hotell ikea new product concept deck
DESCRIPTION
Our group created this pitch deck for a New Product Development class at NYU. We were tasked to brainstorm a new product, research the industry, category, and target consumer, and discuss the marketing and launch plan.TRANSCRIPT
Agenda• Market Potential• Concept Exploration• Qualitative Research• Hotel Description• Branding & Positioning• Pricing Recommendation• Marketing Strategy• Launch Plan• Sales Forecast• Sensitivity Analysis
MARKET POTENTIALHotel Industry
Hotel Industry Outlook
84%
13%
4%Rooms
Hotels > 25 roomsMotelsHotels < 25 rooms
83%
17%
Distribution of Travelers
Domestic travelersInternational travelers
29%
17%11%
12%
12%
9%
6%5%
Hotel Distribution
SoutheastWestMid-AtlanticGreat LakesSouthwestPlainsRocky MountainsNew England
7%6% 3%
3%2%
79%
Market Share
Hilton
Marriott
Starwood
Wyndham
Accor
Other
Hotel Industry Analysis Source: IBIS world report, Feb. 17, 2010
Key Insights
• Do-it-yourself consumers• High involvement, high loyalty
WHO
• IKEA brand image• Modern, stylish furniture
WHAT
• Pricing• Consumer trend: Traditional Boutique
WHERE
• Differentiation• No dominant player
WHY
• “The IKEA experience”
HOW
IKEA owned• Budget hotel• Functionality• Simple design• Swedish Cafe• Standardized
Rooms• Basic
amenities
Partnership• Mid-priced• Contemporary• Swedish
Restaurant• Design your
own rooms• Themed rooms• Eco-friendly
Partnership• Higher-end• Stylish design• Swedish
Restaurant• Fitness
Facilities• 24 hour room
service• Eco-friendly
Survey ResultsHow many nights did you stay at the hotel?
What was the reason for your travel?
• 68 responses• typical travel
experience with emphasis on hotel selection
Most Traveled to Cities
Flexible Check in
Pool/ Sauna
Quality of Bar/Restaurant
Gym Facility
Easy Access to Airport
Internet
Free Parking
Variety of Restaurants
Quality Ratings
Breakfast included
In Room Coffee 24 Hr. Room Service
Price
Sports Facility
Beauty/Spa Treatments
DVD Player/ Game Console
In-room Refreshments
Flexible Check in
Pool/ Sauna
Quality of Bar/Restaurant
Gym Facility
Easy Access to Airport
Internet
Free Parking
Variety of Restaurants
Quality Ratings
Breakfast included
In Room Coffee 24 Hr. Room Service
Price
Sports Facility
Beauty/Spa Treatments
DVD Player/ Game Console
In-room Refreshments
LEISURE CHECK -IN SHUTTLE
FOOD AMENITIES QUALITY RATINGS
IKEA EXPERIENCE
• Strategically placing our hotels in major cities that act as main tourist attractions means travelers are probably traveling for leisure
• Destinations usually offer plenty of activities around the hotel
LEISURE CHECK -IN SHUTTLE
FOOD AMENITIES QUALITY RATINGS
IKEA EXPERIENCE
• Online check-in• Enter all credit card information when
making purchase• Given a code to enter room
LEISURE CHECK -IN SHUTTLE
FOOD AMENITIES QUALITY RATINGS
IKEA EXPERIENCE
• Can’t offer parking, but can provide transport to and from hotel
LEISURE CHECK -IN SHUTTLE
FOOD AMENITIES QUALITY RATINGS
IKEA EXPERIENCE
• Swedish restaurant
LEISURE CHECK -IN SHUTTLE
FOOD AMENITIES QUALITY RATINGS
IKEA EXPERIENCE
• Themed rooms• Pool• Fitness Center• Free Internet• Eco-friendly
LEISURE CHECK -IN SHUTTLE
FOOD AMENITIES QUALITY RATINGS
IKEA EXPERIENCE
• Real-time service ratings• Encourage word-of-mouth• Social media and online
recommendations
LEISURE CHECK -IN SHUTTLE
FOOD AMENITIES QUALITY RATINGS
IKEA EXPERIENCE
HOTELL IKEA
What is the IKEA Experience?
Well-Designed. Modern.
Low-Cost.Efficient.
Functional.
For everyone.
Swedish meatballs.
DO-IT-YOURSELF “Live with your
furniture before it lives with
you…”
Design your own room
Brand Positioning
Budget Higher-end
traditional
stylish
Branding RecommendationTo Jetsetters,
Hotell IKEA is the brand of mid-price hotels, that better delivers a unique and affordable hotel experience.
