Promotions in the marketing mix of Ikea
As expected from a consumer durable brand, Ikea uses all form of promotions. However, due to its popular brand name, and its pricing structure, the best promotions which bring results for Ikea are sales promotions and trade promotions. Thus, this is where Ikea concentrates the most. Using coupons, price discounts, festival promotions, and all other marketing gimmicks in their bag, Ikea ensures that customers get regular advantages from various deals offered by the large scale manufacturer.
Further to BTL promotions, Ikea uses ATL medium like Newspapers, Television as well as Digital media. The print ads of Ikea are known to be smart and to the point which grabs customer attention. As they have a presence in varying geographies, the communication too differs from the company. They focus on localised communication in their advertising so that they connect to the local audience. However, in general Ikea is a smart marketer and their product itself speaks volumes. The promotions support the products by making them look desirable and unique in their design.