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IKEA Group Presentation

Mariette slides

Nadine du Toit

on 17 September 2012

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Transcript of IKEA Group Presentation

Keep Swedish Roots
and Know-how:
The Universal values of
Good reputation, Good service Choosing from a wide range, changing it to suit you and then building your own furniture Add: The ideas of Democracy and Choice Promote IKEA's essence or Heart:
Trust and Credibility Maintain high quality, durability and affordability Add: Products aimed at saving space and
family living Expand on IKEA's
word-of-mouth strategies and advertisements that form part
of everyday life Gautrain platforms, malls,
book shops, coffee shops,
IKEA mini-stores
and real estate furnishing Add: Utilise South African's
love of interaction
to come together within and around IKEA Make space in IKEA for South Africans Bring in capable staff for skills transfer but adopt South African designers, artisans and workers Remove: Possible outsider or foreign approaches Give IKEA a unique South African flavour Furnish local lifestyle shows and soapies like Top Billing, The Wild, Pasella and Muvango
Give expression to local landscapes, cities, people, their materials, textures and colours
South African designers and artisans will inevitably impart their culture into their work Add: South Africa's culture,
values and environments Render IKEA's underlying concept simple and clear Reduce IKEA's diverging advertisements to make the brand easily recognisable
Change the steering considerations from space saving and home improvement to that of bettering humanity and celebrating diversity Remove: "Heavyweight" branding and adjust overall approach Activation Strategies While magazines might be a luxury, in South Africa public transport is still a necessity
IKEA's mini-showrooms can gradually introduce themselves to many locations in South Africa Existing strategies like standing out, being different and becoming part of people's everyday life and needs are still applicable Take advantage of South Africa's moral values like patriotism, sense of community and environmental pride Humanitarianism: Environmentalism: The Branding Team Branding Consultant Local circumstances, Competitors and Economy IKEA's ideal of improving the average person's quality of life will be welcomed into South Africa
Mr. Price Home is the closest to competition that IKEA has, but still the niche for IKEA
has not been filled IKEA's principles of high quality products at as an affordable price as possible fits in well in South Africa's post-recession situation where most South Africans fall in very low income categories Market Research Professional Senior Manager "Front line" staff member Graphic Designer Information Technologist Product Designer Marketing and Advertising Executive Law, Corporate Risk
and Responsibility Consultant IKEA's move into the South African market Sarah Heuer
Mariette Louw
Marang Matlala Sweden is best known for... What makes IKEA such a great brand? strong brand image heavily influenced by the brand's swedish heritage IKEA’s core values: striving to invest in simple, cost effective and meaningful approaches to meet vision of creating a better everyday life for the many people clearly defined market segment: young and low-medium economy level customers distinct niche in the South African market in which IKEA would fit perfectly Why would it have potential in SA? affordable and easy-to-assemble, good quality products

aim to improve the average person’s quality of life: many lower- to middle-class families who could make use of affordable furniture segment target market according to SAARF segmentation tools:
IKEA’s potential target market in South Africa will fall under the SAARF LSM, Lifestage and Lifestyle groups Potential market in South Africa LSM groups: 5-10 R4 165 - R32 521 average household income per month Media exposure:
Access to internet
All print publications
Cinema & Outdoor media
TV: SABC 2,3, e.tv, M-Net, DStv, Top TV, Community TV
Wide range of commercial and community radio General characteristics:
Full access to services and bank accounts
Full ownership of durables including cellphones
Increased participation in activities, stokvel meetings, going to nightclubs and purchasing lottery tickets Lifestage groups Young Independent Singles Mature Singles Young Couples Young Family Single Parent Family Lifestyle groups Cell Addicts (Mostly students + At home singles) Good Living (Defining characteristic is the enjoyment of the finer things in life) Studious (Youngest segment, mostly 15 – 25) Homebodies (lead quiet lives centred on the home) CHALLENGE: translating all of that "Swede-ness" into something appealing to the global market Changes to suit the South African market IKEA Ingvar Kamprad Elmtaryd Agunnaryd Brand name, logo and colour scheme should stay because relevant and having value to the brand’s story & assist in educating market about brand’s attributes. Would also assist in welcoming consumers to the brand and provide associations to its Swedish heritage and international presence new consumer market like SA, large part of the consumer base will be unfamiliar with the brand, indicating the importance of teaching consumers about the brand IKEA should take advantage of the fact that they are an international company and emphasise their ties to their cultural origins.

Consumers are attracted to brands that are true to their origins South Africa is a nation filled with patriotism and pride derived from a turbulent yet inspiring history and South African consumers will be able to identify with the act of embracing one’s cultural origins and communicating national pride differentiate the brand from existing global and local brands alter product range to suit the local market: adapt product offerings in terms of size
add delivery services
include financing options: consumers who are part of the emerging market prevalent in LSMs 6-8 are highly dependant on credit purchases CULTURAL TASTES AND DIFFERENCES vision “to create a better everyday life for the many people” has manifested into an uncompromising approach to environmental issues and has added value to the IKEA brand creating innovative products aimed at helping consumers to live more sustainably and assisting in protecting the world’s vulnerable natural resources SA consumers are now more conscious of their purchasing decisions and they also expect the same from brands and in their execution of a global brand strategy South African's take pride in our biodiversity and consumers will resonate well with IKEA and the brand’s efforts to have a positive impact on the world 29 million South African consumers use mobile phones social media South Africa is ranked fifth in the world for mobile data usage, with the heaviest consumers falling into the 25-34 age group high penetration of mobile phone use in South Africa increases IKEA's chances of reaching the South African consumer market more effectively Sense of community that is offered by the consumption of social media is highly relevant in a market such as South Africa’s where community and the spirit of ubuntu are high priorities in the societal landscape 85% of mobile subscribers in South Africa are Facebook users, mobisite for South African consumers to learn more about their brand Local circumstances, Competitors and Economy COUNTRY ASSOCIATION ENVIRONMENTAL AND SOCIAL CHANGES Employ South Africa's pride in their landscapes and biodiversity by expressing them in product textures, shapes and images
Show how IKEA's endeavors will benefit
our natural history Provide employment, skills transfer, affordability and functionality to low-income families
Take part in charitable actions to help the underprivileged
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