COVID 19 has changed the way we work, learn, live, and communicate. It has brought the world together through challenges, heartache, opportunity, and resilience. People are doing old things in new ways. As we come back to life and out of lockdown, consumers are excited but also hesitant to shop, travel, dine out and gather.

IKEA has 14 stores in Canada, almost half of them in Ontario, and 28 pick-up locations. you will research, design, and present an ad campaign using traditional offline media and new online media tools to attract an audience to a new location in the KW area. The new store is set to open August 2, 2022.

define a target market in the KW area and so 1-year paid advertising program to help them reach the following marketing objectives:

1. To generate $100,000,000 in store sales 1 year following the launch date

2. To attract 1,000,000 customers in the first year of operations

Campaign Details

Duration: 1 year campaign

Launch Date: You can select any launch date that is appropriate for your idea - the plan must support their marketing objectives

Media Budget: $500,000

YOUR FIRST TASK: THE BRAND PROFILE

for successful advertising strategy - you need data. Evidence that your brilliant ideas will work. Companies don't like to pay for bad ideas.

Research is essential. Your first task is to make

Brand Profile that includes:

1. Brand Overview: Facts about the industry, brand, product and competition.

2. Target Market Profile: Facts about the consumer your campaign will target.

3. Buyer's Journey Map: Facts about your selected target market's decision process.

Brand Profile

A Brand Profile...

• Provides a clear and concise overview and analysis of the status of a brand and its competitive environment
• It serves as a foundation for the development of an advertising solution to a business problem

gather the information you need for your Brand Profile.

Company Overview?

• Briefly provide some background on the company and the products or services that they provide. At what stage is the company in terms of the "product" life cycle? What does marketing theory tell us about the role of advertising at that stage

Situation Analysis?

• Describe the Market the product competes in. Is it growing? Mature? Overall size? Market leader? Consider where you are going to be advertising and try to research the market within this context. For example; if you are building a plan for the Canadian market, you want to find statistics on the product and industry within Canada. If no data is available, look beyond this geography.

conduct a SWOT analysis for the company.

Strengths (Internal)?	Weaknesses (Internal)?
Opportunities (External)?	Threats (External)?

Competitive Analysis

In the chart below, identify the direct and indirect (if applicable) competitors of the company. Insert information on their product/service offerings, pricing, distribution and promotional strategy/messaging (how do they talk about their products/services).

Brand	Product/Service Offerings	Price/Pricing Strategy	Distribution Strategy	Promotional Strategy/Messaging
YOUR BRAND
COMPETITOR #1
COMPETITOR #2
COMPETITOR #3

Product Review

What do current consumers think about the product/service? What do they think is good? What do they think could use improvement?

What are the most important features and benefits of the product?

Feature (F)	Benefit(B) (how does it help the consumer?)

Brand Positioning

1. Create a positioning map for your brand/product.

• Your axes should be based on evaluation criteria use by the consumer to evaluate and compare your product to competitors - they represent areas that the consumer cares about when considering a purchase in the category.
• Place each company where it ranks on the axes you have chosen.
• Create as many maps as you need to in order to get a comprehensive look at the category by comparing several variables (I recommend 3).

2.Analyze the maps that you have made.

• Where does one of your product/service benefits stand alone on a positioning map?
• This is your key benefit over the competition?

Now, using the information that you have developed in this document, draft a brand positioning statement for the company using the template below:

BRAND]is the...	(CATEGORY FRAME OF REFERENCE)
To....	(TARGET MARKET)
That...	(KEY BENEFIT)
Because...	(REASONS TO BELIEVE/PROOF)

According to marketing theory, which positioning strategy does the brand positioning strategy statement use?

Promotion Review

What promotional tools does the brand/product currently use?

What is the primary message in current promotions? What features and benefits do they highlight?

How many follower's do they have on social media?