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首页 宜家IMC方案IMC-Plan_Ikea

宜家IMC方案IMC-Plan_Ikea.pdf

宜家IMC方案IMC-Plan_Ikea

芒踱
2014-02-11 0人阅读 举报 0 0 0 暂无简介

简介:本文档为《宜家IMC方案IMC-Plan_Ikeapdf》,可适用于市场营销领域

IMCPlanRunningHead:IKEAIMCPLANIKEAIntegratedMarketingCommunicationsPlanMichelleWaddleWestVirginiaUniversityIMCPlanExecutiveSummaryContainedinthispaperisanIntegratedMarketingCommunicationsplanforIKEAThetargetaudienceofMillennialswithyoungfamiliesisthefocusoftheproposedcampaignandagreatdealofresearchhasbeencompletedtoidentifyandutilizeIKEA’sstrengths,weaknesses,opportunitiesandthreatstoprepareaplanmostbeneficialtotheorganizationObjectivesandtacticshavebeendesignedtofallinlinewithIKEA’sstongmissionandvaluesThisdetailedplanincludesmarketing,creative,media,andpublicrelationsstrategies,aswellasdirectmarketingandsalespromotionssuggestionsAcomprehensivebudgetandmediaplanflowchartmapoutthecampaignandtheproposedmeasurementandevaluationplanwillassessthecampaignuponcompletionIMCPlanTableofContentsBackgroundInformation TargetAudience SWOTAnalysis MarketingStrategiesandObjectives IntegratedCreativeStrategyStatement CreativeBrief CreativeExecution MediaObjectivesandStrategies BudgetAllocation MediaTactics IKEAMediaPlanSummaryFlowchart PublicRelationsObjectivesandTactics DirectMarketingIdeas SalesPromotionIdeas MeasurementandEvaluationPlan Conclusion References IMCPlanBackgroundInformationIKEAwasfoundedinbyIngvarKamprad,anentrepreneurfromSweden(IKEA,c)Wantingtooffergoodqualityfurnitureatpricesnoticeablylowerthanthecompetitors,KampradtookadvantageofanyandallcostcuttingmeasuresthathecouldandimplementedmanyinnovativeideastoachievehisgoalThepeopleofSmaland,Sweden,whereKampradgrewup,hadareputationforbeinghardworkersandthrifty(IKEA,c)KampradincorporatedthesevaluesintohisbusinessHealsoincorporatedtheinitialsofthefarmandtownwherehegrewupintothecompanyname“IK”arethefounder’sinitials,“E”isthefirstletterofthenameofhisfamilyfarm,and“A”isthefirstletterofthenameofthetown(IKEA,c)IKEA’svisionis“tocreateabettereverydaylifeforthemanypeople”andthebusinessmissionis“toofferawiderangeofwelldesigned,functionalhomefurnishingproductsatpricessolowthatasmanypeopleaspossiblewillbeabletoaffordthem(Welcomeinside,nd)”Showingtheircommitmenttotheseideals,IKEAhasconsistentlyloweredprices,byaverageofperyear(Welcomeinside,nd)whilestillgrowingfinanciallyAccordingtoapressreleasefromJanuary,,theIKEAGroupFY“isgrowingandfinanciallystrong(IKEA,a)”SalesforFYtotaledapproximately$billionwithanetprofithigherthanthepreviousyear(IKEA,a)IKEAisdedicatedtosustainability,exemplifiedbytheirlongtermgoaltobesuppliedwithrenewableenergyandtheexpenditureofmoneyonsolarpanels,windturbines,andotherrenewableresources(Welcomeinside,nd)DedicationtotheenvironmentislinkedtotheIKEASocialInitiative,whosemissionis“toimprovetherightsandlifeopportunitiesofthemanychildren(Welcomeinside,nd)”Thecompany’sdedicationtotheenvironmentalsoplaysaroleintheuseofaflatshippingmethodBymakingproductseasiertotransport,itsavesontransportationcostsandenvironmentalimpacts“YourpartnerinbetterlivingWedoourpart,youdoyoursTogetherwesavemoney(IKEA,b)”ThisisIKEA’smarketpositioningstatementCurrentmarketingexamplesstartbyfocusingontheproductlineandthecompanyunderstandsthatthestoreplaysaroleincommunicatingthebrandaswellIKEAusestheinternet,pressreleases,advertising,directmarketing,andlimitedsalespromotionsAdvertisementsareairedontelevision,radio,andshowninmagazinesAdvertisingisfocusedonbrandawarenessandcommunicatingwhennewcatalogsareavailableornewstoreswillbeopening(IKEA,b)TheprimarymarketingmethodusedbyIKEAisthecatalogApproximatelyofthemarketingbudgetisdevotedtothecatalog,whichisprintedindifferenteditions,inlanguages,andboastsamillioncirculationrateincountries(IKEA,b)IKEAhaspositioneditselfwellinthehomefurnishingarena,beingoneofthefewthatfocusesonloweringcostsandpriceschargedtocustomersaswellasbeingenvironmentallyresponsibleandcommunityfocusedAnotherfurniturecompany,ILVA,hasasimilarconceptregardingaffordable,contemporarydesignandhighqualitypiecesoffurniture(UKhomeideas)TargetandKmartarealsocompetitors,bothpartneringwithdesignerstobringbeautiful,functionalfurnitureoptionsintothestoreswhilekeepingpriceslow(Ikea:HowtheSwedish,)PierImports(Pier),probablythemostdirectcompetitorintheUSmarket,alsooffersproductswithstyleand“flair”thatkeepcustomersintriguedThisstorehasbeendescribedas“NorthAmerica'slargestspecialtyretailerofdecorativehomefurnishings,giftsandrelateditemswithstoresinstates,PuertoRicoandCanada,andinternationaloperationsintheUnitedKingdomandMexico(AllBusiness,b)”Piertargetswomenaged–(AllBusiness,a),whichoverlapswiththetargetaudienceofIKEAPierdescribesthemselvesasasociallyconsciencecompanyandstatesthattheirIMCPlanproductsareselectedtooffera“oneofakindproductthatreflectsexcellentqualityatagreatvalue(Pier,)”Pierutilizestheinternet,socialmedia,pressreleases,advertising,directmarketing,andvariedsalespromotionsTheyusetelevision,print,radioandsocialmediatopromotetheirpromotionsPier’sFacebookpagefeaturesmanyexclusivecoupons(Facebook,)andoneoftheirongoingdirectmailcampaignstargetsnewmoversbysendingmailersofferingcreditcardsaswellasacouponforthefirstcreditcardpurchaseNotonlydoesthemailinghelptomaintainasteadyflowofnewcreditcardholdersduringthecourseofayear,ithasalsobeenfoundthatit“drivesstoretrafficandgeneratessaleswithbankcreditcards(AllBusiness,a)”TargetAudienceIKEAfocusesmuchofitsattentiononpricesavvy,stylish,middleclassindividualsandfamilies(Ikea:HowtheSwedish,)ThedemographicmostinterestingtoIKEAissocialclass,becausethemiddleclassisthegroupofpeoplewhoneedqualityfurnitureandlowprices,butwhostillwantstylishfurnitureMostoftheshoppersarefemale,morethan,andIKEAhasworkedtochangetheirstoreexperiencetoaccommodate(BelchBelch,)Thetargetmarketsharesbuyinghabits,forexample,the$spendingpervisitisapproximatelythesameinRussiaandSweden(Ikea:HowtheSwedish,)IKEAalsopracticespsychographicsegmentationtofindtheirtargetaudience,focusingonindividualswiththesamecorevalues:thriftiness,environmentalpassion,andgoodtasteIKEAhasdonewellaccommodatingthisaudience,“itisatrustedsafezonethatpeoplecanenterandimmediatelybepartofalikemindedcostdesignenvironmentallysensitiveglobaltribe(Ikea:HowtheSwedish,)”IKEAisattractivetothesociallyresponsible,contemporarygroupofmiddleclass,whoalsoneedtobebudgetconscious,specificallytheMillennialgeneration,aged–(AdAge,)TheMillennialgenerationisonethatusessocialmediaheavily,preferstoshopwithothersandprefersbrandswith“welldevelopedsocialandmobilemediapresence(AdAge,)”Rewardandloyaltyprogramsareimportanttothisgenerationandtheirshoppinghabitsaremore“needsbasedandexperimentalthanoldergenerations(AdAge,)”Positive,selfexpressive,confident,andopentochange(TheMillennials,),thisgenerationsaystheirhighestpriorityisbeingagoodparent,followedbyhavingasuccessfulmarriage,helpingothersinneed,andowningahome(TheMillennials,)Inastudy,approximatelyofallMillennialsownedahomeandnearlyofmarriedMillennialswerehomeowners(NewGeography,a)Themorematureendofthisgeneration,thosewithdegreesandthreetofouryearsofexperience,averagesanannualsalaryof$kwith$of“spending”moneyavailableeachmonth(iMediaConnection,)Thisgenerationpreferstoliveinsuburbs,withofMillennialsdescribingthesuburbsas“theiridealplacetolive(NewGeography,b)”IMCPlanSWOTAnalysisHelpfultoachievingtheobjectiveHarmfultoachievingtheobjectiveInternalOrigin(attributesoftheorganization)StrengthsIKEAhasaverystrongculture,andstrivestonurturethatcultureinternallyAwelldefinedbusinessmission,“toofferawiderangeofwelldesigned,functionalhomefurnishingproductsatpricessolowthatasmanypeopleaspossiblewillbeabletoaffordthem(Welcomeinside,nd),”establishesthecompany’sgoalsclearlytobothcustomersandmanagementIKEAisauthentic,andsuccessfullyupholdseachofthefourpillarsofauthenticity:senseofplace,strongpointofview,servingalargerpurposeandintegrity(Whodoyoulove,)ThecompanywasoriginatedinSwedenandhasretainedthevaluesoftheregionthroughitsnearlyyearsinbusiness(IKEA,c)Thevisionforthecompany,“tocreateabettereverydaylifeforthemanypeople(WelcomeInside,nd)”representsthestrongpointofviewIKEA’sdedicationtosustainability,exemplifiedbytheirlongtermgoaltobesuppliedwithrenewableenergyandtheexpenditureofmoneyonsolarpanels,windturbines,andotherrenewableresources(Welcomeinside,nd),isanexampleofhowIKEAservesalargerpurposeOneexampleofIKEA’sintegrityishowithasconsistentlyloweredprices,byaverageofperyear(Welcomeinside,nd),supportingthebusinessmissionWeaknessesWhilecurrentlydoingwellfinancially(IKEA,a),IKEAputsalargeamountofmoneybackintothecompanytosupportlowerpricesThismethodmaynotprovetobefinanciallysoundoverthecourseofalongtermglobalrecessionAsthecompanycontinuestoexpandandage,theymaystartfacingsome“growingpains,”wherethevaluesandbusinesspracticesthathavebuiltthefoundationforIKEAmaystarttoweakenasthecurrentmanagementbecomesfurtherremovedfromIngvarKamprad,thecompanyfounderExpansionintomoremarketsandlocationsmaydilutetheauthenticitythecompanyenjoysnow(Whodoyoulove,),whichcouldthreatenitsloyalcustomerbaseIKEAdoesnotcurrentlyreachoutinanorganizedfashiontothetargetaudienceviatheirmostpopularmedia–socialmedia(AdAge,)WithofMillennialsshoppingonline(InternetRetailer,),itwouldbebeneficialforIKEAtoimprovetheavailabilityofonlineproductsIMCPlanExternalOrigin(attributesoftheorganization)OpportunitiesMillennials(GenerationY)arethesourceofgreatpotentialforIKEAThisgenerationprefersfamilyfriendlystores,brandswithawelldevelopedsocialpresenceandgooddeals(AdAge,)IKEAhassetuptheirstoressotheylendthemselvestoafamilyfriendlyouting,fromthechildren’splayareatotherestaurantattheendofthetrialaroundthestoreIKEAworkstomaintaintheircommitmenttocommunityandstrivesforlowpricesMillennialswilldoagreatdealofadvertisingforacompanyTheytweetandfacebookposttheirthoughtsandexperienceswithabrand(AdAge,)TheyalsotendtohavealotoffriendsonsocialmediasitesthatwilllistentotheiropinionsThisisagenerationthatoftenconsultswithitssocialnetworkbeforemakingmajordecisions(AdAge,)ThreatsCompetitorsofIKEA,suchasTargetandKmart,havepartneredwithdesignerstobringbeautiful,functionalfurnitureoptionsintothestoreswhilekeepingpriceslow(Ikea:HowtheSwedish,)Asmoreaffordable,welldesignedfurnitureoptionsbecomeavailable,IKEAmayhavetofocusonotherstrengthsinordertoremaincompetitiveThereisastigmasurroundingIKEAthatthefurnitureis“disposable”or“gooduntilIcandobetterpiecesRenest,)”IKEAwillhavetoovercomethisperceptionMillennialsloveshoppingatTarget(AdAge,)AsTargetoffersmorediscounteditems,astorecreditcardthatoffersdiscountsanddonationstoschools(Target,),asimpleonlineexperienceandfashionableoptions,themaystarttogainonIKEA’smarketshareCompetitor,Pier,offersaservicenamed“PierToGo,”enablingcustomerstoselecttheitemstheywantonline,thenvisitastoretopickupandpay(Pier,)MarketingStrategiesandObjectivesObjective:Increaseawarenessofthetargetaudience,specificallyMillennialswithyoungfamilies,fromtoofIKEA’scommitmenttosustainabilitywithinamonthperiodStrategy:Utilizeinstoredisplays,pressreleases,printadvertisements,directmailpieces,andsocialmediaconversationstodetaillevelofcommitmenttosustainabilityUsinghyperlinksandQRcodes,linktointerviewswithkeyIKEAmanagementaswellasvideosfrommanufacturingfacilitiesenablingcustomerstoseefirsthandthestrategiesinplacetomaintainsustainabilityObjective:FocusingonMillennialswithyoungfamiliesasthetargetmarket,increasesalesofproductsinthechildren’slinebyoveramonthperiodStrategy:BeginawordofmouthcampaigntoencourageMillennialmomstoshopforthechildren’sfurnitureandsharetheirexperiencesthroughblogs,facebook,twitter,etcIMCPlanIntegratedCreativeStrategyStatementRejectedCreativeStrategyStatementsPeoplewantdurable,goodlookingproductsatlowpricesConsumerswantitall:value,convenience,andsustainabilityFamiliesshoppingforhomefurnishingsareseekingafamilyfriendlyshoppingexperienceofferingstylish,durableproductsatconsistentlylowpriceswhileprotectingnaturalresourcesfortheirchildrenPeoplewanttoaccomplishtwogoals:gettingdesignerproductsforagoodpriceandfeelingliketheyaresupportingacompanywith“good”valuesIntegratedCreativeStrategyStatementValueisallaboutfindingdurable,stylish,highqualityproductsavailableatconsistentlylowpricesRational Benefits•Quality materials•Durable products•Inexpensive•Modern design•Sustainable materials usedEmotional Benefits•Trust company's mission “to offer a wide range of well‐designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them (Welcome inside, nd)” •Company is authentic•Feel like you're "getting a deal" because company looks for ways to cut costs (Welcome inside, nd) •Family‐friendly shopping