Ikea-strategic Pr Plan 4a4w23

PRESENTED BY :LILY TAO APRIL11, 2012

BACKGROUND 325 stores globally in 40 countries worldwide 9500 products Privately owned

Not present in stock market

VISION The IKEA vision is "To create a better everyday life for the many people." 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 YOUTUBE VIDEO : IKEA Small Spaces - Small ideas http://www.youtube.com/watch?v=BQjBrt9LriY

IKEA Canada Stores 1. IKEA Winnipeg (32,516 m²) 2. IKEA Vaughan (31,375 m²)

3. IKEA Vancouver (31,000 m²) 4. IKEA Etobicoke (29,594 m²) 5. IKEA Calgary (29,052 m²) 6. IKEA Boucherville (29,000 m²)

7. IKEA Edmonton (28,700 m²) 8. IKEA North York (24,550 m²) 9. IKEA Ville St. Laurent (24,245 m²) 10. IKEA Burlington (19,385 m²)

11. IKEA Richmond (18,600 m²) 12. IKEA Ottawa (10,948 m²)

IKEA WINNIPEG IKEA to Winnipeg's Market First ever IKEA store The IKEA Winnipeg groundbreaking will be sometime in the summer of this year, 2011 with an anticipated opening in 2012. 

Situation Analysis Ikea’s huge opportunity in select Winnipeg which is in the middle of Canada. IKEA's business model includes social responsibility, Allen wrench IKEA offers eco-friendly products seeing as being environmentally friendly and reducing carbon footprints is a current cultural trend in Canada.

SWOT Strengths - Flat packaging reduces costs and makes it easier for people to transport

- The company culture matches its external image – pragmatic, costsaving sensibilities - Product design – sleek, minimalist design is popular in Europe and North America

- Strong in-store experience – unique, experiential, “modern theme parks” - Brand reputation – in America, people lined to get into newly opened stores -

Environmental friendly company

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Charitable company

SWOT Weakness - New to Winnipeg market - Imported goods - Niche market – the minimalist design doesn’t appeal to everyone - Too strong of an emphasis on cost-saving could lead to cutting corners and negatively affecting safety

SWOT

Opportunities - IKEA Winnipeg will be the first store in the Canadian province of Manitoba and will be the largest Canadian

-The budget shopper market is growing, especially among college students and in metropolitan areas - Demand for greener products

Threats Comparably new in Winnipeg Market

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Many local competitors, The furniture retail segment is highly fragmented and IKEA is flanked by competitors in high-end specialty retailers and low-end discount retailers. 

Traffic transportation

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Reluctance to part with old furniture

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TARGET AUDIENCE Descrip tion

Other charact eristics

Educated Single

Young Family

Mature Family

Business Customers

Early to Mid 20s, well educated and has just started working. Most of them living in apartments or rented property.

Late 20s to early 35s of age, they own their homes, have 0 to 2young children. Practicality and style is important for customers in this segment.

Middle aged adults and 2 or more teenage children, usually live with extended families .

Using furniture for working offices.

May look for style rather than function and have limited expense allocation for household goods.

Balance between style and value is important, may expect assembly service.

Looking for functional furniture is their priority. Also, the adults in this family are in the peak of their income.

Expect services such as assembly and after sales service. Need personal .

OBJECTIVES 

Raise awareness to Manitoba market

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Establish the brand to Manitoba market

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Boost sale,store visits,product trial,website visits

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Win the market share

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Preheat publicity

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Currently IKEA aims to penetrate the Manitoba market.

STRATEGY  

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Concentrate on urban areas, where apartments are smaller and the population more transient Concentrate on university areas with the budget-focused students 、 first time homeowners and new immigrants . low cost products of a wide variety, that meet the needs of their modern lifestyle Better to use a younger target market strategy to build customer loyalty to the brand, they are fun to be with ,they like DIY and they have an active lifestyle. Internet ads, since that is likely the main communication vehicle for the target demographic in Winnipeg.

Continue clever advertising to create demand. We are going to choose a strong media mix including television, outdoor and online websites specific to our target market.

TACTICS

1.Free playing area for kids at our store 2.GRAND OPENING IKEA Foundation Book Fund

TACTICS 

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We are promoting go green campaign at our stores and helping the nature and our surrounding. We are using wooden products and recycled plastic materials products at our stores. We are in the making of largest recycling plant with the help of provincial government of Manitoba. We are offering installments plans for purchase of more than $500. We will not charge additional fees for the same purchase for an year. We are offering discounts for community events and for university students. We are offering plan for the house buyers/builders where they can get every item customised for their new house at very affordable price.

GRAND OPENING Time Schedule 10:00 The registration opens 11:00 The MC & CEO 11:45 Officially opens the IKEA STORE 14:00 IKEA BOOK FUN 16:00 Lucky draw 18:00 Lucky draw 20:00 Grand prize announcement 21:00 Door closed

MEDIA We are using Television News channels, Radio, University radio, News Channels, Newspapers, University magazines & newspapers, Social media (Facebook, Twitter, LinkedIn, Blogs, emails), Coupons, discount offers, hip cards, Press release for my PR campaign.

Social Media: We have created Facebook and Twitter pages and updating the launch of our store. We are also using Blogs to post the schedule of our launch. We are posting our virtual videos and the customised technology for every customer.

MEDIA Website: We will ask our customers to visit our virtual designed bedrooms, living rooms, kitchen design. The customer can customize the look including colour and size of their apartment. We are treating each customer as special one. The same will be promoted through videos, animated artificial intelligence where customer can feel it. Print and video News: IKEA is a well-established global brand, we will hammer the worldwide success stories through print, video news two week before the grant launch.

MEASUREMENT

Distribute survey asking audiences at the grand opening asking them how do they know IKEA and how well do they know the company Send emails to ed asking for their feeling s toward IKEA after the grand opening