IKEA Marketing Idea


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This project was a a team-based work. The idea was to come up with a new marketing idea, strategy, and tactics for the IKEA launch in Thailand.

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IKEA Marketing Idea

  1. 1. IKEA <ul><li>Pichaya Utharntharm 4945343728 </li></ul><ul><li>Pimpisa Jular 4945346628 </li></ul><ul><li>Sinnjaporn Thongthai 4945373528 </li></ul><ul><li>Sundhika Changsudulya 4945371228 </li></ul><ul><li>Walika Tesvanich 4945364928 </li></ul><ul><li>Usaporn Tanadumrongsak 4945386728 </li></ul>
  2. 2. <ul><li>IKEA - to Thailand’s market </li></ul><ul><li>IKEA has established its stores in Germany, Poland, UK, US, Singapore, Australia, China, Israel, Russia, and many other countries </li></ul><ul><li>First ever IKEA store </li></ul>INTRODUCTION
  3. 3. <ul><li>IKEA’s motto </li></ul><ul><li>IKEA operates by the motto of </li></ul><ul><li>&quot;We shall 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.&quot; </li></ul>INTRODUCTION
  4. 4. <ul><li>One- stop furniture shopping experience </li></ul><ul><li>Lifestyle and family store </li></ul>INTRODUCTION
  5. 5. Why we should support IKEA? <ul><li>IKEA is an economical friendly organization </li></ul><ul><li>Flat-pack </li></ul><ul><li>Keep the price low </li></ul><ul><li>Supply chain method </li></ul><ul><li>Customer save $$$$ </li></ul>
  6. 6. <ul><li>IKEA is a CUSTOMER CENTRIC company </li></ul><ul><li>Customer = 1ST </li></ul><ul><li>Facilities </li></ul><ul><li>Food court </li></ul><ul><li>Kids </li></ul>Why we should support IKEA?
  7. 7. <ul><li>IKEA is a GREEN company. </li></ul><ul><li>Environmental friendly </li></ul><ul><li>Minimize damage to environment </li></ul><ul><li>Sustainable company </li></ul><ul><li>Ban plastic and PVC </li></ul>Why we should support IKEA?
  8. 8. <ul><li>IKEA is charitable organization </li></ul><ul><li>Support the community </li></ul><ul><li>Reach out to help others </li></ul>Why we should support IKEA?
  9. 9. <ul><li>IKEA is the D.I.Y company </li></ul><ul><li>Flat pack </li></ul><ul><li>Customer oriented </li></ul>Why we should support IKEA?
  10. 10. <ul><li>IKEA supports and provide opportunities to young artists </li></ul><ul><li>Adore innovation </li></ul><ul><li>Value creativity </li></ul>Why we should support IKEA?
  11. 11. IKEA’S UNIQUE CULTURE AND THAILAND’S TRADITION <ul><li>Why do I have to assemble the furniture </li></ul><ul><li>myself? </li></ul><ul><li>IKEA’s reason : Even though it’s tricky sometimes, it means not paying someone in a factory to do it for you. </li></ul>
  12. 12. <ul><li>Why should I deliver my own furniture? </li></ul><ul><li>IKEA’s reason : Taking home the furniture yourself means you can have it on the same day. You also don’t have to pay for the ‘free delivery service’ that’s usually included in the price. </li></ul>IKEA’S UNIQUE CULTURE AND THAILAND’S TRADITION
  13. 13. <ul><li>Why isn’t there always an assistant when I need one? </li></ul><ul><li>IKEA’s reason : The information you need is on the price tag. Serving yourself means you don’t you don’t pay for help you don’t need. </li></ul>IKEA’S UNIQUE CULTURE AND THAILAND’S TRADITION
  14. 14. <ul><li>Why do we make so many of everything? </li></ul><ul><li>IKEA’s reason : By producing and distributing in bulk, we get big discounts that we pass on to you. </li></ul><ul><li>note :some other character are mentioned in the report </li></ul>IKEA’S UNIQUE CULTURE AND THAILAND’S TRADITION
  15. 15. <ul><li>which provides variety of goods and services to all customers </li></ul><ul><li>local furniture manufacturers such as SB furniture, Décor Mart, Home Décor, Index, and Koncept </li></ul><ul><li>imported furniture goods such as Qconcept Store, EQ3, Habitat, and those home decoration section in many department stores </li></ul>IKEA’S POSITIONING AND ITS COMPETITORS
