Evaluating Marketing Communication Strategies: IKEA Case Study Report

This report provides a comprehensive analysis of IKEA's marketing communication strategies. It begins with an introduction to integrated marketing communication and its importance in promoting products to the target audience. The report then delves into the various marketing channels employed by IKEA, including advertising, social media marketing, content marketing, and sales promotion. Each channel is defined and critically analyzed, highlighting its strengths and weaknesses. The report emphasizes the importance of marketing communication both within and across organizations and to various stakeholders, with a primary focus on customers. It explores how communication objectives relate to business objectives and the role of integration in maximizing resources. The report also examines ethical issues in marketing communications. Furthermore, it covers the communication planning process, tool selection, and the link between communication and business objectives with the product life-cycle. The report also discusses channel selection and integration. Finally, the report includes monitoring and evaluation of marketing communication plans and operations, linking measurement and evaluation to overall marketing and business objectives and strategy.

Marketing communication

Table of Contents
Marketing communication...............................................................................................................1
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
TASK 1............................................................................................................................................4
Different marketing channels.................................................................................................4
The importance of marketing communications both within and across organisations
as well as to the various stakeholders with a prime focus on customers....................8
Defining objectives and how they relate to the business...............................................8
How they serve communication objectives:........................................................................9
The importance of integration – value to the business and maximising resources.. .9
The role of marketing communications in promoting and developing following
aspects -.................................................................................................................................9
Ethical issues in marketing communications: advertising to children, pressure selling
techniques, ‘greenwashing’ and privacy.............................................................................9
TASK 2..........................................................................................................................................10
Communication objectives and Setting the communication objectives in relation to
marketing and business objectives..................................................................................10
Justification and selection of tools for communication........................................................11
Defining and exploring the communications planning process.................................13
Linking communication and business objectives to the product life-cycle. The role of
budgeting in IMC..............................................................................................................13
Channel selection and integration:..................................................................................15
TASK 3..........................................................................................................................................15
Marketing communications mix:.......................................................................................15
Appropriate design and content:......................................................................................18
Colours and symbols as brand building tools................................................................18
The importance of visual art design, typography and page layout. Website design and
development with e-commerce capabilities......................................................................18
TASK 4..........................................................................................................................................19

Monitoring and evaluation:..............................................................................................19
Monitoring and evaluating marketing communications plans and operations. Ways of
measuring and evaluating a marketing communications plan....................................20
Linking measuring and evaluation to the overall marketing and business objectives
and strategy.........................................................................................................................20
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................22

INTRODUCTION
It is necessary for business to use a integrated marketing communication effectively
which leads to promote their products to the targeted audience. Integrated marketing
communication is an approach to creating experience with consumers to interact the
brand/enterprises (Blakeman, 2018). It recognize the value of comprehensive plan that evaluates
the strategic roles of a variety of communication disciplines advertising, public relations,
personal selling and sales promotion which combines provide clarity, consistency and maximum
communication impact. It is essential for a companies to develop an objectives of marketing
campaign and accordingly build plan in order to serve the products and services to the targeted
customer. In the following report is about Ikea that is using a various integrated marketing
communication tools. Ikea is one of the leading brand across the globe. It is situated in the
Netherlands that design and sells ready to assemble furniture, home accessories and kitchen
appliances. Ikea has been world's largest furniture retailer since 2008. They provide a various
service to the customers like moodiest design of appliances, interior design work and ozone-
friendly services. The Ikea brand is strongly uses a integrated marketing communication strategy.
The scenario of the report is that it requires using specific organisational examples, and provide
critical evaluation of different types of marketing communication channels, and how such
marketing channels are integrated within an organisational context to add value, maximise
resources, and serve the communication objectives. The paper consist in this reports objective of
the marketing as well as different marketing channel used by the business to promote their brand
and fulfil the needs and demands of the customers, also concluded analytical evaluation of
marketing plan and different communication channels in this report.
MAIN BODY
TASK 1
Different marketing channels
Various channel of marketing channels-:
Definitions of marketing communications. - Marketing channels are those which the
physical distribution of goods takes place from the producers to the customers. All goods
through different channels of distribution and marketing will depends accordingly which channel
you are uses. There are number of need and demands of customer which is fulfil by the marketer.

