U cilju sto boljeg pokrivanja trita koje je izuzetno obimno potrebno je implenetirati plan I strategiju adekvatnog promovisanja kompanije,

njenog potencijala I pogotovo prednosti koje je izdvajaju od konkurencije. Trite graevinskog sektora je najvee u Evropi, veliki broj kompanija I ljudi je ukljucen u rad I potrebno je paljivo odrediti ciljne grupe ka kojima ce se usmeriti PR i ostale marketinke aktivnosti. Kompaniju je potrebno predstaviti kao ulaganje u srpsku privredu. Predstavljanje Alubond Europe kao drutveno odgovrnu firmu koja je ulozila u jednu od najnerazvijenihi optina u Srbiji, time promovisala region i zaposlila oko 100 ljudi. U prvoj fazi, uloeno je est miliona dolara, a investirae se jo 20 miliona. Ekspanzija kompanije e stvoriti mogunost za zapoljavanje i dalja ulaganja, to e dodatno pomoi Vladi i njenim nastojanjima da promoviu meunarodne investicije i poboljaju ekonomski standard lokalne optine. Na taj nain kompanija dobija povoljne komercijalne uslove i podrku Vlade i njenih sektora u promociji i olakicama u vidu finansijskih sredstava. Kratkoroni ciljevi kompanije Alubond Europe su osvajanje regionalnog trita i predstavljanje na evropskom tritu kao kompanije koja ima svetsku reputacijui dugogodinju istoriju. Do 2012. godine potrebno je pozicionirati kompaniju na evropskom tritu i upoznati sve kompanije iz brane sa radom Alubonde Europe kao i olakice koja kompanija ima kao jedina evropska kompanija koja moe slobodno da trguje na ruskom tritu. Dugoroni siljevi Alubond Europe d.o.o. jesu maksimalno pokrivaje ruskog trita. Plan kompanije je da do kraja 2015.godine vie od polovine realizacije proizvodnje bude namenjeno ruskom tristu uz maksimalno uee evropskih kompanija. S obzirom da su projekti u Rusiji veliki, i kao to je ve napomenuto predstoje veliki projekti zbog organizacije svetskog prvenstva, potrebno je uee drugih kompanija u realizaciji projekata. Takodje, u tom periodu u planu je otvaranje i predtavnitva u Rusiji u vidu kancelarije koja e imati za cilj da promovie kompaniju, priblii je tritu i lobira iznutra.

As IKEA continued to expand throughout North America, Burson-Marstellers strategy focused on conducting a targeted media relations campaign and creating awareness of this iconic retail store by generating publicity among the various media outlets leading up to the grand opening of the store. When IKEA announced its plans to open its first Florida store in the City of Sunrise, B-M's communications strategy was not only limited to South Florida but on generating publicity throughout the entire state. Burson-Marseller's communication strategy was executed with an aggressive media relations campaign and a series of tactical events that generated extensive media coverage in English and Spanish of the first Florida store opening. Burson-Marsteller conducted media relations surrounding all IKEA announcements, coordinating one-onone interviews with IKEA representatives via telephone and on-site. B-M provided bilingual press

materials including news releases, site renderings, store display images, store maps, company fact sheets, b-roll of IKEA shopping experience, etc. to journalists in order to familiarize them with the IKEA phenomenon. For the groundbreaking event, B-M staffed and managed event logistics and invited press to attend a ceremony with city officials, IKEA representatives, and members of the community. IKEA branded shovels and hard hats were provided for a photo opportunity of officials breaking ground. B-M coordinated store progress tours during the course of construction so consumers could experience through journalists a step-by-step process of building a store. Burson-Marsteller managed press preview events where more than 70 journalists got a sneak-peak at the store a week before the grand opening. B-M identified local angles/stories from campers waiting to be the first in the store on opening day to pitch to the media. Burson-Marsteller also managed all media on-site during grand opening festivities front live trucks to bloggers to photographers.

Objective 1: Host at least three IKEA Conferences across the United States recruiting at least 700 people in attendance and include online guests totaling 500 more guests at each. This objective is critical to introducing The IKEA Way to prospective customers in excess of 100 miles away from the nearest IKEA showroom. These three IKEACons will feature seminars on: Who IKEA is Why IKEA exists What is next for IKEA Green-initiatives for IKEA IKEA in the family home IKEA for teens and kids IKEA production and factory The IKEACon will also feature smaller, portable showrooms for browsing as well as an IKEA restaurant. IKEACon will be the full IKEA experience, but in a short, weekend-only form. The plan for the IKEACon is to invite people who cant make it to a regular IKEA showroom. They will be held in convention centers at three different locations throughout the United States during the first year and feature IKEACon packages for out-of-towners in need of lodging and transportation.

