Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Ikea Pitch Brief

863 views

Published on

Ikea is reviewing its entire $444 million global media account, which is currently split between a range of agencies across five different holding companies.
Ikea is No. 66 in the ranking of Top 100 Global Marketers compiled by Ad Age's Datacenter. In 2014, the vast majority of Ikea's spending – 79% – was in Europe, with 15% in the U.S. and less than 2% in Asia.

Published in: Data & Analytics
  • Be the first to comment

  • Be the first to like this

Ikea Pitch Brief

  1. 1. NEW BUSINESS PITCH Everything is possible if you think in opportunities
  2. 2. NAME BRAND PITCH TYPE Media Work MARKET United States DATE March 1 , 2016 The Data You Need to Win This Pitch st DESCRIPTION Ikea is reviewing its entire $444 million global media account, which is currently split between a range of agencies across five different holding companies. Ikea is No. 66 in the ranking of Top 100 Global Marketers compiled by Ad Age's Datacenter. In 2014, the vast majority of Ikea's spending – 79% – was in Europe, with 15% in the U.S. and less than 2% in Asia. Ikea kicks off a $444 Million Global Media Review
  3. 3. Client Profile / Market Ikea is a multinational group of companies that designs and sells ready-to-assemble furniture (such as beds, chairs and desks), appliances and home accessories. Founded in Sweden in 1943 by then-17-year-old Ingvar Kamprad, who was listed as one of the world's richest people in 2013. The company is known for its modern architectural designs for various types of appliances and furniture, and its interior design work is often associated with an eco-friendly simplicity.[7] In addition, the firm is known for its attention to cost control, operational details, and continuous product development, corporate attributes that allowed Ikea to lower its prices by an average of two to three percent over the decade to 2010 during a period of global expansion. As of March 2016, Ikea owns and operates 381 stores in 47 countries FINANCIAL OVERVIEWCOMPANY BACKGROUND MAIN COMPETITORS 2015 Sales (mil) 2015 Employees Employee Growth Percent Assets (mil) Net Income Growth Percent Sales Growth Percent 351.915.000 350 NA NA NA 11.2%
  4. 4. + 2.9%+ 12%$ 98.23 bn Furniture & furnishing store sales in the U.S. in 2015 Furniture market statistics Compared to 2011’s sales Annual rate growth throught 2019 98.23 + 12% + 2.9%
  5. 5. Ikea’s Circular Economy Vision “We will be increasingly building a circular Ikea where you can repair and recycle products” Steve Howard Ikea’s head of sustainability INCREASE by 20204x $ 1.13 B Of sustainable products sold in 2013 + 58% Compared to 2012 sales
  6. 6. Online sales are increasing Internet sales of furniture is expected to hit $32b by 2018 By that year, the web will also influence the 62% of offline furniture sales. US FURNITURE E-COMMERCE OUTLOOK 25 20 15 5 0 30 35 10 2014 20 2015 23 2016 26 2017 29 32 2013 15 2018F 18 SALES FORECAST (USD BIL.) WEB-INFLUENCED SALES 2013 2018 47% 49% 4% 62% 30% 8% Web-Influenced Offline Sales Non-Web-Influenced Offline Sales Online Retail Sales
  7. 7. 1 0.8 0.6 0.4 0.2 Sales of UPCYCLED items from 8.000 in 2010 to +200,000 in 2014 SEARCHES WITHIN THE HOME FURNITURE CATEGORY Upcycled items leading online sales 0 Rustic 0.3 Contemporary 0.25 Shabby Chic 0.15 Traditional 0.02 Vintage / Antique 1 Source: Google Data, January - July 2014, Indexed Search Query Volume (Home Furniture Category), United States on Sales of UPCYCLED items up 89% in 2014 compared to 2013 on
  8. 8. ‘We will be increasingly building a circular Ikea where you can repair and recycle products’ UPCYCLIST • • • Steve Howard Ikea’s head of sustainability • • •
  9. 9. 69% Are Females 67% Are Married 76% Have no Children living at Home THE UPCYCLIST Upcycling, also known as creative reuse, is the process of transforming by-products, waste materials, useless and/or unwanted products into new materials or products of better quality or for better environmental value. QUICK DEFINITION 70% College Educated Upcyclists: Who they are IKEA AUDIENCE CROSSOVERS Females accounting for the majority of Ikea’s audience (78%) 59% of Ikea’s audience is married Ikea’s audience is composed primarily by people living with a children at home (60.3%) 68% of Ikea’s audience frequented College.
  10. 10. ARTS, DESIGN & HOME DECORATION READING BEAUTY POLITICS The Upcyclists’ passions IKEA AUDIENCE CROSSOVERS Reading isn’t one of Ikea’s audience main passions. (Readers trait pop: 94.3) Arts, Design and Home Decoration are popular interests for Ikea’s audience too. Political activism doesn’t catch Ikea’s audience interest. (Politically Active Pop: 71.6) Beauty is one of the top interest of individual following Ikea (Beauty & Welness Aware - Pop: 172.2)
  11. 11. TOP GALLERIESTOP ARTISTS Upcyclists & Arts VISUAL ART & DESIGN 159.6 ( popularity index ) ART APPRECIATORS 188.6 ( popularity index ) IKEA AUDIENCE CROSSOVERS They share the interested in Visual Arts (Pop Index: 127.4). AVAM (108.1) and De Young Museum (36.8) aren’t among their favorite galleries. Sue Bryce (135.6) and Simon Beck (112.8) score good relevance index. Grounds for Sculpture has positive relevancy (120.2). de Young Museum Ground of SculptureLurie Belegurschi Simon Beck Sue Bryce
  12. 12. 150 TOP MAGAZINES & WEBSITES TOP BOOKSREADERS 144.1 ( popularity index ) Reading IKEA AUDIENCE CROSSOVERS Nourished Kitchen (120.3) and Mother Earth News (104.6) have positive relevance index Websites (118.4) and Magazines (136.5) have positive popularity indexes, while Books (68.7) gather low interest 100 Days of Real Food (150.8) and Magic Tree House (137.8) is a book gathering much interest. Discworld is not a book that Ikea’s audience would like to read. 112,5 37,5 0 75 Magazines 15 WebsitesBooks Discworld
  13. 13. BEAUTY & WELLNESS AWARE 148.9 ( popularity index ) Beauty & Wellness IKEA AUDIENCE CROSSOVERS Burt’s Bees (151.8) is one of the favorite brands of Ikea’s audience Weight Watchers (147.7) and Tom’s of Maine (135.1) are relevant brands Makeup Geek (128.3) and Makeup.com (133.4) are relevant news sources GreenMedInfo.com (79.7) is not a relevant website for Ikea’s audience. TOP BRANDS TOP SOURCES
  14. 14. SOCIAL ISSUES & ADVOCACY 188.7 ( popularity index ) TOP SOURCES TOP ORGANIZATIONSPOLITICALLY ACTIVE 177.8 ( popularity index ) Politics & Activism IKEA AUDIENCE CROSSOVERS Box Tops for Education is one of the most relevant organizations (155.1) Social Issues are not particularly felt (Pop. Index: 109.6) Treehugger (76.1), Grist (77.4) and NaturalNews (97.9) Are scoring low relevance points Climate Reality (38.6) and Sierra Club (47.2) are scoring poor relevance indexes. Natural News
  15. 15. 62.5% UPCYCLIST Ikea - Upcyclists Adherence Ikea’s audience share 62.5% of the Upcyclists’ favorite interests and passions.
  16. 16. CONSUMER INSIGHTS SUITE Get more information on this topic TRY NOW FOR FREE > See how it works hands-on!

×