and How It Became a UK HouseHold Name
Ikea is a multinational Company and the worlds largest furniture retailer dealing in Timeless, well priced furniture to the world. Changing peoples opinion through clever marketing and branding techniques. Ikeas marketing strategy of tailoring to the correct demographic soon got them top of the leaderboard for mass marketing starting in european countries then the rest of the world.
When Ikea hit america it used marketing more suiting to the american market and demographic mentioning "football season" and the phrase " it's a big country. Someone's got to furnish it." This same product marketing wouldn't work in the Uk as successfully due to social and cultural differences between America and the Uk consumer market however this method can soon be altered to most demographics. They altered bedding sizes, cutlery and plates and almost everything needed upscaling to fit the bigger is better lifestyle that is adopted there. The same method can be applied to most mass markets.
A good example of this would be the Chuck out your chintz" jingle advert. This long running propaganda was catchy and had some underlying messages. The jingle suggests to go against tradition and bring a new attitude and idea ( in the form of new 'clean' furniture. It also makes a gesture to women being more independent and how the 'flowery trimmage is spoiling our image' of the modern day woman. Suggesting a new start was relevent politically in a time of new elections and the idea of political change aswell.
This can all be taken from one advert designed not only to sell a few minimalist DIY tables but to change a nations opinion. It also shows the consumer attitude and how marketing can provoke people to feel in different ways.
