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It is imperative for the country to have a stable political environment because the government policies dictate factors like FDI limit , tariff rates , excise duties ,etc. Government policies have been a key factor because of which the branded Indian hair oil industry is dominated by Indian players like Marico, Dabur and we see a Low presence of MNCs
The hairoil industry is witness to huge unbranded oil mfg. That account for nearly 50% of the total coconut oil market,which provides upside potential for companies like Marico.
Due to the government initiatives like the direct cash transfer scheme ,growth in the market will come from rural dwellers who are expected to see a rise in disposable incomes while urban consumers will continue to be affected by the macroeconomic environment.
The key factors that have triggered growth in the FMCG industry is the reduction in excise duties, relaxation of licensing restrictions and reduced dominance of unorganized sectors due to the creation of a level playing field.
The implementation of VAT is also supposed to tilt the balance in favour of organized players.
The government thrust on agriculture and rural economy has facilitated demand for FMCG products on the whole.
With an increase in disposable income in rural India, there is a budding market with growing potential. There is intense competition among key players like Dabur, Bajaj and Marico to convert the rural consumer from unbranded to branded products.
Decrease in prices of hair oil ingredient Light liquid paraffin which has led to a decrease in the cost prices and an increase in the gains as compared to the previous year Prices of refined oil have increased almost 26 % over the previous year leading to an increase in costs Prices of other key ingredients have remained more or less the same
Rising urbanisation and modern trade are driving the consumer shift from coconut based hair oils to perfumed-based oils.
. Considering the increased importance of personal grooming today, new age consumers, especially the urban consumers, have driven the demand in the light hair oil category. The comparatively higher pricing of light hair oils has also been a contributing factor. Hence we see that light hair oils are one of the fastest growing segments in the Indian hair oil market. The various competitors in this segment range from Bajaj Almond drops non sticky hair oil, Dove hair oil to Marico’s Hair and Care.
With the growing differentiated needs of the Indian hair oil consumers , many new entrants have been witnessed in the market in categories like light hair oil, cooling hair oil and specialised hair /value added hair oil ,for example ,anti dandruff hair oil.
With increased stress levels and harsh weather changes ,the cooling oil segment is also growing fast.
Coconut oil is one category in which product differentiation is hard to attain.But With increased R&D and and technological advancements, it has been possible to improvise and add nutrients to the base oil to give it specialisations like anti dandruff , hair growth etc. .This has pumped up sales in categories like light hair oil/perfume hair oil and now you see most key players competing in this space.
Though traditional channels like kirana stores still dominate distribution , the advancement in distribution channels like modern retail has led to increased sales and market penetration
Ikea marketing management presentation
IKEA is an international home product company that
designs and sells ready to assemble furniture
appliances and home accessories
IKEA’s vision is to create a better everyday life
for the many people.
To offer a wide range of home furnishing items of
good design and function, excellent quality and
durability, at prices so low that the majority of
people can afford to buy them.
IKEA’s Strategy: Finding
Smarter ways to make
Strategy followed by IKEA
IKEA designs its own
IKEA introduces Flat
packages IKEA stores open at
IKEA’s Company History*
Enterance to the new
Signed a new partnership
with Maya Holding A.Ş
• I (Ingvar ) Founders first name
• K (Kamprad) Founders last name
• E (Elmtaryd) Farm where he grew up
• A (Agunnaryd) Home village
•IKEA’s political environment
is favourable. In Europe and
America, the political
systems have developed over
long time providing a very
stable environment. IKEA
does not operate in Africa
where most nations are not
• Recession reduces disposable
income and hence the
demand (Low prices
• Enjoys economies of scale
• High barriers of entry for
competitors due to low prices
offered to consumers
• Economic crises in Russia has
also effected Turkey’s
• Changing with social
E.g. Many people associate
Sweden with a fresh
healthy way of life. This
Swedish lifestyle is
reflected in the IKEA
product range. The
freshness of the open air
is reflected in the colors
• Innovative designs
• 3D mobile catalogs for
• Flat sized packaging
• Lots of assembling
videos on youtube
• Labor laws
• Taxes and duties
• Environmental Laws
• Lesser carbon
• Recyclable products
• Online tips on
Competitive Analysis of IKEA
Comparing Chart of IKEA and It's Current Rivals
Name of the Company Number of stores Number of Employees Number of Product Variety Market Share Growth Targeting Plan Current Revenue
29000 employees More than 40000 products. 7%
Targeting to grow 100%
by using franchise
model in Mediternian
and Ege Areas.