  16. 16. SWOT Analysis <ul><li>Strengths </li></ul><ul><ul><ul><li>Low price </li></ul></ul></ul><ul><ul><ul><li>Wide range of goods </li></ul></ul></ul><ul><ul><ul><li>Customer centric </li></ul></ul></ul><ul><ul><ul><li>Environmental friendly company </li></ul></ul></ul><ul><ul><ul><li>Charitable company </li></ul></ul></ul><ul><ul><ul><li>Child care facilities </li></ul></ul></ul><ul><ul><ul><li>ONE stop for furniture destination </li></ul></ul></ul><ul><ul><ul><li>Access to food and beverage services </li></ul></ul></ul>
  17. 17. <ul><li>Weaknesses </li></ul><ul><ul><ul><li>D.I.Y nature </li></ul></ul></ul><ul><ul><ul><li>New to Thai’s market </li></ul></ul></ul><ul><ul><ul><li>Logistic cost (product are made elsewhere) </li></ul></ul></ul><ul><ul><ul><li>Limited staff </li></ul></ul></ul><ul><ul><ul><li>Location (only 1 store and far ) </li></ul></ul></ul><ul><ul><ul><li>Imported goods </li></ul></ul></ul><ul><ul><ul><li>Mass produced goods </li></ul></ul></ul>SWOT Analysis
  18. 18. <ul><li>Opportunities </li></ul><ul><ul><ul><li>Future expansion </li></ul></ul></ul><ul><ul><ul><li>Localize to Thai’s buying behavior (delivery and assembly service) </li></ul></ul></ul><ul><ul><ul><li>Limited edition design or design especially for Thailand </li></ul></ul></ul><ul><ul><ul><li>BTS line nearby the store </li></ul></ul></ul>SWOT Analysis
  19. 19. <ul><li>Threats </li></ul><ul><ul><ul><li>Many competitors </li></ul></ul></ul><ul><ul><ul><li>(Eg. Index, SB furniture, Habitat,) </li></ul></ul></ul><ul><ul><ul><li>Economic Crisis </li></ul></ul></ul><ul><ul><ul><li>Traffic and poor transportation system </li></ul></ul></ul>SWOT Analysis
  20. 20. IKEA’S AIM, OBJECTIVE, AND GOAL <ul><li>Aim: raise awareness to Thai market </li></ul><ul><li>Objective: </li></ul><ul><li>Establish the brand to thai;s market </li></ul><ul><li>Boost sale, store visits, product trial, website visits </li></ul><ul><li>Win the market share </li></ul>
  21. 21. <ul><li>Goals: </li></ul><ul><li>Brand awareness of 0 - 80% with 3 year among Bangkokian </li></ul><ul><li>Increase sale by 10% every year </li></ul><ul><li>Win the market share an become one of the top 10 in 2 years </li></ul><ul><li>Increase number of customer by 10% </li></ul><ul><li>Turn prospects to customers </li></ul><ul><li>Turn customers to the loyal ones </li></ul><ul><li>Enlarge the CRM of the company </li></ul><ul><li>Be a preferred brand in the customer mind </li></ul>IKEA’S AIM, OBJECTIVE, AND GOAL
  22. 22. IKEA TARGET CUSTOMERS <ul><li>Very wide </li></ul><ul><li>characters of being fun, modern, independent, cheerful and positive </li></ul><ul><li>Middle class to high incomers </li></ul><ul><li>they are fun to be with, they like to do things themselves and they have an active lifestyle </li></ul><ul><li>Newly weds, new parents, single people, first jobbers </li></ul>
  23. 23. CONCEPT <ul><li>IKEA, YOUKEA, WEKEA </li></ul>
  24. 24. <ul><li>IKEA </li></ul><ul><li>IKEA’s product and services </li></ul><ul><li>YOUKEA </li></ul><ul><li>Customer centric company </li></ul><ul><li>Putting customer 1st </li></ul><ul><li>Delivering on promises and more </li></ul>CONCEPT
  25. 25. <ul><li>WEKEA </li></ul><ul><li>IKEA + you (customer) = WE </li></ul><ul><li>Doing something good together </li></ul><ul><li>Better together </li></ul><ul><li>Together, we save </li></ul>CONCEPT
  26. 26. <ul><li> </li></ul><ul><li>Create BUZZ </li></ul><ul><li>Official Announcement </li></ul>TIMELINE GRAND OPENING CUSTOMER ACTIVATION PRESS CONFERENCE
  27. 27. Consumer Activation
  28. 28. CONSUMER ACTIVATION <ul><li>Event Goal </li></ul><ul><li>To stimulate and encourage prospect in Thailand into considering buying IKEA furniture as their first home decoration brand choice </li></ul><ul><li>To turn prospects into customers </li></ul>
