Download - Ikea-strategic Pr Plan
PRESENTED BY :LILY TAOAPRIL11, 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 MarketFirst ever IKEA storeThe 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, cost-saving 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
- 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
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
Reluctance to part with old furniture
TARGET AUDIENCE
Description
Educated Single Young Family Mature Family Business Customers
Early to Mid 20s, well educated and has just started working. Most of them living inapartments or rented property.
Late 20s to early 35s of age, they own their homes, have 0 to 2young children.Practicality and style is important forcustomers in thissegment.
Middle aged adultsand 2 or more teenage children, usually live with extendedfamilies .
Using furniture for working offices.
Other characteristics
May look for stylerather than functionand have limitedexpense allocation for household goods.
Balance between style and value is important,may expect assemblyservice.
Looking for functionalfurniture is theirpriority. Also, theadults in this family are in the peak of their income.
Expect services suchas assembly and aftersales service. Needpersonal contact.
OBJECTIVES
Raise awareness to Manitoba market
Establish the brand to Manitoba market
Boost sale,store visits,product trial,website visits
Win the market share
Preheat publicity
Currently IKEA aims to penetrate the Manitoba market.
STRATEGY 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 store2.GRAND OPENING
IKEA FoundationBook Fund
TACTICS
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, membership 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 registered members asking for their feeling s toward IKEA after the grand opening