experienceIMCPlanCreativeBriefClient:IKEADate:Type:MagazineAdPages:WhyareweadvertisingWeareadvertisingtoincreasethesalesinthechildren’sproductlineWhomarewetalkingtoWearefocusingonMillennialmomsThisgenerationprefersfamilyfriendlystores,brandswithawelldevelopedsocialpresenceandgooddeals(AdAge,)TheytweetandfacebookposttheirthoughtsandexperienceswithabrandTheyalsotendtohavealotoffriendsonsocialmediasitesthatwilllistentotheiropinionsThisisagenerationthatoftenconsultswithitssocialnetworkbeforemakingmajordecisions(AdAge,)WhatdotheycurrentlythinkYouhavetochoosebetweenthemostimportantfeatureswhenitcomestochildren’sfurniture:durability,affordabilityandstyleYoucan’thaveallthreefeaturessimultaneouslyWhatwouldwelikethemtothinkIKEAoffersstylishchildren’sfurnitureatagoodpriceandwithprovendurabilityWhatisthesinglemostpersuasiveideawecanconveyIKEAoffersshoppingvaluewhilesupplyingstylish,durableproductsthataresafeforchildrenandcapableofgrowingwithchildrenWhyshouldtheytrytobelieveitValueisallaboutfindingdurable,stylish,highqualityproductsavailableatconsistentlylowpricesArethereanycreativeguidelinesFullcolor,fullpageadstoberunmonthlyinDisneyFamilyFunmagazineaswellasParentsmagazineAdvertisementsmustincludeIKEAlogo,relatablegraphicsstory,clearmessageandtieintofacebookTheIKEAblue,PMS,andgold,PMS,colorsmustbeusedcorrectly(CorporateIdentity,)AlltypeshoulduseeitherIKEA’sproprietaryfonts,IkeaSansandIkeaSerif,orthefontsonwhichtheyarebased,FuturaandNewCenturySchoolbookrespectively(CorporateIdentity,)CreativeExecutionThisadwilltaketheformofacomicstripImagesshownbelowaretohelpimaginethefinalproductandarenotfinalTheadwillincludeframesshowingthefollowingscenes:MomandDadshoppingwithtwochildrenforchildrenfurnitureat“stuffy”furniturestoreEveryonelooksfrazzledandthemomisunhappilylookingatapricetagIMCPlanThefamilywalkingintoandIKEAstoreViewersees“WelcometoIKEA”signaswellas“Kid’sPlayArea”signEveryonenowlookshappyChildrenhappilysittingincarwhileDadloadsdownthecarwithalloftheitemsthathavebeenpurchasedMomisputtingcashintoherpurse,presumablycashleftoverfromthemoneyshesavedatIKEAChildrenshowninsharedbedroom,enjoyingtheirnewfurnitureand,intheprocess,thechildrenaretestingproductdurabilityIMCPlanShowMomonlaptop,ontheIKEAfacebookpagesharingpost:“IKEAisValue!Wegotstyle,durabilityandsavedmoney!Ican’twaittoredecorateanotherroom!”“Visitourfacebookpageformoreshoppingadventuresandshareyourown”ThisframewillshowIKEAbrandcolorsandtypestyletext,similartotheIKEAlogo,alongwiththefacebookpageaddressMediaObjectivesandStrategiesObjective:IncreaseawarenessofIKEA’schildren’slineoffurniturewithinthetargetmarketStrategy:Useacombinationofbroadcast(radio),social(Facebook,Twitter,Blog,GoogleAdWordsandFacebookadvertising)andprint(magazines)mediatoreachthetargetmarketObjective:IncreaseknowledgeofaffordabilityanddurabilityofIKEAfurnitureStrategy:Usingacombinationofbroadcast,socialandprintmedia,advertisementswillbescheduledusingthecontinuitymethodandwillshowthefurnitureinusebychildren,showingthedurabilityofthepiecesIMCPlanBudgetAllocationMediumMediaVehicleDescriptionCostPrintMagazinesAdCreation$,PrintMagazinesParentsmonth,Fullpage,color$,,FamilyFunmonth,Fullpage,color$,,BroadcastRadioAdCreation$,VariedChannelsinNYCMarketxperdayMonFri,xperdaySatSun$,,VariedChannelsinLosAngelesMarketxperdayMonFri,xperdaySatSun$,,VariedChannelsinChicagoMarketxperdayMonFri,xperdaySatSun$,,VariedChannelsinWashingtonDCMarketxperdayMon

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