IMC PROJECT REPORT ON IKEA

SAURABH SINGH -JL19RM042

MOHAMMAD FAIZ RIZVI - JL19RM024
MAYANK SHEKHAR - JL19RM023
SHIVAM SINGH - JL19RM049
SHIVANAND CHAUDHARY - JL19RM050
 INTRODUCTION TO IKEA

IKEA was founded in the year 1943. A well renowned company in home furnishing providing
furniture, kitchen and bathroom accessories products. The Scandinavian style of furniture
became very famous as to become the largest dealt product. They have a good reach in 26
countries and the total number of their stores is about 128. Due to its high popularity in
home furnishing Ikea publishes its catalogue in 23 different languages.
The brand has the USP to provide stylish designed furniture and accessories at an
economical rate. They have always tried something new by coming up with fashionable
designs at reasonable pricing. This has led to a improve in the living standard of people.
Their concepts are totally a game changer with universal stores in different countries across
the world. Every store is managed by the head office which is in Sweden.
The brand has the strategy to bring the best quality products at an affordable price which
gives an efficiency for their customer. Ikea has always been active to the global market and
social characteristic of people and their demand to products this has benefited the company
to grow and expand. They have the point of differentiation by having wide range of products
which are high quality.

Ikea is good at maintaining customer relation by connecting its products.

o Whenever a new store is opened, they try to cover extensively all over the news.
o Another tactic is of Guerilla marketing.
o Efficient furniture which are simple
o Direct marketing (Yearly catalog, e-mail and mobile marketing, iPad and iPhone
compatible)
o They have a Strong social media presence (Facebook: 5,668,453 likes, YouTube:
5,808 subscribers, Twitter: 180,477 followers)
Advertisement at IKEA
IKEA Is well known for its killer and unique marketing and advertising strategies. It has also a
strong presence on social Media.
Talking about the social media platforms it uses are: -

 Facebook
 Twitter
 LinkedIn
 Pinterest
On Facebook page IKEA has 29,510,054 followers till date which is a very good number. It
always keeps sharing the latest offers, products on its page. They also give a very quick
response on the queries or try to solve the problems very quickly.
I am listing down few of the advertisements: -

 This advertisement was for IKEA customers who can go inside their store on Tuesday,
Wednesday and Saturday and can enjoy the store experience with free food or food
with reasonable cost on Sofas. Basically, they started inviting their customers by
providing them other reasons to visit their store. They come for food but with that
they also get to see the different rooms which are designed by IKEA as an example.
 Ikea also showed through videos on YouTube that how a bedroom for two people
can be decorated by consuming a very less space. It was named as “square meter
challenge”.
 They also created a virtual reality technology for their customer by using which we
can see how we can organize our kitchen. Basically, it was designed like a game
through which we can organize the kitchen and we can cook there also. It was done
to communicate with customer and gain their loyalty.
  Generally, IKEA use highest five products In one banner but, It’s new site poster idea
go beyond the product limit. The company has extra 2.800 stuffs on its 300 x 251
pixel poster. From this the customer got the message that even if they are having
very less space IKEA is there for them with their unique creativity.

Public Relation at IKEA

The objective of Public relation is to increase awareness to its target market. They try to be
connected through their public relation focusing on the brand reconigition also the offerings
and best quality products to its customer. A value for money product. The activates here
leaves an impression on the minds of the customer where the company stands in the
market.
Ikea is a sustainable company also they are building online help to guide their customer.
These online activities can reduce the administration costing and would help the customers
in a more targeted way.
Public relation has its advantage and is more vital for creating the image of the brand in the
minds of the customer. They have always been active towards the environment
preservation and making their sole responsibility to react eco-friendly, these activities has
led to awareness and having a positive image in the society. The products that they provide
are certified and have also joined hands with WWF. The relation is all that makes the brand
successful in long run. They have good relation not only with the customer but even the
suppliers too. As they have been expanding worldwide but they adhere to the norms and
the culture very soon. This also helps in developing the sense of relationship towards the
brand. They try to come across the needs of the people by knowing their problems
connecting with them.
IKEA involve their customers in various activities like once they kept a 20ft x 20ft box and
everyone could enter the box, it was a studio apartment.
They have a unique concept of catalogue making. In this, the insert pic of their customers
instead of models. This also helps them in doing direct marketing with customers.
In Japan, IKEA studied their customers and came to know that most of the time their
customers spend in the living room. They designed their store in the shape of a living room
of people with a balcony in store so that their customers can feel comfortable at the IKEA
store.

