Skip menu
Skip menu

Marketing textbook, chapter 5

Marketing objectives and marketing strategies → Development of marketing strategies → Market field strategies → Market penetration strategy → Acquiring customers from competitors (section 5.2.1)

Ikea is a global brand. The online furniture store Home24 addresses some of the prejudices that consumers have against Ikea: The mass distribution of many Ikea products, the tedious search in the Ikea warehouse or the annoying lugging around of purchased Ikea furniture.

Home24 has launched a new advertising campaign to communicate the advantages of its own offering, particularly in comparison to Ikea. All six motifs compare shopping in a bricks-and-mortar furniture store with online shopping at Home24. In doing so, the Berlin start-up company subtly but clearly pokes fun at Ikea.

„We've all been there: a new sofa is needed, and at the furniture store it's a case of queuing, waiting and lugging. That's different with Home24. You can order from a huge selection from the comfort of your own home and the furniture is delivered to your living room free of charge. It is precisely these benefits that we are emphasising in our new campaign,“ explains Home24 CEO Domenico Cipolla. Home24's new advertising campaign is an expression of a consistent market penetration strategy with which the company is endeavouring to sustainably improve the position of its own online offering on the furniture market. In order to achieve this goal, Home24 is using the current advertising to attract customers from the competition, in particular current Ikea customers, of course.

Three adverts, each comparing a piece of furniture from Home24 with an offer from IKEA with corresponding text and reference: 1. „Be inspired by exclusive collections instead of LÅNGWEILIG living like everyone else“; 2. „Choose comfortably from 1,000 wardrobes instead of searching for MÜSELIK in the warehouse“; 3. “Have sofas delivered free of charge instead of SCHLÄPPEN for two").
Print advertising from Home24

Sources:

Yellow book cover with the title „MARKETING - Introduction to Theory and Practice“ in white and blue letters. At the bottom are two colourful, stylised hands that together form a heart. Authors: Andreas Scharf, Bernd Schubert, Patrick Hehn and Stephanie Glassl. Publisher: Schäffer-Poeschel.
Marketing textbook,
8th edition

Marketing textbook content

Additional material for the individual chapters: