Our group created this pitch deck for a New Product Development class at NYU. We were tasked to brainstorm a new product, research the industry, category, and target consumer, and discuss the marketing and launch plan.
10. Flexible Check in Pool/ Sauna In-room Refreshments Quality of Bar/Restaurant Free Parking DVD Player/ Game Console Variety of Restaurants Internet Easy Access to Airport Beauty/Spa Treatments Quality Ratings Breakfast included Gym Facility Sports Facility Price In Room Coffee 24 Hr. Room Service
11. Flexible Check in Pool/ Sauna In-room Refreshments Quality of Bar/Restaurant Free Parking DVD Player/ Game Console Variety of Restaurants Internet Easy Access to Airport Beauty/Spa Treatments Quality Ratings Breakfast included Gym Facility Sports Facility Price In Room Coffee 24 Hr. Room Service
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13. Destinations usually offer plenty of activities around the hotelAMENITIES QUALITY RATINGS IKEA EXPERIENCE
28. What is the IKEA Experience? Low-Cost. Efficient. “Live with your furniture before it lives with you…” DO-IT-YOURSELF For everyone. Well-Designed. Modern. Swedish meatballs. Functional.
34. Pricing Standard Rooms: $1192 Doubles / 1 KingThemed Rooms: $139Complimentary Design Your Own Room service for stay of 5 nights and above Fluctuate 10%-20% seasonally
35. Marketing Message Insight: people enjoy the IKEA experience and the ability to customize their own rooms Big Idea: Sell the IKEA experience and “design-your-own-room” feature Tagline: Live IKEA.
36. Media Plan winter fall summer spring tv tv tv tv tv tv print print print print guerilla guerilla place-based place-based online
37. Media Plan winter fall summer spring Oprah Ellen Ghost Whisperer Ellen Oprah Late Night with David Letterman Oprah Real Simple Shelter Oprah Lifestyle Publications IKEA objects placed outdoor IKEA objects placed outdoor branded airport lonuges branded airport lounges online
38. Print One bed. Two bed. Red bed. Blue bed. Themed rooms. Available at Hotell IKEA.
43. Sales Forecast Total Market: Looked at market research reports to determine the size and growth forecasts of the US hotel industry Awareness: Optimistic based on the innovative marketing campaign that will draw a large amount of attention to IKEA and our union with Marriott
51. TV Spots Why? Reaches mass audience within target market Showcases “IKEA Experience” through sight and sound Where? Fox’s “House” CW’s “Ellen” CBS’s “Ghost Whisperer” Late Show with David Letterman Oprah Travel-related programming
52. Print Why? Target market defined by special interest High-quality image is important Where? Oprah Real Simple Shelter Lifestyle publications
53. Online Why? Want to create buzz Want to provide information and collect feedback Where? diynetwork.com hgtv.com ivillage.com oprah.com IKEA website PPC for select keywords
54. Guerilla Why? Want to create buzz Want to engage target audience in experience Where? sofas and curtains in bus shelters pillows on bottom of playground slides framing ‘missing cat’ fliers adding cushions to park benches
55. Place-based Why? Need situational, time-sensitive advertising Create awareness among target market Where? branded IKEA lounges in airports hotel promotions in IKEA stores
56. Trial Took the percentage of respondents that answered 6 and 7 on our survey 6: 25% 7: 16% 25 + 16 = 41% how interested are you in an IKEA hotel?
57. Availability 414 hotels in New York City (tripadvisor.com) 1/414 = .24% in the first year Assumed amount of hotels per year would double Assumed key city markets that we are entering are of similar size to NYC
58. Repeat Average number of nights at hotel per trip is 3.2 Consumers will be attracted by the price point and quality of hotel
Notas del editor
Keep these in mind for ikea experience
Discuss how ranking was determined1 to 5Graphically cancel out.
CONCLUSION = KEY FEATURES!!
Flexible check in time
Parking and Accessibility to airport was important
Didn’t care about quality of bar and restaurant but wanted variety of restaurants in hotel