The IKEA vision, business idea and market positioning statement provide a framework for all IKEA marketing communication worldwide.
The IKEA vision is "To create a better everyday life for the many people."
Our business idea is "To offer a wide range of well designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them."
Our market positioning statement is "Your partner in better living. We do our part, you do yours. Together we save money."
By communicating the content of this framework and encouraging customers to experience the IKEA concept, we are building the IKEA brand. The IKEA brand is the sum total of the emotional and rational values that consumers associate with the IKEA tradesmark and the reputation of our company. The brand image is the result of over 50 years work by IKEA co-workers at all levels all over the world.
What we do, what we say, the products we offer, the price we offer them at, the presentation of our range and the information we provide our customers all contribute to our image. The overall task of IKEA marketing communication is to build the IKEA brand and inspire people to come to the stores.
The IKEA concept builds on a relationship with the consumer. Nine key messages are used within the IKEA marketing communication to build this relationship and give an understanding of how we can fulfil our customers needs. These are briefly described below.