Presented by: Fenella AndradeMasters in European Studies and Management

(MESM) 2010-2012Manipal Centre for European StudiesManipal University, Karnataka, India

• I (Ingvar ) Founders first name• K (Kamprad) Founders last name• E (Elmtaryd) Farm where he grew up• A (Agunnaryd) Home village

The IKEA Vision

• “The IKEA vision is to create a better everyday life for the many people. We make this possible by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”

IKEA History

• In 1943, IKEA was founded by Ingvar Kamprad• Based in Sweden• Bright blue and yellow• Originally and Now IKEA • In 1951, the first IKEA furniture catalog was

published• 1955 IKEA begins designing its own furniture• 1985 The first IKEA store opens in the USA• 1993 IKEA reaches 114 stores • IKEA numbers 1,04,000 employees in 267 stores in

44 countries

Marketing Strategy

The IKEA vision is "To create a better everyday life for the many people.“

The IKEA business idea is "To offer a wide range of well designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”

The IKEA market positioning statement is "Your partner in better living. We do our part, you do yours. Together we save money."

L

Marketing Mix

• Promotion THE IKEA CATALOGUE is the most important

marketing channel. 2007’s catalogue was printed in 175 million copies in 55 editions and 27 languages

• Other promotions include their seasonal sales, internet deals and television advertisements

• IKEA Credit Card

• Price Low to moderate pricing depending on item Prices range from $9-$19.99 for simple lamps to over

$4,000 for complete

Strengths of IKEA

• Solutions for a sustainable life at home – online tips and ideas• Sustainable use of resources• Reducing carbon footprint• Developing social responisiblity• Open with all its stakeholders

Being sustainable is a central part of IKEA’s image

Customer Service• Restaurant in store

IKEA exit bistroSwede ShopIKEA Restaurant

• Child CareSupervised PlayroomBaby Care RoomFood Warming FacilitiesChildren’s Meals

• Design AdviceOffice PlanningKitchen PlanningHome Furnishing Advice

• Store AtmosphereEasily Located ProductsBrowse through showrooms and try out productsDelivery Services available or take home products immediately

Ikea & the Environment

• Use of wood-recyclable, biodegradable and renewable material

• Select wood that is from verified, well-managed forests that have been certified

• Free disposal of light bulbs• Minimize costs• Selecting the right environmental friendly products• Use leftover material• Employees are “environmental co-ordinators”

working to increase environmental awareness

Conclusion• Well known brand with hunderds of stores across

the world• To improve performance in future• They respond to both internal and external issues in

a proactive and dynamic manner by using their strengths & reducing their weakness

• IKEA’s passion includes design, low prices, economical use of resources and responsiblity for people & the environment

• IKEA aims to go beyond profitablity and reputation

References

• http://www.ikea.com/ms/en_US/about_ikea/pdf/FF09_GB.pdf

• http://www.ikea.com/ms/en_US/about_ikea/facts_and_figures/index.html#

• http://en.wikipedia.org/wiki/IKEA• www.ikea.com