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Means-End Analysis

Part of the brand analysis project undertaken during my Marketing Certificate course at UCLA Extension.

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Means-End Analysis

  1. 1. A Means-End Chain AnalysisBy Kripa Pattabiraman
  3. 3. Material | Wood, looks better than other materials, great finish
  4. 4. Packaging | Flat-packed, compact, easy to ship and store
  5. 5. Assembly| Assembly guide with detailed directions and pictures
  6. 6. Origin| Conceptualized and designed in Sweden
  7. 7. Color| Subtle, earthy, muted solids, options
  8. 8. Size| Built for apartments, medium-sized homes
  9. 9. Weight| Lighter than other furniture, not too hard to lift
  10. 10. Store| Display of living spaces made with the store’s furniture
  11. 11. Sales people| Don’t disturb while browsing, but ready to help
  12. 12. Price | Known for how cheap they are
  13. 13. Variety| Wide range in every product type
  15. 15. “The design of home furnishing products at IKEA starts with anunderstanding of people’s everyday needs at home, especially the needs ofthe majority of people, who have limited incomes and limited living spaces.This is how IKEA succeeds in offering well-designed, functional products atprices so low that most people can afford them.”
  16. 16. Aesthetics| Functional, yet modern and innovative
  17. 17. Brand| World-renowned, popular, is perceived well
  18. 18. SourcesImages1.Ikea Logo: wardrobe: wardrobe: wardrobe: flat pack bed: flat pack chair:
  19. 19. 7. Ikea flat pack lamp: Ikea assembly instructions 1: Ikea assembly instructions 2: Ikea assembly instructions 3: Sweden flag: Cart:
  20. 20. 13. Store display 1: Store display 2: Ikea catalogue: Price: Ikea table, couch, room display, employees, product range, abstract
  21. 21. THANK YOU.That’s all folks!