CASE STUDY 1: Ikea India launches 'Ikea On Wheels'

Swedish home furnishings retailer Ikea launched its first physical presence 'Ikea On Wheels' in India's financial capital, Mumbai on November 26, 2019. Catering to the Mumbai market, Ikea India has launched two mobile trucks that aim to showcase its living room, kitchen and outdoor home products across the city.

While one truck is stationed in Utopia city, Worli (Kamala Mills), the other is set to travel around various locations between south Mumbai and western suburbs. For the next one and a half months, the brand will be hosting several engaging activities such as 'Come and do some DIY with us' as well as offering a chance to potential customers for gaining personalised assistance from Ikea's Life at Home experts, travelling along with the trucks. Additionally, expect some festive season's range displayed on the trucks.

Ikea's investment in India has been a year marked at 1.5 billion. According to Jaxa Gohil, store manager, Ikea India, 'Ikea On Wheels' will help customers to touch, feel and experience the brand's home furnishing solutions. Gohil also stresses that "Mumbai is a significant market for us, one of the top 30 cities globally and our biggest investment in India with warehousing, e-commerce, and stores. Ikea wants to reach many people with thin wallets. As it sets a goal to reach 100 million people in the next three years, the foundation for a strong and relevant offer is affordability and accessibility."

Meanwhile, the brand is gearing up to open its flagship store in Navi Mumbai soon.

Source: https://www.ikea.com/in/en/stores/mumbai/ikea-on-wheels-pub1546c1c9?utm_source=facebook&utm_medium=social&utm_campaign=ikeaonwheels_mumbai

CASE STUDY 2: 'IKEA on Wheels' to cruise through Mumbai

IKEA has rolled out two trucks in Mumbai in their latest 'IKEA on Wheels' expedition. The trucks will also host a team which will introduce customers to their products and offerings.

IKEA has introduced two trucks in Mumbai in a bid to familiarise people with their new concepts for furnishing, terming it 'IKEA on Wheels'. The trucks will sport concepts such as 'Sustainable Living (with Kitchen)' and 'Living with children' primarily focusing on affordability, accessibility and sustainability.

While one of the trucks will be confined to Utopia City, Worli, the other one will travel across the South of Mumbai and the Western suburbs. The brand intends to disseminate information about furnishing offerings and the upcoming Christmas range. IKEA had launched an earlier expedition in August of 2019, themed 'Create Space', which boasted four trucks.

We saw a similar campaign from Amazon titled 'AmazonFestiveYatra' a 'house-on-wheels' in Delhi, ahead of their 'Great Indian Festival' sale, flaunting a series of trucks for their roadshow.

The 'IKEA on Wheels' trucks were flagged off in presence of IKEA co-workers and customers. While the trucks will display physical offerings, the products available can be ordered online as well. The exercise will also offer personalised assistance to customers looking for home furnishing.

In a press release, Jaxa Gohil, store manager, IKEA India said, "As a part of our one-market approach, offering IKEA solutions both online and offline is a priority. Mumbai is a significant market for us, one of the top 30 cities globally, and our biggest investment in India with warehousing, e-commerce and stores. While we launched our online store for Mumbai recently, 'IKEA on Wheels' will primarily help the many Mumbaikars touch, feel and experience our home furnishing solutions, they provide people with ideas and inspirations to reimagine their homes with a touch of IKEA!"

Source: https://www.afaqs.com/news/advertising/ikea-on-wheels-to-cruise-through-mumbai

Question 1: Who is the target customer IKEA wants to get through this campaign? **Use 4 variables of segmentation to answer this question

Question 2: Ikea has their showrooms in many different countries all around the world, use your own words and explain why Indian market is different from the other markets.

** Use content from lecture 4 to answer your question.

Question 3: What is the benefit Ikea expects to receive after launching this campaign in India?