37 stores in 19 Turkey
More than 3000
employees More than 40000 products. 45%
Targeting to open min.
5 stores in every year.
Has 2000 employees in
Turkey Stores and
10000 employees in
other country's stores 12000 kinds of products. N/A
Targeting to grow 10%
in 2015 25,17 billion euro
87 stores in Turkey
More than 500
3500 different kinds of
products Under 20%
Revenue target is 110
million TL 100 million TL
91 stores in Turkey
and 9 stores in the
other countries. 1200 employees
40000 different kinds of
Targeting to increase
number of stores to
120. 120 million TL
27 tepe home stores
,12 Tepe Kitchen ,10
Tepe Furniture sellers
employees 40000 kinds of products 25%
Revenue target is 184,7
million TL 168,3 million TL
13 stores in Turkey
and 8 stores in other
25000 different kinds of
Targeting to grow 40%
in 2015 120 million TL
4 strores in Istanbul 22 employees
5000 luxury furnitures and
import furnitures 1%
Targeting to increase
number of stores to 18. 60 million TL
34 stores in 17 cities
More tahn 150
employees 14000 kinds of products. 14%
Targeting to increase
market share to%20 2500 million TL
22 stores in Turkey 363 employees 500 kinds of products. 10%-15%Targeting to grow 60% 120 million TL
244 stores in 43
More than 13000
different kinds of products 30%
Targeting to be the
third big Furniture
Company in the world. 5,8 billion TL
• Porta Möbel: One of the IKEA’s international rival determened to enter
Turkish Market with the partnership of Bodyak Holding.
• Walmart is the most serious rival for Ikea .At the same time a new maket
research for Tukey market is performed by Walmart.
• Conforama is a France orijined firm which is a strong rival of Ikea in
Europe, is deceded to open a new store in Istanbul Umraniye.
– There is no specific product that can be a substitute for
the furniture but IKEA at least, have to keep up with the
latest trends, to avoid becoming out of style
– Problems faced due to distribution channels
Threat of Buyers growing bargaining power
– There is a little power because of the existing low-price options
– IKEA ensure that their customers in all aspects will be satisfied for quality
service they provide
– Focused their marketing approach on demands and needs of the buyer
– IKEA uses their corporate responsibility as a good public image to their
– IKEA Family -card as a membership
– IKEA uses pull strategy to the customers.
Threat of Suppliers growing bargaining power
IKEA has its thousands of suppliers that set standards in delivering the materials
Because of the low-pricing, IKEA’s profit margin also affects the prices in raw
materials than by prices in labour
IKEA has a wide network of 1300 suppliers. They carefully select the
manufacturer of its products. The company has own production factories and
designers which makes it less dependent on others
Bargaining power of supplier could be threat for the profit of the company
According to the some researches in Turkey,
Local furniture producers give affordable prices
to their customers, but they have limited
options and demonstration capability. IKEA
differs itself with their highly wide range and
colorful options and also aims to upper level
status with average and low income level
people. And this is an exception for Turkey in the
• Wide range of products and styles
• Cheap and affordable
• One stop shop
• Easy shipping and transportation
• Eco friendly and recycling of
• Functional design of products
• Appealing shopping experience
• Untapped markets like middle east
and Asian countries
• Better advertisements
• Online sales
• Demand for greener and
environment friendly products
• Conforama Company which has 3.3
Million Euro revenue abandoned
Turkey Market in one year.