Marketing communication channels refers to the present information pool to the potential
customers (Turner, 2017). This channel carry each and every organisation because in order to
increase the revenue and profit. There are various routes of communication like advertising,
television, magazine, radio, newspaper, email, webpages and direct mailers. This channels are
affordable for marketer and easily promote their product and services. When a internet in now
days become a most viable marketing communication channels and easily reach to the ideal
customers. Choosing right marketing channel strategy so distribute a message to a target
audience in effective & efficient way and create a strong relationship with the customers. There
are various affordable marketing channels of communication in both traditional and online
which are discuss below:
Multi channels marketing-: Multi channels refers to the it is distribution chain of
businesses and intermediaries through which goods and services passes until it reaches the end
consumers. A distribution channels includes wholesaler, retailer, distributor and even the
internet. Under this, which one or more stream flowing. In reference of ikea, It applies the
multichannel of marketing which uses a many different marketing channels to reach costumer. It
is using a this strategy which easily target a different marketing segments of buyers and
delivering the right products in the right places in the right way at the least cost.
Advertising-: Advertising is one of the very effective and efficient way to promote their
brands. It includes both print and media advertising. Many organisation are uses a paid
advertising because this is works well in some cases they are driving direct conversion. In
context of Ikea, It relies on print and media advertising as one of its main marketing strategies
to deliver its marketing message to the target customer segment. The company collaborates with
a range of journals and magazine and TV channels globally for this purpose. For example,
billboard fitted on wardrobes were placed by Ikea in selected outdoor locations Vienna
(Szromnik, 2016).
Social media marketing-: Social media is a broad aspects in which used as a strategy to
strengthen the relationship with customer and also enhancing its engagement with the brand. It
allows the direct interaction with the audience in order to increase a relationship with the end
users. Ikea also uses a social media platform due to increase the level of brand awareness. Now
days interacting with customer on social media platform is a great way to understand the

consumer minds. It gets insights from their customers and runs successful digital campaign. Ikea
gives tips and offers expert advice to their customers.
Content marketing-: Content marketing is a important media for a firm and allow two
important things for the business. First, It allow provide value to the customers and second,
Content marketing helps with your SEO efforts. In relevance of entity, Content marketing is
play important role in Ikea's digital marketing strategy. In the digital age, catalogue aren't enough
to even for the world largest retailer hence they invest in content marketing. Ikea is the master
piece in digital marketing and they way to present online content that people eager to watch. For
example, Home tour series videos and inspirational boards are the best example of their
effective content marketing.
Sales promotion-: Sales promotion is a tool which uses a many a company in order to
increase the sale of product. Ikea uses a various sale promotion techniques which is discuss
below-: Customer loyalty programme-: Ikea is promote their products through this technique in
which it is part of 100 million members and 10 million new members join every year. It
is run a family membership programme which provides a range of benefits such as
monthly product discount. Free gifts-: Ikea is global furniture retailer offers free gift occasionally to the customers.
For example. Family card and family holiday to Sweden. Seasonal price discount-: Ikea provides their customer seasonal price reduction in order
to home improvements and furnishing chain regularly announces special sales
promotional on notables dates and events like Black Friday, Cyber Monday etc.
 Point of sale-: Ikea is a attractive way to presenting the product or show the customers
with the help of display brands, attractive posters and mail boards etc.
Critically analysis of different communication channel-:
Strengths:
 Social media marketing most effective and efficient way to promote their brands and it is
ability to reach a wide- reaching, It is easy to network and e-meet people. It is great way
to distribute information and provide ability to have public conversations (Reddy, 2018).

 Advertising is a biggest advantage from the manufacturer's point view which leads to
increasing the sales. It includes enhance goodwill, expansion of production, large
turnover and huge profits, creates employment and high standard of living.
 There are several advantages company website like Easily access at any time to get
business information, reaching a wider audience and keeping it fresh. It is easily targeted
to a potential customer who really want to buy a product. The cost of having business
website are actually quite low. It includes viral marketing which refers to the spread like
wildlife across the internet and even small businesses globally across the world.
 Content marketing helps to build strong relationship with customers and create a brand
awareness. Provide a information of business and brand so also create brand loyalty and
trust towards the product. Most of the work done in house so cost are low.
 Sales promotion activity leads to low unit cost due to large scale promotion activity. It is
flexible to easily introduce of new products. The promotional tools are the most effective
to be used in increasing the sales volumes.
Weaknesses:
 Social media can be troll any where. People uses social media post and share of
experience so sometimes a negative feedback which leads to negative image of business
comes in the mind of customers. Spend a lot of time on campaign and must be constantly
create new content.
 Advertising is a differed revenue expenditure or in terms include huge amount
investment. Major drawback of advertising is false facts and figures. Misrepresentation of
product and services. It includes wastage of resources like the most of advertising of
products are fragile, delicate and brittle (Perreault, 2018).
 Business website is the main weakness information on company website might be
unreliable because not uploaded on regular basis so customer not reliable on such sites.
Difficulty to reach the right people because of the nature of the internet and sheer no. of
businesses already on the world wide web.
 Content marketing is a time consuming process. It includes various aspects like skill and
resources are required which is capable to present a information in front of customers. It
is a long process outcomes aren't imitate.

