Transcript
EVERSPRING
Managing Marketing ProcessesManaging Marketing ProcessesFall 2012Fall 2012
EverSpringEverSpring
Final Marketing Final Marketing PlanPlanPresentationPresentation
• World’s biggest home furnishing retailer• 70 years’ experience• Mission: to offer a wide range of home furnishing
items of good design and function, excellent quality and durability, at prices so low that the majority of people can afford to buy them.
• Vision: affordable solutions for better living
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What isWhat is
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CURRENT CUSTOMER
• Well-designed & functional products, low prices
• Price: extremely price/cost conscious
• Distribution: 28 distribution centers, 11 customer distribution centers, 16 countries
• Promotion and communication: direct marketing, IKEA food services, the internet, interior design, and public relations
CURRENT OFFERING
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• IKEA- kiosk based loyalty program
• Products come with accessories
• Buys in bulk – obvious low price
CUSTOMER LOYALTY
• Flat packaging – easiness
• High quality and updated design & low price
CAPABILITIES ANALYSIS
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priceprice featuresfeatures designersdesigners packingpacking
• Over 2000 suppliers, Swedwood
• Cash on hand• Privately-owned• Cutting down on all unnecessary expenses
• Strong and positive brand identity• 40.6% of Swedish market
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一月 二月 三月 四月
亚洲区欧洲区北美区
Helpful Harmful
Internal Strength:-Biggest in Swedish home furnishing-Strong customer loyalty-Unique business model-Vertical integration
Weakness:-Weak in multi-channel-Store location-Hard to reach small town
External Opportunity-Growing concern over sustainability-Customer price-consciousness-Low-cost manufacturing and material in Asia
Threat:-Pressure from other retailing channels-Bleak economic environment
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Meet The LOHAS
$550 $550 Billion Billion Global Global
Market Market
Don’t Greenwash me!Don’t Greenwash me!
Lifestyles Of Health And Sustainability
Consumerism is OK, guilt is not!
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IKEA has trendy, functional IKEA has trendy, functional design for low prices – it design for low prices – it let’s me update my let’s me update my apartment every year!apartment every year!
IKEA says it is IKEA says it is sustainable but it is sustainable but it is
notnot..
MEET THE “TRAS”A warm, cotton, guilt-free sockA warm, cotton, guilt-free sock
Made of sustainable and Made of sustainable and recycled cottonrecycled cotton
A patchwork, A patchwork, random design random design reinforces it’s reinforces it’s recycled viberecycled vibe.
““Trasmatta” – or rag rug in Trasmatta” – or rag rug in SwedishSwedish
53% Would buy clothes 53% Would buy clothes from IKEAfrom IKEA
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THE HOSIERY MARKET
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Hosiery 2011
Lindex
H&M
KappAhl
Gina Tricot
adidas
Björn Borg
Twilfit
Wolford
MQ
2008
2009
2010
2011
Lindex 20.0 19.9 19.8 19.8
H&M 9.4 9.1 9.6 9.5
KappAhl 4.5 4.5 4.3 4.3
Gina Tricot 2.6 3.0 2.8 2.9
adidas 2.1 1.9 1.8 1.8
Björn Borg 1.5 1.7 1.8 1.8
Twilfit 2.0 1.7 1.7 1.8
Wolford 1.3 1.3 1.4 1.4
MQ 1.1 1.0 1.0 1.0
Others 55.5 55.9 55.8 55.7
Total 100 100 100 100
Hosiery industry in Sweden(% Retail Value)
THE COMPETITION
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Brand CompetitionProduct Competition
Generic Competition
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• Björn Borg– Niche/Design– Brand/Loyalty– 79SEK per pair
• MQ– Appeals to fashion-
conscious adult consumers– 59SEK per pair
• Lindex and H&M– Wide and varied product
portfolio– 79SEK (H&M), 4pack for
79SEK (Lindex)– Lindex - not for men
KEY COMPETITORS’ KEY COMPETENCIES
SUBSTITUTES
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Where? IKEA!!!
increase IKEA’s home clothing presence
meet increased consumer demand
maintain IKEA’s image and mission
everyday sustainability
comfy & good-lookingcustomer attitude
At IKEA, we start designing with the price.
29.50 SEKH&M: Similar sock for
79.50
"We look at the competition, take their price, and then slash it in half“1
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BY THE NUMBERS – IN SWEDEN
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3.9%of the market by the end of Year 1 for IKEA
16M
pairs is the market for socks in 2012
1.7pairs purchased per person in 2012
OBJECTIVE
627,000
pairs sold by IKEA
29.50:-
Price/pair
15:-Cost/pair
14.5:-Profit/pair
1/62visits need to result in purchase
18.5MSEK Revenue
9.4MSEK Cost
9.1MSEK Profit
WHERE WE’LL SELL IT
Bargain bins
say they buy more than planned on buying on a trip to IKEA
buy from these bins
70% 50%
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SOCKS!
Promotions:- Bring in old cotton products, get a pair of socks- In Store Experience: The Great Sock Hunt!- Sock design competition- Instagram competition
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- Catalogue Featured Page
Advertising:
- Socks placed in the catalogue photos with other sustainable offerings
SOCKS! SOCKS!
SOCKS!
SOCK
S!
SOCKS!
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DISTRIBUTION
PRICINGPRODUCT
PROMOTION
Minimal Promotion (catalogues & exhibitions at stores)
Dependent on raw material, recycling period, manufacturing & shipping
LOW 29,50 SEK as compared to competitors
Monthly basis (Dependent upon where manufactured, packaging & delivery time )
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• Ensuring quality & amount of raw materials (specially Recyclable)
• Machinery and labor requirement
• Controlling quality & quantity of recycling & production
• Step by step procedure
• Good packaging
In case of less recyclable raw material availability use organic cotton to compensate
Keeping huge storage capacities to reduce reliability on production
• Rules for import
• Control distribution lines
• Packaging & delivery
Initial sales & promotional offers
Survey after a month
Check loyalty cards information
If sales too low, reduce prices
THANK YOU!
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ANY QUESTIONS?