IKEA Target Audience Analysis

Key Competitors

Platform / Material /

Household Appliance

Simplified / Good Taste / Grocery

Local / Cheap / Convenient

Experience

Owned Brand

Creativity

Relationship and Attitude

Mission Statement of Ikea,. (2016). Retrieved 18 February 2016, from https://www.strategicmanagementinsight.com/mission-statements/ikea-mission-statement.html

Jia,Y. (2016). The most touching ads of ikea 2014. [online] Available at: http://www.adquan.com/post-1-29813.html [Accessed 18 Feb. 2016].

Consumer behavior analysis of Ikea. [online]Available at: http://wenku.baidu.com/[Accessed 18 Feb. 2016].

Reference

Media & Marketing Activity

Usage and Attitude

• Annual Advertiser of the 2011 Cannes Lions Festival
• Style: humor, unconventional , creative
• Channel: Social media, TVC, Print ads, OOH, DM etc.

Attitude to the product category

• Pragmatism：

Function oriented

Space suitability

• Economical

Stylish and affordable

Discount appeal

• Added value

High Space utilization

Create new “room”

IKEA

Group Member

1155067458

1155067077

1155067186

1155067493

1155073693

1155053057

Wu Tan

Gao Yubo Cici

Tan Pei Perla

Mi Dingdi Melody

Men Xiaoqin Stephanie

Huang Xuedi Shadie

Relationship with brand

Long-term relationships (Loyalty)

• Family-friendly

-Free child care, in-house restaurant...

• Friends

-No hard sale, co-creating...

Connection Moments

• In-store experience
• Display setting
• Stylish product at a price level you can afford
• Swedish style canteen

Target Audience Analysis

Select IKEA

(sources from family, friends, mass media, personal experience…)

Information

Search

stroll and compare alternatives in experience area, discuss with companions.

Consideration／

Evaluations of

alternatives

"I need to buy new furniture"

Consumer Behavior

Trigger

Problem

Consumer

Buying Cycle

"Ikea is what I want!"

Purchase

Decision

repeat purchase, recommendation to friends or reject the brand

Experience/

post-purchase evaluation

Motivations

1.Decorate new house

2.Buy furniture for children

3.Replace old furniture

4.Furnish rental house

5.Gift

6.Impulse purchase

Needs

Quality of life, Personality & Self-expression

Family, Friends

& Lovers

Home

Life Attitude

Lifestyle

Slight life-enjoyer Aspire to quality and simplicity

Independent Active Creative Freedom－loving Stylish

Good taste Care for environment

Thank you

and please suggest!

• Primary home status: rent home, small apartments
• Occupations

freshmen —> dormitory decoration

fresh graduates —> furniture for rented apartments

small business owners —> office equipment

…

Target Demographics

• Marital status: single or just married
• Education: University or above
• Region: economically developed cities with relatively fast pace of life

Target Demographics

• Age Group: 18- 35 (relatively young, life is not stable)
• Both male and female
• Middle and low income

VISION

To create a better everyday life for the many people.

MISSION

To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.