IKEAPichaya Utharntharm 4945343728Pimpisa Jular 4945346628Sinnjaporn Thongthai 4945373528Sundhika Changsudulya 4945371228Walika Tesvanich 4945364928Usaporn Tanadumrongsak 4945386728

• IKEA - to Thailand’s market• IKEA has established its stores in

Germany, Poland, UK, US, Singapore, Australia, China, Israel, Russia, and many other countries

• First ever IKEA store

INTRODUCTION

• One- stop furniture shopping experience

• Lifestyle and family store

INTRODUCTION

IKEA’s motto• IKEA operates by the motto of

"We shall offer a wide range of well designed, functional Home Furnishing products at prices so low that as many people as possible will be able to afford them."

INTRODUCTION

Why we should support IKEA?

1. IKEA is an economical friendly organization

• Flat-pack• Keep the price low• Supply chain method• Customer save $$$$

2. IKEA is a CUSTOMER CENTRIC company

• Customer = 1ST• Facilities • Food court• Kids

Why we should support IKEA?

3. IKEA is a GREEN company.

• Environmental friendly• Minimize damage to

environment• Sustainable company• Ban plastic and PVC

Why we should support IKEA?

4. IKEA is charitable organization

• Support the community

• Reach out to help others

Why we should support IKEA?

5. IKEA is the D.I.Y company

• Flat pack

• Customer oriented

Why we should support IKEA?

6. IKEA supports and provide opportunities to young artists

• Adore innovation

• Value creativity

Why we should support IKEA?

IKEA’S UNIQUE CULTURE AND THAILAND’S TRADITION

Why do I have to assemble the furniture

myself?

• IKEA’s reason : Even though it’s tricky sometimes, it means not paying someone in a factory to do it for you.

Why should I deliver my own furniture?

• IKEA’s reason : Taking home the furniture yourself means you can have it on the same day. You also don’t have to pay for the ‘free delivery service’ that’s usually included in the price.

IKEA’S UNIQUE CULTURE AND THAILAND’S TRADITION

Why isn’t there always an assistant when I need one?

• IKEA’s reason : The information you need is on the price tag. Serving yourself means you don’t you don’t pay for help you don’t need.

IKEA’S UNIQUE CULTURE AND THAILAND’S TRADITION

Why do we make so many of everything?

• IKEA’s reason : By producing and distributing in bulk, we get big discounts that we pass on to you.

• note :some other character are mentioned in the report

IKEA’S UNIQUE CULTURE AND THAILAND’S TRADITION

• which provides variety of goods and services to all customers

• local furniture manufacturers such as SB furniture, Décor Mart, Home Décor, Index, and Koncept

• imported furniture goods such as Qconcept Store, EQ3, Habitat, and those home decoration section in many department stores

IKEA’S POSITIONING AND ITS COMPETITORS

SWOT Analysis

Strengths• Low price• Wide range of goods• Customer centric• Environmental friendly company• Charitable company• Child care facilities• ONE stop for furniture destination• Access to food and beverage services

Weaknesses• D.I.Y nature• New to Thai’s market• Logistic cost (product are made elsewhere)• Limited staff• Location (only 1 store and far )• Imported goods• Mass produced goods

SWOT Analysis

Opportunities• Future expansion• Localize to Thai’s buying behavior (delivery and assembly service)• Limited edition design or design especially for Thailand• BTS line nearby the store

SWOT Analysis

Threats•Many competitors (Eg. Index, SB furniture, Habitat,)•Economic Crisis•Traffic and poor transportation system

SWOT Analysis

IKEA’S AIM, OBJECTIVE, AND GOAL

Aim: raise awareness to Thai market

Objective:

• Establish the brand to thai;s market

• Boost sale, store visits, product trial, website visits

• Win the market share

Goals:• Brand awareness of 0 - 80% with 3 year among

Bangkokian• Increase sale by 10% every year • Win the market share an become one of the top

10 in 2 years• Increase number of customer by 10%• Turn prospects to customers• Turn customers to the loyal ones• Enlarge the CRM of the company• Be a preferred brand in the customer mind