  29. 29. <ul><li>Timing </li></ul><ul><li>Starting Date: Thursday 15th January 2009 </li></ul><ul><li>Ending Date: Sunday 15th February 2009 </li></ul>CONSUMER ACTIVATION
  30. 30. <ul><li>Location </li></ul><ul><li>IKEA: BTS and MRT, and Buses that have their traveling routes within Bangkok’s high traffic areas. </li></ul><ul><li>YOUKEA: Build contact and inform customers through IKEA website </li></ul><ul><li>WEKEA: IKEA store’s booths will be set up at selected locations as touch points in order to deliver information to customers and to exchange and share benefits with customers. </li></ul>CONSUMER ACTIVATION
  31. 31. <ul><li>Event programs </li></ul><ul><li>IKEA : The concentration of IKEA principle is based on building awareness and curiosity among our target audiences. </li></ul><ul><li>BTS/MRT wrap and interior design </li></ul><ul><li>Bus wrap </li></ul>CONSUMER ACTIVATION
  32. 32. <ul><li>IKEA’s wrapped </li></ul><ul><li>and internally </li></ul><ul><li>decorated train </li></ul>CONSUMER ACTIVATION
  33. 33. <ul><li>Rationale </li></ul><ul><li>Create buzz </li></ul><ul><li>Reinforce IKEA’s message into audiences’ minds </li></ul>CONSUMER ACTIVATION
  34. 34. <ul><li>Event programs </li></ul><ul><li>YOUKEA: This principle aims at making target audiences feel that they are IKEA’s first priority; they always come first with IKEA. </li></ul><ul><li>Website registration </li></ul>CONSUMER ACTIVATION
  35. 35. <ul><li>Rationale </li></ul><ul><li>Create a two-way communication; a community-like relationship </li></ul>CONSUMER ACTIVATION
  36. 36. <ul><li>Concept and brand elements </li></ul><ul><li>The IKEA customer activation event concept is mainly about reinforcing IKEA name and showing IKEA’s products and its products quality. </li></ul><ul><li>In this guerilla marketing, IKEA is able to represent a lot of its brand elements such as its fun, colorful, and practical characteristics. </li></ul>CONSUMER ACTIVATION
  37. 37. <ul><li>The YOUKEA customer activation, on the other hand, emphasizes on the emotional side by making customers believe that they come first in IKEA. </li></ul><ul><li>The caring side of the brand, its superior service to customers; this aspect is only being applied to Thailand because of its cultural orientation. </li></ul>CONSUMER ACTIVATION
  38. 38. <ul><li>building customer relationship toward creating an IKEA community where the company and its customers are perpetually connected, sharing news and information, and involved in activities together. </li></ul><ul><li>IKEA cares for its customers. </li></ul>CONSUMER ACTIVATION
  39. 39. <ul><li>Measurement </li></ul><ul><li>Quantitative measurement: </li></ul><ul><li>Count the number of click-through from the website. This is just to approximately estimate the number of audiences who pay interest in IKEA. </li></ul><ul><li>Count the number of registration made on the website by audiences. </li></ul><ul><li>Count the number of discount coupons being used by audiences during the validation time. </li></ul>CONSUMER ACTIVATION
  40. 40. <ul><li>Qualitative measurement: </li></ul><ul><li>Distribute survey asking people at BTS and MRT stations about their knowledge about IKEA after the decorations at BTS/MRT are removed </li></ul><ul><li>Distribute survey asking audiences at the grand opening asking them how do they know IKEA and how well do they know the company </li></ul><ul><li>Send emails to registered members asking for their feelings toward IKEA after the grand opening </li></ul>CONSUMER ACTIVATION
  41. 41. Press conference
  42. 42. <ul><li>Goal </li></ul><ul><li>To inform the press </li></ul><ul><li>- The first IKEA store in Bangkok </li></ul><ul><li>- IKEA history </li></ul><ul><li>- New form of furniture “Flat-pack” </li></ul><ul><li>• To build a strong relationship with the media </li></ul>PRESS CONFERENCE
