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BCOM IKEA Brand Recommendation

Marketing Presentation
by

Steven Yu

on 20 October 2014

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Transcript of BCOM IKEA Brand Recommendation

Situation/
Brand
Analysis
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
Secondary
Research
Ages: 18-45
10% are married
60% female

80%
consider
pricing
is an important factor in purchasing
Only
5%
heard about IKEA
environmental initiatives
Our Survey
Primary
Research
Brand Recommendation
Originally created by
Thi Le
Steven Yu
Michael Son
Dung Le
Target
Audience
Report
Consumer Behavior
69% consumers would switch brands if the indicated brand is "green."
Brand
Audit

Our Goals
S.W.O.T analysis
Strengths
Strong (global) brand awareness
Sustainability programs
Community programs
Affordability
Good financial state
Supply chain management
Weaknesses
Location
Product durability
Lack of customer loyalty
Hard to follow various countries' regulations
Poor environmental sustainability programs awareness
Opportunities
Growing trend for environmental awareness
Growing demand for competitive prices
Growing demand from developing countries
Threats
Big-box competitors: Wal-Mart and Target.
Economic recession affects consumers’ spending.
Objectives
To
increase
the
awareness
of IKEA’s environmental efforts by
30%
in the next
12 months
.

To
improve
the
brand loyalty
through IKEA’s new sustainability marketing campaign by
10%
in the next
12 months
.

To
increase sales
in the
U.S.
region by
15%
in the next
16 months
.
Competitor Review
Perceptual Maps
Message
Development
Recommendations:
IDEA
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.
Goals
Message

"The earth is where home is. Home is where the family is.
IKEA
is here to help protect the earth

and your family".
IDEAS

Promote "Green" & "Sustainability"
Promote "giving back to community"
Promote product quality
eCatalog through eMail/eNewsletter
Further promote Quality & Durability
Customer loyalty through emotions
Recommendations:
Improve
Channels
US
Ashley Furniture Home Stores

(National)
IKEA

(National)
Rooms to Go

(South)
Berkshire Hathaway Furniture Division
(National — Jordan's Furniture , Nebraska Furniture Mart , etc.)
Williams-Sonoma
(National — William-Sonoma Home, Pottery Barn , West Elm , etc.)
Top Five US Furniture Stores
by sales
IKEA?




Founder
: Ingvar Kamprad
HQ
: Netherlands
Key Person
: Mikael Ohlsson - CEO and chairman
Business
: Furniture
I
ngvar - first name
K
amprad - last name
E
lmtaryd - farm name
A
gunnaryd - village name
(currently available in a several countries such as Canada and China, but not in the U.S.)
Promote more existing
green
products/programs within IKEA.
The End
Thank You
38 stores
Total: 349 stores in 43 countries
Targeted Markets
Primary: 18-25
singles
urban area
college
Secondary: 25-35
young family
new couples

More sustainable products
Leading role in low carbon society
Turning waste into resources
Reducing water footprint
Taking more social responsibility
Emotional
Logical
Reasurring Approach
Emotional Approach
Social Responsibility Approach
Modified and improved by
(Group 5)
Steven Yu
Ryan Metzger
Martha Haile
(100% by 2020)
IKEA's Green Initiative
37 % renewable energy
Wind
Solar
71% of IKEA products
recyclable
made from recycled materials
or both
Recycles 84% of the in-store waste.
Conclusion
IKEA is a major (furniture) retailer
Expanding company
IKEA has green projects/products & community programs
Poor effort awareness
Solutions:

1. Through study
2. Effective message(s)
3. Spread the message with utilized channels.
35 stores
Result
Brand Image + Brand Awareness -> Profit
Full transcript