Figure 1: Positioning of furniture retailers on the market
Noémie Julienne (2014)
The Anatomy of Brand Positioning (Jobbe)
Now we have two commercials from both brands that perfectly illustrate their differentiation.
TV Advert MUJI focuses on one product depicting minimalism, nature and zen. |
TV Advert IKEA depicts a large range of products focusing on their day to day utility for the family. |
HU KuanJu & Noémie JULIENNE (2014)
Sources:
- http://inter.ikea.com/en/about-us/business-in-brief/
- http://www.ikea.com/ms/fr_FR/this-is-ikea/democratic-design/index.html
- http://www.metronieuws.nl/world/metro-talks-to-ikea-ceo-mikael-ohlsson-values-matter/SrZlbw!DxV0vJfR0RIIs/
- http://www.muji.com
- http://ryohin-keikaku.jp/eng/
- http://www.forbes.com/sites/berlinschoolofcreativeleadership/2014/08/05/interview-muji-executive-kei-suzuki-on-future-growth-of-japans-no-brand-retailer/
Mujikea 