  43. 43. <ul><li>Target audiences: </li></ul><ul><li>Lifestyle magazines </li></ul><ul><li>Eg. Elle Decoration, Daybeds, Room,Livingetc., Wallpaper* </li></ul><ul><li>• Newspapers </li></ul><ul><li>Eg. Bangkok Post, The Nation, Manager, Komchadluek </li></ul><ul><li>• T.V. program </li></ul><ul><li>Eg. Showroom, Modern Home, The Living </li></ul><ul><li>• Radio </li></ul><ul><li>Eg. Met 107.0, Get 102.5, 88.0 Wave FM </li></ul>PRESS CONFERENCE
  44. 44. <ul><li>Location: Lad Krabang IKEA store </li></ul><ul><li>Date: Thursday, 15th of January, 2009 </li></ul><ul><li>Starting Time: 11:00 a.m. </li></ul><ul><li>• Finishing Time: 14:00 p.m. </li></ul>PRESS CONFERENCE
  45. 45. <ul><li>Transportation </li></ul><ul><li>• Provide free shuttle bus from On-Nuch BTS station to the IKEA store and from the IKEA store to the On-Nuch BTS station </li></ul>PRESS CONFERENCE
  46. 46. <ul><li>Event Ambiance </li></ul>PRESS CONFERENCE
  47. 47. <ul><li>Giveaway </li></ul><ul><li>IKEA Products </li></ul><ul><li>Catalog </li></ul><ul><li>• 20% Discount card </li></ul>PRESS CONFERENCE
  48. 48. <ul><li>Key chain: a combination of </li></ul><ul><li>measurement tape and mini torch </li></ul>PRESS CONFERENCE
  49. 49. <ul><li>Food & Beverage (Swedish dish) </li></ul>PRESS CONFERENCE
  50. 50. <ul><li>Emcee </li></ul><ul><li>Oom, Siriyakorn </li></ul><ul><li>Pukkavesh </li></ul>PRESS CONFERENCE
  51. 51. <ul><li>Power point presentation </li></ul><ul><li>Narrative form with a leading character as a talking chair </li></ul><ul><li>History </li></ul><ul><li>Product </li></ul>PRESS CONFERENCE
  52. 52. <ul><li>Invited top manager </li></ul><ul><li>Q & A section </li></ul><ul><li>Tour around IKEA store </li></ul>PRESS CONFERENCE
  53. 53. <ul><li>Lucky Draw </li></ul><ul><li>Flat-pack chair </li></ul><ul><li>Closing ceremony </li></ul><ul><li>Send thank you card </li></ul>PRESS CONFERENCE
  54. 54. <ul><li>Measurement </li></ul><ul><li>Quantitative Measurement: </li></ul><ul><li>Count the numbers of the press who attending the press conference </li></ul><ul><li>Count the number of stories and articles generated in the media </li></ul><ul><li>Count the number of giveaways distributed to the press </li></ul><ul><li>Count the number of the press who attending the grand opening and use the 20% discount card </li></ul>PRESS CONFERENCE
  55. 55. <ul><li>Qualitative Measurement: </li></ul><ul><li>Assess the position and the size of the stories published in each media </li></ul><ul><li>Assess the content of the stories whether the information covers all the aspects of the brand that the company expected before. And also assess the view of the content whether it is positive or negative to the company. </li></ul><ul><li>Hand out the questionnaire after finishing the closing ceremony to evaluate the information that the press got from the press conference </li></ul>PRESS CONFERENCE
  56. 56. Grand opening
  57. 57. GRAND OPENING <ul><li>Aim / Goal / Objective </li></ul><ul><li>Aim : To introduce first ever IKEA store in Thailand to 30,000 local visitors. </li></ul><ul><li>Goal : Make guesses our customers, ensure understanding, build relationship, and make our brand their preferred one. </li></ul><ul><li>Objective : To create buzz, awareness, strong relationship, and provide good experience to the guesses. </li></ul>
  58. 58. Grand opening <ul><li>Date: 15 th February 2009 </li></ul><ul><li>Time: 10:00 a.m. to 9:00 p.m. </li></ul><ul><li>Location: IKEA store in Lapkrabang </li></ul>GRAND OPENING
