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ikea marketing program

 ikea advertising plan Article

п»їQifan Yang

Eugene Dokes

MRKT 55010

September 25, 2014

Marketing Strategy (IKEA Lounge bed-Backabro)

Professional Summary

IKEA is going to launch a brand new sofa bed called Backabro. Since many young adults cannot afford a huge house, lounge bed can be quite a substitution of original settees and beds. IKEA sofa beds are suitable for these teenagers because of its style structure. IKEA is a famous brand in the world, and its manufacturer reputation excellent enough to draw its customers to regard the new sofa bed. The marketing goal of the settee bed is to become sales of $15 million in the U. S. and sell 16000 units for the first year. The make your money back will be met in the end from the first 12 months. Current Marketing Situation

IKEA is a home furniture store that was founded in 1943 by Ingvar Kamprad in Laxa, sweden. Its vision is " to create a better everyday life to get the many people”. Initially, IKEA only distributed some tiny goods like pens, purses, picture structures, and tables, but it began to sell huge furniture in 1947. In 1955, IKEA started to design and style its own household furniture and sell in its store. Right now IKEA is a famous home furniture store around the globe, it also has its own branches in the usa. IKEA acquired a great sale for $4. 5 billion in the US. In the pieces of furniture industry, many industry employees cannot occupy more than five per cent marketing stocks, so it is incredibly fragmented. IKEA has grown their market share due to the low price, good quality, and style structure. Its rivals, which include La-Z-Boy, Raymour & Flanigan Home furniture, The Bombay Company, Haverty Furniture Companies and Select Convenience Corporation, happen to be account for 15. 7% from the marketing stocks in the industry. Industry Discription

IKEA's target buyers are the persons whose grow older is by 18-35. This mainly emphasis the people whom just get married or decide to get married for the reason that IKEA's design can meet the demand of teenagers because the majority of the young people just like the furniture vibrant and useful. In addition , this group of people does not have a high profits, so they can highly afford to product of IKEA. Item Discription

The brand new IKEA settee bed is known as Backabro.

Backabro provides different kind of color, including Jonsboda Blue, Jonsboda Brown, Risane All-natural, Svanby Greyish, and Tygelsjo beige. Item dimensions:

Size: 79 1/8 "

Depth: 34 5/8 "

Elevation: 28 "

Back level: 18 1/8 "

Seat height: 18 3/4 "

Bed thickness: 59 7/8 "

Pickup bed length: 80 3/4 "

Mattress density: 3 1/2 "

Key features

The cover is easy to keep clean as it is removable and can be machine-laundered. Easily changes into a california king size foundation for two.

Pocket or purse springs conform to your body and keep your spine straight when you sleep. Storage space beneath the seat.

Competitive Review

Sofa beds are more and more popular because people may use it to save money and areas, and also many companies offer lounge bed to compete with one another. Not only are definitely the sofa mattresses of other brands competitors, however the beds and sofas may also be competitions. IKEA's immediate competitors include the following: Daphne Superme Comfort and ease Full Sleeping Sofa: It is made by La-Z-Boy, and have a lot of colors to pick. Unlike these products of IKEA, most of the pieces of furniture that La-Z-Boy sells appears luxury. They can be made from top quality material, and possess old-fashioned style. Price is $1919 Product Measurements as demonstrated: Overall: 39. 00" H x 73. 50" T x 39. 50" D Seat: 22. 00" They would x fifty nine. 00" W x 3. 00" D Vegas Microfiber Queen Sleeper Sofa: This can be a product sold in Raymour & Flanigan Pieces of furniture. Whereas IKEA sells its very own products, Raymour & Flanigan Furniture is much like a store to sell other brand's goods. This style of couch bed is created by Design and style House, and it has the same style as IKEA and has 3 choices of color which are oatmeal, brown, and red. The purchase price is $799. Dimensions: D: 89. 5'' x T: 36'' by H: 38''

Benny total sleeper: This is certainly a sofa bed from Havertys. whereas IKEA's Backabro appears easy and clean, this design is fashionable and green. This fashionable collection features...

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