IKEA’S AIM, OBJECTIVE, AND GOAL

IKEA TARGET CUSTOMERS

• Very wide• characters of being fun, modern,

independent, cheerful and positive• Middle class to high incomers• they are fun to be with, they like to do things

themselves and they have an active lifestyle• Newly weds, new parents, single people, first

jobbers

CONCEPT

IKEA, YOUKEA, WEKEA

IKEA• IKEA’s product and services

YOUKEA • Customer centric company • Putting customer 1st• Delivering on promises and more

CONCEPT

WEKEA• IKEA + you (customer) = WE• Doing something good together• Better together• Together, we save

CONCEPT

Create BUZZ

Official Announcement1.2 M Bt

TIMELINE

GRAND OPENING

CUSTOMER ACTIVATION

1.3 M Bt

PRESS CONFERENCE

350,000 Bt

Total budget of :

3,099,747 (included 7% VAT and 10% Contigency)

Consumer Activation

CONSUMER ACTIVATION

Event Goal• To stimulate and encourage prospect in

Thailand into considering buying IKEA furniture as their first home decoration brand choice

• To turn prospects into customers

Timing

• Starting Date: Thursday 15th January 2009

• Ending Date: Sunday 15th February 2009

CONSUMER ACTIVATION

Location• IKEA: BTS and MRT, and Buses that have

their traveling routes within Bangkok’s high traffic areas.

• YOUKEA: Build contact and inform customers through IKEA website

• WEKEA: IKEA store’s booths will be set up at selected locations as touch points in order to deliver information to customers and to exchange and share benefits with customers.

CONSUMER ACTIVATION

Event programs• IKEA: The concentration of IKEA

principle is based on building awareness and curiosity among our target audiences.

• BTS/MRT wrap and interior design• Bus wrap

CONSUMER ACTIVATION

IKEA’s wrapped

and internally

decorated train

CONSUMER ACTIVATION

Rationale

• Create buzz

• Reinforce IKEA’s message into audiences’ minds

CONSUMER ACTIVATION

Event programs

• YOUKEA: This principle aims at making target audiences feel that they are IKEA’s first priority; they always come first with IKEA.

• Website registration

CONSUMER ACTIVATION

Rationale

• Create a two-way communication; a community-like relationship

CONSUMER ACTIVATION

Concept and brand elements• The IKEA customer activation event concept

is mainly about reinforcing IKEA name and showing IKEA’s products and its products quality.

• In this guerilla marketing, IKEA is able to represent a lot of its brand elements such as its fun, colorful, and practical characteristics.

CONSUMER ACTIVATION

• The YOUKEA customer activation, on the other hand, emphasizes on the emotional side by making customers believe that they come first in IKEA.

• The caring side of the brand, its superior service to customers; this aspect is only being applied to Thailand because of its cultural orientation.

CONSUMER ACTIVATION

• building customer relationship toward creating an IKEA community where the company and its customers are perpetually connected, sharing news and information, and involved in activities together.

• IKEA cares for its customers.

CONSUMER ACTIVATION

MeasurementQuantitative measurement:• Count the number of click-through from the website.

This is just to approximately estimate the number of audiences who pay interest in IKEA.

• Count the number of registration made on the website by audiences.

• Count the number of discount coupons being used by audiences during the validation time.

CONSUMER ACTIVATION

Qualitative measurement:• Distribute survey asking people at BTS and MRT

stations about their knowledge about IKEA after the decorations at BTS/MRT are removed

• Distribute survey asking audiences at the grand opening asking them how do they know IKEA and how well do they know the company

• Send emails to registered members asking for their feelings toward IKEA after the grand opening

CONSUMER ACTIVATION

Press conference

Goal

• To inform the press- The first IKEA store in Bangkok- IKEA history- New form of furniture “Flat-pack”

• To build a strong relationship with the media

PRESS CONFERENCE

Target audiences: (80 media in all 4 areas) • Lifestyle magazinesEg. Elle Decoration, Daybeds, Room,Livingetc.,

Wallpaper*• Newspapers Eg. Bangkok Post, The Nation, Manager, Komchadluek• T.V. programEg. Showroom, Modern Home, The Living • Radio Eg. Met 107.0, Get 102.5, 88.0 Wave FM

PRESS CONFERENCE

Location: Lad Krabang IKEA store

Date: Thursday, 15th of January, 2009

• Starting Time: 11:00 a.m.

• Finishing Time: 14:00 p.m.

