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IKEAMarketingPlan

IKEAMarketingPlan

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Published by casey_d_rowe

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Published by: casey_d_rowe on Sep 15, 2011
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07/13/2014

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(image from www.ikea.com)
IKEA Marketing Plan
Casey Rowe
 
2
I. Executive Summary
 
IKEA has shown through its market share and profitability that it is a leader in the homefurnishings industry. Aside from being an industry forerunner, IKEA also upholds a greatreputation and brand image despite its few (37) retail locations in the United States. Thecompany sets itself apart from competitors with its wide product range, offering customersalmost everything under one roof to furnish and decorate any space.In order to achieve the objectives that focus on reaching a greater percentage of our targetaudience, increasing online sales and retaining customers, we present this integratedmarketing plan to illustrate what tactics we will use to implement specific campaigns. Thisplan also provides further details about our unique media and public relations tactics, salespromotions and direct marketing strategies that will help obtain our goals and objectives.The objectives and strategies were developed to address specific strengths and weaknessesof the IKEA brand and company. From there, we also recognized opportunities for IKEA togrow within its target audience and propose individual ways to implement each of thesegrowth tactics. Boosting online sales and nurturing the rapport we have with our customersto increase brand recognition are top priorities in this plan.Included in our $20 million budget is traditional advertising, but to execute an effective IMCcampaign, we also use budget-friendly digital mediums like relatively new social mediachannels to open a direct line of communication with our customers. In the following year,we hope to reach out to customers more effectively with our marketing mix that includesboth traditional and non-traditional advertising as well as compelling campaigns that willpromote buzz and relationship building. As a result, IKEA will gain both sales and loyaltyfrom new and existing customers.
 
3
Table of Contents
I.
 
Executive Summary ........................................................................ 2II.
 
Background Information ............................................................... 4-5
 
Product Range and Distribution ................................................ 5III.
 
Target Audience .......................................................................... 5-6IV.
 
SWOT Analysis ............................................................................... 6V.
 
Marketing Objectives and Strategies .................................................. 7VI.
 
Integrated Creative Strategy & Creative Brief .................................. 7-8VII.
 
Media Objectives, Strategies, Tactics & Budget Allocation ................. 8-11
 
Media Objectives & Strategies ................................................. 8
 
Budget Allocation ................................................................ 8-9
 
Media Tactics .................................................................... 9-11i.
 
Broadcast/Network ....................................................... 9ii.
 
Print ....................................................................... 9-10iii.
 
Outdoor ..................................................................... 10iv.
 
Digital .................................................................. 10-11VIII.
 
Flow Chart .................................................................................... 11IX.
 
Sales Promotions ...................................................................... 11-13
 
 “IKEA Outing Day” ........................................................... 11-12
 
 “IKEA Click” .................................................................... 12-13X.
 
Public Relations ........................................................................ 13-15
 
Reduce Carbon Footprint ................................................... 13-14
 
TV Sponsorship .................................................................... 14
 
Localized Special Events ................................................... 14-15XI.
 
Direct Marketing ....................................................................... 15-16
 
Postcard .............................................................................. 15
 
E-mail ............................................................................ 15-16
 
Newsletter ........................................................................... 16XII.
 
Measurement and Evaluation Plan ............................................... 16-17
 
Omniture ............................................................................. 16
 
Measurement with Numbers .............................................. 16-17
 
Shopper Trak ....................................................................... 17XIII.
 
Conclusion .................................................................................... 17XIV.
 
References ................................................................................... 18

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