A direct need for public relations in this regard is necessary, as IKEA needs to interest non-current customers to visit. Trust and faith in the company is necessary as these are not people who have any emotional connection to IKEA at all yet. Each of the following tactics will need to be accompanied with steep discounts or promotional offers. Games, trivia, prizes and other tactics will need to be used during the IKEACon events, and the methods of announcing the conventions will need to mention them. Tactics for generating interest include: Direct-mailers/invitations to locals in the non-IKEA area that the convention is being hosted PSA (both radio and commercial/newsroom) about IKEAs green-initiatives to attract environmentally friendly crowds Send e-mail blasts to consumers informing them of the online-conference setting that they can attend Send media alerts to local media outlets (and niche bloggers) informing them of the conference Objective 2: Generate 25 positive media reports in major national publications about IKEA over the next 6 months. This objective will be simpler to achieve due to the size of IKEACon. Tactics for generating the media reports include: Personal media invitations to IKEACon (include niche bloggers also) Press conferences two-months prior to IKEACon in each of the three cities Press releases to all national and local media outlets six months prior to convention Press releases to all national and local media outlets two months prior to convention Press releases to all national and local media outlets two weeks prior to convention Objective 3: Receive 3,000 positive mentions about the new IKEA Design Your Room application on social networking sites across the United States. This objective is important, as it will create an online engagement between major news sites and IKEA customers (and non-customers) enticing people to join and participate. Tactics for generating the mentions include: Send out media alerts to individual reporters in all major news outlets (ABC, N.Y. Times, etc.) and request a Tweet-review Send out e-invitations for the application to tech-bloggers Send out e-invitations for the application to home improvement bloggers

 Tweet and Facebook the release of the application at least once per-day, engaging in conversation about the application Objective 1: Increase awareness of IKEAs commitment to sustainability in the target audience from 15% to 30% within a 12-month period, using corporate advertising, sponsorships, press releases, social media, and a press conference. Tactic 1a: IKEA will organize and sponsor a national contest to promote its dedication to sustainability. Prizes will include ten $10,000 scholarships, a $1,000 donation to Green charity of winners choice, and 1,000 $50 IKEA gift cards. The best idea submitted will be implemented in at least one new store design. This contest will serve multiple purposes. It will showcase the IKEA Social Initiative, whose mission is to improve the rights and life opportunities of the many children (Welcome inside, n.d.) by offering scholarships to youths who win. It will also get consumers involved in improving the sustainability of a newly constructed store, making them feel like part of it. Combining this contest with other PR tactics, such as press releases before, during, and after, social media status updates, and a press conference to showcase the awards will increase sustainability awareness in the target audience. Tactic 1b: IKEA will sponsor Climate Ride NYC to DC and Climate Ride California in 2012. The mission and goals of Climate Ride fall in line with those of IKEA so this organization is a logical choice for corporate advertising. The mission of Climate Ride is to inspire and empower citizens to work toward a new energy future (Climate Ride, 2011). Objective 2: Generate opportunities for press and public, specifically the target market of Millennials ith young families and those press outlets that target them, to learn about the childrens product line, thereby increasing sales of products in the childrens line by 10% over a 12-month period. Tactic 2: IKEA will organize a press conference that shows a selection of the new childrens products, allows a handful of pre-selected children to use the products as a testament to the durability, and invites the press to visit before the press conference officially starts to get exclusive interviews with key management, parents and children discussing the childrens line. The press invited to the preconference discussions will not be direct competitors of one another, enabling each of them to feel like they have exclusive information that their competitors do not. After the press conference, IKEA will post a press release as well as video and content from the press conference on the website and all social media outlets available.

Media: We are using Television News channels, Radio, University radio, News Channels, Newspapers, University magazines & newspapers, Social media (Facebook, Twitter, LinkedIn, Blogs, emails), Coupons, discount offers, membership cards, Press release for my PR campaign. Social Media:

We have created Facebook and Twitter pages and updating the launch of our store. We are also using Blogs to post the schedule of our launch. We are posting our virtual videos and the customised technology for every customer. Website: We will ask our customers to visit our virtual designed bedrooms, living rooms, kitchen design. The customer can customize the look including colour and size of their apartment. We are treating each customer as special one. The same will be promoted through videos, animated artificial intelligence where customer can feel it. Print and video News: IKEA is a well-established global brand, we will hammer the worldwide success stories through print, video news two week before the grant launch.