Reflective Report on Advertising Strategy of IKEA

Reflective
Report
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Table of Contents
Creative brief...................................................................................................................................3
Research...........................................................................................................................................6
Reflective Report.............................................................................................................................8
How did you feel about the process?......................................................................................8
What did you notice when doing the assignment?.................................................................9
How was the discussion in your study group?.......................................................................9
What did you learn?................................................................................................................9
Would you do anything different next time?........................................................................10
REFERENCES..............................................................................................................................11
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Creative brief
Client name: IKEA
Date: XYZ
Brand background and overview (to include competitors and current situation):
IKEA was founded in Sweden and is currently headquartered in Dutch which deals in
designing and selling of ready to assemble furniture, home appliances, kitchen appliances
and other home services goods. They have been one of the world’s largest furniture retailer
since the year 2020. IKEA has created a unified lifestyle where they emphasize on home
furnishing and low cost furniture. Walmart is one of their major competitors as they deal in
different qualities of furniture across the world (Voorveld and et. al., 2018).
What are the goals and objectives and the reason for advertising?
IKEA offers a wide range of products in the market across several countries in world. They
have a very unique selling proposition of the brand. The company has made a good image
in the market with their strategies and techniques.
Goals- The goal of the company is to offer services and products that will make easier for
people to bring furniture at home without any inconvenience. Their goal is to remove all
single use plastic products from the product range of IKEA by the year 2030.
Objective- The medium to long term objective of the company is to offer customers with a
wide range of furnishing items that have good functions and design with excellent
durability and quality. They offer a wide range of products so that majority of people across
the world can afford it (Martins and et. al., 2019).
Reason for advertising- IKEA is looking to scale up their operations and therefore they are
looking to enhance their advertising campaign so that they can well communicate with the
customers.
Who is the target audience?
The target audience of consumer is people who fall in the age bracket of 20 and 34, they
majorly target this age group as these people are majorly into office and home designing.
They offer a wide range of quality products which can be afforded by a decent earning
family. On the demographic basis their target market varies between men and women based
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on the designing of office and home.
What is the problem?
IKEA is majorly facing problems in generating sense of awareness in the new countries
where they have not expanded their operations currently. The advertising model of IKEA
majorly revolves around the social media campaigns and billboards (Van den Broeck,
Zarouali and Poels, 2019). Due to this sometimes the company faces issues in targeting the
exact audience as billboards are based on the geographical concept. They face problems in
explaining their business model where they provide ready to assemble furniture where the
customers are required to assemble the furniture on their own.
What is the customer insight?
The customers of IKEA are proven to be loyal as they have chosen IKEA brand over the
other competitors in the market several times. This shows that the company has good
customer retention rate. They offer affordable range of furniture as compared to other
competitors in this industry. The customer’s insights on the product of IKEA is good as
they provide good quality of material in their furnishing sector.
What is the USP (Unique Selling Proposition)?
Unique Selling Proposition of IKEA is their new technique of selling furnishing products in
the market. They promote D.I.Y that is Do It Yourself Culture where they provide the
customers with ready to assemble furniture and the assembling part is easy which can be
done by any person (Verhoef and et. al., 2021). They also provide a guide which explains
the way in which the furniture can be assembled.
Why should people believe it? What are the proof points?
IKEA has been in the furniture industry for decades, they have enhanced their quality of
products over the year which proves that they supply the best furniture in industry. Their
major strength is low prices along with good quality where they provide a huge product
range in furniture. The proof point of the company is their increasing revenue over the
years, the company has grown to several folds since its inception. Customer retention is
another point which proves that they provide good quality of products. This proofs that the
company has good product range and they can sustain in the environment for a longer
period of time.
What do we want people to think, feel and do (as a result of seeing the advertising)?
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