Tag Archives: IKEA

A Hipper Hotel for Millennials

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The Millennial cohort is coming of age and ready to take its place in the travel market. To help them along, IKEA is partnering with Marriott Hotels to develop a new affordable hotel chain across Europe, targeted directly at the Millennial market. How is this hotel chain different from the more established hotels? According to Marriott, Moxy Hotels was designed for people with a younger sensibility with a contemporary style. The hotel was researched and crafted to reflect the changing lifestyles of the Millennial market segment.

Although IKEA is a partner in the deal, the hotel will not be using IKEA furniture. However, in traditional IKEA cost-management style, the construction costs will be managed by using rooms which are pre-fabricated offsite and then assembled in a modular type of construction (no jokes about super-sized allen wrenches!).

Moxy will open hotels in Milan, Frankfurt, Berlin, London, and other European cities. Each hotel will have 150 to 300 rooms and will be LEED-certified. Sustainability and technology features such as mobile check-in, Wi-Fi, flat-screen TV, and built-in USB ports help meet the needs of the savvy Millennial traveler.

Group Activities and Discussion Questions:

  1. Discuss with the students the Millennial market. Why is this market important to hotels?
  2. Bring up the Web site: www.moxyhotels.com and show the video.
  3. Divide students into teams. Have each team describe the target market, key message, pricing, and promotion for the hotel.
  4. What are the key considerations for attracting Millennial travelers? Are other hotel chains able to duplicate the formulat?
  5. Compare Moxy Hotels with other hotel chains: Marriott, Hilton, Holiday Inn, Country Inn, etc.
  6. Build a table comparing key components of Moxy’s design with competitors.

Source:  Brandchannel.com, Wall Street Journal, other news sources

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IKEA’s new TV – streamlining homes and entertainment

The latest design from global furniture company IKEA is a new product that includes TV, sound, and furniture – all in a single unit. This is IKEA’s first foray into the home electronics market, and they have done it with their typical Swedish style. The new unit integrates RCA’s HDTV into a fully customizable piece of furniture that can be tailored and expanded to fit multiple décor and sizes. The unit is classic IKEA; designed to fit into small spaces and hide the ugly cables so prominent in today’s home entertainment systems. The company commissioned a five-country market research product to help it develop the product.

The TV unit – named Uppleva – comes with a five-year warranty and integrates Blu-ray technology, video, Web inputs, wireless speakers, music, and a single remote into a comprehensive entertainment system. The unit will be available first in European markets this summer, followed by a broader launch later in the year. The base price of the unit is expected to be $955 (U.S.). The unit carries IKEA’s clean design and easy assembly features, maintaining the company’s brand value of delivering quality furniture at affordable prices.

 

Group Activities and Discussion Questions:

  1. Ask students to describe their current TV and entertainment system: type, remotes, furniture, cables, and different devices for TV, radio, music, movies.
  2. What are the problems with their current systems? What could be better?
  3. Show the IKEA Uppleva video: http://youtu.be/0Nm7-EuctOs
  4. How does this TV change IKEA’s business model?
  5. How does this complete with other HDTV products?
  6. What is the target market for this product?
  7. Is this market the same in the U.S. as well as Europe?
  8. Have students view the IKEA’s Web site: www.ikea.com.
  9. How does this product reflect IKEA’s brand? Is the company brand consistent throughout the 400 countries in which it operates?
  10. And because everyone likes to make fun of (not so easy) assembly systems, end class with this video from  Conan O’Brien’s  show: http://youtu.be/89taazMC6FE

 

 

Source: Brandchannel.com, 4/23/12

 

 

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Filed under Classroom Activities

IKEA’s new TV – streamlining homes and entertainment

 

The latest design from global furniture company IKEA is a new product that includes TV, sound, and furniture – all in a single unit. This is IKEA’s first foray into the home electronics market, and they have done it with their typical Swedish style. The new unit integrates RCA’s HDTV into a fully customizable piece of furniture that can be tailored and expanded to fit multiple décor and sizes. The unit is classic IKEA; designed to fit into small spaces and hide the ugly cables so prominent in today’s home entertainment systems. The company commissioned a five-country market research product to help it develop the product.

The TV unit – named Uppleva – comes with a five-year warranty and integrates Blu-ray technology, video, Web inputs, wireless speakers, music, and a single remote into a comprehensive entertainment system. The unit will be available first in European markets this summer, followed by a broader launch later in the year. The base price of the unit is expected to be $955 (U.S.). The unit carries IKEA’s clean design and easy assembly features, maintaining the company’s brand value of delivering quality furniture at affordable prices.

Group Activities and Discussion Questions: 

  1. Ask students to describe their current TV and entertainment system: type, remotes, furniture, cables, and different devices for TV, radio, music, movies.
  2. What are the problems with their current systems? What could be better?
  3. Show the IKEA Uppleva video: http://youtu.be/0Nm7-EuctOs
  4. How does this TV change IKEA’s business model?
  5. How does this complete with other HDTV products?
  6. What is the target market for this product?
  7. Is this market the same in the U.S. as well as Europe?
  8. Have students view the IKEA’s Web site: www.ikea.com.
  9. How does this product reflect IKEA’s brand? Is the company brand consistent throughout the 400 countries in which it operates?
  10. And because everyone likes to make fun of (not so easy) assembly systems, end class with this video from  Conan O’Brien’s  show: http://youtu.be/89taazMC6FE

Source: Brandchannel.com, 4/23/12

 

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Filed under Classroom Activities