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Nina Beinart, Greg Bodenlos, Ranu Rajkarnikar, Dan Silverman
Building a Global Brand…
ROADMAP
MACRO FRAMEWORK
KEYS TO SUCCESS
GLOBAL STRATEGY: CONSISTENCIES & DIFFERENCES
NON-TRADITIONAL MARKETING
LOCATION STRATEGY
QUESTIONS & ANSWERS
FRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS
ROADMAP
MACRO FRAMEWORK
KEYS TO SUCCESS
GLOBAL STRATEGY: CONSISTENCIES & DIFFERENCES
NON-TRADITIONAL MARKETING
LOCATION STRATEGY
QUESTIONS & ANSWERS
FRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS
INTERNATIONAL HISTORY• Founded IKEA in 1943 in
Sweden• First store openings
outside Scandinavian territory in 1973 (SUI) and 1974 (GER)
• First U.S. opening in 1985 (Philadelphia)
• UK and HK openings in 1987
• Opened 27 new stores in 2007 in 7 regionsFRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY
QUESTIONS
GLOBAL REACH
FRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS
ROADMAP
MACRO FRAMEWORK
KEYS TO SUCCESS
GLOBAL STRATEGY: CONSISTENCIES & DIFFERENCES
NON-TRADITIONAL MARKETING
LOCATION STRATEGY
QUESTIONS & ANSWERS
FRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS
IKEA’S KEYS TO SUCCESS
FRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS
• Democratic Design• Vertical Integration• Strong Brand Image
DEMOCRATIC DESIGN
FRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS
• Offer a wide range of home furnishings of good design and functionality
• Balance of form, functionality, and low price
• The price tag is “designed” first
VERTICAL INTEGRATION
• 1,300 suppliers and 27 distribution centers
• Operations cover every step of production
• Enables the group to save cost at each stage
• Delivers high-quality furniture at lower prices than its competitors
FRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS
STRONG BRAND IMAGE• Cost-Consciousness• Sensible Design• Unconventionality• Social/Environmental Awareness
FRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS
THE IKEA EXPERIENCE
FRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS
THE IKEA BRAND MESSAGE
“IKEA has everything you need to live and make a home”
FRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS
ROADMAP
MACRO FRAMEWORK
KEYS TO SUCCESS
GLOBAL STRATEGY: CONSISTENCIES & DIFFERENCES
NON-TRADITIONAL MARKETING
LOCATION STRATEGY
QUESTIONS & ANSWERS
FRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS
CONSISTENCIES AMONG GLOBAL STRATEGY
• Perceived as a value brand, following their “affordable solutions for everyday living” tagline
• Image of being hip and modern, has been called “a one-stop sanctuary for coolness”
• Maintain Swedish influence• Store experience• Highly anticipated store
openingsFRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS
DIFFERENCES AMONG GLOBAL STRATEGY
• Advertising through the media– Commercials: “Tidy
Up” campaign (France)• http://www.youtube.co
m/watch?v=MM-Xz7W5SBM
– Winter Sale (USA)• http://www.youtube.co
m/watch?v=eTOVaG36xJE
• Adapting products to national markets
FRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS
ROADMAP
MACRO FRAMEWORK
KEYS TO SUCCESS
GLOBAL STRATEGY: CONSISTENCIES & DIFFERENCES
NON-TRADITIONAL MARKETING
LOCATION STRATEGY
QUESTIONS & ANSWERS
FRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS
NON-TRADITIONAL MARKETING
• PR Stunts and “Guerrilla Marketing”– Used to
promote new campaigns
“Everyday Fabulous at IKEA”
FRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS
NON-TRADITIONAL MARKETING
• PR Stunts and “Guerrilla Marketing”– Campaign promotes IKEA making
everyday things “fabulous”
• This tactic puts their promise into action
FRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS
NON-TRADITIONAL MARKETING
• PR Stunts and “Guerrilla Marketing”– Often used to promote new store
openings
FRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS
NON-TRADITIONAL MARKETING
• PR Stunts and “Guerrilla Marketing”– Very interactive, unusual, and memorable– Geared towards young
hip crowd
FRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS
NON-TRADITIONAL MARKETING
• PR Stunts and “Guerrilla Marketing”– Tailored to different nations
• Europeans often use balconies for storage
• This makes the brand more relevant to its audience
FRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS
NON-TRADITIONAL MARKETING
• PR Stunts and “Guerrilla Marketing”– Japanese value design and cleanliness
FRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS
ROADMAP
MACRO FRAMEWORK
KEYS TO SUCCESS
GLOBAL STRATEGY: CONSISTENCIES & DIFFERENCES
NON-TRADITIONAL MARKETING
LOCATION STRATEGY
QUESTIONS & ANSWERS
FRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS
LOCATION STRATEGY
• Entering markets where suppliers are readily available
• “Supply is the bottleneck”• Focus on China (Asia overall) as an
emerging market
FRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS
ROADMAP
MACRO FRAMEWORK
KEYS TO SUCCESS
GLOBAL STRATEGY: CONSISTENCIES & DIFFERENCES
NON-TRADITIONAL MARKETING
LOCATION STRATEGY
QUESTIONS & ANSWERS
FRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS
DISCUSSION QUESTIONS
1. For the future, as IKEA expands further into new markets, will it be more beneficial for the brand to stick to a consistent strategy, or to adapt more to local market needs?
2. What do you think of IKEA’s non-traditional approaches to its marketing strategies? What are the potential risks associated with these bold initiatives within the global market?
3. How will IKEA as a brand appeal to its current customers as they grow older? Would it make sense to extend the brand towards a more upscale product line, or would this alienate its current customers?
FRAMEWORK KEYS TO SUCCESS GLOBAL STRATEGY NON-TRADITIONAL MARKETING LOCATION STRATEGY QUESTIONS
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