IKEA Social Media Campaign
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The document summarizes an IKEA marketing campaign from 2009 that utilized Facebook to promote the brand and open a new store in Malmö, Sweden. Focus groups found that younger people saw IKEA as their parents' brand. The campaign aimed to change attitudes by having customers identify with a fictional store manager on Facebook. It encouraged sharing photos tagged with furniture to generate curiosity. The low-cost campaign was highly successful, winning several awards, and helped IKEA become more successful with social media marketing. However, Facebook later updated its policies to prevent similar unpaid promotional campaigns.
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Ikea is a global furniture and home goods retailer known for its flat-pack furniture and affordable prices. It operates 349 stores across 43 countries, focusing on complete furniture solutions under its own brand. Ikea targets mass market customers and differentiates itself through its signature Swedish design, low prices enabled by cost controls, and large store experiences that encourage return visits. While very successful, Ikea faces challenges in improving its online shopping and delivery, addressing perceptions of low quality, and adapting to changing customer preferences for convenience and customization.
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Intro
Origin & Genesis
History & Last Decade
Business !dea
Structure and Corporate Management
Brand Portfolio with STP and Consumer Activations
IKEA and inter-market segmentation
4Ps & core competency
AD agencies and Strategic Brand Campaigns
Market Environment (Sectoral and Industrial Analysis)
IKEA value chain
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Porter's 6 forces
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Intro
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Brand Portfolio with STP and Consumer Activations
IKEA and inter-market segmentation
4Ps & core competency
AD agencies and Strategic Brand Campaigns
Market Environment (Sectoral and Industrial Analysis)
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Competitor Analysis
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- IKEA cuts costs through modular design, self-assembly by customers, and sourcing from long-term partners. This supports its overall cost leadership strategy.
- It develops complementary services like in-store restaurants and play areas to manage demand and make waiting more enjoyable.
- IKEA's global expansion strategy standardizes operations while customizing some elements for local cultures. It has grown rapidly by maintaining quality as it enters new markets.
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- IKEA is an international home products company that sells ready-to-assemble furniture and home accessories.
- Its vision is to create a better everyday life for many people. Its mission is to offer well-designed, affordable home goods.
- It follows strategies of low prices, quality products, and flat-pack furniture packages for low-cost shipping.
- IKEA has expanded globally since its founding in Sweden in the 1940s. It now has over 400 stores worldwide.
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- IKEA cuts costs through modular design, self-assembly by customers, and sourcing from long-term partners. This supports its overall cost leadership strategy.
- It develops complementary services like in-store restaurants and play areas to manage demand and make waiting more enjoyable.
- IKEA's global expansion strategy standardizes operations while customizing some elements for local cultures. It has grown rapidly by maintaining quality as it enters new markets.
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This document provides an overview of IKEA, including its business, vision, mission, strategy, history, and PESTEL analysis. Some key points:
- IKEA is an international home products company that sells ready-to-assemble furniture and home accessories.
- Its vision is to create a better everyday life for many people. Its mission is to offer well-designed, affordable home goods.
- It follows strategies of low prices, quality products, and flat-pack furniture packages for low-cost shipping.
- IKEA has expanded globally since its founding in Sweden in the 1940s. It now has over 400 stores worldwide.
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IKEA is considering entering the Indian market. India represents a large opportunity for furniture sales, with a growing middle class and rising incomes. However, the Indian furniture market is currently dominated by thousands of small, unorganized local players. IKEA would bring international design and quality standards to India, as well as its business model of low prices enabled by flat-pack furniture. A joint venture with a large Indian partner like AV Birla Group could help IKEA navigate the market successfully. Competitors in India range from local mom-and-pop shops to national retail chains, but none offer the one-stop shopping experience and globally recognized brand of IKEA.
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2. L'Oreal's matrix structure with global brands/divisions allows localized execution while leveraging scale. However, managing brand identities across cultures is challenging and requires constant refinement.
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Questions
1. How has IKEA successfully sold its home furnishing
products in so many countries around the world?
Do global customer segments truly exist?
2. How important is the role of IKEA’s Swedish brand
image? What are the implications for marketing?