 Sales promotion is ineffective when there is declining market for an establishing brands
and no product improvements. It is uses short period of time then demands will fall
down. There is feeling in the mind of the customers that sales promotional activity tools
are used to sell second- hand products.
The importance of marketing communications both within and across organisations as
well as to the various stakeholders with a prime focus on customers.
Marketing communication has great importance both within and across organisation as well as to
different stakeholders. Main objective of marketing communication is to manage the customers
effectively. There are different stakeholders of the company and main objective of marketing
communication plan includes ensuring that all stakeholders are not satisfied with new marketing
plan.
Customers – The marketing plan is planned as per the requirements and demands of customers. It
should be planned in such a manner that marketing and advertisements are able to provide proper
information to the customers.
Government – Market communication plan effects government in in both positive and negative
manner. In context of IKEA company, it is concluded that all advertising and marketing plans
must be made in such a way that they are not harming the governmental policies or regulations.
Investors - In context of IKEA, when marketing is done in in good manner there are chances of
reaching various investors and brand associations that will help in in increasing the way
company is branding its products and services.
Employees - Employees of the company mast not be affected by marketing plan. This leads to
managing of all marketing activities in such a man or that the advertisement and promotions are
not harming sentiment of employees and it is taken care that marketing activities are not
accepting believe and values of employees.
Defining objectives and how they relate to the business.
Communication objectives can be define as that business strategy which is related to
performance of organisation in relation to making effective communication channel. In context
of IKEA, it is a leading global organisation in current time, where it is essential for organisation
to develop effective communication goals which are related to achieving organisational goals
and objectives. These are related to business objectives and goals in direct manner.

How they serve communication objectives:
The importance of integration – value to the business and maximising resources.
There is need of integrating value and beliefs within the company for maximising profits
and sales. There are various ways for managing the value os company’s products by integrating
advertisements and business activities. In relation to current business environment, most
important function in organisation is related to maintenance good relations with customer. It is
helpful to organisation in achieving business objectives. Here, organization use to maintain loyal
customer which will retain with organisation for longer period of time. Under this function,
IKEA management department can use loyalty programmes and other promotional techniques
which are helpful in management of communicability and using it in effective way. By using
these marketing tools like loyalty program, referral programme and many more. Organisation
can perform its function in most effective way. This helps in building good relation to customers
and managing it.
The role of marketing communications in promoting and developing following aspects
-
 Brand awareness - Marketing communications are directly affecting the brand
awareness of IKEA. When there are strong and attractive advertisements developed for
brand, it is very easy to enhance the brand awareness among customers and clients.
 Brand associations
 Brand perceptions - When customers find IKEA in every possible location then it will
affect the perception of customers towards the company. They will be attracted towards
buying some of the products and services offered by this supermart.
 Customer loyalty - There is direct relation between customer loyalty and marketing
communication as marketing is the best way to provide customers about the details and
information about the product. There is need to manage the customer brand perception as
well as loyalty for increasing sales.
Ethical issues in marketing communications: advertising to children, pressure selling
techniques, ‘greenwashing’ and privacy
There are some ethical issues within marketing communication that leads to effective sales
of company. There are several poor people who are used while making advertisements and

