ikea final presentation.compressed
TRANSCRIPT
❑ Analysis -Terms of condition
❑ Objectives -Floor plan
❑ Marketing Strategy - instruction
❑ Tactics - Assembling
❑ Control – Warranty
❑ Finance - Receipt
❑ Q&A
SHIPPING LIST
1. TERMS OF CONDITION
- ANALYSIS
Industry Revenue
Revenue Outlook
Retail market for Home Furniture and Bedding In U.S
IBISWorld Industry Report OD6110, The Retail Market for Home Furniture & Bedding in the US (Sep, 2013)
• A mature and stable market. • Experienced a decline in past 5 years. • Expect a slightly growing marketing revenue.
Market Situation
Vision
To create a better everyday life for the
many people.
IBISWorld Industry Report OD6110, The Retail Market for Home Furniture & Bedding in the US (Sep, 2013)
Market Share 6.3%
Revenue Growth 6.5%
Company Situation
1. Saturated Home-furniture market
2. Fierce Competition 3. Insufficient interaction with customers on social
media
Challenges
2. FLOOR PLAN - OBJECTIVE
2. Improve market share amongst 18-34 year olds by 5% during next fiscal year.
1. Maintain brand image
Objectives
3. INSTRUCTION-
STRATEGY
Nomadic Generation
Target
Demographic • Age : 18-34 • Gender : 50:50 • Live in urban areas
Psychographic • They want to save money. • They have hope for the future. • Facing life-turning point
Who Is Our Target?
Source：Income and Poverty in the United States:2013 Retrieved from www.census.gov/content/ dam/Census/library/publicaDons/2014/demo/p60-‐209.pdf
Why do they choose IKEA? • Limited budget • Moving frequently Why does IKEA choose them? • Growing population • Life time value
Why Nomadic Generation?
Building New Home
Home[hohm] Spell Syllables Noun 1.a house, apartment, or other shelter that is the usual residence of a person, family, or household. 2.the place in which one's domestic affections are centered. 3.an institution for the homeless, sick, etc.: a nursing home. 4.the dwelling place or retreat of an animal. 5.the place or region where something is native or most common. 6.any place of residence or refuge:a heavenly home. 7.a person's native place or own country. -Dictionary.com-
Marketing Concept
PRICE
QUALITY
Perceptual Map
1. Marketing Objective • Improve market share amongst 18-34 year olds by 5% during
next fiscal year • Generate positive social response.
2. Business Objective • Increase sales
Objectives
Building New
Home
TV
OOH
Event
Digital
Direct
Channel Strategy
• Best channel in terms of increase awareness • Sight, sound, motion • Over 50% of millennial watch TV
TV
• Where ads are highly trusted • Highly targeted audience • Excellent color reproduction • Nomadic generation do read magazines
93% 56% 37%
40% Interacted with the printed edition of a magazine
MILLENNIALS DO READ MAGAZINES
Have read a magazine in the past 60 days
Avid magazine readers
Have read a magazine’s digital edition
H O M EDeliver Hope
Create Opportunity
Establish Mutuality
Enrich Experience
Communication Concept
4. ASSEMBLING - TACTICS
TV Ads
4
1 2 3
Hope O M E
Building New Home
A young, new married couple lives in city.
The woman is pregnant, so the couple starts to decorate the baby’s room.
The baby is the hope for their future, completing their life.
Building your new home with IKEA.
Fade In : HOPE Close up baby’s foot and parent’s hands
Story Board – Deliver Hope
H Opportunity M E
Building New Home
A college student looking for job.
He moved to NYC to get a job opportunity. There is nothing in his house.
He is assembling his desk from IKEA.
He studies very hard to achieve his dream at his IKEA desk.
Finally, he got a job opportunity!
Fade in : Opportunity Building your new home with IKEA.
Story Board – Create Opportunity
H O Mutuality E
Building New Home
A student leave home the first time
Her feeling alone and isolated in her new room
She struggles to assemble the furniture
Her roommate offers to help assembling furniture
New home and families has created
Fade in : Mutuality Building your new home with IKEA.
Story Board –Establish Mutuality
H O M Experience
Building New Home
Narrator with soft voice : When I was a baby
“When I first starting to design my room”
“When I go to college”
“When I find my first job” “IKEA was always around my side”
Fade in : Experience Building your new home with IKEA.
Story Board –Enrich Experience
TV Shows
Top TV Shows for Nomadic generation
The Big Bang Theory 31%
The Walking Dead 26%
MEDIA PLAN- TV
PRINT Ads
It’s not just a truck
.
It delivers your hope
Building New Home
Print Ads- Deliver Hope
creat
It’s not just a table
.