  59. 59. Grand opening <ul><li>Time Schedule </li></ul><ul><li>10:00 - The registration opens </li></ul><ul><li>11:00 - The MC plus CEO </li></ul><ul><li>11.45 - Officially opens the IKEA STORE </li></ul><ul><li>14:00 - Lucky draw </li></ul><ul><li>16:00 - Lucky draw </li></ul><ul><li>18:00 - Lucky draw </li></ul><ul><li>20:00 - Grand prize announcement </li></ul><ul><li>21:00 - Door closed </li></ul>GRAND OPENING
  60. 60. <ul><li>Concept </li></ul><ul><ul><ul><li>“ Family Fun Fair by IKEA” </li></ul></ul></ul><ul><ul><ul><li>IKEA YOUKEA and WEKEA umbrella conce </li></ul></ul></ul><ul><ul><ul><li>Three zones </li></ul></ul></ul>GRAND OPENING
  61. 61. <ul><li>The 3 zones </li></ul><ul><li>IKEA Zone </li></ul><ul><ul><ul><li>Product displays </li></ul></ul></ul><ul><ul><ul><li>Games and entertainment </li></ul></ul></ul><ul><ul><ul><li>‘ IKEA’s Gallery’ </li></ul></ul></ul><ul><ul><ul><li>EX. Elephant stepping on IKEA’s chair </li></ul></ul></ul><ul><ul><ul><li>Abstract by IKEA </li></ul></ul></ul><ul><ul><ul><li>EX. Marry Go Around </li></ul></ul></ul>GRAND OPENING
  62. 62. <ul><ul><ul><li>YOUKEA Zone </li></ul></ul></ul><ul><ul><ul><li>product demonstration </li></ul></ul></ul><ul><ul><ul><li>Special gifts </li></ul></ul></ul><ul><ul><ul><li>Female- mini pot of flowers </li></ul></ul></ul><ul><ul><ul><li>Male- a mini set of gardening tools </li></ul></ul></ul><ul><ul><ul><li>Children- candies and lollipops </li></ul></ul></ul><ul><ul><ul><li>Free day-care service </li></ul></ul></ul>GRAND OPENING
  63. 63. <ul><ul><ul><li>WeKEA Zone </li></ul></ul></ul><ul><ul><ul><li>provide information about the funding </li></ul></ul></ul><ul><ul><ul><li>Trading service </li></ul></ul></ul>GRAND OPENING
  64. 64. <ul><ul><ul><li>Food & Beverage </li></ul></ul></ul><ul><ul><ul><ul><li>12:00 to 13:00- food are provided by IKEA </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Swedish food </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>13:00 onwards –can buy food from the restaurants inside the store hall </li></ul></ul></ul></ul></ul>GRAND OPENING
  65. 65. <ul><li>Lucky draws and prizes </li></ul><ul><ul><ul><li>Lucky Draws </li></ul></ul></ul><ul><ul><ul><ul><li>every 2 hours </li></ul></ul></ul></ul><ul><ul><ul><ul><li>30% discount coupon </li></ul></ul></ul></ul><ul><ul><ul><li>Grand Prize </li></ul></ul></ul><ul><ul><ul><li>Nearly towards the end (20:00) </li></ul></ul></ul><ul><ul><ul><li>Two return air tickets, </li></ul></ul></ul><ul><ul><ul><li>Bangkok-Stockholm (Sweden) </li></ul></ul></ul>GRAND OPENING
  66. 66. <ul><li>Benefits </li></ul><ul><ul><ul><li>create buzz </li></ul></ul></ul><ul><ul><ul><li>create awareness </li></ul></ul></ul><ul><ul><ul><li>gain customers’ insight and data </li></ul></ul></ul><ul><ul><ul><li>build strong relationship </li></ul></ul></ul><ul><ul><ul><li>Therefore, sale will increase in the future. </li></ul></ul></ul>GRAND OPENING
  67. 67. GRAND OPENING <ul><li>Quantitative Measurement </li></ul><ul><li>Count the number of guests who registered on the grand opening to see how many came </li></ul><ul><li>How many items were sold on the grand opening </li></ul><ul><li>How many discount cards were used by guests </li></ul>
  68. 68. GRAND OPENING <ul><li>Qualitative Measurement </li></ul><ul><li>Send out mail survey to registered guests a week after the grand opening asking them about their thoughts toward to event, what do they remember about IKEA, How much do they remember about IKEA </li></ul><ul><li>Look at the sources of discount cards that guests received by asking them to do a little questionnaire by ticking the source which they were given the cards </li></ul><ul><li>Look at sale revenue during the month and examine its growth </li></ul>
  69. 69. RECOMMENDATIONS <ul><li>Advertising </li></ul><ul><li>Free transportation to the store </li></ul><ul><li>Membership card </li></ul><ul><li>Sales promotion </li></ul><ul><li>Public relation activities </li></ul><ul><li>City mini stores </li></ul>