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Promotional and Advertising Strategies - Promotional and...

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Promotional and Advertising Strategies1Promotional and Advertising StrategiesMaya DavisBUS 001- Contemporary BusinessDr. JeanFonkouaJune 6, 2015
Promotional and Advertising Strategies2The two promotional strategies that will be compared are from IKEA and Pottery Barn.IKEA is a swedish company that sells a wide range of ready-to-assemble furniture, appliances,and home accessories. IKEA’s home furnishings are of good design and functionality offered at aprice low enough to be affordable to most people (IKEA, 2014). Pottery Barn is a specialtyupscale American-based home furnishing store that was acquired by Williams-Sonoma in 1986.Pottery Barn was built on the idea that home design should be exceptional in comfort, quality,style, and value (Pottery Barn, 2014).IKEA’s promotional strategy includes a mix of television advertising, sponsorship,newspaper and magazine advertising. The concept of “democratic design” is portrayed in all ofthese methods, especially in the iconic IKEA catalog. This design features three elements: form,functionality, and low price (IKEA, 2014). With respect to low price, IKEA customers play animportant role by driving to the store, selecting the flat-packed product from warehouse,transporting the product home, and finishing by assembling the product themselves. Having thecustomer complete this labor is all what helps contribute to the low pricing commitment. IKEAhas targeted young married couples and first time home owners by marketing a contemporarylifestyle of enthusiasm (Douglas & Craig, 2011). The image branding has become a householdsignal of arrival, that the new owners have good taste and recognize value (Capell, Sains,Lindblad, Palmer, Bush, Roberts, & Hall, 2005).
Promotional and Advertising Strategies3In addition to marketing an affordable contemporary design, IKEA creates an experiencefor the customer when they enter a store. The stores are large with a maze-like tour of the all thevisual merchandising to help inspire the customer with creative home decor ideas. The storeencourages a family atmosphere by including child daycare for parents while they shop. Whenthe customer gets hungry there is a cafe to fuel the body to encourage a longer shopping day. Allof these offerings encourage customers to want to spend their day in the stores, like anamusement park.Pottery Barn advertises a more upscale home decorating experience. Pottery Barn wantsto assist you in beautifully decorating each room by offering complimentary design services and

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Term
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Tags
Business, Marketing, Advertising, Pricing, Brand, Pottery Barn

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