Marketing Mix and Positioning of IKEA: Reinforcing its Brand Value

Talk about the next
company: IKEA

CONTENTS
INTRODUCTION......................................................................................................................1
POSITIONING OF IKEA..........................................................................................................1
MARKETING MIX FOR REINFORCING POSITIONING....................................................1
Promotion...............................................................................................................................1
Product....................................................................................................................................4
Price........................................................................................................................................5
People.....................................................................................................................................6
MEASURING THE EFFECTIVNESS OF MARKETING EFFORTS.....................................6
CONCLUSION..........................................................................................................................7
REFERENCES...........................................................................................................................8

TABLE OF FIGURES
Figure 1: Ikea "Home can wait" billboard.................................................................................2
Figure 2: Ikea catalogue.............................................................................................................3
Figure 3: Indoor playground for kids in Ikea.............................................................................4

INTRODUCTION
Marketing is the process of advertising, selling, and increasing the profits of the firm
through various methods and techniques (Lawrence and et.al., 2021). Marketing helps in
delivering and exchanging of goods and services to its target customers and it is not a selling
process it is a continuous process even after sale of the product like after sales services. IKEA
is an international company in United Kingdom dealing in products and services worldwide.
This is one of the biggest companies of UK having its branches worldwide and its customers
widespread. In this report we will include the marketing mix elements used by this company
and their segmentation bases, targeting, positioning. Furthermore, the promotion mixes and
activities of IKEA and its promotion, products, price, place, people strategy which it is using
also being discussed and its strategic decisions and relevant theories used in its marketing
efforts. Moreover, Effectiveness of marketing efforts including all the KPI of its business.
POSITIONING OF IKEA
IKEA is a multinational company selling home furniture ready and assemble furniture
and other useful products and services worldwide. This company is providing home furniture
to world at very low prices so that all type salary peoplecan afford its products and services.
IKEA’s large of its fund and amount goes to the marketing activities and it has three main
objectives and that is increasing online sales through marketing, earning more with acquiring
new customers, obtaining 10000 new customers every year for increasing its sells and profits.
Segmentation is dividing people on the basis of their common traits and similarities of
choices are grouped together (Meng and et.al., 2020). IKEA has divided and created different
segments and each segments the needs and preferences of products and services are different.
Targeting involves choosing the most appropriate and main segments of groups in which the
company focuses more to increase the brand value and profits by improving the services and
demands (Minaee, and et.al.,2021). IKEA has targeting those segments which has huge
demands and which gives more revenue and sales for earning more profits. Positioning
involves is using the best or most attractive marketing mix for attracting the target customers
like mono segments, multi segments. IKEA is using mono segment positioning in which its
focuses on the needs and wants of the customers to one single segments that are cost-
conscious and have more profits involve in it (Quezada-Gaibor, 2021). IKEA is also using
adaptive positioning in which the changing and dynamic taste and preferences of the
customers are involved and this company taking in account to innovate or develop new
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