The biggest foreign furniture retailers on the domestic market,IKEA and kika, are betting on a promotion strategy based oncatalogues this autumn, in which they invest over 1.5m eurostogether.
A large part of furniture retailers have product presentationcatalogues, but only IKEA and kika distribute them in large numbersin Bucharest and around it.
While IKEA has based its entire promotion on catalogues ever sinceit entered the domestic market, distributing almost 1 millioncatalogues, kika has recently launched its first catalogue, in300,000 copies.
"The catalogue is much more complex than the usual fliers. Also,the launch of this catalogues brings a 'fresh air' of kika brand,"said Lars Lund, country manager of kika Romania, who specified theretailer invested 0.3m euros in the catalogue.
kika's new promotion strategy comes as Danish-born Lars Lund hasbeen at the helm of the company since December 2009. He announcedhe would not touch the "marketing budget", but that the media mixmay change, with the company focusing more on the radio andprint.
IKEA also maintained it marketing budget at 1.3m euros anddistributes the catalogue in 960,000 copies in Bucharest andneighbouring areas.
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