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MARKETING
ESL 105
Presenters: Hsiao, Hsin-Yuan
Lin, Yu-Chun
Instructor: Lyra Riabov
Presentation Outline
Marketing Definition
Four P’s
IKEA’s Marketing Strategy
Conclusion
References
The Definition of Marketing
The movement of goods and
services from manufacturer to
customer in order to satisfy the
customer and to achieve the
company’s objective
Four P’s
Elements: Product, Price , Placement,
Promotion
Short-range Goal: the four P’s work
together to help position products and
services correctly, and make sure
sales can be more effective.
Long-range Goal: satisfy the targetcustomers and achieve the company’s
objectives.
Four P’s
Product: the full bundle of goods and
services offered to the customer.
Including: R&D, researching, testing
Price: how much you charge for your
product or service.
Pricing Options: above, with, or below
market
Four P’s
Placement: where and how your
product is distributed and sold to the
customer
Channel of Distribution:
Manufacturer → Wholesaler → Retailer → Customer
Promotion: communication between
buyer and seller
Including: personal selling and advertising
Four P’s
Marketing Mix: marketers identify their
target market and adjust the four P’s to
arrive at a mix that the customer will
prefer over competitors.
Product
Price
Consumers
Placement
Promotion
About IKEA
Found: in Sweden in 1943
Multinational: more than 200 stores in 32
countries, four continents , including USA,
Russia, Hong Kong, Spain, Taiwan…
-The IKEA Group owns 180 stores in 23 countries.
-The other 22 stores are owned and run by
franchisees outside the IKEA Group in 14 countries
(as of October 2004).
Employees: 84,000 co-workers and operates in
44 countries.
About IKEA
Finance: sales for the
financial year 2004 (1
September 2003 - 31
August 2004) totaled
12.8 billion euro (15.5
billion USD)
Vision: a better
everyday life , low
price is the focus
The Target Market of IKEA
Middle-class,
young people who
Like innovation,
fashion, and new
stuff
Like changing and
enjoying life
Four P’S of IKEA
Product
Offer a wide range of
home furnishings with
good design and
function
Typical IKEA style:
simple , direct , natural,
unrestricted
Flat packs and
assemble by yourself
Four P’S of IKEA
Price
Pricing option: below
market
Contract out: around
1,500 suppliers in 55
countries
Fixed price way: pricing
before designing
Four P’S of IKEA
Placement
Direct marketing way:
reducing the channel of
distribution
Global sales net: more
than 200 markets and
shops allied in 32
countries
Logistics system: IKEA
has 27 distribution
centers in 16 countries
Four P’S of IKEA
Promotion
Catalog Marketing :
- mail-ordering house
- 145 million copies
were printed in 48
editions and 25
languages
- a promise of the price
and products and
helping systematic
purchase
Four P’S of IKEA
Promotion
TV advertisement
appeals:
- innovation
- change
- fashion
- colorfulness
- variety
Four P’S of IKEA
Promotion
Creating a relaxed
environment
- Kid's Ballroom
- Feeding and
Changing rooms
- IKEA restaurant
- Showroom
Four P’S of IKEA
Promotion
Slogan:
affordable
solutions for
better living
Appeal: Young
People of all
ages
affordable solutions for better living
Conclusion
Target market research plays an
important role in marketing.
Every marketing strategy and activity
stands on the four P’s and target
customers.
Marketing activity affects product, price,
placement, and promotion
References
MARKETING
Mc Dougal And Arden, “Chapter 2: Marketing,”
BUSINESS CONCEPTS
Heinle And Heinle, 1993
MARKETING
Vetrano And Oxford, “Chapter 6: Marketing,“
TAPESTRY: LET’S TALK BUSINEE ADVANCED
Heinle And Heinle, 1995
THE KEY TO
ADVERTISING
IKEA
Beglar, David, “The Keys To Advertising,”
CONTEMPORARY TOPICS
Pearson Education E L T, 1993
http://www.IKEA.com
http://www.ikeagroup.ikea.com/corporate/about_ikea/index.html