Ikea Presentation

Jacob Sorge IKEA Presentation Dec 14 th 2009 Jacob Sorge

» company background » market analysis » stakeholders » communication strategies » target market » media strategy » media plan » exposure » evaluation » costs » recommendations Jacob Sorge IKEA Presentation Dec 14 th 2009 agenda

» 301 stores globally » 9,500 products – largely the same in every store » Privately owned » Not present in stock market – control over the company IKEA Vision: “ To create a better everyday life for the many people.” Jacob Sorge IKEA Presentation Dec 14 th 2009 background

» 7% of global sales in UK (4 th place) » 19 stores in the UK » Q3 2009 – total sales rose by 1.1% to £1.2 billion » Market share in 2008 was 5.4% (up 0.2 % from 2007) » Q3 2009 – market share of 6.1% (+ 0.7 %) » second-largest furniture retailer in the UK » Market leader Argos controls 6.4% ( Verdict Consulting , 2009) Jacob Sorge IKEA Presentation Dec 14 th 2009 current situation

Jacob Sorge IKEA Presentation Dec 14 th 2009 SWOT (UK market) Strengths Weaknesses
global brand
strong marketing brand image
vertical integration
high differentiation from competitors
wide product range = multiple target markets – little direct competition
still specialist knowledge in certain product areas
Increasing use of renewable materials
balance between low cost and still being able to deliver quality products
Opportunities Threats
growing demand in low priced products
current financial climate
demand for greener products
online distribution for ‘no touch’ selling
comparably new in the UK Market (1987)
up against traditional brands/retailers/manufacturers
competitors copying the low cost value model
slowdown in first time buyers entering the housing market
increase of ‘no touch’ selling e.g. Argos
reluctance to part with old furniture

Jacob Sorge IKEA Presentation Dec 14 th 2009 product life cycle

Jacob Sorge IKEA Presentation Dec 14 th 2009 competitors direct indirect Argos dfs habitat Homebase B&Q Staples Next Debenhams Bhs

Jacob Sorge IKEA Presentation Dec 14 th 2009 perceptual map

Jacob Sorge IKEA Presentation Dec 14 th 2009 stakeholders

Jacob Sorge IKEA Presentation Dec 14 th 2009 stakeholder mapping power / interest matrix

Jacob Sorge IKEA Presentation Dec 14 th 2009 decision making process decision making units » Family DMU high-involvement purchase » high expenditure or personal risk risks » social risk » financial risk » performance risk low involvement purchases » simple evaluation processes

Jacob Sorge IKEA Presentation Dec 14 th 2009 growth strategy Ansoff’s product/market growth matrix (1957)

Jacob Sorge IKEA Presentation Dec 14 th 2009 campaign objectives 1 » to increase total sales in the UK by 3 % at the end of 2010 2 » to increase market share by 0.9 % by the end of 2010 and thereby overtake Argos as market leader 3 » to increase the image as market leader by 25 % within the target market

Jacob Sorge IKEA Presentation Dec 14 th 2009 communication strategies Pull Strategy » Advertising campaign to create the customers’ desire to buy more IKEA products One Step communication » message directly from the sender to receiver Communication tools » Advertising » Corporate image

Jacob Sorge IKEA Presentation Dec 14 th 2009 communications model D ifferentiate R emind » maturity phase – remind the customers of their existing perception of the company » low cost products with design appeal I nform P ersuade » only IKEA products are the solution the customers’ needs » clear and constant call of action

Jacob Sorge IKEA Presentation Dec 14 th 2009 message to communicate emotional appeal » humour – over exaggeration - motivates customer’s imitation » identification with the meaning of used images and situation » desire for the presented objects/circumstances

Jacob Sorge IKEA Presentation Dec 14 th 2009 response hierarchy model A wareness » integrated marketing communications strategy using number of media classes » 25 % effective reach – target audience exposed 4 times for effective outcome I nterest » presenting the benefits of the products for the customers D esire » connecting those benefits to the needs of the customers A ction » convincing our target audience that IKEA holds the only solution for these needs - distinction from competitors/competing products

Jacob Sorge IKEA Presentation Dec 14 th 2009 target market » 20-35 year old professionals – AB » urbanites » communication technology savvy » care about where they live » care about what it feels like at home » appreciate design and modern furniture Kate » 24 years old » Just moved into her first flat in London » Likes to go out on weekends and have a good time with her friends Jack » 26 years old » Lives in his own property with his long time girlfriend » Wants her to feel comfortable in their home

Jacob Sorge IKEA Presentation Dec 14 th 2009 new campaign ‘ Show your home some love.’

