IKEA aims to provide affordable home furnishings to many people through well-designed, functional products combined with quality and value. It analyzes consumer behavior and markets to design products according to lifestyles and cultures globally. IKEA uses marketing strategies like loyalty programs and quirky campaigns. It has expanded internationally with 392 stores in 48 countries as of 2016.

2. WE ARE

3. WHO WE ARE
“ One – stop sanctuary for
coolness”
FOR OTHERS
“The quintessential
cult brand”

4. The IKEA Concept starts with the idea of providing a range of home furnishing products that are
affordable to the many people, not just the few. It is achieved by combining function, quality,
design and value - always with sustainability in mind. The IKEA Concept exists in every part of
our company, from design, sourcing, packing and distributing through to our business model. Our
aim is to help more people live a better life at home.
We’re a diverse group of down-to-earth, straightforward people with a passion for home
furnishing. We come from all over the world but we share an inspiring vision: “to create a better
everyday life for the many people”.
.

5. IKEA is a group of companies that
designs and sells ready-to-assemble
furniture (such as beds, chairs and
desks), appliances and home
accessories.
IKEA continuously seeks outs new ways
to run its business more efficiently and
pass those cost saving to the customer
Our vision is to create a better
everyday life for the many people

7. Ikea values
Simplicity
Constant desire for renewal
Daring to be different
Striving to meet reality
Cost consciousness

8. ANALYSING CONSUMER MARKETS
Consumer Behaviour
Marketing Strategy
Products designing
and services

9. CONSUMER BEHAVIOUR
Cultural factor- culture is a fundamental determinant’s of persons
wants and needs . Different countries have different cultures so
there is basic differences in needs and wants . IKEA has tackled
this situation by adapting local and regional taste
Lifestyles – A life style is a person’s pattern of living in the world
as expressed in activities Again different countries have different
lifestyle depending upon area income and taste so different
countries have different showrooms according to it

10. Provide home
delivery and
assembled
products
Provide deep
drawers and
large glasses
Wardrobe with
enough space
for hangers

11. PRODUCT DESIGNING AND SERVICES
When IKEA develops a new products its designers and product developers start
with low price tag first and then work with their other suppliers to develop the
product in their price range
Designs are efficient and waste is kept minimum
IKEA’s floor plan is designed in winding one way format featuring different
inspirational room setting , so consumers experience the entire store

12. They follow customer oriented marketing strategy, most of their customers are college students or families
with children. so make their strategy based on their interest
IKEA launched a loyalty card called "IKEA family". The card is free of charge and can be used to obtain
discounts on a special range of products found in each IKEA store. It is available worldwide. In conjunction
with the card, IKEA also publishes and sells a printed quarterly magazine titled IKEA Family Live which
supplements the card and catalogue.
IKEA is known for its quirky marketing campaign which help to generate excitement and awareness of its
stores and brands . It ran campaign like “Ambassador of Kul”. Thousand’s of people line up and participate
to win prizes and IKEA furniture

13. IKEA has evolved into the largest furniture retailer in the world. As of
December 2016,
IKEA owns and operates 392 stores in 48 countries. In fiscal year 2016,
€36.4 billion worth of goods were sold, a total that represented a 7.6 percent
increase over 2015. The IKEA website contains about 12,000 products and is
the closest representation of the entire IKEA range.

15. 1.Located all over the world (increasing
international visibility)
2.Easy access to IKEA (stores located a
good distance from city centres0
3.Affordable pricing
4.Provide customise products based on
customer preferences (adaptability)
5.Items come boxed and require own
assembling by the customer hence easy
transportation of the items

16. what else can it
do
1.IKEA should expand its product
line by producing high end
products
2.IKEA can expand its business
into interior designing and
crockery products
3.IKEA can go for environment
friendly technology
4.Product customization can
boost up IKEA’s sales

17. PROS
1.IKEA’s low cost concept keeps it
ahead of its competitors.
2.IKEA has successfully combined
low cost with good quality.
3.IKEA’s ability to find ways to
alter designs to save on
manufacturing costs.
4.Using unconventional names for
their products that people can
easily remember
5.IKEA’s ability to adapt its
product design strategies

18. CONS
1.The size and scale of IKEA sometimes affect
the quality standards of their products and
therefore negatively affect the view that
customers has of them
2.Lack of product innovation
3.Changing social trend can hinder the growth
of sales of IKEA
4.Not maximising on the growing technology
available for marketing and advertising , so
consumers might end up going elsewhere

20. summary
1.About IKEA
2.IKEA’s Values
3.Analysing Consumer Market
4.Product Designing
5.Marketing Strategy
6.Present Scenario
7.Question and Answer

21. DISCLAIMER
Created by Siddharth Taklikar, NIT Raipur ,
during Marketing Internship by Prof Sameer
Mathur IIM Lucknow