ruenfrdeites

Offer links may be what's known as affiliate or referral links which provide us a commission for purchases.

Information IKEA

Hot dogs: marketing strategy

3.3333333333333 1 1 1 1 1 Rating 3.33 (3 Votes)

Hot dogs from IKEAMarketing "hot dogs"- The idea is completely Ingvar Kamprad, founder of IKEA. How did they become so popular? What is the secret of a marketing move? Let's try to "break it down" and to understand the essence of the issue. Maybe someone of you just to satisfy their interest, and maybe someone lucky enough to test the theory in practice.

Basic moments strategic tactics IKEA:

  • low price due to savings on materials;
  • maximum simplification of the product;
  • purchase large quantities of goods;
  • system "itself take away and collect myself" (almost all furniture IKEA is going through a socket wrench). 

Thus, in the distant year 1995 IKEA stores were sold hot dogs, which cost just by 5 crowns, although everywhere the average price was up from the 10 15 crowns. Price 5 CZK It was formed due to a fine calculation. Hot dogs - clear and known to all goods that are in pretty high demand. Accordingly, so that everyone can afford it, do not hesitate, the founder of IKEA laid minimal profit. It is not visible on an example of a hot dog, but on a million pieces - is very palpable. Recall the story of the man who asked him to send only one dollar, and subsequently enriched by number of people willing to help.

The founder of IKEA

Over time, Kamprad developed the marketing "hot dog principle". Let's say the cost is determined by the formula "3 + 1 + 1". Three crowns is the purchase price, one crown is taxes and the remaining one crown is for profit. This strategy can, if desired, be applied to any product. Let us conclude: if an entrepreneur wants to attract buyers to his business, his product, then this must be stimulated. Find your "hot dogs" (read: a product in high demand) that will help you get a good reputation and, at the same time, make money on it. There are many examples of such products: extension cords, batteries, microwave covers, sticky dust rollers, drinking water ... The list is endless. The idea is this: you will implement a simple, solid, high-quality and, which is important, season items at low prices.

Marketing hotdogs


Well, let's summarize the above, and derive a foundation that can be used on their own business based on the "principle of hot dogs" or as it is sometimes called, "soft compulsion principle"By I. Kamprad:

  • select all famous and essential goods;
  • goods must necessarily be multigrade and be able to be sold all year round, "non-stop";
  • products must be competitive quality;
  • choose low-cost goods and reduce the cost as far as possible, and make a good product advertising campaignIn which it unikaliziruem;
  • goods must always be in stock, In any amount, as long as necessary to the buyer;
  • use the principle of hoarding, ie focus is on the number of sales;
  • use the principle of unity: One and all come to us for this product and, most importantly, we are happy to use / consume it themselves.

Add a comment


More on the topic ...

  • IKEA phenomenon

    It is believed that the apartment every Western European families have at least one thing with the IKEA logo. This is not necessarily the furniture. Is there any accessories, toys, clothes - anything from IKEA. Even if you do not buy anything fundamentally in ...
  • "Without the work becomes pleasure hell" - Ingvar Kapmrad.

    About his family business Ingvar Kamprad said in an interview with newspaper Handelsblatt Walter PELLINGHAUZENU.
  • "Great Ikea" through the eyes of Helen Lewis

    Great IKEA! A Brand for All the People
  • Widget from IKEA for Mac OS X

    About vidzheteS EIM widget to easily find IKEA products in their country stores. From furniture to gifts and sophisticated household appliances - Search all categories IKEA. By default, the widget is configured to search for IKEA in the UK, but can be chosen one ...
  • The most popular IKEA products in Belarus and not only

    We offer you a small selection of the most popular in our subjective opinion, IKEA. This list is certainly not exhaustive, but we have tried to be objective, conducted his little "journalistic investigation" and are happy ...

We recommend ...