Jacob Sorge IKEA Presentation Dec 14 th 2009 media strategy » guerrilla » TV » viral videos » print » billboards » bus

Jacob Sorge IKEA Presentation Dec 14 th 2009 guerrilla stickers » 30,000 stickers » placed in major UK cities where there is/are nearby an IKEA store » to create a first buzz – ‘mystery factor’ » simple message allows infinite humorous applications

Jacob Sorge IKEA Presentation Dec 14 th 2009 tv advert 1

Jacob Sorge IKEA Presentation Dec 14 th 2009 tv advert 2

Jacob Sorge IKEA Presentation Dec 14 th 2009 tv campaign ITV Peaktime Adults ABC1: 19 % total audience: 6,536,000.00 target audience: 5,644,727.27 2x8 spots over 2 weeks

Jacob Sorge IKEA Presentation Dec 14 th 2009 viral video campaign » youtube, twitter, facebook » same videos as TV » past IKEA adverts have gotten high number of hits

Jacob Sorge IKEA Presentation Dec 14 th 2009 print 1

Jacob Sorge IKEA Presentation Dec 14 th 2009 print 2

Jacob Sorge IKEA Presentation Dec 14 th 2009 print campaign The Guardian total readership: 1,205,000 target audience: 756,000 (62.78%) 24 cms x 10 columns – colour Thursday – TechnologyGuardian Friday – Film The Times total readership: 1,802,195 target audience: 1,079,000 (59.87%) Colour half (160mm x 130mm) 2x8 inserts

Jacob Sorge IKEA Presentation Dec 14 th 2009 billboard 1

Jacob Sorge IKEA Presentation Dec 14 th 2009 billboard 2

Jacob Sorge IKEA Presentation Dec 14 th 2009 billboard campaign 48 Sheet National Cover » 2000 panels » 2 weeks Total audience: 300,000 Target audience: 95,400

Jacob Sorge IKEA Presentation Dec 14 th 2009 bus campaign Superside Urban Pack » max. coverage across the UK’s main urban areas » presence on the high street and in residential locations. » 2 weeks total audience: 13,857,280 target audience: 2,760,723 (19.92%)

Jacob Sorge IKEA Presentation Dec 14 th 2009 media plan IKEA Campaign 2010 March - May 2010 Media Plan Guerilla - Stickers TV Advert #1 76 76 Viral video #1 Print Advert #1 125.56 125.56 125.56 125.56 Print Advert #1 119.74 119.74 119.74 119.74 TV Advert #2 76 76 Viral video #2 Billboards 159 159 Busses 109.56 109.56 Total GRPs 76 201.56 125.56 119.74 119.74 76 480.3 513.86 109.56 W1 W2 W3 W4 W5 W6 W7 W8 W9 W10

Jacob Sorge IKEA Presentation Dec 14 th 2009 exposure pulsing media strategy

Jacob Sorge IKEA Presentation Dec 14 th 2009 evaluation pre-testing » focus groups monitoring » surveys – campaign awareness post-campaign » footfall » sales reports

Jacob Sorge IKEA Presentation Dec 14 th 2009 costs

Jacob Sorge IKEA Presentation Dec 14 th 2009 recommendations » to extend the campaign to other media classes e.g. social media campaign » to use the created connection between ‘Home’ and ‘IKEA’ for future campaigns » to determine whether the campaign can be adopted for other countries - humour - semiotics - language

Jacob Sorge IKEA Presentation Dec 14 th 2009 the end Thank you for your attention. Are there any questions?

http://www.slideshare.net	139
http://hatvsheart.dynmk.de	80
http://www.hatvsheart.com	36
http://www.e-presentations.us	14
http://dynmk.de	14
http://static.slidesharecdn.com	3
http://www.facebook.com	2
http://e-presentations.us	2
https://twitter.com	2
http://webcache.googleusercontent.com	2
http://translate.googleusercontent.com	2
http://36ohk6dgmcd1n.yom.mail.yahoo.net	1
https://www.mturk.com	1

Ikea Presentation

by jayayayay

Accessibility

Categories

Upload Details

Usage Rights

13 Embeds 298

Statistics

Ikea Presentation Presentation Transcript