IKEA.... Strategy and tricks

Ikea is a world leader in the furniture industry.

The mission of this company is to offer a wide range of furnishings with good design, functional and cheap prices. This strategy of low price get it from lowering costs of labor, raw materials and furniture come apart and not have to carry.

Ikea prioritizes the functionality before the exclusivity.

The Swedish company has 6 tricks that are the foundation of its business:

1. The trick of the track: go straight to a product is virtually impossible in Ikea, the track will guide consumers through the store forcing him to look at other products, which ultimately makes him into temptation.

2. The trick of the offers: since you get the home is everywhere offers, many of them very attractive, which translates into greater purchasing opportunities.

3. The trick of bags: over the shop, there is a lot of bags to keep the products you have accumulated. This leads the client to always keep his hands free to buy more, and buying more products than he expected.

4. The trick Restaurant: the Ikea restaurants are not only a great source of income in themselves, but also help to sell more furniture.

5. The trick of decoration: Ikea offers furnished and natural rooms to make customers can identify and find solutions to their problems with this type of decoration.

6. The trick of name: naming furniture give the company a certain sympathy, which helps to sale.

Ikea establishment in Valencia

The GoPro miracle: How to exploit a market niche

In 2002, Nick Woodman was bankrupt. He tried to launch an online marketing company, but it didn'tgo well. He decided to travel to Indonesia and Australia, as he is a great surf lover. Once he was there, he realised that surfers were having problems to take pictures of their achievements on the water. While sitting on the sand, he understood that he had to create a camera wich is useful for any extreme sport. He created a primitive holder for his little Kodak that day. That was the beggining of a huge business, and he knew it.

Nick started to sell some necklaces and belts in California. This products were bought in Bali for no more than 2 dollars. He sold each for 60. That money was used to finance his start-up. He realised that he could exploit an empty market niche.

In 2005, Woodman could get a GoPro corner in a sports fair in San Diego. he had a lot of success and the company had billed 350.000 dollars only a year later, and the rest is history. 

The company keeps on growing until nowadays, as the 21% of digital cameras that are sold in the States are manufactured under this brand.

Our multimillionaire friend, Nick Woodman, with his family.

Marketing or reality?

A marketing post mixed with a problem of the real life.  Can this be possible or is just a marketing campaign?

As you know nowadays the radio is a mass media that is currently growing. Few days ago the ACR “Associació Catalana de Radio” developed a strategy with the aim of proving the efficiency of this media and also to attract the attention of potential advertisers. Nevertheless, the ACR didn’t want to make a regular ad campaign, they wanted to prove how a real case apparently unsolvable, could be resolved.

At that pointe the ACR met Pere, the real case that could promote the radio to the possible advertisers if they succeed.

Couples of weeks ago, the radio audience began to listen an old man sought help to surprise his granddaughter at her wedding. The real case was that her granddaughter was getting married with an Eskimo man and the groom’s family would come for the event. This old man wanted them to feel at home and also to cause a huge illusion to her granddaughter making a speech in this special dialect. But the problem was that he couldn’t find anyone in Catalonia who spokes Kalaallisut.

Finally, thanks to the power of the radio and after these words: “ Hola, em dic Pere, I això és un missatge per a qui conegui el dialete esquimal Kalaallisut”, the man obtain several calls or help him with their purpose where at the end a Eskimo man called Jan who lives in Vic helped Pere, that at last spoke in Kalallisut at the wedding.

Through our own point of view, not only this campaign shows the power of the mass media but also that we are a society committed with the older generations.