IKEA is a leading brand that designs and sells ready-to-assemble furniture. Founded in 1943 in Sweden by Ingvar Kamprad, IKEA uses various strategies to create a better everyday life for customers. It designs products and stores according to local tastes, analyzes customer behavior, and runs quirky advertising campaigns. However, IKEA faces challenges expanding in some markets like India where customers may not embrace the DIY concept or have access to transportation.

1. One-stop sanctuary for coolness

2. IKEA IS A LEADING BRAND
THAT DESIGNS AND SELLS
READY-TO-ASSEMBLE FURNITURE

3. Founded by
Ingvar
Kampard in
1943 in
Sweden

4. Ingvar Kamprad Elmtaryd
farm
Agunnaryd

5. What influences
customer behavior?
Cultural
factors
Social
factors
Personal
factors

6. Motivation
Perception
Learning
Memory
Key
Psychological
processes

7. WHAT
STRATEGY
DOES IKEA
USE?

8. To create a better
everyday life for the
many people

9. Designs its
products and
stores
according to
local and
regional tastes
In USA, people
like big
cupboards and
deeper drawers
In Europe,
people hang
their clothes
in open spaces

10. MOTIVATION
is present here
Elegant and
functional design
at extremely low
prices
“DEMOGRAPHIC DESIGN”

11. Perception
Ambassador of kul
campaign
In store experiences

12. Learning
Analyses pre and
post purchase
behavior of the
customers

13. DO
IT
YOURSELF!
Pay for the
products
Visit the
warehouse
Pick up the
products
Take it
home
Grab a
shopping
cart
How is
IKEA
unique?

14. Advertising
Campaign

15. Print ADs

16. TV ADs
IKEA started a
campaign Peace,
Love and Storage.
Starting with a TV
Advert followed
by Facebook page
to take a poll from
their audience.

17. Quirky Campaigns

18. • Fashionable and good
quality products at low
prices
• Redesigning products
according to market needs
• Annual renewal of product
line
• Catering local and regional
tastes
• Quirky Campaigns
• Stores located far away
from the city
• DIY methodology doesn’t
work in certain regions
• Lack of product
innovation
• Lack of high end luxury
products

19. Expansion in Asia
Challenges in India :
- Store format: Lack of
car transport
- Competitive prices
- No DIY concept
- Availability of Raw
Material

20. RECAP

21. Disclaimer
Created by Shivangi Gambhir, Manipal Institute of
Technology, during a marketing internship by Prof. Sameer
Mathur, IIM Lucknow.