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IKEA Brand Recommendation

Marketing Presentation
by

Thi Le

on 26 March 2014

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Transcript of IKEA Brand Recommendation

Guerilla Marketing
Causes
To prove the quality and durability of their products, which are often times deemed cheap and disposable.
Unconventional and low budget advertising
Give back to communities
Ensure a sustainable life
Situation/
Brand
Analysis
Tops Brand by Dollars
Ranks 52nd in top 500 global brand
Brand value is $15,211 millions
100 % renewable energy in all buildings
Strong diversity management
Taking social and environment responsibility at every step.
IKEA Stores World-wide
Secondary
Research
Less than the age of 45 years old
10% are married
70% female
80% consider pricing is an important fact in purchasing
Only 5% heard about IKEA environment initiatives
Our Survey Shows..
Primary
Research
Greener

Home,
Better Home!

Thi Le
Steven Yu
Michael Son
Dung Le

Target
Audience
Report
Consumer Behavior
Educated consumers are more aware of environmental initiatives
69% consumers would switch brands if the indicated brand is "green."
Goal-
Setting!
Our Goals
S.W.O.T analysis
Strengths
Strong global brand
Strong brand awareness
Visions about environment and communities
Affordability
Family friendly store environment
Well design and do-it-yourself concept
Good financial state
Environment sustainability programs
Charitable giving
Supply chain management
Weakness
Location
Product durability
Customer loyalty
Global scale makes it hard to follow suppliers’ regulations
Culture complexity
Environment sustainability programs awareness
Opportunities
Growing demand for environmental awareness trend
Growing demand for competitive prices
Demand from developing countries
Threats
Retailer competitors: Wal-Mart and Target. Maintaining a competitive prices with good quality.
Economic recession affects consumers’ spending
New entrants such as Conn’s Electronic
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
Message
Window
1
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
An Emotional and Logical approach:
"The earth is where home is. Home is where the family is. Protecting the earth

and your family, IKEA is there to help."
Recommendations
Direct marketing
Promote "Green" & "Sustainability"
Promote "giving back to community"
Promote product quality
More interactive
mobile apps
eCatalog through eMail/eNewsletter
Further promote Quality & Durability
Customer loyalty through emotions
Use more "green" products from IKEA
Media Flow Chart
Message
Window
2
Marketing Calendar
MarCom Matrix
Competitor Review
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
World’s second largest retailer behind Walmart
Ingvar - first name
Kamprad - last name
Elmtaryd - farm name
Agunnaryd - village name
Productions
(currently available in a several countries such as Canada and China, but not in U.S.)
Most people know that the Brand exists.
They are either at "Awareness", "Knowledge" and "Linking"
The point is: How to make them to purchase the products.
What incentives or motivations would be used ?
Lavidge Steiner Learning Model
The End
Thank You
38 stores
Full transcript