Created by Shriya Jangid, Dyal Singh College(M), Delhi University, during a marketing internship by Prof. SAMEER MATHUR, IIM LUCKNOW

2. IKEA WAS
FOUNDED
BY INGVAR
KAMPRAD
IN 1943

3. “To create a
better
everyday life
for the many
people”
VISION

4. TARGET
MARKET
•College Students
•Families with children

5. BRAND
POSITIONING
HIGH Quality at LOW Prices.
“Do-It-Yourself”.
INNOVATIVE designs which
can be FLAT PACKED.
ANALYSING needs based on
different regions.

8. CUSTOMIZING STORES AND PRODUCTS
BASED ON CULTURE AND REGION

11. PROMOTIONAL STRATEGIES

12. QUIRKY ADVETISEMENTS

13. Additional facilities – Child Care,
Restaurants and Help Desks.

14. Providing After Sales Service

15. Offering Discounts

17. What are some of the things IKEA is doing
right to reach consumers in different
markets? What else could it be doing?
1. IKEA adopted clever marketing strategies.
2. Provided the products at low cost.
3. Adopted the strategy of various suppliers.
4. Produces the product according to the needs of the customers
in different regions.
However IKEA could
1. Open more of its outlets in the City area
2. start expanding its branches in more countries

18. IKEA has essentially changed the way people shop for
furniture. Discuss the pros and cons of this strategy,
especially as the company plans to continue to expand in
places like Asia and India.
PROS
1. Essential key feature of IKEA is ‘self-assembly’
2. Functions globally by focusing on the local tastes.
3. ‘One-way format’ makes it more accessible to its customers.
CONS
1. Format of the shop can be too overwhelming
2. Customers can’t access the store easily

20. What is IKEA?
Target Market
Brand Positioning
IKEA’s Success
Promotional Strategies
Case Studies

21. DISCLAIMER
Created by Shriya Jangid, Dyal Singh College(M), Delhi
University, during a marketing internship by Prof. SAMEER
MATHUR, IIM LUCKNOW