IKEA is one of the best furniture brand in the world. it has a popularity among the worlds. it is the world's largest home furnishing retail chain.IKEA has expanded to worldwide sales of $27 billion from 253 outlets in 37 countries.IKEA first appeared in internet in 1997 with the worldwide living room website.the international expansion in IKEA has progressed in 3 phases"we want to bring the IKEA concept to as many people as possible.' IKEA officials has said.the company estimates that over 1.25 million people visit its showrooms daily.IKEA websites attract 450 million visitors per hour.they bring the system of those people who can afford the range of the price because the price is so low.the target market of IKEA  which is similar across countries & regions, the young , highly educated,liberal in their cultural views, white collar workersand not specially concern with status symbols.

Promotion and Leveraging:
IKEA is a multinational group of companies that designs and sells ready to assemble (such as beds chairs and desks, appliances, small motor vehicles and home ative accessories. As of January 2008, it is the world's largest furniture retailer. Founded in Sweden in 1943 by then-17-year-old Ingyar kampardwho was listed as one of the world's richest people in 2013

 promotion of IKEA:

IKEA social initiative:
For more than 10 years, IKEA has been a key partner, contributing to UNICEF’s work through strategic social investments, cause-related marketing promotions, sales of UNICEF Greeting Cards, in-kind assistance and national-level fundraising and promotional activities by IKEA customers and employees around the world.

Corporate Ingagement:

IKEA Social Initiative is committed to promote the rights of every child to a healthy, secure childhood and access to quality education. It was formed in 2005 to address the company’s commitment to investments in social programmes on a global level. What once started as IKEA’s fight against child labour in the supply chain has developed into a broad commitment ‘to create a better everyday life for the many’ children.

Social Media:
Ikea promote their business in social media such as facabook,tweeter,instagram and many other kinds of social media.

KEA's presence on social media:

Facebook: There are a minimum of 1.5 lakh fans on each of IKEA's country pages. The USA page has the highest following measuring about 3,411,985. The retailer's social teams pose questions, links to photo albums, and post YouTube clips to increase engagement.

Twitter: IKEA has separate twitter feeds for all its country-specific twitter pages. The US page alone has 2, 22,000 followers while IKEA Canada page has 6, 66,000 followers. Ikea makes these pages engaging by fascinating its followers to indulge in campaigns such as celebrating the 'Bring your Own Friends Day (BYOF).

Pinterest: This is an obvious choice for a retailer which deals in home furnishings, as this claims to be the official 'visual discovery tool'. Making best use of Pinterest, IKEA visually presents its merchandise to local markets in the UK, USA, Canada and other countries.

Google +: IKEA's USA page entered Google + only recently (January, 2014) and has the lowest following out of all of its pages. The retailer has apparently not been able to make much use of this platform even as the main page was launched in December 2011.

Support Media:

 IKEA sofa billboar:
 To show that IKEA furniture could fit in pretty much every home, an IKEA sofa was hung in front of a billboard in Amsterdam.

IKEA Newspaper add:
 Creative “Sliding Doors” IKEA newspaper advertising from Australia.

IKEA Park Bench:
 Real park bench was decorated with items sold at IKEA stores.

IKEA Billboard:
  Cool IKEA billboard reminds us to decorate for the holidays

 .

IKEA Apartment In a Box:
 Creative advertising campaign for the IKEA Brooklyn store opening.

IKEA Bus Stop:
 Real sofa from IKEA was placed in a bus stop shelter in Istanbul.

Public Relations:

IKEA’s  mission  statement  is  “To  create  a  better  everyday  life  for  the  many  people.”  IKEA

recognizes  that  the  many  of  the  many  people,  specifically  the  target  audiences,  have  and  care  passionately  for  pets. The  United  States  is  burdened  with  an  ever

exploding  pet  population,  many  of  

which  wind  up  in  local  animal  shelters.  It  is  estimated  there  is  about  5,000  independent  animal shelters  in  the  United  State(ASPCA,  n.d.). Many  are  grossly  underfunded.  IKEA will  partner  with  Betty  White  and  the  Humane  Society  for  Shelter  Pets  to  integrate  the  “Big  Ideas  for  Small  Spaces”  

campaign  into  an  effort  to  raise  funds  and  provide  beds  and  habitats  for  local  animal  shelters.  The Humane  Society  for  Shelter  Pets  is  a  “national  group  whose  primary  mission  is  to  help  animals  at local  pet  shelters”  

(Humane  Society  for  Shelter  Pets,  2012)

DIGITAL MARKETING:

 IKEA, the world's largest home furnishing retailer, is one of the early adopters of the digital mode of marketing and has made maximum use of the social media clubbed with massive emphasis on its digital catalogue which forms the core of the retailer's marketing strategy.

With 345 operational stores across the world (as of year 2013), IKEA's digital marketing strategy remains almost uniform - extensive use of social media with separate country pages for respective markets and an ever increasing stress on digital catalogue applications which can be downloaded on app stores such as Google Play and the Apple store.

LEVERAGING OF IKEA:

COMPANY:  it is the world's largest furniture retailer. Founded in Sweden in 1943 by then-17-year-old Ingyar Ka,pard.

CHANNELS OF DISTRIBUTION:
IKEA owns and operates a network of shopping centers  MEGA

FAMALY MOBILE:

On 8 August 2008, IKEA UK launched family mobile, a virtual mobile phone netword, running on T-Mobile.

AWARDS:

IKEA was named one of the 100 Best Companies for Working Mothers in 2004 and 2005 by Working Mothers magazine. It ranked 80 in Fortune's 200 Best Companies to Work For in 2006 and in October 2008, IKEA Canada LP was named one of "Canada's Top 100 Employers" by Mediacorp Canada Inc., and was featured in Maclean's newsmagazine. Additionally, IKEA is the most popular store for college furnishings

IKEA has concentrated on company owned,larger scale outlets, franchising has been used in areas in which the market is relatively small or where uncertainty may exist as to the response to the IKEA concept.IKEA 's strategic positioning is unique.customers are usually content to wait for the delivery of the furniture , retailers have not been forced to take purchasing risks.the value added dimension differentiates IKEA from its competition.IKEA offers limited customer assistance but creates opportunities for consumers to choose the transport & assemble units of furniture.