To buy a kitchen is an involving act and IKEA is not recognised as the specialist for complete kitchens. How to communicate the IKEA’s know-how about kitchen and put the brand on people’s shopping-list?

Objectives: - Position IKEA as the specialist of kitchen - Increase noticeably IKEA market shares on the kitchen market

How to get out of an ordinary kitchen? Be partner to every customer in his new kitchen project, and be chosen as the preferred brand. A step by step plan to build up a qualified database: Step 1 : a teasing to recruit a large base;Step 2 : www.operationcuisine.com/uk/ to qualify the database;Step 3 : the relational program www.changezdecuisine.com/uk/