Chapter 10: Product Concept

IKEA's ProductsIKEA's products are consumer products because their products are designated to satisfy consumer's wants. IKEA's main products are obviously furniture, utensil, and everything we need in our house. In addition, their store is also their product since product does not need to be tangible. People can have a lot of fun just looking around IKEA store with their friends and family. Not only after buying their products but before buying the products, IKEA is offering products for customers. IKEA's store is like an furniture amusement park. There are many different kinds of model rooms that people can actually see and feel. Also, customers can enjoy Swedish meal in IKEA restaurant in their stores so restaurant service is also IKEA's important product.

IKEA's product mix width is very wide. Their products include chair, table, bed, lamps, tree, kitchen, Swedish restaurant, and so on.
Moreover, IKEA's product line depth is very deep. For example, their arm chairs product line includes over 50 different kinds of arm chairs.

In addition, IKEA has high brand equity because most of people know what IKEA is doing and they have high brand loyalty. Since IKEA's products are affordable and cheap for the quality of products, people tend to buy many IKEA's products at onece.

Also, IKEA's products are all private brand. They design, produce, and sell all by themselvs. They do not let other company to design their products. Thus, IKEA's products have high coherency and credibility. All products are tough and easy to assemble. Those are why people keep buying IKEA's products and the stores are always crowded.