IKEA's advertising

Résumé du document

The 'home sweet home' is back. From now on, the house will be perceived as a protective bubble which opens to the external world, and is also as a place where each one develops their personal activities.

The consumers have an increasingly large choice, in the extremely vast options of price, quality, styles and services. To furnish its interiors is an act of strong personalization. It's a field where "the emotional" bond is strong and where the rational mind doesn't have its place, except perhaps in the allocated budgets.

In a morose context, where the retreat of the market of the piece of furniture is combined with the deceleration of the purchasing power, the signs must play on the levers of the personalized communication and marketing. They are adapted to each type of consumer, by taking into account the evolution of their behaviors and their ways of life.

Extraits

[...] To furnish its interior is an act of strong personalization. It's a field where emotional” is strong and where the rational doesn't have its place except perhaps in the allocated budgets ! In a morose context, where the retreat of the market of the piece of furniture is combined with the deceleration of the purchasing power, the signs must play on the levers of the personalized communication and marketing, adapted to each type of consumers, taking into account the evolution of their behaviors and their ways of life. [...]

[...] IKEA communicates in a way more targeted with them, via mailing, offering adapted solutions to their needs. The Call Center : it's a question of establishing direct contacts between IKEA and its customers. It daily provides and remote information to the visitors wishing to come into contact with IKEA before or after their visit in store. III) A communication towards general public To gradually captivate the French population via a strategy marketing adapted to the life style of each country, such is the objective of IKEA's communication. [...]

[...] On the whole, IKEA's campaigns appear original and ironic. By the playing down the concept of inheritance and by posting its prices, the sign gets points. On the other hand, even if as a whole, the various commercials seem to us funny, they especially disconcerted us at first sight : the message is not immediately clear and the spots has to be viewed several times so being truly understood. The use of a very second degree humour is a large bet because it is not very anchored in the French culture and is likely to be badly interpreted. [...]

[...] The IKEA Group in 2005 works with 1300 suppliers divided in 53 countries and 46 purchasing offices in 32 countries. The volume of purchase per area is distributed in the following way: 67% Europe, 30% Asia (China, 1er supplier with North America. Establishment in France: 1981 Swedwood, industrial entity of the IKEA Group, manufactures approximately of the IKEA products and includes 35 manufacturing units in 9 countries: Germany, Hungary, Latvia, Poland (half of the manufacturing units), Romania, Russia, Slovakia, Sweden, Ukraine. [...]

[...] The staircase, old-fashioned, are passably sinister, just like the stretcher on which is lying a massive and inanimate form, that two nurses transport curious persons posted themselves on the floors. “It's the small chest of drawers of the third floor an old lady sighs. A spot further, this time in a kitchen: a table is lying on the tiled floor, the four feet in the air. A small girl bursts out sobbing, her mother console her while noting : is happy where it is now”. While the slogan falls like a chopper: “That does not die a piece of furniture. That changes. IKEA. REACT! [...]