promotions. This affects the the nature of child and they are more influenced about the the
company. Some advertisements involved in pressure selling techniques like privacy and
greenwashing. There are some personal and private content which is shown in advertisements
that affects mind set of various customers and it is sometimes not appropriate to show this type
of information through advertisements. Hence, it is responsibility of companies to take care that
advertisements are not harming any person's privacy or security.
TASK 2
Communication objectives and Setting the communication objectives in relation to
marketing and business objectives.
Communication objectives are prepared for developing a path for companies to enhance the
marketing objectives and goals. It is used for managing the work in effective manner and
conducting operations of marketing. These are related to strengthening organisation
communication and managing employees in effective way. Some of these objectives are
discussed below:
 According to present situation of IKEA, organisation is performing its function at global
level this make it essential for organisation to use effective communication objectives to
achieve maximum productivity. In this context, organisation can use personal mail
system which help firm in establishing effective communication between various
department (Pluta-Olearnik, 2018). This will also work in relation of organisational
performance because it improve coordination in different department and ultimately.
Private server is effective for managing business communication as it helps firm in
safeguarding the data of organisation and managing operation related to communication
of these data in effective way.
 IKEA is operating in business of furniture and other items. Company is also performing
its functions at lager level where it has to meet the requirements of global competition.
This require that organisation can use system which is related to archiving goals and
managing functions in effective way. Here, organisation can set objective related to using
that marketing communication channel which provide large market cover to organisation
and helps in achieving business objectives.

 IKEA is global organisation where it perform its function in many nations. This make it
essential for organisation to use effective communication and promotion strategies
communicate its objectives and achieve them without and hurdle. In relation to this,
company can use to formulate objectives related to bringing soundness in its internal
communication channel. This can be done by organisation with the help of replacing
current function with new one . One more method which can be use by manage of IKEA
is that, they can bring flexibility to organisational function (Nugroho, 2017). This is will
directly impact marketing communication. This is because it helps in managing functions
and ruining it.
 In relation to this one more objective of organisation to achieve its businesses objectives
is to maintain functions related top elimination of competitors in market. Under this
objectives organisation can use to maintain a stagy and communicate to its employees
related to identification and analysis of prime competitive in market and taking corrective
action according to communication strategy of competitive organization. In context of
this, IKEA more offers can be provided to the customers in order to retain them and
attract new potential customers from the competiors.
 In relation to present scenario of business it can be seen that managing customer
relationship is important for organisation to achieve its business objectives. In relation to
this organisation can use to maintaining a proper feedback approach which will help in
maintaining the good relations with Customer. In context of IKEA, organisation can also
use these channels in relation to achieving its objectives. Here , it can use to formulate
polices which are related to maintaining inter department communication. This is helpful
to organization in communication the feedback to respective department and taking
cooperative action. This helps in satisfaction of Customer by managing there questions
and problems with organisation product.
Justification and selection of tools for communication
In relation to current scenario of organisation it can be seen that there are various
functions which can be performed by organisation. This are directly related to managing the
functions in relation to communication. Inn business environment are various tools which can be
use by organisation to manage communication and achieve business objectives. IKEA can also
use these tools some of these are mentioned below:

Price factor: It is prime factor which impact organization in direct manner. This is
because, for managing communication in organization is essential part of firm and for changing
the current process organisation has to see to price factor. In relation to choosing the best suitable
method to communicate marketing plan effectively organisation has to identify the cost price of
plan. Under this, manager should use functions which impact on firms production and using this
can reduce the burden from manager (Kotler, 2016). In relation to IKEA, the best suitable
method for organisation is social media marketing. This is because it helps organisation in
identification of various trends in industry and use these trends to identify the prices of product
and services. Use on media also involve cost identification which can be use by firm to define
pricing policy and managing prices of products,.
Flexibility: One more factor which has to be keep in mind by organisation is related to
using the flexibility structure in firm. This is because it helps firm in switching the channel
which is using in current time. This also enable enterprises to use dominating strategy over its
competition in market. There are various functions which can be use by AIKA while using this
function. This is because bringing this in organisation helps in managing working of employees
by adopting changes according to changes in business environment. This strengthen the
communication and manage easy flow or information from one place to other. Here,
organisation can use polices related to employee retention and management by changing working
environment and achieving effectiveness.
Tracking Activities: This is major benefit of this system to organisation because firm is
now being able to change its functions according to requirement and use polices which can
develop functions. This will also enable to maintain data of customers and using these data will
provide basic level of functioning (Kırgız, 2017). Here , organisation can use to collect data of
customer for maintaining records of customer. This will also support functions and release
pressure for marketing department. This data is related to regular customer who are purchasing
products in frequent manner. In current situation of IKEA, digital marketing is effective methods
which can be use by organisation to achive business objectives. This is because it involve
scanning of customer and using these customer by selling attracting them on digital platform.
IKEA is global organisation. Where it is performing its function at global level. In this,
organisation is using these factors which can impact on performance by identified the data
related to customer and targeting potential customer in market. This also effective in achieving