• Assembly of furniture
• Yet to invade upcoming global
• Products don’t last long
• Product dimensions unsuitable for
• Advertisements in the form of
• Organized sectors like Masko and
• Unorganized sectors like local
manufacturers and carpentry stores
• Competitors opting for similar
designs with a contemporary twist to
cater to upper class
Segmentation (Hybrid Segmentation)
• Young and fashionable people (20-35 ages
• Targeted middle class customers (
• Lovers of modern furniture and
• Colorful and novel products
• They are aiming to appeal to people of all ages, sexes,
geographic, locations, all who have one thing in common:
• In Turkey, Single and who have High Income Level people
• Married and have Average Income Level couples
• Who likes simplicity and functionality together in every age
A. Cost Leadership
B. Shopping Experience
C. Swedish Design Functional and Simple
• Low-cost modular ready to assemble furniture
• Get it delivered for a fee or by yourself
• Employees are trained to save electricity
• Fly in economy class
• Take buses instead of taxis
• Expensive wood is used only on top visible layers of the furniture
• Suppliers are chosen from a pool of 1800 to maintain cost leadership
B. SHOPPING EXPERIENCE
• Displays every products in rooms
• Give a message ‘’You Don’t need a decorator, you can get a
harmony in your flat just like that’’
• The Swedish Restaurant (as popular as its furniture) serves to
people who walk through 25.000 sq m. (average space of IKEA
• Customers move along a predetermined path through a maze of
rooms aligned to its customers who are young but not wealthy
• Design is the last step, after choosing the price point
and manufacturer, in the process
• Designers mainly focus on simplicity and
functionality in IKEA
• Low price and good quality more than competitors
• Good service
• High quality of design
• Wide varieties
BCG Matrix for IKEA
• Textile products were investigated to be an
example for BCG Matrix:
• Ikea’s Textile products are question mark on
BCG Matrix because of the strong rivals like
Linens etc.Decision is investing to make them a
ANSOFF GROWTH MATRIX
• IKEA uses market
penetration strategy for
it’s current products.
• By the decision of
selling food and
inside the store they
• By entering Turkish
Market Ikea used
7P's Marketing Mix
• Flat sized packaged boxes
• Basic assembling guideline
• Modular storage
• Easy to assemble
• Food, with a European touch
• In-store restaurant
• Product extends to service
• Excellent Sweedish design
• Using different types of wood for a
single wooden product
• High quality materials on furniture
• All IKEA products come with a 2 years
everyday quality guarantee
• Same day shipping with the online
• Sewing service for textile products
• Flexible return policy
• Has 24 hours open call center for
any questions. (444 0 532)
strips away “sacred”
while adding new
“IKEA … innovative
phenomenal growth …
Product Price Mix (TL)
IKEA's Product Price Matrix
Pricing Strategy: Market Pricing
Prices as low as $2.99 advertised
• High profile advertisement campaigns
• Spending 70% of annual marketing budget in printing catalogs.
• Online shopping.
• Ikea providing home delivery service to its customers
• After sale service to the customers.
• Online advertisements.
• Mini designed homes in the stores
• Sale compaignies in winter and summer times.
• Kitchen planner tools (Design your own kitchen before you go)
• Gift cards for the friends.
• Ikea family card obtains discount. (Customer loyalty programme.)
• Advertising by using WOW
• The vast majority of Ikea Stores are located out of city
center in Europe because of land costs and traffic
• There are 5 Ikea Stores in Turkey and most of them
located near Shopping Malls.
• The cities are:Istanbul-Bayrampasa,Ankara,Istanbul-
Umraniye,Izmir and Bursa.
• We can easily say that it’s an advantage for Ikea because
of the dense of population.
• Distribution Channel: Direct and Selective
• Distribution Channel for Online Shopping:Direct and
Customer Experience at IKEA
• Bright and inviting store atmosphere
• Resembles Modern Theme park with childcare centers
• Restaurants serving various delicious meals.
• One stop shopping experience
IKEA for kids: You shop, kids play
• IKEA provides clean feeding and changing rooms for small
• Restaurant has a special menu just for kids
Free parking place
IKEA without barriers
Free wireless internet access
• Knowledgeable and friendly staff.
• Technical support from experts.
• Design advice department
• Personal Selling Team (Staff and Other Customers)
• Ikea is a place where the people socialize with each other
The furniture is made by IKEA itself whereby IKEA makes its own
wood-based furniture and wooden components. So for example
the business owns forestry sawmills.
The customer drives to the store, selects a product, orders, it, and
then collect it, only then to have to drive the product home
themselves. This is all part of the low pricing commitment.
• IKEA is the biggest retailer furniture
company in the world.
• With their wide range options, they
want to reach as possible as more
• Additionaly ,Ikea is the biggest
catagory killer in the world. There is
no company to dare with them.
1. IKEA (2013). About IKEA. Available at:
2. The Times 100 (2012). Business Case Studies. Ikea case study. Available at:
3. Interbrand (2012). Best Global Brands in 2012. Available at:
4. Wikipedia (2013). IKEA. Available at: http://en.wikipedia.org/wiki/IKEA