Marketing and Communication

April 3, 2006 at 9:20 pm | Posted in Uncategorized | 1 Comment

The base of Ikea strategy is "offer a huge range of design and functional furnishings, at low price that the greatest number will be able to offer them.

4 important axes of communication are at the base of Ikea communication :
 – a complete offer for the house which comes up to the concrete needs of the consumers
 – low prices with comparable quality
 – a unique concept where customers take an active taking part : self-service, transport, assembly
 – a responsible company which is interested in its environment

The marketing strategy allows to develop the notoriety of Ikea and create traffic in stores.
The stores, the products, the catalogues are practically the same all over the world, but the strategy and the plan of communication are defined by each country, because Ikea has to take into account local habits, legislation which can change from one country to another, competition, maturity of the market, and the number of years of Ikea presence in the country.

IKEA STORES
They are the same all over the world (same concept) and offer practically the same products.
They are THE meeting place between the brand and its customers.
So the communication on store is very important to guide, direct, inform and also turn visitor into customer.

COMMUNICATION STRATEGY
The communication strategy of Ikea, in France, is organized around 3 complementary areas :
 – communication for general public : appeal to customers and attract them.
This communication regroups :
* catalogues and another brochures (about 50% of advertising budget)
* website www.ikea.fr
* another advertising media : press, radio, television, cinema, billposting
 – relational marketing : to develop customer loyalty in order to communicate with all but according to the specific needs of each customers
 – press relation department : informations for journalists and company news