IKEA (IKEA) kitchen advertising goes wrong.docVIP

 PAGE \* MERGEFORMAT 5 IKEA (IKEA) kitchen advertising goes wrong IKEA kitchen started to play the media ads. IKEA launch two versions of TV commercials and print ads. Allegedly the world’s largest kitchen retailer IKEA in 2009 sold more than 1,000,000 sets of the whole kitchen. With 42 years in the kitchen sales experience, Ikea ads, IKEA instructions on preparing to flex its muscles in the Chinese market. I’ve been to IKEA’s store several times, shopped IKEA exhibition cabinets, IKEA saw the ad, the overall feeling is to find the right person, but the wrong words. IKEA kitchen target consumer groups, to the city’s young people, white-collar, working mostly working people. They live on the IKEA concept and way of life advocated by the relatively high acceptance. In IKEA kitchen two commercials - and mother quarrel articles articles, the quarrel in the performance chapter 80 is a typical family wedding two of the world, mother and articles reflect the typical urban family of three married. two commercials are accurate to lock the target consumer groups, familiar with the typical urban life situations can easily lead to their resonance. IKEA kitchen, two commercials, they are actually doing the demands of product features. Quarrel with the performance of the cabinet posts with damping metal, drawers and doors closed can make no sound, the mute function, the mother chapter reflects the bowl cabinet Corner basket dish basket, and incorporate a strong function of the family dishes. In fact these two functions have all brands of China already has the general function of the cabinet, and even many Chinese brand-name cabinets have these features. as long as the customer wants, to pay more (in some brands of these features are standard cupboards, and some other charges to achieve these features of the hardware can be bought easily. Of course, the cabinet is a low attention products, the average consumer before the purchase of cabinets , may not know that there a