Because:• Well-designed IKEA furniture• Swedish Restaurant• Eco-friendly
Hotels Considered for Leisure
Industry• Mid-priced hotels• $110-$200 per
night
Competitors• Element by Westin• Aloft by W• $139 per night
Research• Survey responses• Mean: $148.38• Median $120
PricingStandard Rooms: $1192 Doubles / 1 King
Themed Rooms: $139Complimentary Design Your Own Room service for stay of 5 nights and above
Fluctuate 10%-20% seasonally
Marketing Message
• Insight: people enjoy the IKEA experience and the ability to customize their own rooms•Big Idea: Sell the IKEA experience and “design-your-own-room” feature • Tagline: Live IKEA.
Media Planfall winter spring summer
tv tv tv tvtv tv
guerilla
place-based
print print print
online
guerilla
place-based
Media Planfall winter spring summer
Oprah Ellen Ghost Whisperer EllenOprah Late Night with David Letterman
Oprah Real Simple Shelter Oprah Lifestyle Publications
online
IKEA objects placed outdoor
branded airport lonuges
IKEA objects placed outdoor
branded airport lounges
One bed. Two bed.Red bed. Blue bed.
Themed rooms. Available at Hotell IKEA.
OOH
Online
Sales Forecast• Total Market: Looked at market research reports
to determine the size and growth forecasts of the US hotel industry
• Awareness: Optimistic based on the innovative marketing campaign that will draw a large amount of attention to IKEA and our union with Marriott
3 Year Sales Forecast
(In millions) Year 1 Year 2 Year 3
Total US Hotel Market 118,928 129,631.52 141,298.35
Awareness 70% 75% 80%
Trial 41% 45% 50%
Availability 0.24% 0.48% 0.97%
Repeat 80% 80% 80%
Profit 65.96 169.08 436.86
Low Awareness
(In millions) Year 1 Year 2 Year 3
Total US Hotel Market 118,928 129,631.52 141,298.36
Awareness 40% 45% 50%
Trial 41% 45% 50%
Availability 0.24% 0.48% 0.97%
Repeat 80% 80% 80%
Profit 37.69 101.45 273.04
Low Trial
(In millions) Year 1 Year 2 Year 3
Total US Hotel Market 118,928 129,631.52 141,298.36
Awareness 70% 75% 80%
Trial 20% 25% 30%
Availability 0.24% 0.48% 0.97%
Repeat 80% 80% 80%
Profit 32.17 93.94 262.12
Low Repeat
(In millions) Year 1 Year 2 Year 3
Total US Hotel Market 118,928 129,631.52 141,298.36
Awareness 70% 75% 80%
Trial 41% 45% 50%
Availability 0.24% 0.48% 0.97%
Repeat 40% 40% 40%
Profit 32.98 84.54 218.43
Opportunities
• Capture customer information• Target potential IKEA customers• Drive in-store sales• Leveraging Marriott expansion and
renovations of existing Marriott hotels
APPENDIX
TV SpotsWhy?• Reaches mass audience within target market• Showcases “IKEA Experience” through sight and
sound
Where?• Fox’s “House”• CW’s “Ellen”• CBS’s “Ghost Whisperer”• Late Show with David Letterman• Oprah• Travel-related programming
PrintWhy?• Target market defined by special interest• High-quality image is important
Where?• Oprah• Real Simple Shelter• Lifestyle publications
OnlineWhy?• Want to create buzz• Want to provide information and collect feedback
Where?• diynetwork.com• hgtv.com• ivillage.com• oprah.com• IKEA website• PPC for select keywords
GuerillaWhy?• Want to create buzz• Want to engage target audience in experience
Where?• sofas and curtains in bus shelters• pillows on bottom of playground slides• framing ‘missing cat’ fliers• adding cushions to park benches
Place-basedWhy?• Need situational, time-sensitive advertising• Create awareness among target market
Where?• branded IKEA lounges in airports• hotel promotions in IKEA stores
Trial• Took the percentage of respondents that
answered 6 and 7 on our survey• 6: 25%• 7: 16%• 25 + 16 = 41%
how interested are you in an IKEA hotel?
Availability• 414 hotels in New York City (tripadvisor.com)• 1/414 = .24% in the first year• Assumed amount of hotels per year would double• Assumed key city markets that we are entering
are of similar size to NYC
Repeat• Average number of
nights at hotel per trip is 3.2
• Consumers will be attracted by the price point and quality of hotel