IKEA Marketing Plan
Transcript of IKEA Marketing Plan
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IKEA Marketing PlanPresenters: Abigail, Vivienne, Sophia, Harriet, Winni, Esther
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Outline
Marketing Analysis
Competitor/ Consumer/Product
Analysis
SWOT
GoalParticipant
PrintDigital
Platform
Creative Development
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Outline
Media Planning
Event Site
BannerAPP
Budget
Keywords
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Competitors
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B&Q IKEA
Position DIY renovation materials
cheap, unique, designed furniture
Style warehouse club/ mix and match/ display in
order
retail business/ for one/ display room/
restaurant
Consumer 20-39 yr/$20-60K/ Supervisors
20-39 yr/ $20-80K/ female, housewife
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B&Q IKEA
Image
1. DIY2. varieties of merchandise
3. clear and fair price4. professional tools
1. Display room2. strong atmosphere in
the mall3. stylish and designed
furniture4. another style of
shopping mall
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Product
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Commercials
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Catalogue Restaurant
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SWOT Analysis
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S (Strength) W(Weakness)
Product Product varietyProduct testing
Low number of store/Limitation of online
shopping/Limitation of design
softwareFeature
Swedish home furnishing style/ One-stop buying/
Shopping route/ Children Playground/ IKEA 3D
Kitchen Design Software
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O(Opportunity) T( Threat)
1. Plat pack2. Sustainable life furniture
3. High house pricesuite renting (small range
design)
1. Recession high oil & electricity price
2. lower standard of salary
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Goal
To increase the browsing rate of IKEA’s official
website
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TA Analysis
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TA - Demographics• Sex: female
• Age: 25-39 years
• Education: mostly college or university
• Occupation: business woman and housewife (including newlyweds)
• Marital status: single or married
• Other Characteristics:
• like to be fashionable and stylish while valuing functionality
• have medium to small-sized living spaces
• Frequent internet users
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TA – On IKEA Website• Attracted by IKEA in-store shopping
experience
• Concerned about product quality
Unless there are special campaigns, discounts, etc., they rarely have incentivesto visit the official website.
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Creative Development
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收納 經濟
原因:配合物價房價高漲,空間越便越小,配合TA(單身女性/家庭主婦)收納功能強的需求
主打:官網提供更強的智慧收納家具,同時,更為消費者省荷包
玩出你的“省”美觀
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Media Planning
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Digital Platform
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Content /Format Purpose Viral Effect
BannerUse flash in banner
to attract visitors and increase CTR
Interactive flash banner related to
the event
Key Words Mark target customers
Show in the first searching page
Event SiteUse interactive
game to deliver key info of IKEA
Share the event on FB after gaming.
Mobile app Encourage visitors to the shop
Get the discount and QR Code
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Event Site
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Information Architecture
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廚房&飯廳
浴室
客廳
臥房
陽台
場景選擇
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廚房&飯廳
浴室
客廳
臥房
陽台
場景選擇
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樓梯
客廳
臥房No.2 臥房No.1
臥房No.3
廚房
浴室No.1浴室
No.2
浴室No.3樓
梯
門廊陽台
庭院場景選擇
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樓梯
客廳
臥房No.2 臥房No.1
臥房No.3
廚房
浴室No.1浴室
No.2
浴室No.3樓
梯
門廊陽台
庭院場景選擇
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Mobile APP
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Interface and functions= event site
Add a new button = 產生QR code
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Banner
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Placement• Your budget?
• Their traffic?
• Their target?
• Purchasing system?
• Cost?
• Ads abundance?
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Placement• Related catalogue under the main searching
page
• EX: Yahoo’s 品味居家 page
• Related social community
• EX: DECO + 家論壇
• Shopping information site
• EX: 雅室居家生活網
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Creative + convenient + attractive
Inspiration
iAd
interactive
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banner Budget
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六月日 一 二 三 四 五 六
1 2
IKEA 首頁Fb曝光
IKEA 首頁Fb曝光
3 4 5 6 7 8 9
IKEA 首頁Fb曝光
IKEA 首頁Fb曝光
banner 新聞內頁
多處聯合曝光
banner 新聞內頁
多處聯合曝光
banner 新聞內頁
多處聯合曝光
banner 新聞內頁
多處聯合曝光
10 11 12 13 14 15 16
IKEA 首頁Fb曝光
IKEA 首頁Fb曝光
banner 新聞內頁
多處聯合曝光
banner 新聞內頁
多處聯合曝光
banner 新聞內頁
多處聯合曝光
banner 新聞內頁
多處聯合曝光
最大首頁橫幅曝光
最大首頁橫幅曝光
最大首頁橫幅曝光
FREE
15,000
3,000
15 Days
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Design #a.
改造任務 PLAY!
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TOFrom
Design #b.
改造任務 PLAY!
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Budget
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Mobile APPDigital Plan Cost (NT$)
Event site 600,000
Mobile App 100,000
Banner design 80,000
Banner& Key Word 506,000
Total 1,286,000
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Thanks for your attention