3. To what extent has IKEA practised a standardised
strategy versus an adapted strategy in its
global marketing? What are the advantages and
disadvantages of this approach?
4. Some say communications, especially the Internet
and television, enable a global culture to be
broadcast to all societies. Are the cultures of the
world becoming more similar or more different?
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The document summarizes several social media marketing case studies by Markigence Communications. It describes challenges, strategies, and results for various brands. Key points include building online communities, engaging users through contests and content, and increasing brand awareness on social platforms like Facebook.
Markigence Communications | Casestudy
The document discusses social media case studies for two brands. For the first brand, the strategy built a community of 20,000 members in 9 weeks through an integrated social media campaign around the theme of "Stop@Nothing". Contests and viral videos on Facebook helped reinforce the brand's message. For the second brand, the strategy built a community of 72,000 members in 3 months around the theme of "Take a Fresh View of Life" through contests and applications on Facebook revolving around the brand's characters.
Events Aloud Company Credential
Events Aloud Entertainment is a marketing and events company with a vision to be the leading integrated marketing communications provider in Nigeria. Their mission is to develop and deliver impactful and cost-effective marketing solutions. They have a team of young professionals with expertise in areas like promotions, events, digital marketing, and media relations. Some of their services include promotional marketing, branded entertainment, online engagement, strategic consulting, and celebrity management. They have experience with projects such as reality show activations, product launches, image consulting, and more.
Lenovo case study short
Lenovo launched a campaign in Romania to increase brand awareness and market share of its SMB and consumer products. The strategy involved mixing traditional and digital channels to create buzz around Lenovo's IdeaPad products. Specific tactics included press releases, contests on a major online store and Lenovo microsites, blogger reviews, a Facebook fan page activation with contests and surveys, banner ads, and an in-person consumer event. The campaign successfully increased Lenovo's Facebook fans, established its first digital newsroom in Romania's IT industry, and helped Lenovo gain market share for five consecutive quarters.
Similar to IKEA Social Media Campaign (20)
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Optimising Social Media to get ahead in your career
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IKEA Social Media Campaign
- 1. ’
- 2. • http://www.youtube.com/watch?v=0TYy_3786bo&f eature=player_detailpage#t=17s
- 4. Objectives “Many younger people associated IKEA with their Focus groups and parents as well interviews as the rooms of illustrated the Change attitudes public’s their childhoods. They were about the IKEA conception that choosing other the IKEA brand brand was solutions for unimaginative their own and boring. homes…” – Forsman & Bodenfors Website Promote the Allow customers to identify with opening of new Gordon store in Malmö, Gustavvson as the face of the Sweden store General Promotion Getting Facebook users to and Exposure of personally the brand BEYOND promote products as well as the Sweden company.
- 5. Tactics • Excite consumers with prizes and give-aways they don’t have to work for “Something for Nothing” • Take advantage of already existing and hugely popular media: Facebook • Utilize one of Facebook’s simplest and fastest spreading functions: picture tagging • Posting pictures/links on Facebook profiles and blogs Keep it • Generating curiosity: Why are all my friends tagged as pieces of furniture? simple • Immediate News Feed updates • Originally suggested they target a mature market. The revenue from its mature market had successfully doubled in less than six years. Forsman & • Mature Market ad example: http://www.fb.se/#/en/Work/344/486/ Bodenfors ad agency
- 8. • The “IKEA – Facebook showroom” video has 283,859 views. • The Ikea Facebook page has 307,664 Likes • Fans created www.ikeafans.com website and FB page which now has 1,724 Likes • Weakness: friend requests must be accepted… Gordon’s profile is deactivated now, and there is no report of how many friends he had upon its termination but I saw screenshot of 1,383. •The campaign was voted “Most Contagious 2009” by the international Contagious Magazine •The campaign won a Titanium Lion at the Cannes International Advertising Festival in 2010 •IKEA has since become just as successful in numerous campaigns involving social media May 16, 2011: Cannes awarded IKEA advertiser of the year
- 10. Reaching Objectives, cont. Extremely Cost Effective • Facebook changed their terms & conditions after the campaign ended in order to prevent a repeat of this type of promotion.
- 11. THE END