It creates your opportunity
Building New Home
Print Ads- Create Opportunity
Print Ads- Establish Mutuality
It’s not just assembling
.
It establishes your mutuality
Building New Home
Print Ads- Establish Mutuality
It’s not just a couch
.
It enriches your experience
Building New Home
Print Ads- Enrich Experience
• Magazines are primary spot for print ads • Print ads target to millennial readers
MEDIA PLAN- PRINT
OOH
How it works : • When a customer open a door, a web-cam camera automatically turns on. • Then, the consumer is able to take a 3D selfie, which is a miniature. • With the 3D selfies, the system randomly choose their home within IKEA products. • Also, it is shareable through all kind of social media. Objective : • To increase campaign awareness and Word of Mouth.
OOH- Your new home is waiting for you
• Cooperate with NBC, CBS • Put human-size casts’ pictures in the showrooms • Playing classic scenes from the shows in the showrooms
Showroom
Showroom
Showroom
EVENT
Let “WE” Build a New Home How to Enter: Round 1: With a team of four tell us about your life turning point and your definition of New Home. 1. In no more than 500 words tell us your story and the definition of New Home. 2. Submit your design blueprint of your dream home.
1. Build new home campaign – Round 1
When: 2015/5/26-2015/7/26
Where: IKEA Build A New Home
Official
Website
Evaluation:
40% on the engagement of the
story 30% on the design of the
blueprint
30% on voting
IKEA will choose the top ten teams
and enter the second round based
on the evaluation policy.
Round 2: Selected teams will be building a showroom for IKEA’s new store opening in St. Louis. The winner will receive every furniture you designed in the showroom.
• When: 2015/8/15-2015/8/16 • Where: IKEA’s new store in St.
Louis • Accommodations and
transportations will be provided.
1. Build new home campaign – Round 2
ak
1.Special Print Ad for the event 2. Banner AD for online
1. Build new home campaign
Event Objectives : • Enhance brand image • Reinforce the Building New Home and Hope concept • Leverage integrated media platforms • Increase customer engagement
2. IKEA Dream Makers Campaign
Wish List
Share Your Wish
Online Shopping
Realize the
Wishes Film it Go Viral
2. IKEA Dream Makers Campaign
Digital
Facebook Instagram
Tumblr
SOCIAL MEDIA
▪ Main social media channel ▪ To build engagement, focus on content focused activities
Facebook – Content plan
• 5 must have IKEA products for housekeeping • How to organize closet
Useful tips for housekeeping
• How to make Swedish meatball • 3 Signature Swedish desert menus
Recipes with IKEA food
• Sharing big event information Event Information
• Brand general information • Sharing IKEA ads and videos Brand information
Instagram Plan
#POCOYES #POCOYES
#buildmyikea - Share photos of different ways of use
IKEA products
- Show how flexible IKEA product is and how creative our customers are
- Visual focused activities to increase brand interest & awareness
- Hold Instagram only event to spark consumers intrigue for the campaign
Buiding New Home 2015
Build New Home 2015
#buildmyikea campaign • When : Feb 2015 to Apr 2015 • Channel : only Instagram
Tumblr
• Share Nomadic generation’s stories on the blog • Collect stories through the “Build New Home Campaign”
Always Be One
• Interactive customer service communication • Newsjacking for specific days
• Run the four H.O.P.E. ads on popular YouTube videos • Upload the four ads on IKEA official YouTube page
IKEA Building new home ads- HOPE
You Tube Ads
Add new feature on existing IKEA app
• IKEA Planner • E-commerce fuction
• Customers can plan and design their rooms, and buy their furniture anytime anywhere.
How it works
Mobile App
Search Engine Marketing - SEO
Search Engine Marketing - SEM
2015 Jan Feb Mar Apr May Jun July Aug Sep Oct Nov Dec
TV
Bus Shelter
Youtube
Social Media
Digital Banner
Contest
Showroom
Wishlist
TIMELINE of 2015
5. WARRANTY-
MEASUREMENT
Exposure Engagement Action
# views # visits Duration Survey
# Likes # Followers # Click-Thru Comments Duration
# Shares # Participants # Purchases # Store visits
If the sales increase 10%?
Measurement
6. RECEIPT
- FINANCE
Budget
Total amount $ 6,950,000
• https://www.barna.org/barna-update/media-watch/670-what-americans-are-watching-in-2014#.VHvu_BDDuaY • http://digiday.com/publishers/traditional-publishers-millennials/ • http://www.reelseo.com/18-34-year-olds-53-per-cent-more-online-video-study/ • http://www.pennapowers.com/how-much-do-ads-on-youtube-cost/
References
Customer Review – Q&A
THANK YOU