This case details the story of IKEA and its communication strategy, from its arrival in Spain in 1996, to the year 2004. The case also details the history of the company and examples of different campaigns from around the World.
Students can see examples of different marketing campaigns, depending on the objectives and the desired outcome that the company wished to achieve in the different stages. TV commercials, outdoor print and catalogue examples provide background for the analysis. As a conclusion, students are asked to consider four alternate campaigns for the future, to encourage posterior discussion in class.
Publicity, Advertising, Communication, Marketing plan
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