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IKEA Target Audience Analysis
Transcript of IKEA Target Audience Analysis
Independent Active Creative Freedom－loving Stylish
Target Audience Analysis
Slight life-enjoyer Aspire to quality and simplicity
Good taste Care for environment
Quality of life, Personality & Self-expression
1.Decorate new house
2.Buy furniture for children
3.Replace old furniture
4.Furnish rental house
"I need to buy new furniture"
stroll and compare alternatives in experience area, discuss with companions.
"Ikea is what I want!"
repeat purchase, recommendation to friends or reject the brand
(sources from family, friends, mass media, personal experience…)
Age Group: 18- 35 (relatively young, life is not stable)
Both male and female
Middle and low income
Primary home status: rent home, small apartments
freshmen —> dormitory decoration
fresh graduates —> furniture for rented apartments
small business owners —> office equipment
Marital status: single or just married
Education: University or above
Region: economically developed cities with relatively fast pace of life
and please suggest!
To create a better everyday life for the many people.
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.
Simplified / Good Taste / Grocery
Local / Cheap / Convenient
Platform / Material /
Relationship and Attitude
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
Stylish and affordable
High Space utilization
Create new “room”
Stylish product at a price level you can afford
Swedish style canteen
Relationship with brand
Long-term relationships (Loyalty)
-Free child care, in-house restaurant...
-No hard sale, co-creating...
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].
Gao Yubo Cici
Tan Pei Perla
Mi Dingdi Melody
Men Xiaoqin Stephanie
Huang Xuedi Shadie