Sunday, November 18, 2012

Chapter 16: Integrated Marketing Communications

IKEA is using combination of advertising, public relationship, promotion, and personal selling promotional mix in order to reach target market.

Advertising

This tv commercial tells us that we can design our own kitchen and how tough IKEA's kitchen is by shooting "a kitchen party." It says the kitchen are guranteed lasting for 25 years. In addition, the tv advertising is trying to induce viewers to go to web page at the endo of the advertising. The web page(http://www.ikea.com/gb/en/catalog/categories/departments/kitchen/) explains details. 

Public Relations
IKEA is trying to earn public acceptance and understanding by showing on the web page that they are doing something good for the environment. They have put a lot of solar panels on their retail stores and it cuts use of electricity. In 2010, IKEA started putting solar panels on 7 stores in California, a store in Arizona and Southeast, and 2 stores in East coast. These 11 systems contains about 30,000 solar panels and generate 6,800kw electricity. 

Also, they made yearly summary video which explains what IKEA is doing.


Sales Promotion
During upcoming Thanksgiving holiday, they are doing discounts in order to increase motivation of customers to come to IKEA retail stores.

Personal Selling
IKEA's employees working in their retail stores are so helpful. If we tell them what we are looking for, they will make and print item lists of the products. After payment, we can easily arrange for home delivery at delivery area.


By using those product mix, IKEA is trying to reach target market efficiently.
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