into this trend.
Wakefit is a company that is famous for providing mattresses, pillows, mattress covers and bed frames. Apart from that, the company also deals with furniture products for home decor and appliances. It has released few sarcastic advertisements to taunt IKEA. In the marketing campaign, Wakefit in an open letter gives out a snarky welcome and said how tasty Dosas could be found in CTR and the weather is amazing. It also points out many of its supposed flaws like how IKEA is located on the outskirts of the city. Apart from that it also stated that the audience might face traffic issues as well. They challenge the Swedish company by mentioning that they should visit Wakefit if they Are looking for the best furniture. Not only that, but they have also used Swedish on the front page of the newspaper for their print ad to taunt IKEA. The company still hasn’t responded to this banter.
DrinkPrime, which is a water purification company that provides water Purifiers from Bangalore, also took part in this trend by posting a digital poster on LinkedIn and using the work ‘KEA’. In this post, they asked their audience if they have visited IKEA? After their visit, if they are tired? Did they have water after that? These questions were ended by 'KEA'. Basically, in the post, they tried to promote their water purifier brand while using IKEA.
CoWrks is a company that provides co-working space design in offices and makes it feel like home. The company built spaces for all kinds of startups and businesses. The company welcomed IKEA in Bengaluru in their own style by posting a digital poster on LinkedIn that says “Collaborative Spaces + Brilliant Interiors = A Brilliant IKEA”
How Does the Trend Help IKEA?
Many brands got involved in this trend and tries to welcome IKEA in Bangalore, mainly they participated in this trend, to promote themselves. However, this trend helped IKEA make its presence known in front of people. As the brands took turns to welcome or snide remarks, many people got aware of the biggest IKEA store in the country and showed interest in checking it out. This way, the companies not only promote themselves but also promoted IKEA. One of IKEA's loyal customers also gave a reply to Wakefit's snide remark and called the brand 'Fakefit' and wrote an open letter just like the former.
Who was the founder of IKEA?
Ingvar Kamprad is the founder of IKEA.
When was IKEA founded?
IKEA was founded in the year 1943.
How many stores does IKEA have in India?
IKEA have three stores in India.
Must have tools for startups - Recommended by StartupTalky
Subscribe to StartupTalky
Get the latest insights delivered to you right in your inbox