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BCOM IKEA Brand Recommendation
Transcript of BCOM IKEA Brand Recommendation
Tops Brand by Dollars
World’s second largest retailer behind Walmart (globally)
Ranks 52nd in top 500 global brand
Brand value is $15,211 millions
IKEA Stores World-wide
10% are married
is an important factor in purchasing
heard about IKEA
Originally created by
69% consumers would switch brands if the indicated brand is "green."
Strong (global) brand awareness
Good financial state
Supply chain management
Lack of customer loyalty
Hard to follow various countries' regulations
Poor environmental sustainability programs awareness
Growing trend for environmental awareness
Growing demand for competitive prices
Growing demand from developing countries
Big-box competitors: Wal-Mart and Target.
Economic recession affects consumers’ spending.
of IKEA’s environmental efforts by
in the next
through IKEA’s new sustainability marketing campaign by
in the next
in the next
1. Offering a range of products that are more sustainable.
IKEA sustainability product score card.
2. Taking a leading role towards a low carbon society.
Offering products, solutions, and know-how that enable customers to reduce amount of carbon and live more sustainable life at home.
3. Turning waste into resources.
Enable and encourage customers in all markets to reuse or recycle all IKEA products at end-of-life.
4. Reducing water footprint.
Sustainable water practices.
5. Taking social responsibility.
motivate and support suppliers’ continuous efforts to improve on social and environmental responsibility.
"The earth is where home is. Home is where the family is.
is here to help protect the earth
and your family".
Promote "Green" & "Sustainability"
Promote "giving back to community"
Promote product quality
eCatalog through eMail/eNewsletter
Further promote Quality & Durability
Customer loyalty through emotions
Ashley Furniture Home Stores
Rooms to Go
Berkshire Hathaway Furniture Division
(National — Jordan's Furniture , Nebraska Furniture Mart , etc.)
(National — William-Sonoma Home, Pottery Barn , West Elm , etc.)
Top Five US Furniture Stores
: Ingvar Kamprad
: Mikael Ohlsson - CEO and chairman
ngvar - first name
amprad - last name
lmtaryd - farm name
gunnaryd - village name
(currently available in a several countries such as Canada and China, but not in the U.S.)
Promote more existing
products/programs within IKEA.
Total: 349 stores in 43 countries
More sustainable products
Leading role in low carbon society
Turning waste into resources
Reducing water footprint
Taking more social responsibility
Social Responsibility Approach
Modified and improved by
(100% by 2020)
IKEA's Green Initiative
37 % renewable energy
71% of IKEA products
made from recycled materials
Recycles 84% of the in-store waste.
IKEA is a major (furniture) retailer
IKEA has green projects/products & community programs
Poor effort awareness
1. Through study
2. Effective message(s)
3. Spread the message with utilized channels.
Brand Image + Brand Awareness -> Profit