Sales Promotion of IKEA

In 2012, they started a campaign “come home to your home” to increase the percentage of
repeat buyers.
They offer a 15% discount on shopping above $2500 and the discount is not instant, they
mail discounts in form of IKEA’s gift voucher for repeat purchase.
IKEA also offers a loyalty program for their customers. The number of members is increasing
day by day. The data is collected by the cashier while billing and the customers get
automatically register for a lucky draw for some vacations. A loyalty program is the best tool
in a retail store because a retailer grows a database for his customers and helps in tracking,
targeting, and doing promotion for the long term.

Direct Marketing
Direct Marketing method is form of communication which is highly targeted. It allows the
brands to directly communicate with the consumers through e-mails, phone calls, brochures
etc.
Ikea for direct marketing innovated an “EASTER EVENT” to gather around 1000 people at
their store to increase their brand awareness. Ikea sent mails to residents that live within an
area of 50 miles of an Ikea store, this event was organized around the weekend, so
customers do not find it difficult to make a drive to the store. The event organized was free
of cost and children friendly so it could be a family getaway for the weekend for the
customers. The preparation for the events was made in advance.
The Customers who were mailed about the events signed for the newsletter and were
mailed a free meal coupon (costing $12). This was expected to increase the number of
customers at the Café at the weekends

Social Media Marketing at IKEA

IKEA is known as world largest retailer of furniture and is also known in the company’s
which earlier adopted digital mode of marketing and also has made the maximum use of
social media and massive emphasis on its digital catalogue which is core of the retailer’s
marketing strategy.
FACEBOOK:- Basically IKEA has 1.5 lakh fans on each IKEA’s country page and USA is the
leader which the highest number of fan following. The IKEA social team post questions , link
to photo albums and also post You Tube clips to increase the customer interest and
engagement.
TWITTER:- In twitter also IKEA has separate twitter feeds for all it’s country specific pages
and Canada page has the highest number of following. IKEA engages their customer on
Twitter by doing fascinating campaigns and indulge them in doing such as celebrating ‘Bring
your own Friends Day (BYOF).
Pinterest:- As retailer deals in home furnishing and this claim to be the official discovery
visual tool. Through pinterest IKEA visually presents its merchandise to local market in UK,
USA , Canada and in other countries and making the best use of it.
Google +:- IKEA entered on goggle page recently and has lowest following of all its pages
and the retailer has make not much use of this platform and the main page on this platform
was launched in December 2011.

1. Age

This question was done for demographic study and after analysis of this question it can be
said that most of the respondent are between the age group of 18-25. This can may be
because of most of the respondents are from Jaipuria Lucknow.

2. Gender

This question was done for demographic study and after analysis of this question it can be
said that most of the respondent are male.

3. Are you aware of IKEA?

We came to know that 87.5% of people were aware of IKEA because it is an international
brand. IKEA has a massive social presence.

4. Are you aware of products and offerings of IKEA?

People are aware of IKEA and its offering. We think it will be a great success for IKEA in near
future.

5. Have you visit the official website of IKEA?

People are visiting the official website because of quality products available but it does not
deliver their products at many locations.
6. Do you compare other brands before making purchase of furniture
product?

Yes 81.3% people compare furniture products and other retail store like PepperFry. They
also compare products from local shops and other online sources.

7. Does the communication of the company influence your choice during the
purchase of furniture product?
Due to covid is the best time for IKEA to increase the awareness about furnishing category
because 87.5% people are influenced by online and offline communication. People are more
active on social media and festive seasons are also coming up.

8. How do you come to know about the product of IKEA?

Advertisement and word of mouth are main tools through which consumers came to know
about these offerings.

Conclusion
After analyzing the following have been concluded:
1. The awareness of IKEA is very high.
2. Most of the respondents visit the official website of IKEA.
3. Customers consider three things in their minds while making purchase from IKEA
Those things are Price, Quality and After sales support.
4. Most of the respondents are aware about the IKEA because of it’s social media
advertising and word of mouth.
5. Communication of the company influences the purchase of customer.