1. IKEA
Home furnishings

2. History
Four Ps
Product
Price
Place
Promotion

3. History 1943 Sweden 17-year old Ingvar Kamprad
founder's name (Ingvar Kamprad)
the farm where he grew up (Elmtaryd)
his home parish (Agunnaryd)

4. History
Pencils, wallets, photo frames,watches……（inexpensive，with market demands）
In 1947, the first piece of furniture was sold in IKEA.
In 1955, IKEA designed its first piece of furniture.
In 1963, IKEA opened its first retail store

5. Four Ps
Product
Price
Place
Promotion

6. Product Three series: Office, family, children’s IKEA Varieties:
desks, tables, chairs, sofas, TV solutions, storage, lightings, decoration, beds and mattresses……
10,000 articles

7. Product Styles: simple, natural, fashion, good-quality Customers:
the masses in developed countries the white-collar in developing countries

8. Product → reduce costs and use of packaging → a practical point
the flat-pack distribution methods
assembled by the consumer
→ reduce costs and use of packaging
→ a practical point

9. Price Low price policy an attractive feature of IKEA
low price policy is used through the processes of designing, manufacturing, sellings, and administration

10. How much?
￥15.9
￥9.9

11. Price
￥2.9

12. Price WHY Figure out the price before designing
Use new materials, new technique
The flat-pack distribution methods
WHY

13. Place IKEA stores in different countries.
sells its products to customers directly.
a symbol of life style.
do purchasing
enjoy a different kind of life style here.

14. Promotion Free catalogues for customers Exhibition units in the stores
Advertisement

15. Free catalogues

16. Free catalogues

17. Exhibition units

18. Advertisement

19. Big Sale