IKEA founded by Ingvar Kampard in 1943, offers a broad range of home furnishing products which includes products for “bathrooms, bedrooms, cooking, decorations, kitchen, outdoor, storage solutions, office furniture, lighting, product for children… you name it.” All of these products are manufactured and designed keeping two things in mind, first they should be cost effective affordable to everyone and second all these products must be DIY so that customer can easily assembled it and to save labor cost off course. The name IKEA derived from the initials of its founder Ingvar Kampard (IK) and Elmtaryd and Agunnaryd (EA), the name of farm and village where he lived. (IKEA, IKEA, 2018)

1. How does the company create awareness of its product?

IKEA has massive warehouses where a customer can see them easily. See blow image


Besides the warehouse, online marketing through social media platforms, weekly magazines and special offers before holidays are used to spread awareness among customers.

2. How does the company get consumers to try its product?

Coordinating with designers across the world and testing their ideas so as to provide the growing home furnishing needs is one of the biggest advantages that Ikea has over other players in the markets.

Wide-range, artistically designed, eco-friendly and affordable furniture at low cost is the main reason behind IKEA marketing strategy and this is how they get consumers to try their product.

3. How does the company give information about the product to its customer?

IKEA coordinate with supply chain stakeholders like designers, material suppliers, product developers and its stores all over the world to make their products available to the consumer, also, IKEA has their online system and email subscription which they encourage customers to signup for special offers.



4. How does the company retain loyal customers?

According to Raquel Ely, who is manager at one of IKEA's store, she said that its all about keeping the price low and pushing them even more lower. They reduce the cost by stacking the product together as compact as they can, avoiding air gaps and also they don't use air shipment.

5. How does the company entice the customer to buy more and use their product frequently?

IKEA doesn't just create products, they create experience. Most people think of furniture when it comes to IKEA but they also have a cafeteria where you can sit and discuss with your partner what to buy. Other than that they have live models of their products, showrooms to demonstrate how will it look in your room.



6. What promotions does the company use to identify more customers?

IKEA has killer promotional campaigns, one of them is to use augmented reality. As a matter of fact, IKEA is the first company to use AR and VR technology. They started this way back in 2013 with an app called "Place in your room".


References

https://optinmonster.com/lessons-you-can-learn-from-ikeas-killer-marketing/

https://www.jaxdailyrecord.com/article/how-ikea-keeps-its-customers-coming-back

https://www.marketing91.com/marketing-strategy-ikea/

https://www.appnova.com/five-best-ikea-marketing-campaigns-ever/
   


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