Client Research

The client I have chosen is IKEA.


History 

IKEA is a furniture and appliance store which was founded by Ingvar Kamprad in 1943. The name is an acronym of the founder's  name (Ingvar Kamprad) Elmtaryd (farm he grew up in) and Agunnaryd (his hometown in Sweden). IKEA is particularly well-known for it's 'modernist' designs and their conscious approach to cost effective and eco-friendly products and packaging. IKEA also puts importance of involving the consumer in product making such as that they don't pack their products already assembled; they may have done this in order to create a better consumer company relationship and also cut down on cost for packing and shipping. They also take into account about how the consumers travel back with the products that they buy, as it is easier to carry de-assembled packages e.g. in trains.

Examples of IKEA Advertisement

• I like these advertisements as they cleverly used the idea of presenting the clothes as if they are on invisible appliances. I think they are quite effective as it makes the audience think of the appliance that 'needs to be there' it may also make them think they have to buy that appliance (ITS VERY PERSUASIVE) 
• By having the items that are usually held by those appliance present it makes it seem that if those appliance aren't there the items won't have anything else to be put on, therefore putting emphasis on the importance as well as the functionality of the product. 
• Not only does it make it seem important it also makes it seem like it's the only thing that will keep the items together. 

Where they advertise 

• IKEA has been advertising on catalogues for awhile as it proves to be very effective, as catalogues clearly shows what the product looks like as well as their prices, it may also be good for older customers who aren't used to using computers or mobile phones. 
• They also advertise on TV and on the Internet through commercials and stills, this may be to appeal to the younger generation and to be on trend with the medium that people nowadays use a lot of, n order to widen their customer demographic.

Target Audience

• IKEA aims to target people of all ages, sexes and geographical locations with one thing it common which is being price conscious. Because of this, IKEA may be aiming for functionality over 'pretty design' that is worth it of its price for the audience to buy it. 
• Most people who shop in IKEA may be quite contemporary due to their minimalist design, families who have certain budgets, people who just moved out and are in single apartments or flats, people with small spaces who wants to maximise the space they have through IKEA's storage designs. 
• IKEA items are also easy to put together so more people may buy it as it's easy to carry through transport which also lowers cost but also because they know they can assemble it themselves without needing professional help.