The 'home sweet home' is back. From now on, the house will be perceived as a protective bubble which opens to the external world, and is also as a place where each one develops their personal activities.
The consumers have an increasingly large choice, in the extremely vast options of price, quality, styles and services. To furnish its interiors is an act of strong personalization. It's a field where "the emotional" bond is strong and where the rational mind doesn't have its place, except perhaps in the allocated budgets.
In a morose context, where the retreat of the market of the piece of furniture is combined with the deceleration of the purchasing power, the signs must play on the levers of the personalized communication and marketing. They are adapted to each type of consumer, by taking into account the evolution of their behaviors and their ways of life.
[...] Institutional role of the site: - Description of the line of goods in a detailed way (dimension of the products, weight, etc) - The policy and the history of the chain of shops as well as the key figures - Presents the humanitarian side of Ikea IV) A non-standard advertising approach The advertising media IKEA adopts an eccentric and sometimes, an impertinent approach of advertising. Thus, beyond the traditional support systems, there are nonconventional supports that are regularly used: giant pencils in Brussels' streets for the opening of the Anderlecht's store, installation of elevators in apartments in Beijing, specific redecoration of Berlin's station, world investigation about the behaviors in the room, development and mediatization of an antipathetic character who hates the brand, etc IKEA tries to be different, and it is in fact, a way of thinking that is registered in the rules of the company; it's paradoxically a manner of adopting a similar manner to think at the global level, ensuring the coherence of the group's communication. [...]
[...] The four commercials: Articulated around four advertising films treaties in the same tragic- comic genre for the first time, the products were shown together with their prices, and IKEA's campaign sought to aim at a more popular target. This campaign, “happily disrespectful” by the agency CLM/BBDO (launched on October on television and on October in the cinemas) continued each time with the same ambition: To convince the consumers that we can get rid of pieces of furniture which we inherited or which don't correspond any more, without turning to a tragedy. [...]
[...] Thus, for a few months, the French have been able to read on the IKEA's advertising pages slogans like: - Yes, for a relaxation policy - France claims something new - France drags it's feet; say yes for a dynamic France! - The design will be democratic or will not be. To conclude: for change, Vote For its 2007 advertising campaign in France, IKEA, used the presidential elections. It drew it's inspiration from Nicolas Sarkozy for its last advertising. In the voice overs , the choice of the images, the sense of the text, reminded one of the official spots of the UMP candidate. [...]
[...] To accomplish this,, the firm had to re-examine its advertising approach entirely and in particular, its television campaign. IKEA's strategy is organized around three complementary poles; relational marketing, foreign relations and partnerships, and the general public communication. This is justified by the fact that they are the four principal media (in terms of budget and impact on the consumers) to which IKEA diffuses its campaign: the catalogue, website, stores and finally television. IKEA adapts to the communication of the various countries in which the sign is established and blends with the habits of communication of the consumers. [...]
[...] the French market. The current policy is a sensitive fall of the prices to accelerate the “awakening” of the French market. A visit to an IKEA store is a true experiment for the customer, which makes IKEA one of the most appreciated brands, in addition to the quality of its pieces of furniture in its kits. In 62 years, the IKEA Group has become the world leader on the furniture market and a specialist in furnishing and interior decoration. From the launching of its activity in Älmhult in Sweden in 1943, IKEA didn't cease developing and in 2005[1], it had 220 stores, including 24 franchised ones. [...]
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