This case on how IKEA used the anti branding idea 'for the many people'. This presentation will let you know a brief history of IKEA, the world's most famous brand in furniture retailing industry. You will know how a business grow the biggest. You also know how the idea 'Democratic Design' works at IKEA.

1. We are
Asad
Sakib
To Create a Better Everyday Life for
the Many People

2. Topics
cover our
study
• About IKEA, Vision,
Mission
• Anti-Branding
• Democratic Design
• IKEA Diamond
• IKEA’s Environmental
Policy
We have studied ‘IKEA’

4. • It is the biggest brand in Furniture Retailing industry
• Founded in Sweden in 1943 by then-17-year-old Ingvar Kamprad.
• IKEA owns and operates 373 stores in 47 countries.
• The IKEA website contains about 12,000 products
• The number of employees 147000 (2014).
About IKEA

5. IKEA
Innovation Knowledge Experience Accessibility
About IKEA

6. • Personal Vision for IKEA
employees:
I, as an employee at IKEA, can
make a difference. I am able to help
to create something for the benefit
of everybody, a better everyday life
at home.
• Corporate Vision:
A community of professionals,
constantly developing the skills
necessary to create a better
everyday life at home for the many
people
IKEA’s Vision

7. • Personal mission for IKEA’s
employees:
I will gain the knowledge necessary to
develop myself and my skills so that
my work and my life are more
meaningful.
• Corporate Mission:
To develop the skills of every IKEA
employee, so that they may become
professionals in providing a complete
range of home decorating products of
good form and function at a low
price.
IKEA’s Mission

8. IKEA an anti-brand “For the many…”
“Isn’t there room for an anti-brand that
stands for the benefit of everyone?”

9. • The idea is used as selling a product at only its product value, no additional
charge of brand value. For example, you need to pay an additional tk.30000
for iPhone brand for a mobile costing tk.80000. An non-brand producer may
offer the same producct at tk.50000 only.
• The quality should not be excused while anti branding, other wise it would
not work.
Anti Branding

10. • Democratic Design, the concept of giving everyone the same opportunity in
life is set out in the following way:
“..everyone who has grown up in Sweden has learnt - either from their Dad, or from
society in general - people who are not all that well off should still be given the same
opportunities as people who are. It’s hardly surprising that, as a Swedish company,
IKEA espouses Swedish values.”
Democratic Design

11. form
function
qualitysustainability
a low
price
Democratic Design in practice

12. The IKEA Diamond, way to economies
of scale

13. IKEA works ecologically ensuring environmental
conservation
• not to consume resources at a rate faster than nature can replace them
• not to use unnatural materials and substances
• to preserve nature and its inhabitants
• to refrain from dumping waste.
Sustainability at IKEA

14. Thanks……………