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  • To Create A Better Everyday Life For The Many People

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    Anchal Bagaria
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    The document discusses IKEA, a Swedish multinational group that designs and sells ready-to-assemble furniture, kitchen appliances and home accessories. It provides background on IKEA including its founding in 1943 and focuses on analyzing its marketing mix, SWOT analysis, consumer brand resonance, and brand performance and imagery. The summary highlights key aspects of IKEA's business model, strategy, and consumer perception.

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    The document discusses IKEA, a Swedish multinational group that designs and sells ready-to-assemble furniture, kitchen appliances and home accessories. It provides background on IKEA including its founding in 1943 and focuses on analyzing its marketing mix, SWOT analysis, consumer brand resonance, and brand performance and imagery. The summary highlights key aspects of IKEA's business model, strategy, and consumer perception.

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    7 views5 pages

    To Create A Better Everyday Life For The Many People

    Uploaded by

    Anchal Bagaria
    The document discusses IKEA, a Swedish multinational group that designs and sells ready-to-assemble furniture, kitchen appliances and home accessories. It provides background on IKEA including its founding in 1943 and focuses on analyzing its marketing mix, SWOT analysis, consumer brand resonance, and brand performance and imagery. The summary highlights key aspects of IKEA's business model, strategy, and consumer perception.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 5

    “To create a better everyday life for

    the many people”

    Submitted By:
    UM20185 Amrit Kumar Patel
    UM20187 Anagha Joshi
    UM20188 Analpa Abhisikta
    UM20191 Anchal Bagaria
    Introduction
    COMPANY BACKGROUND MARKETING MIX (4P’s)
     Founded in 1943 by Ingvar Kamprad  Product: Outdoor furniture, Baby & Children’s
     The original products included pens, wallets, products, storage units and other home
    jewelry and nylons furnishings.
     In the 1950’s the first furniture showroom was  Price: Low cost furniture for household &
    opened in Almhult, Sweden offices
     In 1997 www.IKEA.com is launch  Place: 25+ distribution centres

     “Home is where it all begins”  Promotion: TV, print, online ads, billboards

    2
    SWOT Analysis
    STRENGTHS WEAKNESSES
    Countless designs Low Quality

    Affordability Bad Press

    Brand recognition

    Online Shopping Fast Competition

    Grocery Stores Growing Income

    OPPORTUNITIES THREATS

    3
    CONSUMER BRAND RESONANCE
     Rapid Purchase
     Attachment
     Online Fan
    Community
     Strong Engagement

    CONSUMER JUDGEMENT CONSUMER FEELINGS

     Good Deal Happiness  Welcoming Layout


     Low Quality  Socially Accepted
     Convinient flat-pack  DIY- Self Respect
     Good Customer Service  Security

    BRAND PERFORMANCE BRAND IMAGERY


     Furniture Leader  Scandinavian
     Low Prices BRAND SALIENCE  Price Conscious
     Diverse Designs  Family Friendly
     Short term home solutions  Versatility
     Lifetime guarantee  Furniture Retail  Innovative & Inspirational

    4
    Brand Personality

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