BRAND TOUCHPOINTS

Epitome of innovation

Posted in Uncategorized by Abhinaya Chandrasekhar on August 18, 2009

Remember that stylish metal bin which you bought in 1990s. That bin which was placed under your Billy bookcase. Here’s something very interesting about it: Kamprad wanted to sell the bins for 10$ while they were being sold in the high street for 40$. This stumped the IKEA team as they were not able to find a supplier who could manufacture them at less than 20$. Kamprad led his team into the IKEA kitchen and pointed to an industrial can of tomato soup. The next thing we know, the soup manufacturer agreed to make stylish bins that could be sold for 10$.

What about Skopa? The plastic hardwearing chair in your garden. The one which has witnessed many quiet moments and many cups of coffee. To align it with IKEA’s low cost business model, they struck a deal with a factory that made plastic bowls and buckets.

Not surprised yet? Read on ..

8-17-ikea catalog1

  • A sofa is made from a shopping trolley.
  • A table is made from some skis.
  • Table legs are made by a window factory.
  • Bed headboards are made by a door factory.
  • Cushion covers are made from shirts.
  • A chair is made from a tomato tin can.
  • A tea light holder is made from an electricity pylon.
  • A photo frame is made from some rubber car tires.

It sure takes a lot to design a stylish piece of furniture. But, it takes way more than that to design the same piece which can sell for 15$ and be a part of everybody / anybody’s home.

To the 11 in-house product managers at IKEA- Respect!

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2 Responses

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  1. Suraj Krishnaswamy said, on August 18, 2009 at 3:42 pm

    IKEA also pioneered the concept of letting the consumer assemble the furniture which helps them save cost on packaging and shipping from their manufacturing plants in developing countries!

  2. Bill Bartmann-_- said, on September 10, 2009 at 2:29 pm

    This site rocks!


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