PRESS CONFERENCE

Transportation

• Provide free shuttle bus from On-Nuch BTS station to the IKEA store and from the IKEA store to the On-Nuch BTS station

PRESS CONFERENCE

Event Ambiance

PRESS CONFERENCE

Giveaway • IKEA Products

Catalog

• 20% Discount card

PRESS CONFERENCE

Key chain: a combination of

measurement tape and mini torch

PRESS CONFERENCE

Food & Beverage (Swedish dish)

PRESS CONFERENCE

Emcee

Oom, Siriyakorn

Pukkavesh

PRESS CONFERENCE

Power point presentation

• Narrative form with a leading character as a talking chair

• History• Product

PRESS CONFERENCE

• Invited top manager• Q & A section• Tour around IKEA store

PRESS CONFERENCE

• Lucky Draw

Flat-pack chair• Closing ceremony• Send thank you

card

PRESS CONFERENCE

MeasurementQuantitative Measurement:• Count the numbers of the press who

attending the press conference • Count the number of stories and articles

generated in the media • Count the number of giveaways distributed to

the press• Count the number of the press who attending

the grand opening and use the 20% discount card

PRESS CONFERENCE

Qualitative Measurement:• Assess the position and the size of the stories

published in each media• Assess the content of the stories whether the

information covers all the aspects of the brand that the company expected before. And also assess the view of the content whether it is positive or negative to the company.

• Hand out the questionnaire after finishing the closing ceremony to evaluate the information that the press got from the press conference

PRESS CONFERENCE

Grand opening

GRAND OPENING

Aim / Goal / Objective• Aim: To introduce first ever IKEA store in

Thailand to 30,000 local visitors. • Goal: Make guesses our customers, ensure

understanding, build relationship, and make our brand their preferred one.

• Objective: To create buzz, awareness, strong relationship, and provide good experience to the guesses.

Grand opening

• Date: 15th February 2009

• Time: 10:00 a.m. to 9:00 p.m.

• Location: IKEA store in Lapkrabang

GRAND OPENING

Grand opening

Time Schedule 10:00 - The registration opens11:00 - The MC plus CEO11.45 - Officially opens the IKEA STORE 14:00 - Lucky draw16:00 - Lucky draw18:00 - Lucky draw20:00 - Grand prize announcement21:00 - Door closed

GRAND OPENING

Concept

• “Family Fun Fair by IKEA”

• IKEA YOUKEA and WEKEA umbrella conce

• Three zones

GRAND OPENING

The 3 zones

GRAND OPENING

IKEA YOUKEA

WEKEA Entran

ce

StageFoodand

Beverages

IKEA Zone• Product displays• Games and entertainment

• ‘IKEA’s Gallery’EX. Elephant stepping on IKEA’s chair • Abstract by IKEA EX. Marry Go Around

GRAND OPENING

YOUKEA Zone• product demonstration

• Special gifts

• Female- mini pot of flowers

• Male- a mini set of gardening tools

• Children- candies and lollipops

• Free day-care service

GRAND OPENING

WeKEA Zone• provide information about the funding

• Trading service

GRAND OPENING

Food & Beverage

12:00 to 13:00- food are provided by IKEA

• Swedish food

13:00 onwards –can buy food from the restaurants inside the store hall

GRAND OPENING

Lucky draws and prizes• Lucky Draws

–every 2 hours–30% discount coupon

• Grand PrizeNearly towards the end (20:00)Two return air tickets, Bangkok-Stockholm (Sweden)

GRAND OPENING

Benefits• create buzz• create awareness• gain customers’ insight and data• build strong relationship• Therefore, sale will increase in the

future.

GRAND OPENING

GRAND OPENING

Quantitative Measurement• Count the number of guests who

registered on the grand opening to see how many came

• How many items were sold on the grand opening

• How many discount cards were used by guests

GRAND OPENING

Qualitative Measurement• Send out mail survey to registered guests

a week after the grand opening asking them about their thoughts toward to event, what do they remember about IKEA, How much do they remember about IKEA

• Look at the sources of discount cards that guests received by asking them to do a little questionnaire by ticking the source which they were given the cards

• Look at sale revenue during the month and examine its growth

RECOMMENDATIONS

• Advertising• Free transportation to the store• Membership card• Sales promotion• Public relation activities• City mini stores