Posted on 12/27/2011 10:36:30 PM PST by WesternCulture
Ikea, Volvo and Apple have not only had great marketing, but also marketing that was first aimed at a small group that would be seen by the mass population as trendy.
For example, the first IKEA catalog I saw around 15 years ago seemed to be aimed at gays as the home are room settings for their products had models who appeared to be gay couples. They market to the gays, then the hipsters and then other segments of the population follow.
Volvo at least in the US marketed almost exclusively to middle upper income women with kids and they promoted safety and almost only safety. It worked, If I were to gather a focus group of 100 people, and ask them what the first thing that comes to their mind when I say “Volvo,” more than 80% of them will say “safety.”
When Apple first emerged as a major computer maker, they marketed towards artists and designers and the gays and hipsters within those groups. When Apple introduced the iPod it was aimed at music geeks and now they have obviously expanded their market.
Among other things, Volvo seats are among the most comfortable, nay THE most comfortable, of all makes.
I hate the seats in my husband's Volvo. They are the most uncomfortable car seats I have ever had the misfortune to sit upon. Any more than 30 minutes and I have to get out and stand up. Other than that, it's a great car, but I do prefer the seats in my Ford Escort.
Over here in Sweden, IKEA built its brand around a very different set of ideals than Volvo.
After WWII, Volvo advertised the reliable, perfect car for a family of four or five, instead of squeezing them into a mechanically inferior British or French car. IKEA spoke of saving money and their unique way of saving money for both customer and producer by apealling to that “I can”gene of ours - they struck gold.
One of the first lessons of marketing is this; although the market is a bunch of dumb sheep, these dumb herds may not choose cars in the same way they happen to choose furniture.
Why does Volvo never fail? You mean the Chinese owned subsidiary of Geely motors?
“I hate the seats in my husband’s Volvo.”
- If I were you:
1. Tell it to your husband. If he is a true gentleman, he will bother.
2. Take it up with your Volvo dealer.
3. If no reaction whatsoever occurs, transfer the seat of your Ford to your husband’s Volvo. Being a former Volvo-employee, I could agree to sending you a small contribution
to this operation.
4. Scrap your Ford.
Great post.
btw, are you in marketing? :)
- Yes, Volvo is owned by the Chinese.
Let's compare Sweden, China and America in terms of economical success;
USA: Once the World's most economically successful nation. Today an economy taxing companies to death and choking on debts.
China: An old empire aiming at World hegemony, likely of repeating the mistakes made by neighboring Japan twenty years ago.
Sweden: Small, PC, Socialist, but among countries the best example of a nation truly knowing Lutheran work ethics.
Apple has failed a number of times. Apple cultists, on the other hand, erase such things from their memories.
Shouldn't user experience always be a priority. I would bet half of the Apple computer users are people frustrated with their user experience on Microsoft systems.
Microsoft gets away with mediocrity because of market share. A perfect example of that not working is Eclipse Aircraft. The former Microsoft people running that company promised a very capable aircraft and delivered a plane barely capable of IFR flight. They went out of business never delivering the promised airplane.
Personally, I think the genius Apple's resurgence was the marketing of the media. Yeah, their stuff works and is cool looking, but the iTunes store and the App Store put "new user" experiences a couple clicks and 99 cents away.
Well I know Apple almost failed but Microsoft gave them a large loan!!
- I'm trying to market rational thoughts and also politically, spiritually and intellectually sale-able ideas.
I'm a cook, but perhaps I'll go back to working for Volvo soon here in Gothenburg. I love cooking, but I also love cars and earning fantasy wages..
The best job I've ever had was slaving on the premises of my granpa’s summer house. After this, we all enjoyed my grandma's cooking.
Memories like this made me patriot.
Proud citizens of America today standing up for the ideals in which their great nation was shaped remind me of the generation my grandparents belonged to.
Believe me, other times than those of Chirac, Obama and Multiculturalism will follow.
The average passenger on a subway train in Paris forms the future of the Western World.
He might work too little, enjoy more of great red wines than Californian gym instructors and drive a smaller car than American SUV owners who've found out they no longer can afford gas, but at least he is opposed to multiculturalism.
Is there any reason for this article’s writing, other than for a Swede to make racist comments about Italians?
“Is there any reason for this articles writing, other than for a Swede to make racist comments about Italians?”
- O sole mio!
My first car, back in the 60s, was a Volvo P1800, very cool
sports car.
In my later years I had 3 Volvo wagons.
When I moved to Slovakia, I saw my first Ikea store, where I bought most of my household goods and apartment furniture.
Keep in mind, it was intended as discardable, but it breaks down into very flat packages, so I shipped my computer desk, book shelves, kitchen items, lamps, and other Ikea items to my new place in the Philippines, all taking up very little shipping space along with my other items.
For the price, Ikea is excellent for young apartment starters or somewhat temporary furniture and accesories.
Several years ago, I had a project where we had to use SWE-Dish portable satellite dishes. As memory serves, the FA=150 model
Really sleek design. Elegant.
And very, very pricey.
Well, they had a very long lead time. And once we got them, we found that there was some defect with each and every dish that we ordered. It seemed that there was very poor quality control in the manufacturing process. For example, I recall that in several instances, screw holes weren't tapped out. Just silly stuff. To their credit, they were very responsive in sending somebody to fix the problems, but they shouldn't have existed in the first place.
My neighbor across the street has a Volvo. That stupid car is in the shop it seems more than it is in her driveway.
My folks once owned a Saab. Same thing.
And, if you go to Ikea, you will see bins and bins of spare hardware in their customer service area. Same thing.
Bottom line: all of the stuff has a really sleek design. But not very good quality control in the manufacturing process...they had to make it up through post-sale customer service.
(And what is it that they won't let you take the shopping carts on the escalators? They are designed so you can do just that!)
“And what is it that they won't let you take the shopping carts on the escalators? They are designed so you can do just that!”
- Here in Sweden you can. I guess it has to do with regulations were you live.
“(..) stupid car”
- European cars are definitely not stupid. You select music, enter the Autobahn, set the farthållare/Geschwindigkeitsregelanlage/cruise control, go to sleep and wake up to your wonderful holiday down in Provence or Tuscany the following morning.
Yes, you could in Italy and in Germany also.
My wife used to buy Ikea stuff. It fell apart.
I don’t care if you use million dollar fasteners, if you screw them into soft pine, it’s firewood, not furniture.
Disclaimer: Opinions posted on Free Republic are those of the individual posters and do not necessarily represent the opinion of Free Republic or its management. All materials posted herein are protected by copyright law and the exemption for fair use of copyrighted works.