IKEAs Global Marketing

Strategy

Presented By:
SUNIL CHAVDA
(16BSP2625)
SIDDHANT JAIN (16BSP2484)
URVI MAJITHIA
(16BSP2772)
VINDUJA DINESH (16BSP2864)
VINIT SHAH (16BSP2870)
TARUN BANSAL (16BSP2709)

TOPICS

history and introduction

main marketing strategies
customer shopping experience
localization in global markets
the ikea buzz
promotional strategies
controversies

HISTORY AND
INTRODUCTION
The worlds largest furniture retailer
World wide recognition of IKEA
Established by Kamprad in 1943
Furniture was introduced in 1947 , gaining maximum
sales
First IKEA shop opened in 1953 at Almhuit Sweden

SUCCESS OF
STRATEGIES
Two parameters :
1.Relative differentiation
2.Relative cost position

1. Founders Vision
2. Shopping Experience
.Circular Arrangement
.Wide Passageways
.Children Play Area
.Restaurant
.Self Served Furniture

LOCALIZATION IN GLOBAL
MARKETS
Target market Global middle class.
Global web of 2000 suppliers in 55
countries.
Catering to the European and Asian
markets.
The US key market for IKEA.
CHINA challenging market for IKEA.
Advertisements for IKEA in China.

THE IKEA BUZZ

How IKEA created its buzz??
Invited the participant to write an
essay, why they deserve $2000 gift
vouchers?
$4000 for the 1st person in line and
other smaller certificates at the
opening of store.
Boklok homes in U.K- Flat pack
house-To target lower income
families.

PROMOTIONAL
STRATEGIES

Campaign in Sweden for male

Campaign in Deutsch for
workmen

Liberation from tradition

TATTOO MAN

CONTROVERSIES
Traffic jams and overcrowding
Deaths at every new opening of IKEA
store
Poor management
Putting incomplete information
Missing components
Rude employee behavior

CONCLUSION